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The future of social media in marketing | SpringerLink
Source: link.springer.com
Article summary:
1. Social media is a major technology of the modern age, with billions of users worldwide.
2. This article explores the future of social media in marketing, discussing nine themes that will shape its use.
3. These themes include online word-of-mouth, engagement, user-generated content, sensory considerations in human-computer interaction, and new types of unstructured data.
Article analysis:
The article provides an overview of the current state of social media and its potential implications for marketing in the future. The authors provide a comprehensive framework featuring nine themes that they believe will shape the future of social media in marketing. The authors draw on academic research, discussions with industry leaders, popular discourse, and their own expertise to present these themes.
The article is generally reliable and trustworthy as it draws on multiple sources to support its claims and provides evidence for each theme discussed. Furthermore, the authors provide research directions for academics and practitioners to explore further which adds to the trustworthiness of the article.
However, there are some potential biases in the article that should be noted. For example, while the authors discuss various stakeholders such as consumers and public policy makers when considering social media’s future implications for marketing, they do not consider other stakeholders such as advertisers or marketers themselves who may have different perspectives on how social media should be used in marketing strategies. Additionally, while the authors discuss various forms of unstructured data (e.g., text, audio, images), they do not consider other forms such as video which could also be important for understanding how social media can be used in marketing strategies going forward.
In conclusion, this article provides a comprehensive overview of how social media can be used in marketing strategies going forward and is generally reliable and trustworthy due to its multiple sources and evidence provided for each theme discussed; however there are some potential biases that should be noted when considering this article’s implications for practice or policy making related to social media’s use in marketing strategies going forward.