Charting the Path for Future Research in Digital and Social Media Marketing

Sonia Riyat, Velumoni D, Rita Prusty, Aparna Sharma, Varalakshmi and Varsha Agarwal

Management (Montevideo), 2025, vol. 3, 176

Abstract: The rise of social media has fundamentally transformed how consumers interact with brands and make purchasing decisions. Companies now leverage digital platforms to promote products, engage customers. Despite these advantages, challenges such as managing negative online reviews and avoiding overly intrusive marketing tactics remain critical. An aggressive digital presence can damage trust and alienate potential customers if not handled thoughtfully. This research combines the opinions on a quantity of topics connected to social and digital marketing. In addition to the points of view on more focused topics such as artificial intelligence (AI), augmented reality (AR) marketing, multimedia direction, mobile devices marketing management, and ethical issues, the expert's perspectives provide an in-depth perspective on the major elements of this significant topic. These insights also reflect the evolving consumer expectations, technological disruptions, and the strategic adaptability required by marketers in competitive digital environment. The investigation on challenges and emerging ideas that can enhance understanding and effectiveness in digital and social advertising. It identifies research gaps and areas requiring deeper exploration, offering valuable insights for investigations. The findings contribute significantly to evolving industry practices and theoretical frameworks. It holds importance for both marketing professionals and academic researchers aiming to innovate in the field.

Date: 2025
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Persistent link: https://EconPapers.repec.org/RePEc:dbk:manage:v:3:y:2025:i::p:176:id:1062486agma2025176

DOI: 10.62486/agma2025176

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