ABSTRACT

The authors outline forces that have led to changes in the advertising industry in recent years, including cluttered environments, digital advertising and technological advancements, growing concerns about privacy, greater emphasis on corporate social responsibility, and more focus on return on investment. The degree to which these forces have changed the very definition of advertising is discussed. Implications for academic researchers are drawn and key areas for future research are outlined, including social media and electronic word of mouth, influencer marketing, artificial intelligence, native advertising, privacy, socially responsible advertising, green advertising, and children’s advertising, among others.

摘要

作者概述了近年来导致广告行业发生变化的力量，包括混乱的环境，数字广告和技术进步，对隐私的关注日益增加，对企业社会责任的更加重视以及对投资回报的更多关注。讨论了这些力量在多大程度上改变了广告的定义。得出了对学术研究人员的影响，并概述了未来研究的关键领域，包括社交媒体和电子口碑，影响者营销，人工智能，本地广告，隐私，对社会负责的广告，绿色广告以及儿童广告等。