The future of social media in marketing

Journal article

Abstract:: Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.

Publisher:: Springer Verlag
Journal:: Journal of the Academy of Marketing Science More from this journal
Volume:: 48
Pages:: 79–95
Publication date:: 2019-10-12
Acceptance date:: 2019-09-02
DOI:: 10.1007/s11747-019-00695-1
ISSN:: 1552-7824

Copyright holder:: Stephen et al
Notes:: © The Author(s) 2019. This article is distributed under the terms of the Creative Commons Attribution 4.0 International License (http://creativecommons.org/licenses/by/4.0/), which permits unrestricted use, distribution, and reproduction in any medium, provided you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license, and indicate if changes were made.

If you are the owner of this record, you can report an update to it here: Report update to this record