The Future of Social Media in Marketing

Year 2024, Issue: 16, 394 - 420, 29.06.2024

Gil Appel Lauren Grewal Rhonda Hadi Andrew T. Stephen Translator: Şeyda Koçak Kurt

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.

Keywords

Social Media, Digital Marketing, Future of Marketing

Sosyal Medyanın Pazarlamadaki Geleceği

Abstract

Sosyal medya insanların birbirleriyle özgürce etkileşim kurmasına imkan sağlar ve pazarlamacıların tüketicilere ulaşması ve onlarla iletişim kurması için çeşitli yollar sunar. Bu makalede yazarlar, sosyal medyanın bireyleri ve işletmeleri benzer şekilde etkilediği sayısız yolu dikkate alarak, pazarlamayla ilgili konuları ve sorunları değerlendirirken sosyal medyanın geleceğinin olduğunu düşündükleri yere odaklanmaktadır. Akademik araştırmalardan, sektör liderleriyle yapılan tartışmalardan ve popüler söylemden faydalanan yazarlar, sosyal medyanın geleceğini anlamlı bir şekilde şekillendireceğine inandıkları, öngörülen yakınlığa (şimdiki, yakın ve uzak gelecek) göre düzenlenmiş dokuz temayı üç mercekten tanımlamaktadır: tüketici, endüstri ve kamu politikası. Her tema kapsamında yazarlar, dijital ortamı tanımlamakta, öngörülerini sunmakta ve tartışmakta ve akademisyenler ve uygulayıcılar için gelecekteki ilgili araştırma yönleri belirlemektedir.

Keywords

Sosyal medya, Dijital pazarlama, Pazarlamanın geleceği

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