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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 (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
In the citing paper
“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)
In the citing paper
“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)
In the citing paper
“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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“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…”
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“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 155
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 181
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
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 151
“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
“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 160
Busca, L., & Bertrandias, L. (2019) · Journal of Interactive Marketing · doi:10.1016/j.intmar.2019.08.002 · Cited by 163
“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
Marketing innovation: a systematic review
Purchase, S., & Voléry, T. (2020) · Journal of Marketing Management · doi:10.1080/0267257x.2020.1774631 · Cited by 128
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 154
“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 298
“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
“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
“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 144
“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
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 132
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
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
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 178
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 152
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
“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
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
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
Arora, A. S., & Sanni, S. A. (2018) · Journal of Promotion Management · doi:10.1080/10496491.2018.1448322 · Cited by 111
“…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
“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
Metadata
- 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
- FWCI
- 229.71
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Marketing (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Digital Marketing and Social Media
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Business, Management and Accounting › Business and International Management › 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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