The Future of Digital Communication Research: Considering Dynamics and Multimodality

Digital communication, the electronic transmission of information, reflects and influences consumers’ perceptions, attitudes, behaviors, shopping journeys. Thus, data stemming from digital communication is an important source insights for retailers, manufacturers, service firms alike. This article discusses emerging trends recent advances in research, as well its future opportunities retail practice research. The authors outline four consumer–retailer domains relevant to which turn frame their discussion properties dynamics (e.g., trends, variations) within messages, communicators, interaction, multimodality (i.e., numeric heuristics, text, audio, image, video). These factors are critical understanding predicting behaviors market developments. Furthermore, this delineates conceptual methodological challenges researchers working contexts that feature multimodality. Finally, proposes agenda continued with goal stimulating further efforts unlock “black boxes” gain into both consumers markets.