The Future of Social Media in Marketing
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 medi...
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| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Ankara Haci Bayram Veli University
2024-06-01
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| Series: | Yeni Medya |
| Subjects: | |
| Online Access: | https://dergipark.org.tr/tr/download/article-file/4018412 |
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| _version_ | 1832086620647456768 |
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| author | Andrew T. Stephen Lauren Grewal Gil Appel Rhonda Hadi Şeyda Koçak Kurt |
| author_facet | Andrew T. Stephen Lauren Grewal Gil Appel Rhonda Hadi Şeyda Koçak Kurt |
| author_sort | Andrew T. Stephen |
| collection | DOAJ |
| description | 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. |
| format | Article |
| id | doaj-art-0c873a98742e4e7c8d0b642a8c0c4f61 |
| institution | Kabale University |
| issn | 2587-1285 |
| language | English |
| publishDate | 2024-06-01 |
| publisher | Ankara Haci Bayram Veli University |
| record_format | Article |
| series | Yeni Medya |
| spelling | doaj-art-0c873a98742e4e7c8d0b642a8c0c4f612025-02-06T09:54:27ZengAnkara Haci Bayram Veli UniversityYeni Medya2587-12852024-06-01163944201643The Future of Social Media in MarketingAndrew T. Stephen0Lauren Grewal1Gil Appel2Rhonda Hadi3Şeyda Koçak Kurt4University of OxfordTuck School of BusinessSchool of BusinessUniversity of OxfordAnkara Hacı Bayram Veli Üniversitesi İletişim FakültesiSocial 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.https://dergipark.org.tr/tr/download/article-file/4018412social mediadigital marketingfuture of marketingsosyal medyadijital pazarlamapazarlamanın geleceği |
| spellingShingle | Andrew T. Stephen Lauren Grewal Gil Appel Rhonda Hadi Şeyda Koçak Kurt The Future of Social Media in Marketing Yeni Medya social media digital marketing future of marketing sosyal medya dijital pazarlama pazarlamanın geleceği |
| title | The Future of Social Media in Marketing |
| title_full | The Future of Social Media in Marketing |
| title_fullStr | The Future of Social Media in Marketing |
| title_full_unstemmed | The Future of Social Media in Marketing |
| title_short | The Future of Social Media in Marketing |
| title_sort | future of social media in marketing |
| topic | social media digital marketing future of marketing sosyal medya dijital pazarlama pazarlamanın geleceği |
| url | https://dergipark.org.tr/tr/download/article-file/4018412 |
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