The future of social media in marketing

2019/10/12 by Gil Appel, Lauren Grewal, Rhonda Hadi +1 · 1,805 citations
Decision Sciences · Social Sciences · #Advertising #Business #Computer science #Digital Marketing and Social Media #Digital marketing #Impact of Technology on Adolescents #Marketing #Social media #Social media marketing #Technology Adoption and User Behaviour #World Wide Web

paper · pdf · doi:10.1007/s11747-019-00695-1

published in Journal of the Academy of Marketing Science 48(1), 79-95 (Springer Science+Business Media)

openalex publication_date 2019/10/12 · openalex created_date 2025/10/10 · openalex updated_date 2026/08/06

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.

Citations

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