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Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges and research opportunities.

Given the “cutting-edge” research focus of the special issue, this review and research agenda paper focused on articles published in 25 key marketing journals between January 2021 and March 2024. Initially, the search request was for articles with “social media, social selling, social commerce” located in the article title, author-selected key words and journal-selected keywords. Later, we conducted searches based on terminology from articles presented in the final review. In total, over 1,000 articles were reviewed across the 25 journals, plus additional ones that were cited in those journals that were not on the initial list.

Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management; (6) consumer welfare; (7) influencer marketing; and (8) social commerce. Table I provides a summer of key articles and research findings for each of the content areas.

As a literature review and research agenda article, this paper is one of the most extensive to date on SM marketing, and particularly with regard to emergent research over the past three years. Recommendations for future research are integrated through the paper and summarized in Figure 2.

Consumer welfare is one of the eight emergent content areas uncovered in the literature review. Specific focus is on SM privacy, misinformation, mental health and misbehavior.

This chapter shows the prevalence, trends and heterogeneity in maternal smoking around birth in the United Kingdom (UK), focussing on the war and post-war reconstruction period in which there exists surprisingly little systematic data on (maternal) smoking behaviours. Within this context, the authors highlight relevant events, the release of new information about the harms of smoking and changes in (government) policy aimed at reducing smoking prevalence. The authors show stark changes in smoking prevalence over a 30-year period, highlight the onset of the social gradient in smoking as well as genetic heterogeneities in smoking trends.

The primary purpose of this study is to analyze the effects of customer incivility on employees' negative emotions (i.e. anger, fear and sadness) considering the moderating role of organizational power distance.

A survey sample comprising 312 service employees was collected from 51 Taiwanese and Vietnamese companies spanning different industries. Given the multilevel characteristics of the data structure, hierarchical linear modeling was used to rigorously test the proposed hypotheses.

The results indicate a significant contribution of customer incivility to employees' negative emotions. Notably, this impact is more pronounced among employees in organizations characterized by low power distance compared to those in organizations with high power distance.

This research significantly advances our understanding of the emotional repercussions of customer incivility on employees by integrating cognitive–motivational–relational theory and organizational culture perspectives. The findings not only provide valuable theoretical insights but also offer practical implications for effectively managing employee well-being in culturally diverse contexts. The study recognizes certain limitations and puts forth suggestions for future research directions.

This study addresses the gap in understanding text analytics within the service domain, focusing on new service development to provide insights into key research themes and trends in text analytics approaches to service development. It explores the benefits and challenges of implementing these approaches and identifies potential research opportunities for future service development. Importantly, this study offers insights to assist service providers to make data-driven decisions for developing new services and optimising existing ones.

This research introduces the hybrid thematic analysis with a systematic literature review (SLR-TA). It delves into the various aspects of text analytics in service development by analysing 124 research papers published from 2012 to 2023. This approach not only identifies key practical applications but also evaluates the benefits and difficulties of applying text analytics in this domain, thereby ensuring the reliability and validity of the findings.

The study highlights an increasing focus on text analytics within the service industry over the examined period. Using the SLR-TA approach, it identifies eight themes in previous studies and finds that “Service Quality” had the most research interest, comprising 42% of studies, while there was less emphasis on designing new services. The study categorises research into four types: Case, Concept, Tools and Implementation, with case studies comprising 68% of the total.

This study is groundbreaking in conducting a thorough and systematic analysis of a broad collection of articles. It provides a comprehensive view of text analytics approaches in the service sector, particularly in developing new services and service innovation. This study lays out distinct guidelines for future research and offers valuable insights to foster research recommendations.

This study was inspired by research of strategists on strategic innovation (SI), aiming to provide a unique model to enhance the digitization of small and medium-sized enterprises (SMEs) in Bangladesh to fill the gap toward a digital economy.

A survey was used to collect data from 180 SMEs in the manufacturing industry for this research. The results indicate that strategic innovativeness (SI), human capital (HC), infrastructure and technology and resistance to change significantly influence the digitalization in Bangladesh SMEs.

The link between SI and SMEs' digitalization in Bangladesh is mediated by HC. The results show that HC plays a big role in the connection between SI and the digitalization of SMEs. This study may be valuable for SMEs managers, researchers and policymakers in Bangladesh and other developing nations, who want to learn more about SI in adopting digitalization.

The specialized knowledge and abilities of strategists allow them to establish parallels between the past and present, enabling them to make a sustained forecast about the digital economy. This study encourages small and medium-sized businesses to develop their SI and advance their HC, which could further deject resistance to change toward enhancing and adopting digitalization in SMEs sectors.

The Open API (application programming interface) architecture will play an important role in promoting future FinTech service applications; however, it involves user data, and the current specialization and progression are less visible. Therefore, an evaluation framework for Open API development in the FinTech service ecosystem is constructed in this study.

This study preliminarily selects the four most important key objects and factors of this ecosystem and conducts expert interviews to revise the evaluation framework. Then, this study uses the fuzzy analytic hierarchy process (FAHP) to evaluate the objects and their factor weights and finally uses the FAHP analysis results to further apply the evaluation based on distance from average solution (EDAS) approach to explore the strategy optimization scenarios.

According to the analysis results, the co-creation object and productivity object are the two most significant objects, with weights of 0.275 and 0.272, respectively. The analysis shows that FinTech-related companies expect to increase productivity through co-creation. Finally, the results also indicate that mobile payment is the best Open API application scenario in the FinTech service ecosystem, followed by online banking. These results illustrate strategic and management implications.

This study screens key evaluation criteria with a literature review and expert questionnaire interviews to process quantitative research. It can determine the weights of objectives and criteria to clarify the strength of influence between the objectives and criteria. Next, this study measures the probable performance of Open API applied in various FinTech service ecosystem scenarios.

Based on upper echelons theory and social contagion theory, we investigate how environmental leadership affects GIC via green human resource management (GHRM) and examine the moderating role of environmental climate.

We conduct hierarchical regression and use the bootstrap method to analyze the two-waved data from 317 Chinese manufacturers in order to verify the hypotheses.

The results indicate that GHRM mediates the impacts of environmental leadership on green human capital, structural capital and relational capital. In addition, environmental climate strengthens the positive impact of environmental leadership on GHRM.

Our study enriches the literature on GIC by uncovering the “black box” between environmental leadership and GIC, providing a logical framework opposite to mainstream GIC research, and expanding the boundary condition for GIC accumulation. This study provides more logical paths for enterprises and governments to increase the accumulation of GIC and promote green intellectual economy development.