Skip to main page content
U.S. flag

An official website of the United States government

Dot gov

The .gov means it’s official.
Federal government websites often end in .gov or .mil. Before sharing sensitive information, make sure you’re on a federal government site.

Https

The site is secure.
The https:// ensures that you are connecting to the official website and that any information you provide is encrypted and transmitted securely.

Access keys NCBI Homepage MyNCBI Homepage Main Content Main Navigation
. 2020;48(1):79-95.
doi: 10.1007/s11747-019-00695-1. Epub 2019 Oct 12.

The future of social media in marketing

Gil Appel  1 , Lauren Grewal  2 , Rhonda Hadi  3 , Andrew T Stephen  3   4
Affiliations

The future of social media in marketing

Gil Appel et al. J Acad Mark Sci. 2020.

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.

Keywords: Digital marketing; Future of marketing; Social media.

PubMed Disclaimer

References

    1. Aguirre E, Mahr D, Grewal D, Ruyter KD, Wetzels M. Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing. 2015;91(1):34–59.
    1. American Psychological Association. (2011). Social networking's good and bad impacts on kids. American Psychological Association.
    1. Babić Rosario A, Sotgiu F, De Valck K, Bijmolt THA. The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research. 2016;53(3):297–318.
    1. Back M, Stopfer J, Vazire S, Gaddis S, Schmukle S, Egloff B, Gosling S. Facebook profiles reflect actual personality, not self-idealization. Psychological Science. 2010;21(3):372–374. - PubMed
    1. Bail CA, Argyle LP, Brown TW, Bumpus JP, Chen H, Hunzaker MF, Lee J, Mann M, Merhout F, Volfovsky A. Exposure to opposing views on social media can increase political polarization. Proceedings of the National Academy of Sciences. 2018;115(37):9216–9221. - PMC - PubMed

LinkOut - more resources