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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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“Today, however, researchers and practitioners are leveraging the large volumes of readily available social media data and advanced techniques in data analytics (Lamberton and Stephen, 2016 present a detailed review).”
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“Lamberton and Stephen (2016) stated that the periodical review of the state of research makes it possible to map out the next stages of research in an innovative, relevant and rigorous way.”
BackgroundDigital Marketing and the Sustainable Performance of Small and Medium Enterprises
Denga, E. M., & Rakshit, S. (2022) · Advances in electronic commerce (AEC) book series/Advances in electronic commerce series · doi:10.4018/978-1-6684-5727-6.ch011 · Cited by 10
Modeling Interest in Visiting Through Expected Values in Tourism at Solok Regency, Indonesia
Salim, E., Ali, H., & Yulasmi (2023) · International Journal of Professional Business Review · doi:10.26668/businessreview/2023.v8i5.986 · Cited by 9
“In addition, there are several experts who offer their thoughts on the meaning of local wisdom, such as: Sibarani (Lamberton, 2016), local wisdom is an example of the type of local wisdom that originates from noble local cultural values and is used to maintain order in people's lives.”
BackgroundDigital exposure to unhealthy food reduces subsequent consumption of unhealthy food
Liu, Y. (2023) · Journal of Business Research · doi:10.1016/j.jbusres.2023.114245 · Cited by 9
Gross, J., & Desveaud, K. (2024) · Journal of Marketing Analytics · doi:10.1057/s41270-024-00337-8 · Cited by 10
“Hence, we extend the literature of both social media marketing (Lamberton and Stephen 2016; Huang et al. 2019) and analytics (Petrescu and Krishen 2017; Iaco-bucci et al. 2019; Wedel and Kannan 2016), thereby laying the groundwork for future research and discussions on overcoming the barriers to…”
Digital Influencers: Catalysts for Customer Engagement and Purchase Intention
Hani, G., Haider, S. W., Raza, A., Silva, S., & Dias, J. C. (2024) · Studia Universitatis Babes-Bolyai Oeconomica · doi:10.2478/subboec-2024-0009 · Cited by 10
Morake, O., Meng, Q., Sampene, A. K., & Kyere, F. (2024) · Buildings · doi:10.3390/buildings14113556 · Cited by 11
Sanches, E., & Ramos, C. M. Q. (2025) · Information · doi:10.3390/info16040287 · Cited by 9
Yang, Y., Chung, H. F. L., Elms, J., & Fletcher, P. (2025) · Industrial Marketing Management · doi:10.1016/j.indmarman.2025.08.001 · Cited by 11
Liu, A. X., Wang, Y., & Zhang, J. (2023) · Journal of Interactive Marketing · doi:10.1177/10949968221150933 · Cited by 10
“In particular, research shows that they rely heavily on consumer reviews on the internet (Lamberton and Stephen 2016).”
BackgroundThe evolution of social media and its impact on organizations and leaders
Deans, P. C., & Tretola, B. (2018) · Journal of Organizational Computing and Electronic Commerce · doi:10.1080/10919392.2018.1484597 · Cited by 9
“Other studies (e.g., Kane et al. 2014b; Lamberton and Stephen 2016) focus their research agendas on either the IT or marketing literature.”
BackgroundUnderstanding Consumer Behavior in Technology-Mediated Spaces
İpek, İ. (2019) · Springer eBooks · doi:10.1007/978-3-030-08277-2_11 · Cited by 9
Electronic Word-Of-Mouth versus Word-Of-Mouth in the Field Of Consumer Behavior: A Literature Review
Albarq, A. N., & Doghan, M. A. A. (2020) · Journal of Critical Reviews · Cited by 9
Suseno, Y., & Nguyen, D. (2021) · Journal of Strategic Marketing · doi:10.1080/0965254x.2021.1902373 · Cited by 11
“Consumers have conversations with the fi rm on social media and even share and like the fi rm ’ s social media posts as a gesture of digital endorsement (Lamberton & Stephen, 2016).”
BackgroundHales, S., Riach, K., & Tyler, M. (2018) · Organization · doi:10.1177/1350508418812560 · Cited by 9
“Symbolism, sexuality and organizational semiotics A wealth of literature exists within the fields of marketing and communication studies focusing on the impact of advertising on customer expectations of reasonable entitlement (see Keller, 2016; Lamberton and Stephen, 2016; Ryan, 2017).”
BackgroundDigital Marketing: A Scientometric Review
Abdullah, K. H., Muzawi, R., Muzawi, N., & Aziz, F. S. A. (2023) · Contemporary Management Research · doi:10.7903/cmr.22344 · Cited by 8
“Regarding the study of “Digital Marketing”, it was shown that Day (2011) wrote an article with the most citations (439), followed by Kumar et al. (2016) (345 citations), Lamberton and Stephen (2016) (324 citations), Kannan (2017) (281 citations), and Felix et al. (2017) (255 citations).”
BackgroundMethodFeng, C., Yu, J., Fan, Y., & Chen, H. (2023) · Internet Research · doi:10.1108/intr-10-2022-0844 · Cited by 8
Experience identification: connecting online engagement to offline loyalty
Stevens, J. L., Gleim, M. R., & Waites, S. F. (2024) · Journal of Services Marketing · doi:10.1108/jsm-12-2023-0466 · Cited by 8
How Social Media Drives Innovation in Digital Marketing
Rodriguez, E. P. (2025) · Ceniiac · doi:10.64923/ceniiac.e0005 · Cited by 8
Pellegrino, A., & Shannon, R. M. (2021) · International Journal of Business and Economics Research · doi:10.11648/j.ijber.20211004.13 · Cited by 8
“To obtain primary peer-reviewed research, an automated search was undertaken utilizing the Scopus databases to answer the review's research question, using keywords acquired from the following sentinel publications [66-69].”
MethodThe impact of social media marketing on youth buying behaviour in an emerging country
Ali, R., Komarova, V., Aslam, T., & Peleckis, K. (2022) · Entrepreneurship and Sustainability Issues · doi:10.9770/jesi.2022.9.4(6 · Cited by 5
Ningsih, R. N., Wahyuni, S., Zulianto, M., & Prasetyo, H. (2023) · Soedirman Economics Education Journal · doi:10.32424/seej.v5i1.8230 · Cited by 9
Ding, J., Syed, M. A. M., & Shamshudeen, R. I. (2023) · Studies in Media and Communication · doi:10.11114/smc.v11i6.6116 · Cited by 12
“Due to the influence of social media and user-generated content, individuals are no longer solely relegated to being the passive recipients of traditional marketing messages, but also act as active brand consumers and promoters (Lamberton & Stephen, 2016).”
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
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
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