Lutgert Research

Setting the Future of Digital and Social Media Marketing Research: Perspectives and Research Propositions

March 18, 2021  / Gina Tran  / Tags: LCOB Top Tier Award, Marketing, 2020

The Internet and social media have changed consumer behavior and the ways in which companies conduct business. Social and digital marketing offer significant opportunities to organizations through lower costs, improved brand awareness, and increased sales. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein.

Publication: International Journal of Information Management

Authors: Gina Tran

Notes: LCOB Top Tier Award 2020