Latest Research in Digital Marketing and Social Media

Top Research Topics in Digital Marketing and Social Media

• Digital Marketing and Social Media — 55 papers
• AI in Service Interactions — 27 papers
• Consumer Behavior in Brand Consumption and Identification — 23 papers
• Technology Adoption and User Behaviour — 10 papers
• Virtual Reality Applications and Impacts — 7 papers
• Media Influence and Health — 7 papers
• Public Relations and Crisis Communication — 7 papers
• Digital Platforms and Economics — 6 papers
• Consumer Retail Behavior Studies — 6 papers
• Ethics and Social Impacts of AI — 6 papers

Highest-Cited Papers

1. One app for everything: a multidisciplinary review of super apps (1 citations)
2. Visual strategies in influencer marketing campaigns: The role of consistency
3. When Does Human–AI Collaboration Create Value in Live-Streaming Commerce?
4. Retrieval-augmented generation in marketing: an integrative literature review of architectures, applications and strategic implications
5. Harnessing AI-Powered Data Capabilities for Outside-In Marketing: A Qualitative Exploration
6. An Innovative Study of Average Salary Rates Between Private and Public Sector Units and the Exploration of Smart Robots and Other Sophisticated Scientific Achievements on Scientists' Behaviour and Judgment for Sustainable Development
7. Designing Authentic Virtual Heritage Experiences for Sustainable Cultural Heritage Communication: A Mixed-Methods Study
8. Scarcity, Status, and Social Distance: How Macro Influencers Gain Persuasive Advantage at the Bottom of the Pyramid
9. Don’t gray out your supporters! The effect of color tone in prosocial marketing communication
10. The Role of Authenticity and Creativity in Street Art Advertising
11. Verbal and nonverbal cues in influencer performance: a deep learning perspective on livestreaming e-commerce
12. From contradiction to balance: toward a dynamic paradox framework for AI strategy
13. From stigma to substitution: a qualitative study on consumer reevaluation of the “Made in China” label in a disrupted automobile market
14. When interactive advantage reverses: AI, authenticity erosion and dynamic multi-channel performance
15. The evolution of interactive marketing theories: a 40-year review and research agenda
16. The effect of global–local identity on consumer preference for work over leisure: The role of productivity orientation
17. The crowding in effect: how technical assistance expands advisory systems and builds policy capacity
18. Subscription‐Based Video on Demand Markets and Consumers: An Integrative Review and Research Agenda
19. When Sensory Language Sells: Evidence from Livestream Commerce on Mental Imagery, Perceived Authenticity, and Product Type
20. Metaverse advertising configurations: a study of the world’s leading brands