scholarly journals Social Media Research: A Review of Academic Research and Future Research Directions

2014 ◽  
pp. 21-37 ◽  
Author(s):  
Ashir Ahmed ◽  
◽  
Helana Scheepers ◽  
Rosemary Stockdale ◽  
◽  
...  
Keyword(s):  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
Research Directions ◽  
Future Research Directions ◽  
Media Research ◽  
Social Media Research

Play It Like Beckham!

2017 ◽  
pp. 43-61
Author(s):  
Sylvaine Castellano ◽  
Insaf Khelladi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Media Usage ◽  
Future Research Directions ◽  
The Impact

New opportunities and challenges are emerging thanks to the growing Internet importance and social media usage. Although practitioners have already recognized the strategic dimension of e-reputation and the power of social media, academic research is still in its infancy when it comes to e-reputation determinants in a social networks context. A study was conducted in the sports setting to explore the impact of social networks on the sportspeople's e-reputation. Whereas the study emphasized (1) the influence of social networks' perception on the sportspeople's e-reputation, and the neutral roles of (2) the motives for following sportspeople online, and (3) the negative content on the Internet, additional insights are formulated on maintaining, restoring and managing e-reputation on social networks. Finally, future research directions are suggested on the role of image to control e-reputation.

Play It Like Beckham!

2018 ◽  
pp. 62-81
Author(s):  
Sylvaine Castellano ◽  
Insaf Khelladi
Keyword(s):  
Social Networks ◽  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
The Internet ◽  
Research Directions ◽  
Media Usage ◽  
Future Research Directions ◽  
The Impact

New opportunities and challenges are emerging thanks to the growing Internet importance and social media usage. Although practitioners have already recognized the strategic dimension of e-reputation and the power of social media, academic research is still in its infancy when it comes to e-reputation determinants in a social networks context. A study was conducted in the sports setting to explore the impact of social networks on the sportspeople's e-reputation. Whereas the study emphasized (1) the influence of social networks' perception on the sportspeople's e-reputation, and the neutral roles of (2) the motives for following sportspeople online, and (3) the negative content on the Internet, additional insights are formulated on maintaining, restoring and managing e-reputation on social networks. Finally, future research directions are suggested on the role of image to control e-reputation.

scholarly journals The future of social media in marketing

2019 ◽  
Vol 48 (1) ◽  
pp. 79-95 ◽  
Author(s):  
Gil Appel ◽  
Lauren Grewal ◽  
Rhonda Hadi ◽  
Andrew T. Stephen
Keyword(s):  
Public Policy ◽  
Social Media ◽  
Academic Research ◽  
Future Research ◽  
Research Directions ◽  
Popular Discourse ◽  
The Future ◽  
Future Research Directions ◽  
Digital Landscape

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.

Netnography

2021 ◽  
Vol 17 (4) ◽  
pp. 63-83
Author(s):  
Inderjeet Kaur ◽  
Diptanshu Gaur ◽  
Ashwani Kumar ◽  
Fatmah Mohmmad H. Alatawi
Keyword(s):  
Social Media ◽  
New Age ◽  
Future Research ◽  
Consumer Experience ◽  
Digital Government ◽  
Research Directions ◽  
Future Research Directions ◽  
Media Research ◽  
Brand Hate

Netnography has emerged as the dominant social media research that allows researchers to understand and assimilate available knowledge for practical insights. However, limited awareness inhibits its development. This systematic literature review attempts to understand the evolution of netnography under the research domain to promote its usage and determine future research directions. The study revealed four broad clusters of the literature based on their prevalence: consumer experience and behaviour, phenomena and events, social media, and digital government. The study also highlights the limited development of new-age phenomena such as brand hate, cyber tourism, and special interest tourism. The study contributes to the domain of netnography in two ways: first by providing a thematic classification of the studies conducted in the decade of 2009-21 and second by suggesting potential future research directions, including scientific inquiry on the new-age phenomena blooming due to high internet penetration.

Social media engagement tactics in U.S. community policing: Potential privacy and security concerns

2020 ◽  
pp. 0032258X2096858
Author(s):  
Alexander E Carter ◽  
Mariea Hoy ◽  
Betsy Byrne DeSimone
Keyword(s):  
Social Media ◽  
Law Enforcement ◽  
Health Information ◽  
Community Policing ◽  
Future Research ◽  
Online Relationships ◽  
Privacy And Security ◽  
Research Directions ◽  
Personally Identifiable Information ◽  
Future Research Directions

Despite law enforcement’s best efforts to use social media as a means of community policing, some engagement tactics may lead citizens to disclose personally identifiable information (PII). We coded 200 tweets with the popular #9PMRoutine that tagged @PascoSheriff (Florida) for participant PII. We found numerous postings of adults’ and children’s PII that are problematic including pictures, health information and security-related comments about their routines or vacations. Implications for law enforcement to protect their communities are discussed as well as opportunities to continue to cultivate their online relationships in a more secure forum. We also provide future research directions.

Social media and consumer engagement: a review and research agenda

2016 ◽  
Vol 10 (4) ◽  
pp. 268-287 ◽  
Author(s):  
Victor Barger ◽  
James W. Peltier ◽  
Don E. Schultz
Keyword(s):  
Social Media ◽  
Recent Literature ◽  
Future Research ◽  
Consumer Engagement ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Antecedents And Consequences ◽  
Area Of Concern ◽  
Definition Of

Purpose In “Social media’s slippery slope: challenges, opportunities and future research directions”, Schultz and Peltier (2013) asked “whether or how social media can be used to leverage consumer engagement into highly profitable relationships for both parties”. The purpose of this article is to continue this discussion by reviewing recent literature on consumer engagement and proposing a framework for future research. Design/methodology/approach The paper reviews the marketing literature on social media, paying particular attention to consumer engagement, which was identified as a primary area of concern in Schultz and Peltier (2013). Findings A significant amount of research has been conducted on consumer engagement since 2010. Lack of consensus on the definition of the construct has led to fragmentation in the discipline, however. As a result, research related to consumer engagement is often not identified as such, making it difficult for academics and practitioners to stay abreast of developments in this area. Originality/value This critical review provides marketing academics and practitioners insights into the antecedents and consequences of consumer engagement and offers a conceptual framework for future research.

Future research directions for sport education: toward an entrepreneurial learning approach

2018 ◽  
Vol 60 (5) ◽  
pp. 490-499 ◽  
Author(s):  
Vanessa Ratten ◽  
Paul Jones
Keyword(s):  
Academic Research ◽  
Interdisciplinary Approach ◽  
Entrepreneurship Education ◽  
Future Research ◽  
Learning Approach ◽  
Sport Education ◽  
Research Directions ◽  
Entrepreneurial Learning ◽  
Content Type ◽  
Future Research Directions

PurposeThe purpose of this paper is to introduce an entrepreneurial learning approach to the study of sport education in order to inform future research directions.Design/methodology/approachSport education needs to focus on how it can overcome existing barriers to bring a more interdisciplinary approach. This paper uses entrepreneurship education theory to explore the changes required in sport education provision to create a more relevant and conducive teaching environment.FindingsThe findings of this paper suggest that by bringing sport students into contact with entrepreneurship education, aids in the development of improved employability and social skills.Research limitations/implicationsIntroducing entrepreneurship education into sport will help the students develop learning initiatives that advance the scholarship of sport education within the university sector.Practical implicationsThe benefits of including entrepreneurship education in sport studies could be of interest to the directors of education wanting to increase student enrollments and interest in their courses.Originality/valueThe study suggests ways to offer more interdisciplinary courses and activities linking entrepreneurship education to sport. This needs to be taken into consideration as it will enable the development of sport entrepreneurship education that improves links between academic research with policy and business initiatives.

What is rogue marketing? An exploration of how hard seltzer sparked a social media phenomenon

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Cortney L. Norris ◽  
D. Christopher Taylor ◽  
Scott Taylor Jr.
Keyword(s):  
Social Media ◽  
Behavioral Outcomes ◽  
Product Category ◽  
New Product ◽  
Viral Marketing ◽  
Future Research ◽  
Research Directions ◽  
Content Type ◽  
Future Research Directions ◽  
Marketing Messages

Purpose This study aims to introduce, explicate, offer a framework and provide future research directions for a phenomenon herein named rogue marketing. Rogue marketing is explored vis-à-vis a phenomenon that occurred over the summer of 2019 with a new product category, hard seltzers. It is proposed that rogue marketing occurs when an unaffiliated individual creates and posts an informal message about a brand on social media that becomes viral. Although the post is not funded or endorsed by the company that owns the brand, reaching viral status results in free and unexpected advertising (positive or negative). Design/methodology/approach Rogue marketing is first explored through a comparative analysis with company produced advertisements. Then, the company’s response to rogue marketing is gauged through both qualitative and quantitative data. The sample of 210 respondents was recruited from students enrolled in college hospitality courses and through posts made on social media. Findings Rogue marketing is found to be somewhat more compelling than company produced advertisements and those who found the rogue marketing message more compelling had stronger sentiments regarding the company’s response. Research limitations/implications This exploratory study of rogue marketing provides a conceptualization and starting framework for future research concerning this phenomenon. Originality/value Rogue marketing is a new phenomenon and is distinct from influencer marketing and viral marketing in its characteristics. Additionally, the company’s response to rogue marketing messages may influence behavioral outcomes.

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