Yogesh K. Dwivedi|Elvira Ismagilova|David L. Hughes|Jamie Carlson|Raffaele Filieri|Jenna Jacobson|Varsha Jain|Heikki Karjaluoto|Hajer Kéfi|Anjala S. Krishen|Vikram Kumar|Mohammad M. Rahman|Ramakrishnan Raman|Philipp A. Rauschnabel|Jennifer Rowley|Jari Salo|Gina A. Tran|Yichuan Wang
Setting the future of digital and social media marketing research: Perspectives and research propositions
Swansea University|University of Bradford|Swansea University|University of Newcastle Australia|Audencia Business School|Toronto Metropolitan University|Mudra Institute of Communications Ahmedabad|University of Jyväskylä|Paris School of Business|University of Nevada, Las Vegas|Symbiosis International University|Shippensburg University|Symbiosis International University|Universität der Bundeswehr München|Manchester Metropolitan University|University of Helsinki|Florida Gulf Coast University|University of Sheffield
use internet social media changed consumer behavior ways companies conduct business social digital marketing offers significant opportunities organizations lower costs improved brand awareness increased sales however significant challenges exist negative electronic wordofmouth well intrusive irritating online brand presence article brings together collective insight several leading experts issues relating digital social media marketing experts perspectives offer detailed narrative key aspects important topic well perspectives specific issues including artificial intelligence augmented reality marketing digital content management mobile marketing advertising b2b marketing electronic word mouth ethical issues therein research offers significant timely contribution researchers practitioners form challenges opportunities highlight limitations within current research outline research gaps develop questions propositions help advance knowledge within domain digital social marketing