Appel Gil, Grewal Lauren, Hadi Rhonda, Stephen Andrew T
1Marshall School of Business, University of Southern California, 701 Exposition Blvd, Los Angeles, CA 90089 USA.
2Tuck School of Business, Dartmouth College, 100 Tuck Hall, Hanover, NH 03755 USA.
J Acad Mark Sci. 2020;48(1):79-95. doi: 10.1007/s11747-019-00695-1. Epub 2019 Oct 12.
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.
社交媒体使人们能够自由地与他人互动，并为营销人员提供了多种与消费者接触和互动的方式。鉴于社交媒体以众多方式影响着个人和企业，在本文中，作者聚焦于在考虑与营销相关的主题和问题时，他们认为社交媒体的未来走向。通过借鉴学术研究、与行业领袖的讨论以及大众话语，作者确定了九个主题，这些主题按预测的紧迫性（即近期、中期和远期）进行组织，他们认为这些主题将通过消费者、行业和公共政策这三个视角切实塑造社交媒体的未来。在每个主题中，作者描述了数字格局，呈现并讨论了他们的预测，并为学者和从业者确定了相关的未来研究方向。
