Cited by 1,127Digital Marketing and Social MediaMarketing and Advertising StrategiesSMEs Development and Digital Marketing

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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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Rogeon, F., Michaud-Trévinal, A., & Collin‐Lachaud, I. (2022) · Recherche et Applications en Marketing (English Edition) · doi:10.1177/20515707221107351 · Cited by 5
“It should be noted that while connectivity between people dominates the digitalized retail landscape, some shop-pers seek isolation: Lamberton and Stephen (2016) argue that “in highly crowded spaces (e.g. crowded commuter trains), people turn inward, seeing their mobile phones as a welcome relief…”
Background
Consumer Reactions and Brand Strategies in Wartime
Yurdagel, M., & Baycur, G. (2023) · Advances in digital crime, forensics, and cyber terrorism book series · doi:10.4018/978-1-6684-6741-1.ch004 · Cited by 5
CONCEPTUAL LEVEL STRATEGY RECOMMENDATIONS FOR UNDERSTANDING MARKETING COMMUNICATION EFFORTS IN DIGITAL CONSUMPTION CULTURE WITH NEUROSCIENCE TECHNIQUE
Tüfekçi, Ö. K., & AKBIYIK, F. (2023) · Mehmet Akif Ersoy Üniversitesi İktisadi ve İdari Bilimler Fakültesi Dergisi · doi:10.30798/makuiibf.1282255 · Cited by 5
Does the current pre-experience in FinTech trigger MarTech usage behaviour? A literature review and pilot study in the context of relationship marketing
Sangarathas, D. (2023) · Asian Journal of Marketing Management · doi:10.31357/ajmm.v2i02.6466 · Cited by 5
“The reason is that more or less all marketing activities are interconnected with some digital aspect (Lamberton & Stephen, 2016).”
Background
Understanding Factors Influencing the Adoption of Digital Marketing Among Small Businesses: The Application of Decomposed Model of the Theory of Planned Behaviour (TPB)
Ashaari, H., Yusoff, Y. M., & Suranto, S. (2024) · Journal of Advanced Research in Applied Sciences and Engineering Technology · doi:10.37934/araset.43.2.134147 · Cited by 5
The journey to engaged customer community: Evidential social CRM maturity model in Twitter
Yahav, I., Schwartz, D. G., & Welcman, Y. (2019) · Applied Stochastic Models in Business and Industry · doi:10.1002/asmb.2495 · Cited by 5
Revisiting Online Tourism Forums as Vehicles for Value Co-destruction
Tham, A., & Wang, M. (2021) · Tourism Planning & Development · doi:10.1080/21568316.2021.1873832 · Cited by 5
“Social media have radically transformed the tourism landscape, leveraging on the ubiquitous growth of internet connectivity, affordability and browsing speeds (Kristensen, 2013; Lamberton & Stephen, 2016).”
Background
Impact of digital innovation on company performance
Kurilova, A., & Antipov, D. (2020) · IOP Conference Series Materials Science and Engineering · doi:10.1088/1757-899x/986/1/012022 · Cited by 5
“2 innovation opens up new opportunities «to reach, inform, engage, sell, learn, and provide services to customers» [14].”
Background
Digital Marketing in Luxury Fashion: From Crisis to Strength
Mekonnen, A., & Larner, L. (2021) · Springer eBooks · doi:10.1007/978-3-030-70324-0_9 · Cited by 5
Brand Manager Sensemaking: Cognitive Frames in the Digital Media Environment
Milfeld, T., & Haley, E. (2021) · Journal of Current Issues & Research in Advertising · doi:10.1080/10641734.2021.1935364 · Cited by 7
“The proliferation of digital technologies coupled with the emergence of new consumer access points (i.e., tablets, mobile phones), has facilitated more opportunities for consumers to interact with brands (Childers, Haley, and McMillan 2018; Lamberton and Stephen 2016; Windels and Stuhlfaut 2018).”
Background
Social Media Profiling for the Development of Online Marketing Strategies
Fuciu, M. (2022) · Studies in Business and Economics · doi:10.2478/sbe-2022-0047 · Cited by 5
Social Media Marketing:
Mari, H. (2023) · Quarterly Journal of Marketing · doi:10.7222/marketing.2023.052 · Cited by 5
Las redes Sociales como estrategia de marketing digital: Un análisis bibliométrico
González, I. B., Barboza-Alonso, A. M., & Flores, A. J. F. (2023) · Vinculatégica EFAN · doi:10.29105/vtga9.6-437 · Cited by 5
The employability of marketing graduates in the era of digitalisation and globalisation
Mauri, C., Gregorio, A. D., Mazzucchelli, A., & Maggioni, I. (2017) · MERCATI & COMPETITIVITÀ · doi:10.3280/mc2017-004006 · Cited by 5
Coverage index of various communication platforms: a segmented approach to philippine university marketing
Dagumboy, E. C. (2019) · Jurnal Studi Komunikasi (Indonesian Journal of Communications Studies) · doi:10.25139/jsk.v3i3.1842 · Cited by 5
“This approach is widely known as digital marketing (Lamberton and Stephen, 2016).”
BackgroundMethod
Inovação tecnológica radical e mudança organizacional: a institucionalização de organizações resilientes e formas de trabalho mais substantivas
de Vasconcelos, I. F. F. G., Irigaray, H. A. R., Leal, F. B., & de Carvalho, L. A. (2019) · Cadernos EBAPE BR · doi:10.1590/1679-395120190144 · Cited by 5
The Corporate Communication Executives’ Interactive Engagement Through Digital Media
Camilleri, M. A., & Isaias, P. T. (2021) · Emerald Group Publishing Limited eBooks · doi:10.1108/978-1-80071-264-520211004 · Cited by 5
Does the Opinion of the Crowd Predict Commercial Success? Evidence from Threadless
Mukherjee, A., Xiao, P., Wang, L., & Contractor, N. (2018) · Academy of Management Proceedings · doi:10.5465/ambpp.2018.12728abstract · Cited by 5
The Arm’s Length Principle in the 21st Century – Alive and Kicking?Preprint
Greil, S. (2019) · SSRN Electronic Journal · doi:10.2139/ssrn.3379092 · Cited by 5
Online Social Networking
Kumari, S., & Tyagi, A. K. (2024) · doi:10.1002/9781394231126.ch11 · Cited by 5
Putting Words in Their Mouths: Firm-Generated User Content and Consumer Sharing Behavior
Beck, J. M., Voorhees, C. M., Fombelle, P. W., & Lemon, K. N. (2025) · Journal of Marketing · doi:10.1177/00222429251331483 · Cited by 4
“UGC, or “ the body of information that consumers generate ” (Tirunillai and Tellis 2012, p. 198), encompasses all the vast content submitted to online platforms by consumers (Lamberton and Stephen 2016), such as consumers ’ tweets, Facebook posts, Yelp restaurant reviews, and Amazon product reviews.”
Understanding Tourist Psychology in Travel Livestreaming: The Lens From Flow and Inspiration
Wang, J., Liu, C. Y. N., Hall, C. M., Zhu, C. Z. G., & Koupaei, S. N. (2025) · International Journal of Tourism Research · doi:10.1002/jtr.70099 · Cited by 4
Free and paid word-of-mouth from physical to digital, AI and beyond
Pauwels, K. H., & Aksehirli, Z. (2026) · Journal of the Academy of Marketing Science · doi:10.1007/s11747-026-01151-7 · Cited by 7
Does good digital business strategy bring good market intelligence and service innovation? Interference of different levels of organizational memory
Yin, N., Jia, L., Long, J., & Liu, L. (2024) · Marketing Intelligence & Planning · doi:10.1108/mip-02-2024-0133 · Cited by 6
The relationship between digital marketing and consumer brand perception
Alam, S. M., & Mubarak, M. A. (2025) · Competitiveness Review An International Business Journal incorporating Journal of Global Competitiveness · doi:10.1108/cr-02-2024-0035 · Cited by 8
Oglašavanje na društvenoj mreži Facebook
Đuričanin, J., Gašić, M., Veličković, J., & Pavlović, N. (2021) · Bizinfo Blace · doi:10.5937/bizinfo2102171d · Cited by 4
Market selection and product positioning decisions’ implications for short- and long-term performance: evidence from the US music industry
Hoskins, J. D., & Griffin, A. (2022) · Journal of Product & Brand Management · doi:10.1108/jpbm-01-2022-3835 · Cited by 4
Bridging the Theory and Practice of Digital Marketing from Interactive Marketing Perspective: A Historical Review
Güngör, A. S., & Çadırcı, T. O. (2023) · Springer eBooks · doi:10.1007/978-3-031-14961-0_4 · Cited by 4
The Evolution of Digital Marketing in the 21st Century: Three Periods Analysis
Weng, J. (2023) · BCP Business & Management · doi:10.54691/bcpbm.v38i.4029 · Cited by 4
Campaign Governance and Partnerships: Unraveling COVID-19 Vaccine Promotion Efforts in China’s Neighborhoods
Yang, R., & Sun, S. (2023) · Risk Management and Healthcare Policy · doi:10.2147/rmhp.s441874 · Cited by 4
“53 Traditional media, such as banners, posters and loudspeakers, once viewed as the mouthpiece of the government in the Maoist era, was employed to propagandize public affairs and implement mass mobilization campaigns in the neighborhood.”
Method
Digital Marketing Trends and Innovations in Indonesia: A Qualitative Exploration of Emerging Practices
Hafidh, A., Rahayu, A., & Hendrayati, H. (2024) · Kontigensi Jurnal Ilmiah Manajemen · doi:10.56457/jimk.v12i1.517 · Cited by 4
“Each interview will be recorded and transcribed verbatim to ensure accuracy and facilitate subsequent analysis (Lamberton & Stephen, 2016).”
Method

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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