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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

Lamberton, Cait, Stephen, Andrew T.·2016·Journal of Marketing

DOI 10.1509/jm.15.0415

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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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“These developments have increased the need for marketing educators to adapt their curricula and teaching strategies to reflect the rapidly changing landscape of marketing analytics (Lamberton and Stephen 2016).”
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“…(2017), we seek to add ecological validity to our results by corroborating the findings in a content analysis of social media posts, which we conduct on a popular social media marketing platform, widely used to connect with consumers and promote products and services (Lamberton and Stephen 2016).”
Result
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“If we compare the cost of traditional marketing with social media marketing, we see that the latter one has lower costs [5,6,35] and is more attractive for companies [36].”
Background
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BackgroundInfluential
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“…oWOM/eWOM has progressed from a focus on ‘legacy’ forms of eWOM, such as consumer statements through product ratings and reviews, to incorporate newer forms of eWOM such as engaging on social media platforms (e.g. by likes, comments, shares, retweets and favourites) (Lamberton & Stephen, 2016).”
Background
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Background
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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
DOI: 10.1509/jm.15.0415
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
Licence: journals.sagepub.com/page/policies/text-and-data-mining-license (tdm)
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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A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry

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