social media marketing research paper

social media marketing research paper

2015). These can generally be categorized as (1) digitally communicating and socializing with known others, such as family and friends, (2) doing the same but with unknown others but who share common interests, and (3) accessing and contributing to digital content such as news, gossip, and user-generated product reviews. T. (2012). endobj (2016). (2016). 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. 2016) have inhabited social media platforms for the last decade (Lee et al. However, we believe that companies will adapt to the latest regulation changes (e.g., GDPR in Europe, CCPA in California) and improve on collecting and analyzing anonymized data (Kakatkar and Spann 2018). Schwarz, N., & Newman, E. J. Prior exposure increases perceived accuracy of fake news. Currently, social media practice is one where brands encourage consumer engagement online (Chae et al. It is also interesting to consider how such sensory-rich formats can be used to bridge the gap between the online and offline spaces, which is the next theme we explore. In the future, AI systems will act as human ability augmenters, allowing us to accomplish more, in less time, and better results (Guszcza 2018). Journal of Marketing Research, 51(5), 546–562. While this experiment was deliberately designed to raise questions about the future of consumer-product relationships (and product-product “relationships”), the proliferation of autonomous tangible devices does suggest a future in which they have a “voice,” even in the absence of humans (Hoffman and Novak 2018). Retrieved from https://tinyurl.com/ybcuxxdv. In a recent study, Force (2018) shows that interacting with brands on social media lowered people’s empathy. 2002; Harton and Bourgeois 2004). Journal of Marketing, 81(6), 24–41. One questionable Tweet, for example, can be captured by users and spread in mere moments. Another set of examples of AR comes from beauty company L’Oréal. Future research might explore how any of the new sensory formats mentioned above might alter the nature of content creation and consumption. Retrieved from https://tinyurl.com/yarzpz8n. Stephen, A. T., & Lehmann, D. R. (2016). More recently, the value of advertising on social media continues to be explored (e.g., Gordon et al. 0000027529 00000 n The authors thank the special issue editors and reviewers for their comments, and the Oxford Future of Marketing Initiative for supporting this research. 0 A Typology of Facebook Fans. Text Message for a Quote: (2018). Retrieved from https://tinyurl.com/y8g9b3oq. Bhaskar, S. (2018). Rhonda Hadi or Andrew T. Stephen. (2017). As a sub-field within the field of marketing, social media is already substantial and the potential for future research—based on identified needs for new knowledge and answers to perplexing questions—suggests that this sub-field will become even more important over time. Indeed, haptic feedback (technology that recreates the sense of touch by applying forces, vibrations, or motions to the user; Brave et al. Company Info. Belk, R. W. (2013). Finally, perhaps the greatest indication of an “omni-social” phenomenon is the manner in which social media appears to be shaping culture itself. Presently, people around the world use social media in its various forms (e.g., news feeds on Facebook and Twitter, private messaging on WhatsApp and WeChat, and discussion forums on Reddit) for a number of purposes. Journal of Marketing Research, 53(3), 297–318. Retrieved from https://tinyurl.com/y76wyo8j. Retrieved from https://tinyurl.com/y82et9tw. - 191.252.103.19. Exposure to ideologically diverse news and opinion on Facebook. Future research can address whether or not consumers will use available “timing” tools on one of many devices in which their social media exists (i.e., fake self-policing) or on all of their devices to actually curb behavior. <>/Border[0 0 0]/Rect[163.656 97.3415 252.312 105.3495]/Subtype/Link/Type/Annot>> Social media bots offer phony friends and real profit. China is living the future of mobile pay right now. Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Indeed, online WOM has been—and, we contend, will continue to be—important in marketing (e.g., in the meta-analysis by Babić Rosario et al. Facebook confirms its building augmented reality glasses. Therefore, understanding if previously studied factors that mitigated the negative effects of personalization (e.g., perceived utility; White et al. (2017). Open Access 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. Cyberpsychology & Behavior, 12(4), 451–455. The publishers of this portfolio have made their most read and top-cited articles free until August 23, 2014. In today’s society, one of the most common ways to reach consumers is through social media. The impact of microblogging word of mouth on consumers’ adoption of new movies. For example, in what started as a design experiment, “Brad,” a connected toaster, was given the ability to “communicate” with other connected toasters, and to tweet his “feelings” when neglected or under-used (Vanhemert 2014). endobj In reviewing the social media ecosystem and considering where it is heading in the context of consumers and marketing practice, we have concluded that this is an area that is very much still in a state of flux. How the Chinese government fabricates social media posts for strategic distraction, not engaged argument. Retrieved from https://tinyurl.com/ycr2d3v9. Advances in Consumer Research, 45, 17–20. <<>> Free research papers on social media and marketing Access to the top-cited and most read research articles from Elsevier's Marketing journals By Angelina Ward Posted on 27 May 2014 Behind every great marketer is the science of marketing and social media, with strategies, principles and techniques that are continually evolving. Stephen, A. T. & G. Brooks (2018). If nothing else, it is vitally important that we better understand social media since it has become highly culturally relevant, a dominant form of communication and expression, a major media type used by companies for advertising and other forms of communication, and even has geopolitical ramifications. 124 0 obj These applications (e.g., “Woebot;” Molteni 2017) aim to support the mental health of users by proactively checking in on them, “listening” and chatting to users at any time and recommending activities to improve users’ wellbeing (de Jesus 2018). 0000006033 00000 n For example, Belk (2013) spoke of how consumers may be re-embodied through avatars they create to represent themselves online, influencing their offline selves and creating a multiplicity of selves (i.e., consumers have more choice when it comes to their self-representation). Mark Zuckerberg, In His Own Words, On why AR is Facebook’s next big platform bet. Retrieved from https://tinyurl.com/y9rkxbxu. Recent research has furthermore shown how the Chinese government strategically uses millions of online comments to distract the Chinese public from discussing sensitive issues and promote nationalism (King et al. Proceedings of the National Academy of Sciences, 116(7), 2521–2526. The primary benefits the social media marketing will bring to our organization are generating more business exposure, increasing traffic, and providing marketplace insight. Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes. His use of Twitter attracted a lot of attention during the campaign and has continued to do so during his term in office. company’s integration of social media on consumer behavior. Safko, L. (2010). (2017). It could also be the case that users will actually spend less time on Facebook and Instagram, but possibly spend that extra time on other competing social media platforms, or attached to devices, which theoretically will not help combat loneliness. Retrieved from https://tinyurl.com/y7azj7oc. 2006), though this has begun to change in recent years with more research examining offline consequences to omnichannel strategies (Lobschat et al. We hope that the ideas discussed here stimulate many new ideas and research, which we ultimately hope to see being mentioned and shared across every type of social media platform. However, they represent more complex issues that we believe will take longer to address and be of mainstream importance for marketing than the six issues discussed previously under the immediate and near futures.

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