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When nothing is what it seems 2018-05-28.pdf (380.49 kB)

When nothing is what it seems: a digital marketing research agenda

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journal contribution
posted on 2023-06-09, 13:34 authored by Ko de Ruyter, Debbie KeelingDebbie Keeling, Liem Viet Ngo
Digital 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 Journal

ISSN

1441-3582

Publisher

Elsevier

Issue

3

Volume

26

Page range

199-203

Department affiliated with

  • Strategy and Marketing Publications

Full text available

  • Yes

Peer reviewed?

  • Yes

Legacy Posted Date

2018-06-06

First Open Access (FOA) Date

2020-02-09

First Compliant Deposit (FCD) Date

2018-06-05

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