A Thematic Exploration of Digital, Social Media, and Mobile Marketing Research’s Evolution from 2000 to 2015 and an Agenda for Future Research

Over the last 15 years, digital media platforms have revolutionized marketing, offering new ways to reach, inform, engage, sell to, learn about, and provide service to customers. As a means of taking stock of academic work’s ability to contribute to this revolution, this article tracks the changes in scholarly researchers’ perspectives on substantive digital, social media, and mobile (DSMM) marketing topics from 2000 to 2015. The authors first use keyword counts from the premier general marketing journals to gain a macro-level view of the shifting importance of various DSMM topics since 2000. They then identify key themes emerging in five-year timeframes during this period: (1) DSMM as a facilitator of individual expression, (2) DSMM as decision support tool, and (3) DSMM as a market intelligence source. Looking over the research to date, there is much to appreciate; however, there are also several shortcomings of extant research that have limited its relevance and created points of disconnect between academia and practice. Finally, in light of this, an agenda for future research based on emerging research topics is advanced.