When nothing is what it seems 2018-05-28.pdf (380.49 kB)
When nothing is what it seems: a digital marketing research agenda
journal contribution
posted on 2023-06-09, 13:34 authored by Ko de Ruyter, Debbie KeelingDebbie Keeling, Liem Viet NgoDigital breakthroughs continue to challenge prevailing understandings of markets and marketing practices, bringing exciting opportunities to reimagine our offerings. Looking through the lens of digital surrealism, we identify key trends emerging in the field: (1) Is AR (Augmented Reality) for real?; (2) There is no better PR than GDPR (General Data Protection Regulation); (3) A persona is not a persona; (4) Min(e)d your language, and; (4 ¾) Raise your voice. Maybe. Based on these trends we develop an agenda for future research that enables the realization of the opportunities that the digital space offers.
History
Publication status
- Published
File Version
- Accepted version
Journal
Australasian Marketing JournalISSN
1441-3582Publisher
ElsevierExternal DOI
Issue
3Volume
26Page range
199-203Department affiliated with
- Strategy and Marketing Publications
Full text available
- Yes
Peer reviewed?
- Yes
Legacy Posted Date
2018-06-06First Open Access (FOA) Date
2020-02-09First Compliant Deposit (FCD) Date
2018-06-05Usage metrics
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