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 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.

Sentiment analysis and its applications in fighting COVID-19 and infectious diseases: A systematic review

“… Appel et al, 2020 , Diedrichs, 2000 , Eysenbach and o. M. I. R. , 2003 , Falagas et al, 2008 , Goldschmidt and o. P. N. , 2020 , Jain et al, 2018 , Jansen et al, 2010 , Li et al, 2020 , Meho et al, 2007 , Pastor and a. S. , 2020 , Rodrigues and das Dores, R. M., Camilo-Junior, C. G., & Rosa, T. C. J. I. j. o. m. i. , 2016 , Soliman et al, 2020 , Xu et al, 2020 .…”

Macro and Exogenous Factors in Computational Advertising: Key Issues and New Research Directions

“…Future surveillance technology innovations have particularly strong implications for how consumer data are gathered and used for advertising in the contexts of mobile technology (Tong, Luo, and Xu 2020), in-store interactions (Grewal et al 2020), and social media (Appel et al 2020). Increased mobile use by consumers driven by technological and content innovations will permit the industry to leverage its unique data-tracking capabilities and deliver personalized ads drawing on both in-store and online data.…”

The Role of Social Networks in the Internationalisation of Startups: LinkedIn in Portuguese Context

“…It involves the construction of communities or networks, in which participation and engagement are encouraged. Social media is supported by software that makes use of digital technologies to receive and send content (Appel et al, 2020).…”

“…In a digital world on a global scale, technology takes on a leading role. One of these technologies is the social networks that provide greater proximity to consumers, regardless of geography, and facilitate access to a wider range of specialized professionals (Appel et al, 2020;Grizane & Jurgelane, 2017). The role of social networks has been mainly explored considering their dimensions of promoting visibility of companies, networking with partners, suppliers, and clients, and in leveraging social capital (Han et al, 2019;Pourkhani et al, 2019;Williams, 2019).…”