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Under a Creative Commons license Open access Highlights• Huge potential for marketers that implement AI, VR technologies. •Customer engagement behaviors and customer journeys enhanced via SMM. •Importance of ethical practice and explainability in use of AI and ML. •Trust is positively impacted via the cultivation of customer engagement. •eWOM overload can be mitigated by applying new tools and mechanisms. AbstractThe use of the internet and social media have changed consumer behavior and the ways in which companies conduct their business. Social and digital marketing offers significant opportunities to organizations through lower costs, improved brand awareness and increased sales. However, significant challenges exist from negative electronic word-of-mouth as well as intrusive and irritating online brand presence. This article brings together the collective insight from several leading experts on issues relating to digital and social media marketing. The experts’ perspectives offer a detailed narrative on key aspects of this important topic as well as perspectives on more specific issues including artificial intelligence, augmented reality marketing, digital content management, mobile marketing and advertising, B2B marketing, electronic word of mouth and ethical issues therein. This research offers a significant and timely contribution to both researchers and practitioners in the form of challenges and opportunities where we highlight the limitations within the current research, outline the research gaps and develop the questions and propositions that can help advance knowledge within the domain of digital and social marketing. KeywordsArtificial intelligence Augmented reality marketing Digital marketing Ethical issues eWOM Mobile marketing Social media marketing Cited by (0)© 2020 The Authors. Published by Elsevier Ltd. Aaker, D.A., D.M. Stayman, and M.R. 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Higgins, C.P. Herman, and M.P. Zanna. Hillsdale, N.J.: L. Erlbaum Associates. Google Scholar Which type of appeal uses the threat of negative?A fear appeal is a persuasive message that attempts to arouse fear in order to divert behavior through the threat of impending danger or harm. It presents a risk, presents the vulnerability to the risk, and then may, or may not suggest a form of protective action.
Which type of ad directly compares the features or benefits of two or more brands?Comparative advertising is a marketing strategy in which a company's product or service is presented as superior when compared to a competitor's. A comparative advertising campaign may involve printing a side-by-side comparison of the features of a company's products next to those of its competitor.
Which component of attitudes represents a positive or negative evaluation of the attitude object?Typically, attitudes are favorable or unfavorable: positive or negative (Eagly & Chaiken, 1993). And, they have three components: an affective component (feelings), a behavioral component (the effect of the attitude on behavior), and a cognitive component (belief and knowledge) (Rosenberg & Hovland, 1960).
Which type of advertising appeal attempts to create a personality for the product or create an image of the typical product user?The image strategy, a value- expressive advertising appeal, holds a creative objective to create an image of the generalized user of the advertised product (or brand). a creative strategy that highlights the functional features of the product (or brand). appeal may be more persuasive than another.
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Which type of advertisement or sales presentation presents both good and bad points?
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