A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry
Abstract
Over the past 15 years, digital media platforms have revolutionized marketing, offering new ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a means of taking stock of academic work's ability to contribute to this revolution, this article tracks the changes in scholarly researchers’ perspectives on three major digital, social media, and mobile (DSMM) marketing themes from 2000 to 2015. The authors first use keyword counts from the premier general marketing journals to gain a macro-level view of the shifting importance of various DSMM topics since 2000. They then identify key themes emerging in five-year time frames during this period: (1) DSMM as a facilitator of individual expression, (2) DSMM as decision support tool, and (3) DSMM as a market intelligence source. In both academic research to date and corresponding practitioner discussion, there is much to appreciate. However, there are also several shortcomings of extant research that have limited its relevance and created points of disconnect between academia and practice. Finally, in light of this, an agenda for future research based on emerging research topics is advanced.
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D&SMT have revolutionized the engineering of compelling customer experiences offering new ways to reach, inform, sell to, learn about, and provide service to customers that have an overarching social dimension.
“D&SMT (e.g.e-commerce, online brand communities, digital advertising tactics, live chat services, mobile services) have since revolutionized the engineering of compelling customer experiences offering new ways to reach, inform, sell to, learn about, and provide service to customers that have an overarching social dimension (Lamberton and Stephen, 2016).”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Lamberton and Stephen, 2016
Digital consumption experience related to branded content positively relates to digital content sharing intentions.
“Proposition: Digital consumption experience related to branded content positively relate to digital content sharing intentions.”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Lamberton and Stephen's (2016)
According to Lamberton and Stephen (2016), one of the key features of mobile marketing is to leverage the specific features mobile that can bring additional value to both consumers and marketers.
“According to Lamberton and Stephen (2016), one of the key features of mobile marketing is to leverage the specific features mobile that can bring additional value to both consumers and marketers.”
From Setting the future of digital and social media marketing research: Perspectives and research propositions (2021) · cites this paper as Lamberton and Stephen (2016)
All current use cases of social media are essentially word of mouth in one form or another.
“All of these use cases are essentially WOM in one form or another. This, at least, is how marketing scholars have mainly characterized social media, as discussed by Lamberton and Stephen (2016).”
From The future of social media in marketing (2020) · cites this paper as Lamberton and Stephen (2016)
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Glazer, R. (1999) · Journal of Interactive Marketing · doi:10.1002/(sici)1520-6653(199921)13:2 · Cited by 4 · see citing works
Customer lifetime value: Marketing models and applications
Berger, P. D., & Nasr, N. I. (1998) · Journal of Interactive Marketing · doi:10.1002/(sici)1520-6653(199824)12:1
Flagged first, then by citations
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Digital transformation: A multidisciplinary reflection and research agenda
Verhoef, P. C., Broekhuizen, T., Bart, Y., Bhattacharya, A., Qi Dong, J., Fabian, N., & Haenlein, M. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2019.09.022 · Cited by 5,720 · see citing works
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 2,620 · see citing works
“ecommerce, online brand communities, digital advertising tactics, live chat services, mobile services) have since revolutionized the engineering of compelling customer experiences ofering new ways to reach, inform, sell to, learn about, and provide service to customers that have an overarching social dimension (Lamber…”
BackgroundInfluentialThe future of social media in marketing
Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00695-1 · Cited by 1,893 · see citing works
“This, at least, is how marketing scholars have mainly characterized social media, as discussed by Lamberton and Stephen (2016).”
BackgroundSelf-citationDigital marketing: a framework, review, and research agenda
Kannan, P. K., & Li, H. “. (2017) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2016.11.006 · Cited by 1,707 · see citing works
“The article by Lamberton and Stephen (2016) focuses on consumer psychology, motivations, and expressions in digital environments to highlight a few.”
InfluentialVrontis, D., Makrides, A., Christofi, M., & Thrassou, A. (2021) · International Journal of Consumer Studies · doi:10.1111/ijcs.12647 · Cited by 1,364 · see citing works
Digital economy: An innovation driver for total factor productivity
Pan, W., Xie, T., Wang, Z., & Ma, L. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.09.061 · Cited by 1,155 · see citing works
Customer experience challenges: Bringing together digital, physical and social realms
Bolton, R. N., McColl-Kennedy, J. R., Cheung, L., Gallan, A., Orsingher, C., Witell, L., & Zaki, M. (2018) · Journal of Service Management · doi:10.1108/josm-04-2018-0113 · Cited by 849 · see citing works
Luo, S., Yimamu, N., Li, Y., Wu, H., Irfan, M. F., & Hao, Y. (2022) · Business Strategy and the Environment · doi:10.1002/bse.3223 · Cited by 876 · see citing works
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 · see citing works
“Service Encounter 2.0”: An investigation into the roles of technology, employees and customers
Larivière, B., Bowen, D., Andreassen, T. W., Kunz, W., Sirianni, N. J., Voss, C., Wünderlich, N. V., & De Keyser, A. (2017) · Journal of Business Research · doi:10.1016/j.jbusres.2017.03.008 · Cited by 779 · see citing works
“Stimulated by the swift development of digital platforms (Lamberton & Stephen, 2016) and IoT (Ng & Wakenshaw, 2017), this role is rapidly gaining traction.”
BackgroundIntegrating Marketing Communications: New Findings, New Lessons, and New Ideas
Batra, R., & Keller, K. L. (2016) · Journal of Marketing · doi:10.1509/jm.15.0419 · Cited by 712 · see citing works
“Social media has received much academic and practitioner attention (Lamberton and Stephen 2016).”
BackgroundThe Impact of Digital Transformation on the Retailing Value Chain
Reinartz, W., Wiegand, N., & Imschloß, M. (2018) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2018.12.002 · Cited by 650 · see citing works
Creating Effective Online Customer Experiences
Bleier, A., Harmeling, C. M., & Palmatier, R. W. (2018) · Journal of Marketing · doi:10.1177/0022242918809930 · Cited by 546 · see citing works
“Recommendation agents combine verbal and visual information to generate a list of alternatives to the focal product (Lamberton and Stephen 2016).”
BackgroundRosario, A. B., Valck, K. D., & Sotgiu, F. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00706-1 · Cited by 517 · see citing works
Keyser, A. D., Verleye, K., Lemon, K. N., Keiningham, T. L., & Klaus, P. (2020) · Journal of Service Research · doi:10.1177/1094670520928390 · Cited by 511 · see citing works
New technologies in tourism: From multi-disciplinary to anti-disciplinary advances and trajectories
Σιγάλα, Μ. (2018) · Tourism Management Perspectives · doi:10.1016/j.tmp.2017.12.003 · Cited by 390 · see citing works
Customer engagement and social media: Revisiting the past to inform the future
Lim, W. M., & Rasul, T. (2022) · Journal of Business Research · doi:10.1016/j.jbusres.2022.04.068 · Cited by 427 · see citing works
Hou, F., Guan, Z., Li, B., & Chong, A. Y. L. (2019) · Internet Research · doi:10.1108/intr-04-2018-0177 · Cited by 366 · see citing works
Brave New World? On AI and the Management of Customer Relationships
Libai, B., Bart, Y., Gensler, S., Hofacker, C. F., Kaplan, A., Kötterheinrich, K., & Kroll, E. B. (2020) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.04.002 · Cited by 358 · see citing works
“Despite of the established importance of social networks' role in customer decision-making and profitability (Lamberton & Stephen, 2016; Muller & Peres, 2019), most marketers are still not taking advantage of customer connectivity information given the difficulties in the identification and…”
BackgroundBrand Communication in Social Media: A Research Agenda
Voorveld, H. A. M. (2019) · Journal of Advertising · doi:10.1080/00913367.2019.1588808 · Cited by 344 · see citing works
A comparison of social media marketing between B2B, B2C and mixed business models
Iankova, S., Davies, I., Archer-Brown, C., Marder, B., & Yau, A. (2019) · Industrial Marketing Management · doi:10.1016/j.indmarman.2018.01.001 · Cited by 338 · see citing works
We ARe at home: how augmented reality reshapes mobile marketing and consumer-brand relationships.
Scholz, J., & Duffy, K. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2018.05.004 · Cited by 397 · see citing works
Ordenes, F. J. V., Grewal, D., Ludwig, S., de Ruyter, K., Mahr, D., & Wetzels, M. G. M. (2018) · Journal of Consumer Research · doi:10.1093/jcr/ucy032 · Cited by 331 · see citing works
“Beyond these four main contributions, our empirical assessment corroborates several results from emerging research on social media (Lamberton and Stephen 2016).”
ResultThe digital marketing capabilities gap
Herhausen, D., Miočević, D., Morgan, R. E., & Kleijnen, M. H. P. (2020) · Industrial Marketing Management · doi:10.1016/j.indmarman.2020.07.022 · Cited by 383 · see citing works
“We thus considered the following nine journals for the literature review: In line with other reviews of digital marketing (e.g., Kannan & Li, 2017; Lamberton & Stephen, 2016), we considered all articles published after 2000 until the time of this review (i.e., mid-2019).”
BackgroundMethodKim, H., & Park, M. (2023) · Computers in Human Behavior · doi:10.1016/j.chb.2023.107703 · Cited by 328 · see citing works
Digital innovation: Review and novel perspective
Hund, A., Wagner, H., Beimborn, D., & Weitzel, T. (2021) · The Journal of Strategic Information Systems · doi:10.1016/j.jsis.2021.101695 · Cited by 355 · see citing works
Personalized mobile marketing strategies
Tong, S., Luo, X., & Xu, B. (2019) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00693-3 · Cited by 347 · see citing works
“…personalized mobile marketing complements prior efforts that synthesize specific topics in mobile marketing (Grewal et al. 2016; Shankar and Balasubramanian 2009; Shankar et al. 2010) or discuss mobile as a topic in a broader digital context (Kannan and Li 2017; Lamberton and Stephen 2016).”
BackgroundColicev, A., Malshe, A., Pauwels, K., & O'Connor, P. (2018) · Journal of Marketing · doi:10.1509/jm.16.0055 · Cited by 370 · see citing works
“The wide adoption of social media by consumers and businesses should have far-reaching consequences (Lamberton and Stephen 2016).”
BackgroundA broad overview of interactive digital marketing: A bibliometric network analysis
Krishen, A. S., Dwivedi, Y. K., Bindu, N. V. M., & Kumar, K. S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.03.061 · Cited by 297 · see citing works
Verhoef, P. C., Stephen, A. T., Kannan, P. K., Luo, X., Abhishek, V., Andrews, M., Bart, Y., Datta, H., Fong, N. M., Hoffman, D. L., et al. (2017) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2017.06.001 · Cited by 281 · see citing works
“There has been much research in marketing on drivers and consequences of consumer-to-consumer connectivity over the last 15 years (Lamberton and Stephen 2016), particularly given the exploding rise of social media and its mainstream ubiquity for current marketing practice.”
Self-citationUnstructured data in marketing
Balducci, B., & Marinova, D. (2018) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-018-0581-x · Cited by 300 · see citing works
“Lamberton and Stephen (2016) identify three phases of digital, social media and mobile (DSMM) communications in the past 15 years: initial facilitation of individual expression, shift to their use as a decision support tool and a market intelligence role.”
BackgroundMarketing research on Mobile apps: past, present and future
Stocchi, L., Pourazad, N., Michaelidou, N., Tanusondjaja, A., & Harrigan, P. (2021) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-021-00815-w · Cited by 262 · see citing works
“Therefore, since mobile technologies are subject to ongoing and rapid technological advancements (Lamberton and Stephen 2016), there is scope for new research empirically evaluating the impact of innovating apps’ technological features.”
BackgroundPersonalized digital marketing recommender engine
Behera, R. K., Gunasekaran, A., Gupta, S., Kamboj, S., & Bala, P. K. (2019) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2019.03.026 · Cited by 265 · see citing works
Digital Analytics: Modeling for Insights and New Methods
Gupta, S., Leszkiewicz, A., Kumar, V., Bijmolt, T. H. A., & Potapov, D. B. (2020) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.04.003 · Cited by 277 · see citing works
“Further, Lamberton and Stephen (2016) point to the rising prominence of social media and mobile marketing (SMMM) in customer – firm communications and identify several promising future research themes.”
BackgroundThe role of digitalization in business and management: a systematic literature review
Monge, M. E. C., & Soriano, D. R. (2023) · Review of Managerial Science · doi:10.1007/s11846-023-00647-8 · Cited by 315 · see citing works
“Up until 2014, topics such as multi-channels and mobiles remained emergent yet unexplored investigative areas (Lamberton and Stephen 2016).”
The Digital Revolution, 3D Printing, and Innovation as Data
Rindfleisch, A., O’Hern, M. S., & Sachdev, V. (2017) · Journal of Product Innovation Management · doi:10.1111/jpim.12402 · Cited by 232 · see citing works
Abbasi, A. Z., Tsiotsou, R. H., Hussain, K., Rather, R. A., & Ting, D. H. (2022) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2022.103231 · Cited by 256 · see citing works
Virtual Reality in Marketing: A Framework, Review, and Research Agenda
Alcañíz, M., Alcañiz, J. E. B., & Guixeres, J. (2019) · Frontiers in Psychology · doi:10.3389/fpsyg.2019.01530 · Cited by 239 · see citing works
“Other frameworks have highlighted other components related to consumer psychology (Lamberton and Stephen, 2016).”
BackgroundFraccastoro, S., Gabrielsson, M., & Pullins, E. B. (2020) · International Business Review · doi:10.1016/j.ibusrev.2020.101776 · Cited by 263 · see citing works
Gavilanes, J. M., Flatten, T., & Brettel, M. (2018) · Journal of Advertising · doi:10.1080/00913367.2017.1405751 · Cited by 212 · see citing works
“Only a few studies have studied the impact of brand posts on user engagement, especially on likes, comments, and shares (Lamberton and Stephen 2016).”
BackgroundMethodInfluentialRitz, W., Wolf, M., & McQuitty, S. (2019) · Journal of Research in Interactive Marketing · doi:10.1108/jrim-04-2018-0062 · Cited by 219 · see citing works
Buzeta, C., Pelsmacker, P. D., & Dens, N. (2020) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2020.04.004 · Cited by 232 · see citing works
Marketing perspectives on digital business models: A framework and overview of the special issue
Verhoef, P. C., & Bijmolt, T. H. A. (2019) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2019.08.001 · Cited by 240 · see citing works
The value relevance of digital marketing capabilities to firm performance
Homburg, C., & Wielgos, D. M. (2022) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-022-00858-7 · Cited by 285 · see citing works
How digital marketing evolved over time: A bibliometric analysis on scopus database
Faruk, M., Rahman, M., & Hasan, S. (2021) · Heliyon · doi:10.1016/j.heliyon.2021.e08603 · Cited by 214 · see citing works
“…demonstrates digital marketing's effectiveness in targeting audiences and achieving growth goals such as increased revenue, brand recognition, consumer loyalty, lead generation, and lower customer acquisition and service costs (Labrecque et al., 2013; Lamberton and Stephen, 2016; Tuten, 2020).”
BackgroundShankar, V., Grewal, D., Sunder, S., Fossen, B. L., Peters, K., & Agarwal, A. (2021) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2021.09.005 · Cited by 205 · see citing works
Mobile advertising: A systematic literature review and future research agenda
Jebarajakirthy, C., Maseeh, H. I., Morshed, Z., Shankar, A., Arli, D. I., & Pentecost, R. D. (2021) · International Journal of Consumer Studies · doi:10.1111/ijcs.12728 · Cited by 215 · see citing works
Cleeren, K., Dekimpe, M., & van Heerde, H. V. (2017) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-017-0558-1
“Lamberton and Stephen (2016) recently called for a comprehensive theory of mobile marketing.”
BackgroundThomaz, F., Salge, C., Karahanna, E., & Hulland, J. (2020) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-019-00704-3 · Cited by 204 · see citing works
A Consumer-based Taxonomy of Digital Customer Engagement Practices
Eigenraam, A. W., Eelen, J., van Lin, A., & Verlegh, P. W. J. (2018) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.07.002 · Cited by 212 · see citing works
“Fueled by rapid developments in digital environments, and by a desire to build personal connections with consumers, brands are increasingly seeking to engage with consumers on digital platforms (Alvarez and Fournier 2016; Kumar and Gupta 2016; Lamberton and Stephen 2016).”
BackgroundInfluentialDigital transformation: What we have learned (thus far) and what is next
Schneider, S., & Kokshagina, O. (2021) · Creativity and Innovation Management · doi:10.1111/caim.12414 · Cited by 194 · see citing works
“Moreover, digital technologies have transformed the behaviours of market participants and the man-ners in which firms and markets interact (Lamberton & Stephen, 2016; Verhoef et al., 2017).”
BackgroundEelen, J., Özturan, P., & Verlegh, P. W. J. (2017) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2017.08.002 · Cited by 199 · see citing works
Mashalah, H. A., Hassini, E., Gunasekaran, A., & Bhatt, D. (2022) · Transportation Research Part E Logistics and Transportation Review · doi:10.1016/j.tre.2022.102837 · Cited by 191 · see citing works
Conceptual review papers: revisiting existing research to develop and refine theory
Hulland, J. S. (2020) · AMS Review · doi:10.1007/s13162-020-00168-7 · Cited by 209 · see citing works
“For example, Lamberton and Stephen (2016) use one of their tables to summarize broad digital, social media, and mobile marketing themes that emerge across different technology eras.”
BackgroundLaw, R., Leung, D., & Chan, I. (2019) · International Journal of Contemporary Hospitality Management · doi:10.1108/ijchm-07-2018-0586 · Cited by 169 · see citing works
Augusto, M., & Torres, P. (2018) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2018.01.005 · Cited by 189 · see citing works
“In this context, consumers act as agents that can amplify or undermine the effect of marketing actions (Lamberton and Stephen, 2016).”
BackgroundChristofi, M., Pereira, V. E., Vrontis, D., Tarba, S. Y., & Thrassou, A. (2021) · Journal of World Business · doi:10.1016/j.jwb.2021.101194 · Cited by 186 · see citing works
Carlson, J., Rahman, M. M., Taylor, A., & Voola, R. (2017) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2017.10.002 · Cited by 183 · see citing works
Kim, J., Kang, S., & Lee, K. (2019) · Journal of Business Research · doi:10.1016/j.jbusres.2019.09.043 · Cited by 172 · see citing works
“…are keys to the digital marketing evolution, and have enhanced fi rms ’ ability to engage customers by reaching out, informing them about products and services, and ultimately selling these products and services to customers (Ko, 2019; Lamberton & Stephen, 2016; Martín-Consuegra et al., 2018).”
BackgroundImplementing social media marketing strategically: An empirical assessment
Tafesse, W., & Wien, A. (2018) · Journal of Marketing Management · doi:10.1080/0267257x.2018.1482365 · Cited by 221 · see citing works
“The literature hardly offers a holistic empirical perspective on the systematic application of social media as a strategic marketing platform (Lamberton & Stephen, 2016).”
BackgroundInfluentialTravel inspiration in tourist decision making
Dai, F., Wang, D., & Kirillova, K. A. (2021) · Tourism Management · doi:10.1016/j.tourman.2021.104484 · Cited by 170 · see citing works
Creation and Consumption of Mobile Word of Mouth: How Are Mobile Reviews Different?
Ransbotham, S., Lurie, N. H., & Liu, H. (2019) · Marketing Science · doi:10.1287/mksc.2018.1115 · Cited by 168 · see citing works
In Mobile We Trust: The Effects of Mobile Versus Nonmobile Reviews on Consumer Purchase Intentions
Grewal, L. S., & Stephen, A. T. (2019) · Journal of Marketing Research · doi:10.1177/0022243719834514 · Cited by 169 · see citing works
“As there is only a recent exploration of the psychological processes that underlie the creation or evaluation of online WOM (for reviews, see Lamberton and Stephen 2016 and Stephen 2016), we add to this literature by showing how the knowledge that online reviews were generated on mobile devices can…”
BackgroundSelf-citationShakina, E. A., Паршаков, П. А., & Alsufiev, A. (2020) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2020.120405 · Cited by 166 · see citing works
Path to Purpose? How Online Customer Journeys Differ for Hedonic Versus Utilitarian Purchases
Li, J., Abbasi, A., Cheema, A., & Abraham, L. B. (2020) · Journal of Marketing · doi:10.1177/0022242920911628 · Cited by 168 · see citing works
“…of various types of social media during the customer journey: examples include firm-generated content (Colicev et al. 2018), social influencers (Hughes, Swaminathan, and Brooks 2019), and the consumers’ individual expression on social media (Hollebeek and Macky 2019; Lamberton and Stephen 2016).”
BackgroundM-commerce: The nexus between mobile shopping service quality and loyalty
Omar, S., Mohsen, K., Tsimonis, G., Oozeerally, A., & Hsu, J.-H. (2021) · Journal of Retailing and Consumer Services · doi:10.1016/j.jretconser.2021.102468 · Cited by 178 · see citing works
Varadarajan, R., Welden, R., Arunachalam, S., Haenlein, M., & Gupta, S. (2021) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2021.09.002 · Cited by 188 · see citing works
Grewal, L., Stephen, A. T., & Coleman, N. V. (2019) · Journal of Marketing Research · doi:10.1177/0022243718821960 · Cited by 151 · see citing works
“To date, research has focused on product-related social media posting as a form of WOM or information diffusion and has predominantly considered how such actions affect those who see the posts (i.e., receivers) rather than the transmitters themselves (Lamberton and Stephen 2016; Stephen 2016).”
BackgroundResultInfluentialSelf-citationJin, C., Monfort, A., Chen, F., Xia, N., & Wu, B. (2024) · Technological Forecasting and Social Change · doi:10.1016/j.techfore.2023.123129 · Cited by 159 · see citing works
A Framework for Understanding Consumer Choices for Others
Liu, P. J., Dallas, S. K., & Fitzsimons, G. J. (2019) · Journal of Consumer Research · doi:10.1093/jcr/ucz009 · Cited by 142 · see citing works
Social presence and customer brand engagement on Facebook brand pages
Pongpaew, W., Speece, M. W., & Tiangsoongnern, L. (2017) · Journal of Product & Brand Management · doi:10.1108/jpbm-08-2015-0956 · Cited by 145 · see citing works
Eneizan, B. M., Mohammed, A. G., Alnoor, A., Alabboodi, A. S., & Enaizan, O. (2019) · International Journal of Engineering Business Management · doi:10.1177/1847979019889484 · Cited by 138 · see citing works
“To date, most studies on mobile marketing have been conducted in the developed countries.(2,3) However, in the context of developing countries, such as Jordon, such studies have remained few and far between.”
BackgroundDhaoui, C., & Webster, C. M. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.06.005 · Cited by 138 · see citing works
Digital Transformation and Marketing Activities in Small and Medium-Sized Enterprises
Ziółkowska, M. (2021) · Sustainability · doi:10.3390/su13052512 · Cited by 174 · see citing works
“Some experts believe that organizations and consumers are already in the post-digital stage based on the fact that one cannot distinguish between traditional and digital marketing [43] (p.”
BackgroundThe SMEs’ technology acceptance of digital media for stakeholder engagement
Camilleri, M. A. (2018) · Journal of Small Business and Enterprise Development · doi:10.1108/jsbed-02-2018-0042 · Cited by 136 · see citing works
The Future of Digital Communication Research: Considering Dynamics and Multimodality
Grewal, D., Herhausen, D., Ludwig, S., & Ordenes, F. J. V. (2021) · Journal of Retailing · doi:10.1016/j.jretai.2021.01.007 · Cited by 160 · see citing works
Spillover Effects in Seeded Word-of-Mouth Marketing Campaigns
Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2017) · Marketing Science · doi:10.1287/mksc.2016.1001 · Cited by 135 · see citing works
Self-citationOnline Shopping and Social Media: Friends or Foes?
Zhang, Y., Trusov, M., Stephen, A. T., & Jamal, Z. (2017) · Journal of Marketing · doi:10.1509/jm.14.0344 · Cited by 133 · see citing works
“Second, this study answers recent calls for more research to consider how social network usage is related to consumers’ behaviors outside social media channels (Lamberton and Stephen 2016; Stephen 2016).”
BackgroundSelf-citationThe Gold Rush of Digital Marketing: Assessing Prospects of Building Brand Awareness Overseas
Makrides, A., Vrontis, D., & Christofi, M. (2019) · Business Perspectives and Research · doi:10.1177/2278533719860016 · Cited by 133 · see citing works
“Their role has changed from passive to active, choosing what type of information to receive, how, and when (Lamberton & Stephen, 2016).”
BackgroundJiménez‐Barreto, J., Rubio, N., & Campo, S. (2019) · Tourism Management · doi:10.1016/j.tourman.2019.104022 · Cited by 133 · see citing works
Busca, L., & Bertrandias, L. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2019.08.002 · Cited by 147 · see citing works
“We make explicit the symbolic structure of each subsystem: doing so, we address the fragmentation of the digital marketing literature, where the cumulative property of science is prevented by the focus on very specific problems and the use of an ad hoc terminology (Lamberton and Stephen 2016).”
BackgroundMethodInfluentialSocial media in marketing research: Theoretical bases, methodological aspects, and thematic focus
Li, F., Larimo, J. A., & Leonidou, L. C. (2022) · Psychology and Marketing · doi:10.1002/mar.21746 · Cited by 130 · see citing works
Marketing innovation: a systematic review
Purchase, S., & Voléry, T. (2020) · Journal of Marketing Management · doi:10.1080/0267257x.2020.1774631 · Cited by 128 · see citing works
How does brand-related user-generated content differ across social media? Evidence reloaded
Roma, P., & Aloini, D. (2018) · Journal of Business Research · doi:10.1016/j.jbusres.2018.11.055 · Cited by 132 · see citing works
“Social media marketing has surged as a mainstream marketing tool for companies in the last few years (Lamberton and Stephen, 2016).”
BackgroundRehman, S. U., Gulzar, R., & Aslam, W. (2022) · SAGE Open · doi:10.1177/21582440221099936 · Cited by 221 · see citing works
“As proposed by Dekimpe and Deleersnyder (2018), Lamberton and Stephen (2016), MacInnis (2011), Palmatier (2016), Palmatier et al. (2018), Samiee (1994), Steinhoff et al. (2019), and Wade and Hulland (2004) that conceptual studies may need to summarize the review outcomes in the form of tables.”
BackgroundSocial media marketing in luxury brands
Arrigo, E. (2018) · Management Research Review · doi:10.1108/mrr-04-2017-0134 · Cited by 126 · see citing works
“In the managerial academic literature, social media has been recognized as an important channel to reach the market for business purposes (Mangold and Faulds, 2009; Kaplan and Haenlein, 2010; Bruhn et al., 2012; Sashi, 2012; Risius and Beck, 2015; Lamberton and Stephen, 2016).”
BackgroundKim, B., Yoo, M., & Yang, W. (2019) · Journal of Hospitality & Tourism Research · doi:10.1177/1096348019887202 · Cited by 126 · see citing works
“Overall, social media has created a new platform for businesses to inform, engage, and connect with their customers and has become a very important part of successful business marketing (Lamberton & Stephen, 2016).”
BackgroundImprovised Marketing Interventions in Social Media
Borah, A., Banerjee, S., Lin, Y., Jain, A., & Eisingerich, A. B. (2020) · Journal of Marketing · doi:10.1177/0022242919899383 · Cited by 125 · see citing works
“Indeed, there have been calls to study phenomena such as IMI from a wide array of sources—scholars and editors of scholarly journals (Akpinar and Berger 2017; Lamberton and Stephen 2016; Pauwels, Aksehirli, and Lackman 2016) as well as business publications such as The Economist and Financial Times.”
InfluentialA dynamic framework for managing customer engagement on social media
Shawky, S., Kubacki, K., Dietrich, T., & Weaven, S. K. (2020) · Journal of Business Research · doi:10.1016/j.jbusres.2020.03.030 · Cited by 139 · see citing works
VanMeter, R. A., Syrdal, H. A., Mantel, S. P., Grisaffe, D. B., & Nesson, E. T. (2018) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.03.003 · Cited by 122 · see citing works
Providers Versus Platforms: Marketing Communications in the Sharing Economy
Costello, J. P., & Reczek, R. W. (2020) · Journal of Marketing · doi:10.1177/0022242920925038 · Cited by 121 · see citing works
Edeling, A., Srinivasan, S., & Hanssens, D. M. (2020) · International Journal of Research in Marketing · doi:10.1016/j.ijresmar.2020.09.005 · Cited by 136 · see citing works
Data-driven digital advertising: benefits and risks of online behavioral advertising
Aiolfi, S., Bellini, S., & Pellegrini, D. (2021) · International Journal of Retail & Distribution Management · doi:10.1108/ijrdm-10-2020-0410 · Cited by 149 · see citing works
Social media and luxury: A systematic literature review
Creevey, D., Coughlan, J. P., & O’Connor, C. (2021) · International Journal of Management Reviews · doi:10.1111/ijmr.12271 · Cited by 119 · see citing works
Characteristics and roles of streamers in e-commerce live streaming
Zhang, S., Huang, C., Li, X., & Ren, A. (2022) · The Service Industries Journal · doi:10.1080/02642069.2022.2068530 · Cited by 130 · see citing works
“They can be endorsers, whose accessibility and appeal have increased signi fi cantly in the digital age (Appel et al., 2020), and companies may collaborate with them to endorse and promote products and services (Lamberton & Stephen, 2016).”
BackgroundBeing Active in Online Communications: Firm Responsiveness and Customer Engagement Behaviour
Sheng, J. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2018.11.004 · Cited by 116 · see citing works
Predicting customer quality in e-commerce social networks: a machine learning approach
Ballestar, M. T., Carles, P. G., & Sáinz, J. (2018) · Review of Managerial Science · doi:10.1007/s11846-018-0316-x · Cited by 114 · see citing works
Consumer engagement on social media: Evidence from small retailers
Devereux, E., Grimmer, L., & Grimmer, M. R. (2019) · Journal of Consumer Behaviour · doi:10.1002/cb.1800 · Cited by 122 · see citing works
Arora, A. S., & Sanni, S. A. (2018) · Journal of Promotion Management · doi:10.1080/10496491.2018.1448322 · Cited by 111 · see citing works
“…firms use social capacitance and social commerce to tie into the emerging research areas of digital, social media, and mobile (DSMM) marketing research (Lamberton & Stephen, 2016), Internet of Things (IoT) research (Hoffman & Novak, 2016), and digital (social and mobile) marketing policy…”
BackgroundRejeb, A., Rejeb, K., & Treiblmaier, H. (2021) · Journal of Strategic Marketing · doi:10.1080/0965254x.2021.1972439 · Cited by 111 · see citing works
“As digital media platforms have revolutionized marketing practices by providing new ways to inform, engage, learn about, sell, and provide service to customers (Lamberton & Stephen, 2016), brands are forced to build upon these technological means and target consumers more directly.”
Background
- Authors
- Lamberton, C., & Stephen, A. T.
- Affiliations
- University of Pittsburgh (US)
- University of Oxford (GB)
- Corresponding author
- Lamberton, Cait
- Stephen, Andrew T.
- ORCID
- Lamberton, Cait
- Venue
- Journal of Marketing
- Publisher
- SAGE Publications
- Published
- 2016-11
- Volume
- 80
- Issue
- 6
- Pages
- 146-172
- ISSN
- 0022-2429 (ISSN-L)
- 1547-7185
- OpenAlex
- W2465116584
- Cited by
- 1,127
- References
- 115
- Citations by year
- 2026: 105 · 2025: 114 · 2024: 135 · 2023: 141 · 2022: 137 · 2021: 140 · 2020: 112 · 2019: 100 · 2018: 83 · 2017: 50 · 2016: 8 · 2015: 2
- FWCI
- 229.71
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Demography › SMEs Development and Digital Marketing
- Keywords
- digital marketing, social media marketing, mobile marketing, research trends, keyword analysis, individual expression, decision support, market intelligence, academia-practice gap, future research agenda
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