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Abstract
Social media allows people to freely interact with others and offers multiple ways for marketers to reach and engage with consumers. Considering the numerous ways social media affects individuals and businesses alike, in this article, the authors focus on where they believe the future of social media lies when considering marketing-related topics and issues. Drawing on academic research, discussions with industry leaders, and popular discourse, the authors identify nine themes, organized by predicted imminence (i.e., the immediate, near, and far futures), that they believe will meaningfully shape the future of social media through three lenses: consumer, industry, and public policy. Within each theme, the authors describe the digital landscape, present and discuss their predictions, and identify relevant future research directions for academics and practitioners.
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Details
1 University of Southern California, Marshall School of Business, Los Angeles, USA (GRID:grid.42505.36) (ISNI:0000 0001 2156 6853)
2 Dartmouth College, Tuck School of Business, Hanover, USA (GRID:grid.254880.3) (ISNI:0000 0001 2179 2404)
3 University of Oxford, Saïd Business School, Oxford, UK (GRID:grid.4991.5) (ISNI:0000 0004 1936 8948)
4 University of Oxford, Saïd Business School, Oxford, UK (GRID:grid.4991.5) (ISNI:0000 0004 1936 8948); Monash University, Monash Business School, Melbourne, Australia (GRID:grid.1002.3) (ISNI:0000 0004 1936 7857)