Setting the future of digital and social media marketing research: Perspectives and research propositions

作者：

Highlights：

• Huge potential for marketers that implement AI, VR technologies.

• Customer engagement behaviors and customer journeys enhanced via SMM.

• Importance of ethical practice and explainability in use of AI and ML.

• Trust is positively impacted via the cultivation of customer engagement.

• eWOM overload can be mitigated by applying new tools and mechanisms.

摘要

•Huge potential for marketers that implement AI, VR technologies.•Customer engagement behaviors and customer journeys enhanced via SMM.•Importance of ethical practice and explainability in use of AI and ML.•Trust is positively impacted via the cultivation of customer engagement.•eWOM overload can be mitigated by applying new tools and mechanisms.

论文关键词：Artificial intelligence,Augmented reality marketing,Digital marketing,Ethical issues,eWOM,Mobile marketing,Social media marketing

论文评审过程：Received 17 May 2020, Revised 1 June 2020, Accepted 2 June 2020, Available online 10 July 2020, Version of Record 28 May 2021.

论文官网地址：https://doi.org/10.1016/j.ijinfomgt.2020.102168