The DOI matches its Crossref record; 8 of the 8 references it cites were found in a registry or an index.
Social media's slippery slope: challenges, opportunities and future research directions
Abstract
Purpose: Academics and the business community are interested in learning how social media can benefit (or harm) consumer‐brand engagement. As more branding activity goes social, marketers are not always welcome in all social media spaces. In this invited commentary, the authors aim to lay out the challenges that social media faces for enhancing consumer‐brand engagement. In doing so, they seek to turn social media challenges into future research directions. Design/methodology/approach: The paper reviews prior literature on social media and brand engagement. Findings: The majority of social media marketing initiatives take the form of communicating sales promotions to already engaged consumers. Practical implications: Marketers need to find ways to use social media to create lasting brand engagement rather than to merely utilize this communication technology to enhance short‐term revenue. Originality/value: This critical review provides marketing academics and practitioners avenues for future research and applied considerations. It is an adaptation and extension of Schultz's 2013 paper.
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Cites
Social media? Get serious! Understanding the functional building blocks of social media
Kietzmann, J. H., Hermkens, K., McCarthy, I. P., & Silvestre, B. S. (2011) · Business Horizons · doi:10.1016/j.bushor.2011.01.005 · Cited by 4,970
Customer engagement behavior: Theoretical foundations and research directions
van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010) · Journal of Service Research · doi:10.1177/1094670510375599 · Cited by 3,536
Customer engagement: exploring customer relationships beyond purchase.
Vivek, S. D., Beatty, S. E., & Morgan, R. M. (2012) · Journal of Marketing Theory and Practice · doi:10.2753/mtp1069-6679200201 · Cited by 2,089
Collaborating to create: The Internet as a platform for customer engagement in product innovation
Sawhney, M., Verona, G., & Prandelli, E. (2005) · Journal of Interactive Marketing · doi:10.1002/dir.20046 · Cited by 1,406
Undervalued or overvalued customers: Capturing total customer engagement value
Kumar, V., Aksoy, L., Donkers, B., Venkatesan, R., Wiesel, T., & Tillmanns, S. (2010) · Journal of Service Research · doi:10.1177/1094670510375602 · Cited by 1,382
The Process of Customer Engagement: A Conceptual Framework
Bowden, J. L.-H. (2009) · Journal of Marketing Theory and Practice · doi:10.2753/mtp1069-6679170105 · Cited by 1,365
Sprott, D., Czellar, S., & Spangenberg, E. (2009) · Journal of Marketing Research · doi:10.1509/jmkr.46.1.92 · Cited by 850
How to Foster and Sustain Engagement in Virtual Communities
Porter, C. E., Donthu, N., MacElroy, W. H., & Wydra, D. (2011) · California Management Review · doi:10.1525/cmr.2011.53.4.80 · Cited by 202
Cited by
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., et al. (2021) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2020.102168 · Cited by 4,608
“The decline of traditional communication channels and societal reliance on bricks-and-mortar operations, has necessitated that businesses seek best practices use of digital and social media marketing strategies to retain and increase market share (Naylor et al., 2012; Schultz & Peltier, 2013).”
BackgroundSocial media in marketing: A review and analysis of the existing literature
Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017) · Telematics and Informatics · doi:10.1016/j.tele.2017.05.008 · Cited by 1,123
Li, F., Larimo, J., & Leonidou, L. C. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-020-00733-3 · Cited by 996
Elements of strategic social media marketing: A holistic framework
Felix, R., Rauschnabel, P. A., & Hinsch, C. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2016.05.001 · Cited by 857
Masuda, H., Han, S. H., & Lee, J. (2022) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2021.121246 · Cited by 576
Metadata
- Authors
- Schultz, D. E., & Peltier, J. (.
- Venue
- Journal of Research in Interactive Marketing
- Publisher
- Emerald
- Published
- 2013-05-31
- Volume
- 7
- Issue
- 2
- Pages
- 86-99
- ISSN
- 2040-7122 (ISSN-L)
- OpenAlex
- W2041280977
- Cited by
- 366
- References
- 8
- FWCI
- 59.76
- Type
- journal article
- Language
- en
- Open access
- closed
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Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).
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