Portal de Periódicos da CAPES

When Nothing is What it Seems: A Digital Marketing Research Agenda

2018; SAGE Publishing; Volume: 26; Issue: 3 Linguagem: Inglês

10.1016/j.ausmj.2018.07.003

1839-3349

Ko de Ruyter, Debbie Keeling, Liem Viet Ngo,

Consumer Retail Behavior Studies

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.