Murekian, Octavio, Phairor, Klairoong Hawa, Yang, Chen and Sun, Yan (2024) Social media and marketing: towards a better future. In: Marketing: Fusing resilience and power for public value – igniting marketing’s social spirit, 1st - 4th July, 2024, Cardiff Business School. (Unpublished)

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Abstract

The contemporary media landscape has undergone a substantial transformation due to the pervasive influence of social media, where individuals have increasingly utilized these platforms for various purposes, including entertainment, social interaction, news consumption, and the acquisition of brand and product information (Alhabash et al., 2017). However, the extensive adoption of social media has introduced significant concerns that impact both end-users and marketers. Notably, challenges arise from negative electronic word-of-mouth and the presence of intrusive and vexatious online brand representations (Dwivedi et al., 2021). Furthermore, consumers' trust in brands is significantly influenced by recommendations from other consumers and opinion leaders, such as review websites and influencers (Liu et al., 2018). This workshop seeks to bridge the gap between theory and practice by promoting rigorous academic research and informed discussions. Drawing from disciplines such as psychology, sociology, communication studies, and marketing, we aim to explore concepts like digital detoxification, algorithmic bias, online identity, and consumer trust within the context of social media marketing. It is imperative that we unravel these intricate dynamics to pave the way for ethical, sustainable, and responsible marketing practices that prioritize both individual and societal wellbeing. We, therefore, call for a competitive short paper (up to 500 words) which could potentially focus on, but not limited to
• Social Media and Mental Wellbeing
• Ethical Marketing on Algorithmic bias
• Digital Detoxification and Disconnecting
• Online Identity and Consumer Behaviour
This workshop would be a combination of short individual presentations (4-5 papers) together with a panel/group discussion. Potential participants should submit a competitive short paper of up to 500 words focusing on the identified theme(s). Submitted papers will provide a framework for the discussion.

Item Type:	Conference or Conference Paper (Other)
Uncontrolled Keywords:	digital detoxification, algorithmic bias, online identity, and consumer trust
Subjects:	H Social Sciences > H Social Sciences (General) H Social Sciences > HF Commerce
Faculty / School / Research Centre / Research Group:	Greenwich Business School Greenwich Business School > School of Management and Marketing Greenwich Business School > Tourism and Marketing Research Centre (TMRC)
Last Modified:	17 Mar 2025 11:11
URI:	http://gala.gre.ac.uk/id/eprint/50023

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