The DOI matches its Crossref record; 115 of the 115 references it cites were found in a registry or an index.
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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BackgroundGarcía-Medina, I. (. )., & Tur-Viñes, V. (. ). (2017) · Universidad de Alicante eBooks · doi:10.14198/medcom/2017/10_cmd · Cited by 7
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“This involves increased sales volume, customer satisfaction, brand awareness, customer support, and reduced customer acquisition costs (Lamberton & Stephen, 2016; Tuten & Solomon, 2015).”
Wu, M. W., & Ham, S. H. (2025) · Journal of Marketing · doi:10.1177/00222429251363144 · Cited by 4
“UGC encompasses an expansive menu of activities including online reviews, digital blogs, social media, or any other digital consumer-created content (Fader and Winer 2012; Lamberton and Stephen 2016).”
Zhang, L.-X., Qiu, S., & Zhao, X.-S. (2025) · Social Science & Medicine (1967) · doi:10.1016/j.socscimed.2025.118656 · Cited by 2
Cagiza, C., Faustino, M., Cagiza, I., & Cajiza, A. (2025) · Sustainability · doi:10.3390/su17209336 · Cited by 9
Sangha, P., Weeks, R., Miller, E. A., Sedoc, J., Lacey, H., Liang, C. A., & Agarwal, S. (2025) · Journal of Social Marketing · doi:10.1108/jsocm-06-2024-0139 · Cited by 2
Srivastava, G., & Bag, S. (2026) · Global Business and Organizational Excellence · doi:10.1002/joe.70027 · Cited by 2
A Longitudinal Thematic Analysis of Technology Integration in Marketing
Jayawardene, V., Ewing, M. T., Niemann‐Struweg, I., & Cunningham, N. (2026) · Marketing Education Review · doi:10.1080/10528008.2026.2630712 · Cited by 4
Wang, H., Wang, C., Wang, Q., & Bao, R. M. (2026) · Managerial and Decision Economics · doi:10.1002/mde.70101 · Cited by 2
Wang, N., Yeh, M. K. ‐., Diehl, W. C., Heiser, R. E., Gregg, A., Tran, L., & Zhu, C. (2021) · International Journal of Web-Based Learning and Teaching Technologies · doi:10.4018/ijwltt.20210701.oa3 · Cited by 2
Şalvarlı, M. S., & Kartal, B. (2021) · Business and Economics Research Journal · doi:10.20409/berj.2021.346 · Cited by 2
Sulaimon, M. A., & Vorobyova, K. (2021) · International Journal of Intellectual Human Resource Management (IJIHRM) · doi:10.46988/ijihrm.02.02.2021.03 · Cited by 2
Binckebanck, L. (2023) · Edition Sales Excellence · doi:10.1007/978-3-658-38433-3_5 · Cited by 2
Sotomayor-Vidal, A., Mini-Cuadros, D., & Quiroz-Flores, J. C. (2023) · International Conference on Industrial Engineering and Operations Management (IEOM) · doi:10.46254/ap03.20220424 · Cited by 2
Sugandini, D., Effendi, M. I., Sugiarto, B., Kundarto, M., & Kawuryan, S. H. E. (2023) · International Journal of Sustainable Development and Planning · doi:10.18280/ijsdp.180607 · Cited by 2
“Tuzel and Hobbs [24, 25] show that DOI theory can be applied to digital marketing, business plans, and social networking sites.”
BackgroundConstruction of Digital Capability Evaluation Index System for Manufacturing Enterprises
Li, H., & Zhou, Q. (2023) · Manufacturing and Service Operations Management · doi:10.23977/msom.2023.040512 · Cited by 2
“The diffusion and application of digital technologies are influenced by people's behaviors and attitudes toward digitalization [4] with the continuous development of digital tools such as social media and artificial intelligence, users' behavior has become more autonomous and the connection between users has gradually…”
BackgroundSocial network sites and competition: a tale of YouTube, 2005–2015
Newaz, M. T. (2023) · Journal of Historical Research in Marketing · doi:10.1108/jhrm-07-2022-0020 · Cited by 2
Overview of Digital Marketing Strstegy Among Asnaf Entrepreneurs in Malaysia
Ismail, M., Ahmad, N. Z. A., & Othman, A. (2023) · International Journal of Academic Research in Business and Social Sciences · doi:10.6007/ijarbss/v13-i11/19388 · Cited by 2
“…of digital marketing in reach target customers and accomplish development goals such as revenue improvement, brand recognition, customer loyalty, lead generation, reduce cost of customer procurement and services (Labrecque, Esche, Mathwick, Novak and Hofacker, 2013; Lamberton and Stephen, 2016).”
BackgroundSuryakrisna, A., & Susanti, C. E. (2024) · Technium Social Sciences Journal · doi:10.47577/tssj.v53i1.10424 · Cited by 2
Mukherjee, S., Verma, A., & Neogi, S. (2024) · Advances in human and social aspects of technology book series · doi:10.4018/979-8-3693-3253-5.ch013 · Cited by 2
Looking forward to the debate of future business towards digital transformation
Mboungou, M. S. (2024) · i-manager’s Journal on Management · doi:10.26634/jmgt.18.3.20455 · Cited by 2
Nair, P., & Kumar, S. (2024) · Advances in marketing, customer relationship management, and e-services book series · doi:10.4018/979-8-3693-0912-4.ch012 · Cited by 2
Gender selection dilemma in FMCG advertising: Insights from eye-tracking research
Sinha, M., Misra, M., & Mishra, S. (2024) · Journal of Eye Movement Research · doi:10.16910/jemr.17.2.6 · Cited by 5
“Additionally, the growing use of social media combined with the growing urban population has made these digital platforms valuable marketing tools (Lamberton & Stephen, 2016).”
BackgroundKOÇAK, C. B., & Atalık, Ö. (2024) · Aviation · doi:10.3846/aviation.2024.21676 · Cited by 2
Interactive Marketing: A Systematic Review and Research Agenda
Ayeni, A., Bisschoff, C. A., Sekhampu, J., Lekunze, J. N., & Ayeni, E. (2024) · F1000Research · doi:10.12688/f1000research.156743.1 · Cited by 2
Online Reviews and Consumer Decisions
Kim, R. Y. (2023) · Cambridge University Press eBooks · doi:10.1017/9781107165250.023 · Cited by 2
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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