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Journal article

The future of social media in marketing

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 p...

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Publication status:
Published
Peer review status:
Peer reviewed

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Publisher copy:
10.1007/s11747-019-00695-1

Authors


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Institution:
University of Oxford
Division:
SSD
Oxford college:
Worcester College
Role:
Author
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:
ISSN:
1552-7824
Keywords:
Pubs id:
pubs:1049192
UUID:
uuid:0bed4404-29ff-4077-adc4-9ee3e41d9179
Local pid:
pubs:1049192
Source identifiers:
1049192
Deposit date:
2019-09-04

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