Setting the future of digital and social media marketing research: Perspectives and research propositions

The use of the internet and social media have changed consumer behavior ways in which companies conduct their business. Social digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness increased sales. However, challenges exist from negative electronic word-of-mouth as well intrusive irritating online presence. This article brings together collective insight several leading experts on issues relating marketing. experts’ perspectives offer a detailed narrative key aspects this important topic more specific including artificial intelligence, augmented reality marketing, content management, mobile advertising, B2B word mouth ethical therein. research timely contribution both researchers practitioners form where we highlight limitations within current research, outline gaps develop questions propositions that can help advance knowledge domain