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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.

By analyzing tourist choices in Side and Alanya, well-known destinations for tourists in Türkiye’s thriving urban tourism sector, this study aims to fill a crucial vacuum in the body of knowledge about urban tourism. The study examines the changing dynamics of consumer preferences for advertisements and closely examines the underlying factors that influence these preferences, both pre and post-influential COVID-19 period.

This study clarifies the complex interplay between tourism marketing and prospective tourists’ decision-making processes through a thorough examination. This research greatly improves our understanding of urban tourism marketing strategies by examining the varying effects of advertising channels and comparing the persuasive power of emotional versus numerical advertising messages.

This study’s findings significantly advance our understanding of urban tourism. Examining how visitors react to advertisements in the various urban environments of Side and Alanya offers insightful information on how marketing strategies and visitor preferences correlate. This research also reveals the subtleties of efficient communication techniques, providing a practical basis for improving urban tourism experiences.

Being the first study of its sort, to the best of the authors’ knowledge, this research’s originality is supported by its insights into how advertising, consumer preferences and the urban tourism environment interact. The significant contribution to knowledge highlights the implications for those involved in urban tourism and provides practical advice for improving advertising tactics in the post-COVID-19 age.

In modern societies, consumer well-being is dependent on choices regarding complex services, such as investments, health care, insurance and lending. However, evaluating costs of such services is often difficult for consumers due to a combination of limited cognitive resources and complexity of the service. The purpose of this study is to empirically examine to what extent three specific consequences of complexity influence consumer tendencies to make mistakes when evaluating the costs (or price) of complex services.

Three studies were conducted (survey: n = 153, experiment: n = 332 and conjoint analysis: n = 225), all focusing on how consumers evaluate costs in the complex mutual fund setting.

The authors find that consumers struggle with estimating and using cost information in decision-making in the complex services setting. Consumers of complex services frequently underestimate the costs over the long-term, may see costs as a signal of service quality and are susceptible to influence from presentation formats when evaluating costs.

The study investigates mutual funds, which is one example of a complex service. In order to get a full picture of how consumers deal with costs in complex setting, future research needs to expand this focus to other types of complex services.

The results have implications for both marketers of complex services and policymakers. For marketers, this paper highlights that competing with a low-cost strategy may be difficult in the complex services setting as consumers may lack the ability to actually evaluate what they pay over the long term. For policymakers, increased simplification of prices may be an attractive option. However, it is important that this simplification is done in a way that increases the possibility to compare prices.

As complexity influences several aspects of decision-making, an understanding of how consumers evaluate costs in complex settings is dependent on taking a multidimensional research approach. This paper makes a novel contribution to the literature on pricing by showing that consumers struggle with multiple aspects when evaluating costs in complex contexts. Understanding these effects is important to policy, as well as to research on the cognitive value of simplicity that is currently gaining traction in marketing research.

Social media has become an inescapable part of our lives. However, recent research suggests that excessive use of social media may lead to fatigue and users’ disengagement. This study aims to examine which brand-related factors contribute to social media fatigue (SMF) and its subsequent role on driving lurking behaviors, particularly among young consumers.

Based on survey data from 282 young users of social media, a holistic model of brand-related drivers and outcomes of SMF was tested, emphasizing the contribution of brands’ social media presence to users’ disengagement.

Research shows that branded content overload and irrelevance, as well as branded ads intrusiveness significantly impact SMF, which in turn plays a mediating role between brand-related drivers and lurking behaviors. The authors further conclude that the impact of SMF on lurking is stronger for users who follow a larger set of brands.

The study contributes to social media research by addressing its “dark side” and empirically validating the role of brands’ social media presence in developing young users’ fatigue and disengagement. The study further adds to the scant literature on SMF, which was mostly developed outside the branding field. Research also provides valuable insights to brands on how to improve their social media performance.

The study explores the impact of food influencers on consumer behaviour in the social media context. It assesses the interplay between the number of followers an influencer has and the type of content this influencer communicates to the audience. Doing so, the research contributes to the strategic refinement of influencer marketing practices, especially in the food industry.

The study employed an experimental between-subject design 2 (influencer type: micro vs macro) x 2 (content type: informational vs entertaining). It recruited 197 Prolific participants (45.7% female, Mage = 45.076), testing their perceptions towards the influencer and the endorsed product in the social media post.

There was a significant interaction between influencer type and content type on consumers’ attitudes towards and their willingness to buy the advertised product. Specifically, the notion that “the more followers, the better” may only be applicable when consumers peruse the content for entertainment purposes, whereas while they read it for information purposes, a micro influencer (with hundreds to thousands of followers) may have as much impact on consumer behaviour as a macro influencer (with hundreds of thousands to a million followers).

Our findings offer a nuanced understanding into the conventional wisdom that people often follow crowd behaviour. Using the Heuristic-Systematic Model (HSM), we explicate when the number of followers matters and when the content type prevails.

The aim of this study is to assess the mediating effect of source appearance (SA) and self-influencer congruence (SIC) on the relationship between visual content (VC) and customer engagement (CE) towards mobile advertisement.

This study uses a quantitative approach to test the proposed model based on the stimulus–organism–response (SOR) theory. The non-probability purposive sampling technique was used to collect data from Pakistani mobile users through a self-administered questionnaire.

The study results prove that VC alone cannot generate mobile users’ engagement. SA is the key in this regard, which has a relatively higher importance compared to SIC. Furthermore, the serial mediation effect of SA and SIC on CE shows that attractive sources are likely to induce higher SIC and subsequent CE.

The results reveal that without a pleasing SA and positive SIC, mobile users skip the ads by perceiving them to be irritating or interruptive. Mobile ads might cost relatively less, but the advertisers should understand the significance of the SA toward minimizing the mobile advertising skepticism.

Advertisers can enhance the user’s engagement on mobile devices by addressing both the SA and SIC in their VC. The combined effect of both the SA and SIC on CE has not been assessed before. Furthermore, this study has used the SOR mechanism to examine CE.

El objetivo general de esta investigación es evaluar el efecto mediador de la apariencia de la fuente (SA) y la congruencia del auto-influencer (SIC) en la relación entre el contenido visual (CV) y el compromiso del cliente (CE) hacia la publicidad móvil.

Este estudio utiliza un enfoque cuantitativo para probar el modelo propuesto basado en la teoría estímulo-organismo-respuesta (SOR). Se utilizó la técnica de muestreo intencional no probabilístico para recoger datos de usuarios de móviles paquistaníes mediante un cuestionario autoadministrado.

Nuestros resultados demuestran que el contenido visual por sí solo no puede generar el compromiso de los usuarios de móviles. La apariencia de la fuente es la clave a este respecto, que tiene una importancia relativamente mayor en comparación con la congruencia del auto-influencer. Además, el efecto de mediación en serie de SA y SIC en CE muestra que es probable que las fuentes atractivas induzcan un mayor SIC y el consiguiente compromiso del cliente.

Los resultados revelan que sin una SA agradable y una SIC positiva, los usuarios de móviles omiten los anuncios al percibirlos como irritantes o interruptores. Los anuncios para móviles pueden costar relativamente menos, pero los anunciantes deben comprender la importancia de la apariencia de la fuente para minimizar el escepticismo de la publicidad móvil.

Los anunciantes pueden mejorar la participación del usuario en los dispositivos móviles abordando tanto la AS como el SIC en sus contenidos visuales. Hasta ahora no se había evaluado el efecto combinado de la AS y el SIC en el CE. Además, este estudio ha utilizado el mecanismo del SOR para examinar el engagement del cliente.

本研究的总体目标是评估源外观（SA）和自我影响者一致性（SIC）对移动广告视觉内容（VC）和客户参与（CE）之间关系的中介效应。

本研究采用定量方法来检验基于刺激-有机体-反应（SOR）理论提出的模型。研究采用了非概率目的性抽样技术, 通过自填问卷的方式向巴基斯坦移动用户收集数据。

我们的研究结果证明, 仅靠视觉内容并不能引起移动用户的参与。在这方面, 源外观是关键, 与自我影响者一致性相比, 源外观的重要性相对更高。此外, SA 和 SIC 对 CE 的串联中介效应表明, 有吸引力的信息源可能会诱发更高的 SIC 和随后的客户参与。

研究结果表明, 如果没有令人愉悦的SA和积极的SIC, 移动用户就会认为广告具有刺激性或干扰性, 从而跳过广告。移动广告的成本可能相对较低, 但广告商应了解广告源外观对减少移动广告怀疑的重要性。

广告商可以通过在视觉内容中同时考虑广告联盟和广告投放中心这两个因素, 提高用户在移动设备上的参与度。之前从未有人评估过 “SA “和 “SIC “对消费者参与度的综合影响。此外, 本研究还使用了 SOR 机制来考察客户参与度。

Sports advertisements such as the Super Bowl showcase products and brands that have invested increasingly large sums financially to gain viewers’ attention. However, how audio features in advertisements impact viewers' behavior remains unexplored.

Using the lens of signaling theory, this research uses advanced data analytics of voice and music audio in Super Bowl advertisements to examine its impacts on viewers.

Results show that advertisement viewers prefer more voiced frames and have a greater liking behavior of voiced frames with a low intensity (less loud) and a higher F1 frequency, which is typically associated with male vocal tracts. A fast music tempo works better for longer advertisements. The model controls for various types of ad appeals. The research underlines the importance of voice and music in signaling successful brand features that are likely to increase the ad-liking behavior of consumers (positive effect).

The current research implies that brands advertising through sports ads must carefully select voice actors and music in order to provide the most positive signals for a brand to have the most significant effect and, thus, a greater return on the high sums invested in the ads.

First, this research contributes in terms of a new research process for using audio analytics in advertising. The detailed research process outlined can be used for future research examining audio and music from advertisements. Second, our findings provide additional support to the important role of voice features (e.g. intensity and frequency) as signals in inducing responses from consumers (Biswas et al., 2019; Hagtvedt and Brasel, 2016). Third, the study surfaces a new theoretical association: the effect of tempo in moderating the relationship between duration and propensity to like an ad.

This paper aims to explore the influence of a particular label surface texture, i.e. embossing, on consumer purchase intentions and willingness to pay. This paper further highlights the underlying mechanisms explaining this relationship by unveiling the mediating role of willingness to touch and perceived package uniqueness.

Based on the visual salience theory and the stimulus–organism–response (SOR) model, this paper tests mediations and serial mediations across two online experiments and evidence from a laboratory experiment.

Study 1 reveals perceived package uniqueness as the mediator, such that embossed elements on the label increase perceived uniqueness, hence leading to greater purchase intentions and willingness to pay. In addition, Study 2 replicates these results and goes further by demonstrating the positive effect of embossing on purchase intentions and willingness to pay through willingness to touch then perceived package uniqueness.

The findings provide insightful managerial implications by drawing attention to the importance of using embossed elements on packaging, particularly when companies seek to differentiate themselves from competitors by stimulating consumers to touch their product packaging and having them perceive their products as unique.

Using visual salience theory and the SOR model, this research is, to the best of the authors’ knowledge, the first to shed light on the effect of embossing as a visual element of the packaging design on willingness to touch the product (haptics) and perceived uniqueness, ultimately enhancing purchase intentions and willingness to pay.

The digital marketing landscape is rapidly evolving, but the integration of visual content still heavily depends on human expertise. Driven by the quest for innovative marketing strategies that resonate with family-oriented consumers, this study seeks to bridge this gap by applying machine learning to analyze visual content in the maternity and baby care product sector.

This study incorporates a range of machine learning techniques – including open science framework feature detection, panoptic segmentation, customized instance segmentation, and face detection calculation methods – to analyze and predict the appeal of images, thereby enhancing user engagement and parent-child intimacy.

The exploration of various ML models, such as DT, LightGBM, RIPPER algorithm, and CNNs, has offered a comparative analysis that addresses a methodological gap in the existing literature, which frequently depends on isolated model evaluations. According to our quadrant analysis with respect to engagement rate and parent-child intimacy, the selection of a model for real-world applications depends on balancing performance and interpretability.

The proposed system offers a series of actionable recommendations designed to enhance customer engagement and foster brand loyalty. This study contributes to image design in maternity and baby care marketing and provides analytical insights for recommendation systems.

After reading and analyzing the case study, the students will be able to recognize the role of the mega environment in shaping business strategy, explore the challenges and opportunities in a mature industry (Foam), understand the business context of a family-owned firm and assess the implications and recommend managerial strategies.

In July 2019, Unifoam, a leading foam manufacturer, found itself at a crossroads as the company leadership grappled with diverging vision and future course of action. The newly appointed chief executive, Mr Faraz Khalid Shaikh, had overseen significant investments in expanding production capacity, and the time had come to reap the rewards. However, a series of unexpected events had unfolded, presenting the company with a unique set of challenges. Unifoam relied heavily on imported raw materials from China. Unifoam had high hopes of capitalizing on the opportunities presented by the China Pakistan Economic Corridor. However, the newly formed government had made significant policy changes regarding currency valuation and borrowing rates. This had increased the company’s working capital cost by 40%. This unexpected development had divided the board on the future direction and had forced the leadership to confront a crucial question: Should they hit the brakes or accelerate their growth strategies? This case study explored into the dynamic interplay between external factors, internal divisions and the family-owned nature of Unifoam. The analysis recognized the influence of the mega environment on the company’s strategy, exploring the challenges and opportunities within the mature foam industry and assessing the implications of conflicting approaches. This case study also offered valuable insights and managerial recommendations to guide the company’s path forward. Through embracing discomfort and confronting strategic dilemmas head-on, Unifoam sought to navigate uncharted waters and emerge as a resilient player in the evolving foam industry.

This is suitable for BBA or at the very start of MBA in the strategy courses, mainly business strategy and strategic management, and the case study can be positioned during the initial weeks in the course to provide a quick review of the basic analysis frameworks used in strategic decision-making.

Teaching notes are available for educators only.

CSS 11: Strategy.