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The future of social media in marketing

Author

Listed:
  • Gil Appel

    (University of Southern California)

  • Lauren Grewal

    (Dartmouth College)

  • Rhonda Hadi

    (University of Oxford)

  • Andrew T. Stephen

    (University of Oxford
    Monash University)

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.

Suggested Citation

  • Gil Appel & Lauren Grewal & Rhonda Hadi & Andrew T. Stephen, 2020. "The future of social media in marketing," Journal of the Academy of Marketing Science, Springer, vol. 48(1), pages 79-95, January.
    • Handle: RePEc:spr:joamsc:v:48:y:2020:i:1:d:10.1007_s11747-019-00695-1
    DOI: 10.1007/s11747-019-00695-1
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