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Open research questions in Digital Marketing and Social Media

699 unresolved questions extracted from the limitations and future-work sections of 5,240 Digital Marketing and Social Media papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • Further studies could explore the relationships between digital perceptions, sustainability-oriented norms, and tourist behavior in different smart tourism destinations - Future research could also investigate the impact of other factors, such as cultural and social influences, on tourist behavior - Longitudinal studies could be conducted to examine the dynamics of tourist behavior over time

    A STUDY ON FACTORS AFFECTING SMART TOURIST DESTINATION VISITING BEHAVIOR: A CASE STUDY IN CAN THO CITY, VIETNAM · 2026 · DOI

  • Previous studies have mainly examined technological factors or behavioral theories separately, leading to limited understanding of how digital perceptions and sustainability-oriented norms jointly influence tourist behavior.

    A STUDY ON FACTORS AFFECTING SMART TOURIST DESTINATION VISITING BEHAVIOR: A CASE STUDY IN CAN THO CITY, VIETNAM · 2026 · DOI

  • The challenge of measuring attention to sponsored content in a real browsing environment. The difficulty of understanding the cognitive and affective processes guiding user interactions with sponsored content. The need to develop a methodology that can capture the dynamics of the disclosure dilemma in native advertising.

    Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising · 2025 · DOI

  • The study presents ads as stimuli embedded in a continuous, live-style scrolling feed alongside organic posts, - The study does not fully explain why users engage with certain elements while ignoring others, - The study relies on a mixed-methods approach, - The study has a limited sample size of 152 participants

    Blending in or standing out? The disclosure dilemma of ad cues of social media native advertising · 2025 · DOI

  • Further studies may focus on specific platform-related behaviors, - Long-term impacts, - Integrated online strategies appropriate for global tourism diversity

    The Evolution of Digital Tourism Marketing: From Hashtags to AI-Immersive Journeys in the Metaverse Era · 2025 · DOI

  • Examining the long-term effects of green marketing strategies, - Investigating cultural differences in consumer responses to green marketing content in other countries, - Studying the impact of green marketing on consumer behavior in different product categories

    The Role of Social Media in Green Marketing: How Eco-Friendly Content Influences Brand Attitude and Consumer Engagement · 2025 · DOI

  • limited to Chinese tourists aged 18 and above, - convenience sampling method, - data collected from a single platform

    The Influence of Social Media Attributes on Impulsive Travel Intentions: Integrating the Stimulus–Organism–Response Theory and Information Adoption Model · 2025 · DOI

  • examining the nuanced mechanisms of social media influence, - leveraging digital platforms for sustainable destination marketing, - investigating the role of digital engagement in shaping tourists’ spontaneous travel decisions

    The Influence of Social Media Attributes on Impulsive Travel Intentions: Integrating the Stimulus–Organism–Response Theory and Information Adoption Model · 2025 · DOI

  • Further research is needed to explore the influence of VR on tourists' sustainable behaviors, - Future studies could investigate the impact of VR on other aspects of heritage tourism

    Exploring the Impact of Virtual Reality on Tourists’ Pro-Sustainable Behaviors in Heritage Tourism · 2025 · DOI

  • The study faces the challenge of measuring the sense of presence in digital media. It also faces the challenge of investigating the mediating roles of eco-guilt and empathy with nature. Additionally, the study needs to address the challenge of generalizing the findings to different tourism contexts.

    Empowering pro-environmental behavior in tourists through digital media: the influence of eco-guilt and empathy with nature · 2024 · DOI

  • The study faced challenges in controlling for external factors that may influence consumer response behavior. The use of eye-tracking technology required careful consideration of the experimental design and stimulus materials. The study had to balance the need for ecological validity with the need for experimental control.

    The influence of streamers’ physical attractiveness on consumer response behavior: based on eye-tracking experiments · 2024 · DOI

  • simulation-only, - small sample of 128 college students, - limited to live-streaming marketing context

    The influence of streamers’ physical attractiveness on consumer response behavior: based on eye-tracking experiments · 2024 · DOI

  • further research on the impact of the influencer industry on SMIs' wellbeing, - exploring the differences in content creation strategies between SMIs from different domains

    What else is new about social media influencers? Uncovering their relation and content strategies, and the downsides of being famous · 2024 · DOI

  • The gap in understanding how influencers maintain intimate relations with followers. The lack of research on the strategies employed by influencers in content creation and relation management. The need to explore the downsides of being a digital labor in the influencer industry.

    What else is new about social media influencers? Uncovering their relation and content strategies, and the downsides of being famous · 2024 · DOI

  • Prior research reported a lack of studies in this area, namely social commerce in the context of domestic tourism. The study aims to address the gap in knowledge by examining the impact of social commerce on hotel booking intentions.

    The Influence of Social Commerce Dynamics on Sustainable Hotel Brand Image, Customer Engagement, and Booking Intentions · 2024 · DOI

  • ABSTRACT Current influencer marketing literature shows mixed results regarding sponsorship disclosure's impact on consumer responses, highlighting a key research gap in defining the boundaries of sponsorship disclosure effects.

    Disentangling Mixed Effects of Sponsorship Disclosure in Influencer Marketing: The Parasocial Relationship Mechanism Contingent on Brand and Influencer Characteristics · 2026 · DOI

  • Yet it remains unclear how these digital information sources and brand perceptions are translated into tourist satisfaction through on-site tourism experiences.

    How Online Reviews, Word-of-Mouth, Brand Image, and Tourism Experience Influence Tourist Satisfaction? · 2026 · DOI

  • Results were mixed; across influencer and product statements, both VI and human influencer product advertisements were preferred uniquely.

    Human Against Virtual Influencers: Can AI Impact Purchase Behavior? · 2026 · DOI

  • Type of the article: Research ArticleAbstractCommercial banks invest heavily in social media to manage customer relationships; however, it remains unclear which components of social CRM capability drive service innovation and through what mechanism.

    The effect of social CRM capability components on service innovation in Vietnamese commercial banks: The mediating role of customer knowledge · 2026 · DOI

  • While prior research has examined accommodative brand responses and online incivility, few studies have examined how complaint tone shapes bystanders’ perceptions of accommodative responses in publicly visible interactions.

    Mind your tone: how swear words in online complaints influence bystander perceptions of airlines and hotels · 2026 · DOI

  • While the industry continues to increase the practical application of virtual anchors, academic exploration of their mechanisms in influencing consumer purchasing behavior remains insufficient, necessitating theoretical and empirical responses.

    Digital Emotional Bonds: How Virtual Anchor Characteristics Drive User Purchase Intention in Livestreaming E-commerce · 2025 · DOI

  • However, the impact of influencer content credibility on brand co-creation is underexplored, particularly the mechanism and process by which influencer content credibility impacts brand co-creation.

    How Influencer Content Credibility Drives Brand Co-creation: Do Social Presence and Consumers’ Psychological Well-being Matter? · 2025 · DOI

  • Prior research has underscored the growing significance of new technologies in shaping tourists’ experiences; however, numerous areas remain unexplored.

    Influence Mechanisms of Museums’ Technological Embodiment and Tourist Satisfaction · 2025 · DOI

  • Few studies have explored how emotional expressions regarding various aspects affect review helpfulness despite having emotionally charged online reviews of various topics or aspects.

    Effect of Aspect-Level Emotion Expression of Online Restaurant Reviews on Perceived Helpfulness: An Aspect-Based Sentiment Analysis Perspective · 2025 · DOI

  • BACKGROUND: Evidence regarding the link between digital food marketing and eating habits is lacking in the majority world, i.

    Associations between exposure to digital food marketing and food consumption in adolescence: a cross-sectional study in an emerging country · 2025 · DOI

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699 open questions have been extracted from the limitations and future-work passages of 5,240 Digital Marketing and Social Media papers in our library. Each one below links back to the study that raised it, so you can read the original claim in context.

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