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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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Background
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Hurmelinna‐Laukkanen, P., Haapanen, L., & Holma, S. (2020) · Exploring diversity in entrepreneurship · doi:10.1007/978-3-030-43453-3_8 · Cited by 21
An Examination of Sina Weibo Travel Blogs’ Influence on Sentiment towards Hotel Accommodation in Macao
McCartney, G. J., & Pek, R. P. C. (2018) · Journal of China Tourism Research · doi:10.1080/19388160.2018.1455614 · Cited by 20
“Although investigating only Western DSSM, Lamberton and Stephen (2016) concluded that DSSM research remains scant with a disconnection between theory and practice.”
BackgroundInfluential
Lead users of business mobile services
Hallikainen, H., Alamäki, A. V., & Laukkanen, T. (2018) · International Journal of Information Management · doi:10.1016/j.ijinfomgt.2018.10.018 · Cited by 18
Determinants of Social Media Marketing Adoption among Smes: A Conceptual Framework
Kumar, B., Asheq, A. A., Rahaman, M., & Karim, M. M. (2019) · Academy of Marketing Studies journal · Cited by 18
Web of Lies: Drivers and Consequences of Social Media (In)Authenticity
Alhouti, S., & Johnson, C. M. (2021) · Journal of Promotion Management · doi:10.1080/10496491.2021.1955077 · Cited by 18
“…in the success or failure of company marketing efforts, the outcome and antecedents of online word of mouth (WOM) and user-generated content, and how consumers search and learn through social media (Arora & Sanni, 2019; Lamberton & Stephen, 2016; Stephen, 2016; Yadav & Pavlou, 2014).”
Background
The acceleration of digital communications in the durable goods industry. A study on white goods firms after COVID-19
Hu, L., & Olivieri, M. (2022) · Journal of Business and Industrial Marketing · doi:10.1108/jbim-09-2021-0422 · Cited by 18
The many faces of social media in business and economics research: Taking stock of the literature and looking into the future
Tumasjan, A. (2023) · Journal of Economic Surveys · doi:10.1111/joes.12570 · Cited by 23
Exploring drivers of eco-innovation in manufacturing firms’ circular economy transition: an awareness, motivation, capability perspective
Liu, Z., Han, S., Yao, M., Gupta, S., & Laguir, I. (2023) · Annals of Operations Research · doi:10.1007/s10479-023-05473-5 · Cited by 18
“In the digital era, social media equips organisations with a unique digital communication channel to gauge industry trends, gather public feedback, and obtain market intelligence, regardless of temporal and geographical limitations (Lamberton & Stephen, 2016; Leonardi, 2014; Li et al., 2021).”
Engaging customers through satisfaction; does social media marketing and perceived innovativeness really matter? A time-lagged study in the hospitality industry
Khan, S., & Wahab, A. (2023) · Journal of Hospitality and Tourism Insights · doi:10.1108/jhti-04-2023-0290 · Cited by 18
How Artificial Intelligence (AI) is Transforming the User Experience in Digital Marketing
Kaperonis, S. (2023) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/978-1-6684-9324-3.ch005 · Cited by 28
The Effects of a Digital Marketing Orientation on Business Performance
Pascalau, S. V., Popescu, F.-A., Bîrlădeanu, G. L., & Gigauri, I. (2024) · Sustainability · doi:10.3390/su16156685 · Cited by 18
“The ways in which companies and customers have embraced new technologies, as well as the ways in which technology has enabled new market behaviors, new ways of interacting, and new consumer experiences, all testify to the digital transformation of marketing [1].”
Background
Does Micro-Blogging Lead to a More Positive Attitude Toward a Brand?—A Perspective of Cultivation Theory
Wei, Y., McIntyre, F. S., & Straub, D. W. (2020) · Journal of Promotion Management · doi:10.1080/10496491.2020.1719957 · Cited by 24
“This pattern of online settings, images, social events, actions, messages, and related benefits crosses industry types and product categories; social media clearly “generates quantifiable marketing outcomes of value” (Lamberton & Stephen, 2016, p. 163).”
Background
Does gamified interaction build a strong consumer-brand connection? A study of mobile applications
Sangroya, D., Yadav, R., & Joshi, Y. (2021) · AJIS. Australasian journal of information systems/AJIS. Australian journal of information systems/Australian journal of information systems · doi:10.3127/ajis.v25i0.3105 · Cited by 18
“Due to increasing accessibility of technology – especially mobile technology, multiple platforms such as mobile apps, online community are available for the consumers to interact and exchange resources with brands and other consumers (Lamberton & Stephen 2016).”
Background
The impact of customer orientation on the quantity and quality of user-generated content
Yoo, B., Katsumata, S., & Ichikohji, T. (2019) · Asia Pacific Journal of Marketing and Logistics · doi:10.1108/apjml-03-2018-0118 · Cited by 20
The Impact of Digital Innovations on Marketing and Consumers
Ratchford, B. T. (2019) · Emerald Group Publishing Limited eBooks · doi:10.1108/s1548-643520190000016005 · Cited by 22
Big Data Analytics and AI for Consumer Behavior in Digital Marketing: Applications, Synthetic and Dark Data, and Future Directions
Theodorakopoulos, L., Theodoropoulou, A., & Klavdianos, C. (2026) · Big Data and Cognitive Computing · doi:10.3390/bdcc10020046 · Cited by 32
“The available data enable marketing decision-makers to better understand user preferences, and offer immediate signal response and synchronized channel operations [1–3].”
International marketing capabilities development: The role of firm cultural intelligence and social media technologies
Hazzam, J., & Wilkins, S. (2021) · The Journal of Marketing Theory and Practice · doi:10.1080/10696679.2021.1946409 · Cited by 17
The Digital Platform as Digital Innovation: A Study from the Perspective of Dynamic Capabilities
Okano, M. T., dos Santos, H. D. C. L., & Ursini, E. L. (2021) · International Journal of Innovation and Technology Management · doi:10.1142/s0219877021400149 · Cited by 17
An Approach to Assessing Shopper Acceptance of Beacon Triggered Promotions in Smart Retail
Đurđević, N., Лабус, А., Barać, D., Radenković, M., & Despotovic-Zrakic, M. S. (2022) · Sustainability · doi:10.3390/su14063256 · Cited by 17
Why do millennials use Facebook? Enduring insights
Ambrose, G. J., Meng, J., & Ambrose, P. J. (2020) · Qualitative Market Research An International Journal · doi:10.1108/qmr-03-2018-0036 · Cited by 17
Service Quality, Relationship Benefit and Experience Value in the Auto Repair Services Sector
Hong, J.-P., & Kim, B. (2020) · Journal of Open Innovation Technology Market and Complexity · doi:10.3390/joitmc6020030 · Cited by 17
“As Lamberton and Stephen [19] stated, service products, as well as customer‐perceived service processes and service environments consisting of the subjective quality of service in the service delivery process, are important factors.”
BackgroundInfluential
The changing role of marketing: transformed propositions, processes and partnerships
Storbacka, K., & Moser, T. (2020) · AMS Review · doi:10.1007/s13162-020-00179-4 · Cited by 27
“…focuses on understanding the role of new digitalized business models (Foss and Saebi 2017), and marketing research focuses on what is generally called “ digital marketing ” or the development of an omni-channel environment (Verhoef et al. 2015; Lamberton and Stephen 2016; Kannan and Li 2017).”
Background
A Review for Managerial Guidelines for Social Media Integration of IMC in Digital Era
Rishi, B., & Kuthuru, N. R. (2021) · Springer eBooks · doi:10.1007/978-981-15-9724-4_10 · Cited by 17
Digitalization and Innovation in Nigerian Firms
Olurinola, I. O., Osabohien, R. A., Adeleye, B. N., Ogunrinola, I., Omosimua, J. I., & Alwis, T. D. (2021) · Asian Economic and Financial Review · doi:10.18488/journal.aefr.2021.113.263.277 · Cited by 20
“This transformative progression in production pattern is what Lamberton and Stephen (2016) and McAfee et al. (2012) noted as being the main driver for the development of an enhanced new product offering.”
Background
Innovation Research Themes for Our Changing Environment: Insights from the 2019 PDMA Doctoral Consortium
Rindfleisch, A., Mehta, R., Sachdev, V., & Danienta, N. (2020) · Journal of Product Innovation Management · doi:10.1111/jpim.12518 · Cited by 17
Consumer brand curation on social shopping sites
Babin, J., Smith, K. M., & Hulland, J. S. (2021) · Journal of Business Research · doi:10.1016/j.jbusres.2021.05.010 · Cited by 16
Risky combination: the role of managerial perceptions of social media use and entrepreneurial orientation on SME innovation
Brooks, S. L., Sahaym, A., Datta, A., & Srivastava, S. (2022) · Management Decision · doi:10.1108/md-03-2021-0385 · Cited by 16
Characteristics of online user-generated text predict the emotional intelligence of individuals
Dover, Y., & Amichai‐Hamburger, Y. (2023) · Scientific Reports · doi:10.1038/s41598-023-33907-4 · Cited by 22
Macro-influencers or meso-influencers, how do companies choose?
Lv, J., Yang, R., Yu, J., Yao, W., & Wang, Y. (2023) · Industrial Management & Data Systems · doi:10.1108/imds-05-2022-0310 · Cited by 18
Consumption sacrifice
Garcia‐Rada, X., Kim, T., & Liu, P. J. (2024) · Journal of Consumer Psychology · doi:10.1002/jcpy.1404 · Cited by 18

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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