The Future of Social Media in Marketing

Yıl 2024, Sayı: 16, 394 - 420, 29.06.2024

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

Öz

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.

Anahtar Kelimeler

Social Media, Digital Marketing, Future of Marketing

Sosyal Medyanın Pazarlamadaki Geleceği

Öz

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.

Anahtar Kelimeler

Sosyal medya, Dijital pazarlama, Pazarlamanın geleceği

Kaynakça

• Aguirre, E., Mahr, D., Grewal, D., Ruyter, K. D., & Wetzels, M. (2015). Unraveling the personalization paradox: The effect of information collection and trust-building strategies on online advertisement effectiveness. Journal of Retailing, 91(1), 34–59.
• American Psychological Association. (2011). Social networking’s good and bad impacts on kids. American Psychological Association
• Babić Rosario, A., Sotgiu, F., De Valck, K., & Bijmolt, T. H. A. (2016). The effect of electronic word of mouth on sales: A meta-analytic review of platform, product, and metric factors. Journal of Marketing Research, 53(3), 297–318
• Back, M., Stopfer, J., Vazire, S., Gaddis, S., Schmukle, S., Egloff, B., & Gosling, S. (2010). Facebook profiles reflect actual personality, not self-idealization. Psychological Science, 21(3), 372–374.
• Bail, C. A., Argyle, L. P., Brown, T. W., Bumpus, J. P., Chen, H., Hunzaker, M. F., Lee, J., Mann, M., Merhout, F., & Volfovsky, A. (2018). Exposure to opposing views on social media can increase political polarization. Proceedings of the National Academy of Sciences, 115(37), 9216–9221.
• Baker, D. A., & Algorta, G. P. (2016). The relationship between online social networking and depression: A systematic review of quantitative studies. Cyberpsychology, Behavior and Social Networking, 19(11), 638–648.
• Bakshy, E., Messing, S., & Adamic, L. A. (2015). Exposure to ideologically diverse news and opinion on Facebook. Science, 348(6239), 1130–1132
• Baktha, K., Dev,M., Gupta, H., Agarwal, A.,& Balamurugan, B. (2017). Social network analysis in healthcare. In Internet of Things and Big Data Technologies for Next Generation Healthcare (pp. 309–334). Springer, Cham.
• Belk, R.W. (2013). Extended self in a digital world. Journal of Consumer Research, 40(October), 477–500.
• Bereznak, A. (2018). A Meme Is Born: How Internet Jokes Turned ‘A Star Is Born’ Into a Hit. Retrieved from https://tinyurl.com/y7b9xfym.
• Berger, J., & Heath, C. (2008). Who drives divergence? Identity signaling, outgroup dissimilarity, and the abandonment of cultural tastes. Journal of Personality and Social Psychology, 95(3), 593–607.
• Bhaskar, S. (2018). How Podcasts Became So Popular (AndWhy That’s a Good Thing). Retrieved from https://tinyurl.com/yczfmzue.
• Bilton, N. (2014). Social media bots offer phony friends and real profit. Retrieved from https://tinyurl.com/y93z3wdj.
• Bode, L. (2016). Political news in the news feed: Learning politics from social media. Mass Communication and Society, 19(1), 24–48.
• Bogost, I. (2018).All followers are fake followers. Retrieved from https://tinyurl.com/ybxblkek.
• Bond, R. M., Fariss, C. J., Jones, J. J., DI Kramer, A.,Marlow, C., Settle, J. E., & Fowler, J. H. (2012). A 61-million-person experiment in social influence and political mobilization. Nature, 489(7415), 295–298.
• Bonilla, Y., & Rosa, J. (2015). # Ferguson: Digital protest, hashtag ethnography, and the racial politics of social media in the United States. American Ethnologist, 42(1), 4–17.
• Brave, S., Nass C., & Sirinian E. (2001). Force-feedback in computermediated communication. Proceedings of HCI International 2001 (9th International Conference on Human-Computer Interaction, Constantine Stephanidis, Hillsdale, NJ: Lawrence Erlbaum), 145–149.
• Brown, H., Guskin, E., & Mitchell A. (2012). The role of social Media in the Arab Uprising. Retreived from https://tinyurl.com/y7d8t7je.
• Carr, D. (2008) How Obama Tapped into Social Networks’ Power. Retrieved from https://tinyurl.com/ydyvtocj.
• Castano, E., Yzerbyt, V., Paladino, M. P., & Sacchi, S. (2002). I belong, therefore, I exist: Ingroup identification, ingroup entitativity, and ingroup bias. Personality and Social Psychology Bulletin, 28(2), 135–143.
• Chae, I., Stephen, A. T., Bart, Y., & Yao, D. (2017). Spillover effects in seeded word-of-mouth marketing campaigns. Marketing Science, 36(1), 89–104.
• Chang, Y., Li, Y., Yan, J., & Kumar, V. (2019). Getting more likes: The impact of narrative person and brand image on customer–brand interactions. Journal of the Academy of Marketing Science, 1–19.
• Cheng, E. (2017). China is living the future of mobile pay right now. Retrieved from https://tinyurl.com/y8hm6vlo.
• Chowdry, A., (2018). Facebook launches ads in marketplace. Retrieved from https://tinyurl.com/y8kf5g4t.
• Chung, T. S., Wedel, M., & Rust, R. T. (2016). Adaptive personalization using social networks. Journal of the Academy of Marketing Science, 44, 66–87.
• Cigna (2018). New Cigna Study Reveals Loneliness at Epidemic Levels in American. Retrieved from https://tinyurl.com/y9e7gl2u.
• Colville W. (2018). Facebook VR leader talk about the future of virtual marketing. Retrieved from https://tinyurl.com/y8kdd4cr.
• Comm J. (2016). 9 Social media influencers who are killing it on TV. Retrieved from https://tinyurl.com/y76wyo8j.
• Confessore, N., Dance, G. J. X., Harris, R., & Hansen, M. (2018). The Follower Factory. Retrieved from https://tinyurl.com/yaym3e69.
• Constine, J. (2018). Facebook confirms its building augmented reality glasses. Retrieved from https://tinyurl.com/y82et9tw.
• Cortizo-Burgess, P. (2014). The traditional purchase funnel is kaput. Retrieved from https://tinyurl.com/y7azj7oc.
• Crolic, C., Stephen, A. T., Zubcsek, P. P., & Brooks, G. (2019). Staying connected: The positive effect of social media consumption on psychological well-being. Working Paper.
• Crook, J. (2018). Quit Genius, backed by Y combinator, wants to help you quit smoking. Retrieved from https://tinyurl.com/y7hhfzf8.
• Crook, J. (2018). Quit Genius, backed by Y combinator, wants to help you quit smoking. Retrieved from https://tinyurl.com/y7hhfzf8.
• Culnan, M. J., & Williams, C. C. (2009). How ethics can enhance organization privacy: Lessons from the choice point and TJX data breaches. MIS Quarterly, 33, 673–687.
• de Jesus, A. (2018). Chatbots for mental health and therapy – Comparing 5 current apps and use cases. Retrieved from https://tinyurl.com/yc5c6qco.
• Dequier, S. (2018). Everything You Need to Know about Apple Business Chat (and what to expect from it). Retrieved from https://tinyurl.com/yd4dmtgw.
• Duani, N., Barasch, A., &Ward A. (2018). “Brought to you live”: On the consumption experience of live social media streams. Working paper.
• Dwyer, D., (2019). Alexandria Ocasio-Cortez’s Twitter lesson for House Democrats. Retrieved from https://tinyurl.com/ydgy9suw.
• Edelman, K. (2018). Trust Barometer Brands Social Media. Retrieved from https://tinyurl.com/ycrm23gf.
• eMarketer (2018). Social Network Users and Penetration in Worldwide. Retrieved from https://tinyurl.com/ycr2d3v9
• Enberg, J. (2018). Global Influencer Marketing. Retrieved from https://tinyurl.com/y7srumpm.
• Facebook (2019). Company Info. Retrieved from https://tinyurl.com/n544jrt.
• Ferrara, E., Varol, O., Davis, C., Menczer, F.,&Flammini, A. (2016). The rise of social bots. Communications of the ACM, 59(7), 96–104.
• Fiegerman, S. (2018). Facebook admits social media can ‘corrode democracy’. Retrieved from https://tinyurl.com/y9f7hxju.
• Fossen, B. L., & Schweidel, D. A. (2016). Television advertising and online word-of-mouth: An empirical investigation of social TV activity. Marketing Science, 36(1), 105–123.
• Fossen, B. L., & Schweidel, D. A. (2019). Social TV, advertising, and sales: Are social shows good for advertisers? Marketing Science, 38(2), 274–295.
• Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721–739.
• Godes, D., & Mayzlin, D. (2009). Firm-created word-of-mouth communication: Evidence from a field test. Marketing Science, 28(4), 721–739.
• Gordon, B. R., Zettelmeyer, F., Bhargava, N., & Chapsky, D. (2019). A comparison of approaches to advertising measurement: Evidence from big field experiments at Facebook. Marketing Science, 38(2), 193–225.
• Gosling, S., Gaddis, S., & Vazire, S. (2007). Personality Impressions Based on Facebook Profiles. ICWSM, 1–4.
• Greaves, F., Ramirez-Cano, D., Millett, C., Darzi, A., & Donaldson, L. (2013). Harnessing the cloud of patient experience: Using social media to detect poor quality healthcare. BMJ Quality and Safety, 22(3), 251–255.
• Grewal, L., & Stephen, A. T. (2019). In mobile we trust: The effects of mobile versus nonmobile reviews on consumer purchase intentions. Journal of Marketing Research, 56 (5), 791–808.
• Grewal, L., Stephen, A. T., & Coleman, N. V. (2019). When posting about products in social media backfires: The negative effects of consumer identity-signaling on product interest. Journal of Marketing Research, 56(2), 197–210.
• Haans, A., & IJsselsteijn,W. (2006). Mediated social touch: A review of current research and future directions. Virtual Reality, 9(2), 149–159.
• Haenlein, M. (2017). How to date your clients in the 21st century: Challenges in managing customer relationships in today’s world. Business Horizons, 60, 577–586
• Harton, H. C., & Bourgeois, M. J. (2004). Cultural elements emerge from dynamic social impact. The Psychological Foundations of Culture, 41–75.
• Hennig-Thurau, T., Gwinner, K. P.,Walsh, G., & Gremler, D. D. (2004). Electronic word-of-mouth via consumer-opinion platforms: What motivates consumers to articulate themselves on the internet? Journal of Interactive Marketing, 18(1), 38–52.
• Hennig-Thurau, T., Wiertz, C., & Feldhaus, F. (2015). Does twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), 375–394.
• Herhausen, D., Ludwig, S., Grewal, D.,Wulf, J., & Schoegel,M. (2019). Detecting, preventing, and mitigating online firestorms in brand communities. Journal of Marketing, 83(3), 1–21.
• Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: Exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884–905.
• Hoffman, D. L., & Novak, T. P. (2018). Consumer and object experience in the internet of things: An assemblage theory approach. Journal of Consumer Research, 44(6), 1178–1204.
• Hollenbeck, C. R., & Kaikati, A.M. (2012). Consumers’ use of brands to reflect their actual and ideal selves on Facebook. International Journal of Research in Marketing, 29(4), 395–405.
• Hunt, M. G.,Marx, R., Lipson, R., & Young, J. (2018). No more FOMO: Limiting social media decreases loneliness and depression. Journal of Social and Clinical Psychology, 37(10), 751–768.
• Hunt, M. G.,Marx, R., Lipson, R., & Young, J. (2018). No more FOMO: Limiting social media decreases loneliness and depression. Journal of Social and Clinical Psychology, 37(10), 751–768.
• Information Technology Faculty (2018). Building Trust in the Digital Age Report. Retrieved from https://tinyurl.com/y9rkxbxu.
• Information Technology Faculty (2018). Building Trust in the Digital Age Report. Retrieved from https://tinyurl.com/y9rkxbxu.
• John, L. K., Emrich, O., Gupta, S.,& Norton,M. I. (2017). Does “liking” lead to loving? The impact of joining a brand’s social network on marketing outcomes. Journal of Marketing Research, 54(1), 144–155.
• Johnson, L. (2015). Stoli’s Mobile Ads Let You Actually Feel a Cocktail Being Made in Your Hand. Retrieved from https://tinyurl.com/y72uud3c.
• Jun, Y., Meng, R., & Johar, G. V. (2017). Perceived social presence reduces fact-checking. Proceedings of the National Academy of Sciences, 114(23), 5976–5981.
• Kakatkar, C., & Spann, M. (2018). Marketing analytics using anonymized and fragmented tracking data. International Journal of Research in Marketing, 36(1), 117–136.
• Kaplan, A., & Haenlein, M. (2019). Siri, Siri, in my hand: Who’s the fairest in the land? On the interpretations, illustrations, and implications of artificial intelligence. Business Horizons, 62(1), 15–25.
• Katai L. (2018). 3 Reasons why audio will conquer all social media. Retrieved from https://tinyurl.com/y9q6bvjr.
• Kelly, H., Horowitz, J., O’Sullivan, D. (2018). Facebook takes down 652 pages after finding disinformation campaigns run from Iran and Russia. Retrieved from https://tinyurl.com/ybte3bp4.
• Kim, J., LaRose, R., & Peng, W. (2009). Loneliness as the cause and the effect of problematic internet use: The relationship between internet use and psychological well-being. Cyberpsychology & Behavior, 12(4), 451–455.
• King, G., Pan, J., & Roberts, M. E. (2017). How the Chinese government fabricates social media posts for strategic distraction, not engaged argument. American Political Science Review, 111(3), 484–501.
• Knight, T. (2018). How to tell if you are talking to a bot. Retrieved from https://tinyurl.com/ycamg4p8.
• Knoll, J., & Matthes, J. (2017). The effectiveness of celebrity endorsements: A meta-analysis. Journal of the Academy of Marketing Science, 45(1), 55–75.
• Kross, E., Verduyn, P., Demiralp, E., Park, J., Lee, D. S., Lin, N., Shablack, H., Jonides, J., & Ybarra, O. (2013). Facebook use predicts declines in subjective well-being in young adults. PLoS One, 8(8), e69841.
• Kumar, V., Choi, J. B., & Greene, M. (2017). Synergistic effects of social media and traditional marketing on brand sales: Capturing the timevarying effects. Journal of the Academy of Marketing Science, 45(2), 268–288.
• Kumparak, G. (2018). Google Assistant will now be nicer if you say ‘Please’ and ‘Thank you’. Retrieved from https://tinyurl.com/ybcfdztv.
• Lamberton, C., & Stephen, A. T. (2016). A thematic exploration of digital, social media, and mobile marketing research’s evolution from 2000 to 2015 and an agenda for future research. Journal of Marketing, 80(6), 146–172.
• Lee, K., Eoff, B.D., & Caverlee, J. (2011), Seven months with the devils: A long-term study of content polluters on twitter. In Proceedings of the 5th International AAAI Conference on Weblogs and Social Media, 185–192.
• Lobschat, L., Osinga, E. C., & Reinartz, W. J. (2017). What happens online stays online? Segment-specific online and offline effects of banner advertisements. Journal of Marketing Research, 54(6), 901–913.
• Lovejoy, B. (2017). Ikea to be Apple launch partner for AR, showing virtual furniture in your own home. Retrieved from https://tinyurl.com/yarzpz8n.
• Magnarelli, M. (2018). The Next Marketing Skill You Need to Master: Touch. Retrieved from https://tinyurl.com/y7tybx4d.
• Main, S. (2017). Micro-Influencers Are More Effective with Marketing Campaigns Than Highly Popular Accounts. Retrieved from https://tinyurl.com/moww4p4.
• Manchanda, P., Dubé, J. P., Goh, K. Y., & Chintagunta, P. K. (2006). The effect of banner advertising on internet purchasing. Journal of Marketing Research, 43(1), 98–108.
• Marche. T. (2012). Is Facebookmaking us lonely? Retrieved from https://tinyurl.com/ybyje7ol.
• Marker, C., Gnambs, T., & Appel, M. (2018). Active on Facebook and failing at school? Meta-analytic findings on the relationship between online social networking activities and academic achievement. Educational Psychology Review, 651–677.
• Martin, K. (2018). The penalty for privacy violations: How privacy violations impact trust online. Journal of Business Research, 82, 103–116.
• Martin, K. D., & Murphy, P. E. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135–155.
• Martin, K. D., Borah, A., & Palmatier, R. W. (2017). Data privacy: Effects on customer and firm performance. Journal of Marketing, 81(1), 36–58.
• Maxim (2018). Every Selena Gomez Instagram post for puma is worth $3.4 million. Retrieved from https://tinyurl.com/ybr6nzok.
• McClure, E. (2015). 11 Youtube Stars with Makeup Collections We Can’t Get Enough Of. Retrieved from https://tinyurl.com/ybwzz6mm.
• Mejia, Z., (2018). Kylie Jenner reportedly makes $1 million per paid Instagram post—here’s how much other top influencers get. Retrieved from https://tinyurl.com/y7khetcu.
• Mochon, D., Johnson, K., Schwartz, J., & Ariely, D. (2017). What are likes worth? A Facebook page field experiment. Journal of Marketing Research, 54(2), 306–317.
• Molteni, S., (2017). The Chatbot TherapistWill See You Now. Retrieved from https://tinyurl.com/y8g9b3oq.
• Nill, A., & Aalberts, R. J. (2014). Legal and ethical challenges of online behavioral targeting in advertising. Journal of Current Issues and Research in Advertising, 35, 126–146.
• Nolan, H. (2018), Brands are creating virtual influencers, Which could make the Kardashians a thing of the past. Retrieved from https://tinyurl.com/y7gu7t26.
• Orben, A., Dienlin, T., & Przybylski, A. K. (2019). Social media’s enduring effect on adolescent life satisfaction. Proceedings of the National Academy of Sciences, 116(21), 10226–10228.
• Oremus, W. (2016). Who Controls Your Facebook Feed. Retrieved from https://tinyurl.com/y745c2ap.
• Ozcivelek, A. (2015). The future of wearable tech. Retrieved from https://tinyurl.com/y88kf554
• Padrez, K. A., Ungar, L., Schwartz, H. A., Smith, R. J., Hill, S., Antanavicius, T., Brown, D. M., Crutchley, P., Asch, D. A., & Merchant, R. M. (2016). Linking social media and medical record data: A study of adults presenting to an academic, urban emergency department. BMJ Quality and Safety, 25(6), 414–423.
• Pardes, A. (2017). Selfie Factories: The rise of the Made-for-Instagram Museum. Retrieved from https://tinyurl.com/ycqswbz2.
• Pennycook, G., & Rand, D. G. (2019). Fighting misinformation on social media using crowdsourced judgments of news source quality. Proceedings of the National Academy of Sciences, 116(7), 2521–2526.
• Pennycook, G., Cannon, T. D., & Rand, D. G. (2019). Prior exposure increases perceived accuracy of fake news. Journal of Experimental Psychology: General In press.
• Perry, E. (2018). Meet HearMeOut: the social media platform looking to bring audio back into themainstream. Retrieved from https://tinyurl.com/y8yxbzah.
• Pittman, M., & Reich, B. (2016). Social media and loneliness: Why an Instagram picturemay be worthmore than a thousand twitter words. Computers in Human Behavior, 62, 155–167.
• Priday, R. (2018). How to use Instagram and Facebooks new time limit tools. Retrieved from https://tinyurl.com/y8allnxe.
• Primack, B. A., Shensa, A., Sidani, J. E.,Whaite, E. O., Lin, L. Y., Rosen, D., Colditz, J. B., Radovic, A.,&Miller, E. (2017). Socialmedia use and perceived social isolation among young adults in the US. American Journal of Preventive Medicine, 53(1), 1–8.
• Rao, L., (2017). Instagram Copies Snapchat Once Again with Face Filters. Retrieved from https://tinyurl.com/ybcuxxdv.
• Ritschel, C. (2018). Snapchat Introduces New Filters for Cats. Retrieved from https://tinyurl.com/y8shdhpl.
• Robbio, A. (2018). The hyper-adoption of voice technology. Retrieved from https://tinyurl.com/y9zzqpan.
• Romano, A. (2018). Two-thirds of links on twitter come from bots. The good news? They’re Mostly Bland. Retrieved from https://tinyurl.com/y8hpyldc.
• Safko, L. (2010). The social media bible: Tactics, tools, and strategies for business success. John Wiley & Sons.
• Schmidt, C.W. (2012). Trending now: Using social media to predict and track disease outbreaks.
• Schwartz, O. (2018). You thought fake news was bad? Deep fakes are where truth goes to die. Retrieved from https://tinyurl.com/y7mcrysq.
• Schwarz, N., & Newman, E. J. (2017). How does the gut know truth? Psychological Science Agenda, 31(8).
• Shakya, H. B., & Christakis, N. A. (2017). Association of Facebook use with compromised well-being: A longitudinal study. American Journal of Epidemiology, 185(3), 203–211.
• Sheth, J. (2017). The future history of consumer research: Will the discipline rise to the opportunity? Advances in Consumer Research, 45, 17–20.
• Smith, A. (2018). California Law Bans Bots from Pretending to Be Human. Retrieved from https://tinyurl.com/y78qdkpu.
• Steers, M. L. N., Wickham, R. E., & Acitelli, L. K. (2014). Seeing everyone else’s highlight reels: How Facebook usage is linked to depressive symptoms. Journal of Social and Clinical Psychology, 33(8), 701–731.
• Stephen, A. T. & G. Brooks (2018). L’Oréal Paris Makeup Genius. Saïd Business School Case Study, University of Oxford.
• Stephen, A. T., & Galak, J. (2012). The effects of traditional and social earned media on sales: A study of a microlending marketplace. Journal of Marketing Research, 49(5), 624–639.
• Stephen, A. T.,& Lehmann, D. R. (2016). How word-of-mouth transmission encouragement affects consumers’ transmission decisions, receiver selection, and diffusion speed. International Journal of Research in Marketing, 33(4), 755–766.
• Stewart, D.W. (2017). A comment on privacy. Journal of the Academy of Marketing Science, 45(2), 156–159.
• Stocking, G. & Sumida, N. (2018). Social Media Bots Draw Public’s Attention and Concern. Retrieved from https://tinyurl.com/ybabbeu4.
• Tillman, M. (2018). What are Memoji? How to create an Animoji that looks like you. Retrieved from https://tinyurl.com/yakqjqdf.
• Toubia, O., & Stephen, A. T. (2013). Intrinsic vs. image-related utility in social media: Why do people contribute content to twitter? Marketing Science, 32(3), 368–392.
• Trusov, M., Bucklin, R. E., & Pauwels, T. (2009). Effects of word-of mouth versus traditional marketing: Findings from an internet social networking site. Journal of Marketing, 73(5), 90–102.
• Tucker, C. E. (2014). Social networks, personalized advertising and privacy controls. Journal of Marketing Research, 51(5), 546–562.
• Vanhemert, K. (2014). Needy robot toaster sells itself if neglected. Retrieved from https://bit.ly/2ROGvt3.
• Varol. O., Ferrara, E., Davis, C. A., Menczer, F., & Flammini, A. (2017). Online Human-Bot Interactions: Detection, Estimation and Characterization. Retrieved from https://arxiv.org/abs/1703.03107.
• Villarroel Ordenes, F., Ludwig, S., De Ruyter, K., Grewal, D., &Wetzels, M. (2017). Unveiling what is written in the stars: Analyzing explicit, implicit, and discourse patterns of sentiment in social media. Journal of Consumer Research, 43(6), 875–894.
• Villarroel Ordenes, F., Grewal, D., Ludwig, S., Ruyter, K. D., Mahr, D.,& Wetzels, M. (2018). Cutting through content clutter: How speech and image acts drive consumer sharing of social media brand messages. Journal of Consumer Research, 45(5), 988–1012.
• Wagner, K. (2017). Mark Zuckerberg, In His OwnWords, On why AR is Facebook’s next big platform bet. Retrieved from https://tinyurl.com/yagf24e4.
• Wagner, K. (2018). Oculus Go, the virtual reality headset Facebook hopes will bring VR to the mainstream, is finally here. Retrieved from https://tinyurl.com/ycnz468q.
• Walker, H. (2018). Meet Lil Miquela, the Instagram star created by CGI. Retrieved from https://tinyurl.com/yc32k25l.
• Wallace, E., Buil, I., de Chernatony, L., & Hogan, M. (2014). Who “Likes” You … and Why? ATypology of Facebook Fans. Journal of Advertising Research, 54(1), 92–109.
• Welch, C., (2018). How to use Google Duplex to make a restaurant reservation. Retrieved from https://tinyurl.com/yaup796a.
• Whigham, N. (2018). The way we hang out on social media could look (and feel) very different soon. Retrieved from https://tinyurl.com/ycs3efqv.
• White, K., & Dahl, D. W. (2007). Are all out-groups created equal? Consumer identity and dissociative influence. Journal of Consumer Research, 34(4), 525–536.
• White, T. B., Zahay, D. L., Thorbjørnsen, H., & Shavitt, S. (2008). Getting too personal: Reactance to highly personalized email solicitations. Marketing Letters, 19(1), 39–50.
• Wilcox, K.,&Stephen, A. T. (2012).Are close friends the enemy?Online social networks, self-esteem, and self-control. Journal of Consumer Research, 40(1), 90–103
• Woolley, K., & Risen, J. L. (2018). Closing your eyes to follow your heart: Avoiding information to protect a strong intuitive preference. Journal of Personality and Social Psychology, 114(2), 230–245.
• Xu, H., Teo, H. H., Tan, B. C. Y., & Agarwal, R. (2012). Effects of individual self-protection industry self-regulation, and government regulation on privacy concerns: A study of location based services. Information Systems Research, 23, 1342–1363.
• Yurieff, K. (2018). Instagram star isn’t what she seems. But brands are buying in. Retrieved from https://tinyurl.com/ycqnf72c.
• Zhang, Y., Trusov, M., Stephen, A. T., & Jamal, Z. (2017). Online shopping and social media: Friends or foes? Journal of Marketing, 81(6), 24–41.