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.

Chatbots have become common in digital customer service contexts across many industries. While many companies choose to humanize their customer service chatbots (e.g., giving them names and avatars), little is known about how anthropomorphism influences customer responses to chatbots in service settings. Across five studies, including an analysis of a large real-world dataset from an international telecommunications company and four experiments, the authors find that when customers enter a chatbot-led service interaction in an angry emotional state, chatbot anthropomorphism has a negative effect on customer satisfaction, overall firm evaluation, and subsequent purchase intentions. However, this is not the case for customers in non-angry emotional states. The authors uncover the underlying mechanism driving this negative effect (expectancy violations caused by inflated pre-encounter expectations of chatbot efficacy) and offer practical implications for managers. These findings suggest it is important to both carefully design chatbots and consider the emotional context in which they are used, particularly in customer service interactions that involve resolving problems or handling complaints.

Social thermoregulation theory posits that modern human relationships are pleisiomorphically organized around body temperature regulation. In two studies (N = 1755) designed to test the principles from this theory, we used supervised machine learning to identify social and non-social factors that relate to core body temperature. This data-driven analysis found that complex social integration (CSI), defined as the number of high-contact roles one engages in, is a critical predictor of core body temperature. We further used a cross-validation approach to show that colder climates relate to higher levels of CSI, which in turn relates to higher CBT (when climates get colder). These results suggest that despite modern affordances for regulating body temperature, people still rely on social warmth to buffer their bodies against the cold.

Individuals often experience incidental device-delivered haptic feedback (e.g., vibrational alerts accompanying messages on mobile phones and wearables), yet almost no research has examined the psychological and behavioral implications of technology-mediated touch on consumers. Drawing from theories in social psychology and computer science, we explore how device-delivered haptic feedback may have the capability to augment consumer responses to certain consumer-directed communications. Across four studies, we find that haptic alerts accompanying messages can improve consumer performance on related tasks and demonstrate that this effect is driven by an increased sense of social presence in what can otherwise feel like an impersonal technological exchange. These findings provide applied value for mobile marketers and gadget designers, and carry important implications for consumer compliance in health and fitness domains.

While prior literature has often conceptualized Eastern consumers as archetypes of resolute discipline and self___control, the authors of this manuscript demonstrate that holistic thinking (a well___established characteristic of Eastern culture) can pose a liability to consumers___ self___control efforts by increasing their desire for indulgent foods under certain conditions. Specifically, this research reveals that when an indulgent food is advertised with a cue that sets the occasion for consumption (i.e., an occasion___setting cue), holistic (vs. analytic) thinking increases craving and subsequent purchase likelihood for the featured product. Evidence for this effect is found across three studies using both self___reported and physiological measures of craving. Furthermore, the effect holds regardless of whether holistic thinking is measured or manipulated. Finally, this research provides evidence for the underlying mechanism and establishes important boundary conditions for the interactive effect.