Abstract

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.

Keywords

BusinessMarketingSocial media marketingSocial mediaAdvertisingDigital marketingComputer scienceWorld Wide Web

Affiliated Institutions

Related Publications

Publication Info

Year
2019
Type
article
Volume
48
Issue
1
Pages
79-95
Citations
1622
Access
Closed

External Links

Download PDF (Free) View on DOI.org PubMed Semantic Scholar

Social Impact

Altmetric
PlumX Metrics

Social media, news, blog, policy document mentions

Citation Metrics

1622
OpenAlex
67
Influential

Cite This

Gil Appel, Lauren Grewal, Rhonda Hadi et al. (2019). The future of social media in marketing. Journal of the Academy of Marketing Science , 48 (1) , 79-95. https://doi.org/10.1007/s11747-019-00695-1

Identifiers

DOI
10.1007/s11747-019-00695-1
PMID
32431463
PMCID
PMC7222052

Data Quality

Data completeness: 86%