Setting the future of digital and social media marketing research: Perspectives and research propositions

Dwivedi, Yogesh K.; Ismagilova, Elvira; Hughes, David L.; Carlson, Jamie; Filieri, Raffaele; Jacobson, Jenna; Jain, Varsha; Karjaluoto, Heikki; Kéfi, Hajer; Krishen, Anjala S.; Kumar, Vikram; Rahman, Mohammad M.; Raman, Ramakrishnan; Rauschnabel, Philipp A.; Rowley, Jennifer; Salo, Jari; Tran, Gina A.; Wang, Yichuan

doi:10.1016/j.ijinfomgt.2020.102168

Cited by 837 publications

(510 citation statements)

References 213 publications

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“…The main purpose of marketing activity is to build communication between the corporation and its customers, which can lead to a good relationship among them and creates interest in what the corporation offers. Social media is one of the marketing tools to enhance customer engagement [59]. In the online shopping context, trust is an important thing among the customer because of the lack of product tangibility [60].…”

Section: Chen and Lin [2];mentioning

confidence: 99%

Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience

et al. 2020

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Social media has been playing an important role in marketing strategy. As a part of social media, social networking sites (SNS) can be utilized by enterprises to create direct communication and good relationships with their customers. Therefore, enterprises using SNS have to select the right marketing content to enhance strong customer relationships, which lead to their behavior generating sustainable performance for enterprises. This research considered social media marketing activity (SMMA) and Customer Experience (CX) to measure the customer’s relationship quality, which can impact customer behavioral outcomes, which are purchase intention, loyalty intention, and participation intention. The 413 online questionnaire surveys were measured and analyzed using SmartPLS 3. The results show that SMMA and CX have a significant influence on the customer relationship quality, which also leads to a positive impact on customer behavioral outcomes. This research guides enterprises that SNS’s marketing content has to follow SMMA and CX dimensions to achieve the marketing objective and generate sustainable performance for enterprises.

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Section: Chen and Lin [2];mentioning

confidence: 99%

Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience

et al. 2020

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“…Augmented Reality Marketing is defined as a “strategic concept that integrates digital information or objects into the subject's perception of the physical world, often in combination with other media, to expose, articulate, or demonstrate consumer benefits to achieve organizational goals” ( Rauschnabel et al, 2019 , p. 44). It aims to exploit the full capabilities of modern mobile devices to perform enhanced marketing, e-commerce, and advertising tasks ( Dwivedi et al, 2020 ; Rauschnabel et al, 2019 ). Augmented Reality Marketing also provides the ability to put the product into the hand of the users, thereby giving the consumer the chance to interact with the brand before purchase ( Al-Modwahi et al, 2012 ), driving purchase intention through user experience, utilitarian benefits, and hedonic benefits ( Rauschnabel, 2018 ).…”

Section: Introductionmentioning

confidence: 99%

Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field

Shih

2020

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Many of today's online services are designed specifically to encourage impulse buying. Moreover, many studies have shown that with the assistance of Mobile Augmented Reality, retailers have the potential to significantly improve their sales. However, the effects of Mobile AR on consumer impulse buying behavior have yet to be examined, particularly in the tourism field. Consequently, the present study integrates the Technology Acceptance Model (TAM), Stimulus-Organism-Response (SOR) framework, and flow theory to examine the effects of Mobile AR apps on tourist impulse buyingbehavior. The research model is implemented using an online questionnaire, with the results analyzed by Partial-Least-Squares Structural Equation Modeling (PLS-SEM) approach. The results obtained from 479 valid samples show that the characteristics of Mobile AR apps play an important role in governing tourist behavior in making unplanned purchases. In particular, as the utility, ease-of-use, and interactivity of the apps increase, the perceived enjoyment and satisfaction of the user also increase and give rise to a stronger impulse buying behavior. The results also reveal a mediating effect of the flow experience on the relationship between the perceived ease of use of the Mobile AR app and the user satisfaction in using the app. Overall, the findings presented in this study provide a useful source of reference for Mobile AR app developers, retailers, and tourism marketers in better understanding users' preferences for Mobile AR apps and strengthening their impulse buying behavior in the tourism context as a result.

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“…This may be the consequence of the fact that it is more difficult to offer personalized feedback and solutions for international clients through social media platforms, one of the main reasons marketers use these . Because social media is greatly used for communication purposes [9,13,54], the language used to communicate through social media must be the one that most of the company's customers use. Hence, this may be an explanation of why data resulting from testing H3 indicate that national operating companies very frequently use social media for marketing purposes.…”

Section: Discussionmentioning

confidence: 99%

Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?

et al. 2020

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The fast development of technologies shapes the way companies address and understand their customers’ needs, including the more and more pressing call for sustainability. If, by now, many organizations use the advantages of social media in their marketing strategies, newer technologies, such as Internet of things (IoT) wearables, are not fully used to their whole potential. Thus, we conducted two research studies—a qualitative one in the form of a focus group where eight different companies’ representatives took part, followed by a quantitative one in the form of an online questionnaire, where 84 (Small and Medium Sized Enterprises) SMEs and Large Enterprises answered. The main purpose of our research was to investigate companies’ attitudes and practices about using social media and IoT wearable technologies in developing organizational marketing strategies. The results indicate that, though there are some differences in the perception and use of social media and IoT wearables for developing marketing strategies, these differences are not marked between SMEs and Large Enterprises, but rather between micro enterprises and other companies with higher numbers of employees. Additionally, there are some differences noticed between companies operating in regional, national, or international markets.

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Setting the future of digital and social media marketing research: Perspectives and research propositions

Cited by 837 publications

References 213 publications

Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience

Customer Behavior as an Outcome of Social Media Marketing: The Role of Social Media Marketing Activity and Customer Experience

Effects of mobile augmented reality apps on impulse buying behavior: An investigation in the tourism field

Social Media and IOT Wearables in Developing Marketing Strategies. Do SMEs Differ From Large Enterprises?

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