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When nothing is what it seems: A digital marketing research agenda

Author

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  • Ruyter, Ko de
  • Isobel Keeling, Debbie
  • Ngo, Liem Viet

Abstract

Digital breakthroughs continue to challenge prevailing understandings of markets and marketing practices, bringing exciting opportunities to reimagine our offerings. Looking through the lens of digital surrealism, we identify key trends emerging in the field: (1) Is AR (Augmented Reality) for real?; (2) There is no better PR than GDPR (General Data Protection Regulation); (3) A persona is not a persona; (4) Min(e)d your language, and; (4 ¾) Raise your voice. Maybe. Based on these trends we develop an agenda for future research that enables the realization of the opportunities that the digital space offers.

Suggested Citation

  • Ruyter, Ko de & Isobel Keeling, Debbie & Ngo, Liem Viet, 2018. "When nothing is what it seems: A digital marketing research agenda," Australasian marketing journal, Elsevier, vol. 26(3), pages 199-203.
    • Handle: RePEc:eee:aumajo:v:26:y:2018:i:3:p:199-203
    DOI: 10.1016/j.ausmj.2018.07.003
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    Citations

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    Cited by:

    1. Tim Hilken & Debbie I. Keeling & Ko Ruyter & Dominik Mahr & Mathew Chylinski, 2020. "Seeing eye to eye: social augmented reality and shared decision making in the marketplace," Journal of the Academy of Marketing Science, Springer, vol. 48(2), pages 143-164, March.
    2. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Touching the Untouchable: Exploring Multi-Sensory Augmented Reality in the Context of Online Retailing," Journal of Retailing, Elsevier, vol. 95(4), pages 219-234.
    3. Marilyn Giroux & Jungkeun Kim & Jacob C. Lee & Jongwon Park, 2022. "Artificial Intelligence and Declined Guilt: Retailing Morality Comparison Between Human and AI," Journal of Business Ethics, Springer, vol. 178(4), pages 1027-1041, July.
    4. Weismueller, Jason & Harrigan, Paul & Wang, Shasha & Soutar, Geoffrey N., 2020. "Influencer endorsements: How advertising disclosure and source credibility affect consumer purchase intention on social media," Australasian marketing journal, Elsevier, vol. 28(4), pages 160-170.
    5. Fernandez, Karen V., 2020. "PROVE it! A practical primer to positioning theoretically," Australasian marketing journal, Elsevier, vol. 28(1), pages 57-64.
    6. Reisman, Richard & Payne, Adrian & Frow, Pennie, 2019. "Pricing in consumer digital markets: A dynamic framework," Australasian marketing journal, Elsevier, vol. 27(3), pages 139-148.
    7. Esmark Jones, Carol L. & Hancock, Tyler & Kazandjian, Brett & Voorhees, Clay M., 2022. "Engaging the Avatar: The effects of authenticity signals during chat-based service recoveries," Journal of Business Research, Elsevier, vol. 144(C), pages 703-716.
    8. Chong, Terrence & Yu, Ting & Keeling, Debbie Isobel & de Ruyter, Ko, 2021. "AI-chatbots on the services frontline addressing the challenges and opportunities of agency," Journal of Retailing and Consumer Services, Elsevier, vol. 63(C).
    9. Heller, Jonas & Chylinski, Mathew & de Ruyter, Ko & Mahr, Dominik & Keeling, Debbie I., 2019. "Let Me Imagine That for You: Transforming the Retail Frontline Through Augmenting Customer Mental Imagery Ability," Journal of Retailing, Elsevier, vol. 95(2), pages 94-114.
    10. Belém Barbosa & José Ramón Saura & Dag Bennett, 2024. "How do entrepreneurs perform digital marketing across the customer journey? A review and discussion of the main uses," The Journal of Technology Transfer, Springer, vol. 49(1), pages 69-103, February.
    11. Ertugrul Uysal & Sascha Alavi & Valéry Bezençon, 2022. "Trojan horse or useful helper? A relationship perspective on artificial intelligence assistants with humanlike features," Journal of the Academy of Marketing Science, Springer, vol. 50(6), pages 1153-1175, November.
    12. Chylinski, Mathew & Heller, Jonas & Hilken, Tim & Keeling, Debbie Isobel & Mahr, Dominik & de Ruyter, Ko, 2020. "Augmented reality marketing: A technology-enabled approach to situated customer experience," Australasian marketing journal, Elsevier, vol. 28(4), pages 374-384.

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