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Conceptual and empirical research over the past 20 years has moved the social media (SM) literature beyond the embryotic stage to a well-developed academic discipline. As the lead article in the special issue in the Journal of Research in Interactive Marketing on Cutting-Edge Research in Social Media and Interactive Marketing, this review and agenda article has two key goals: (1) to review key SM and interactive marketing research over the past three years and (2) to identify the next wave of high priority challenges and research opportunities.

Given the “cutting-edge” research focus of the special issue, this review and research agenda paper focused on articles published in 25 key marketing journals between January 2021 and March 2024. Initially, the search request was for articles with “social media, social selling, social commerce” located in the article title, author-selected key words and journal-selected keywords. Later, we conducted searches based on terminology from articles presented in the final review. In total, over 1,000 articles were reviewed across the 25 journals, plus additional ones that were cited in those journals that were not on the initial list.

Our review uncovered eight key content areas: (1) data sources, methodology and scale development; (2) emergent SM technologies; (3) artificial intelligence; (4) virtual reality; (5) sales and sales management; (6) consumer welfare; (7) influencer marketing; and (8) social commerce. Table I provides a summer of key articles and research findings for each of the content areas.

As a literature review and research agenda article, this paper is one of the most extensive to date on SM marketing, and particularly with regard to emergent research over the past three years. Recommendations for future research are integrated through the paper and summarized in Figure 2.

Consumer welfare is one of the eight emergent content areas uncovered in the literature review. Specific focus is on SM privacy, misinformation, mental health and misbehavior.

Traditionally, the banking and financial sectors have pioneered adoption of new technologies and business models. One important digital banking model that has proven its efficacy in recent times, is Digital-Only Banking (DOB) where consumers interact with their banks through digital channels only. Having detailed knowledge of what actually happens at the consumer level during the adoption of new digital models and technologies is paramount to the success of these technological initiatives. The present study aims to investigate DOB adoption behavior and possible barriers using a quantitative approach at the consumer level. A conceptual model is developed by extending the Unified Theory of Acceptance and Use of Technology (UTAUT) model, incorporating Trust (TR), Perceived Risk (PR) constructs and cultural moderators of Individualism (IDV) and Uncertainty Avoidance (UA).

For this study, an online survey instrument was created and administered in Iran. The research sample was selected through the application of purposive sampling. Data from 788 respondents were analyzed. The proposed model was tested using Partial Least Square.?.s Structural Equation Modeling (PLS-SEM).

The results show that DOB adoption is positively influenced by Effort Expectancy (EE), Social Influence (SI), and Facilitating Conditions (FC), while PR negatively influences DOB adoption intention. Unexpectedly, the results indicate that TR has no significant impact on DOB usage intention. Additionally, this study demonstrates that with individuals having a low level of IDV, the relationship between PE and BI is stronger, and with individuals having a low level of UA, the impact of SI on BI is stronger. It also reveals that the impact of TR on BI is stronger in low individualistic cultures.

DOB providers should enhance support features of their services or provide facilities that make it simpler for users to accomplish online transactions. Here, in order to improve the UI/UX design of their apps, DOB product managers should carefully observe the technical guidelines of the operating systems of digital devices, such as the Human Interface Guidelines (HIG) for iOS and Material You for Android. Additionally, DOB providers should build partnerships with mega online retailers to provide hassle-free and easy to use payment solutions for consumers.

DOB, as a novel and business model, has been investigated in very few studies, especially regarding any which focus on its adoption. To fill this gap, this research investigates DOB adoption through a modified version of the UTAUT model. The findings of this study suggest that future research regarding DOB should consider sources of TR, types of non-adopters, and context. This study, as the first of its kind in DOB literature, also highlights the significant role played by cultural values in customer behavior regarding DOB adoption.

Business-society relations have weakened in recent years due to evidence of greenwashing and misleading corporate social responsibility (CSR) practices, resulting in a lack of trust and interest amongst the stakeholders regarding CSR efficiency. Therefore, this paper aims to analyse the major antecedents and customer-related outcomes of perceived CSR authenticity. In addition, the study provides an integrated model of CSR authenticity and empirically validates the model in Indian settings.

A structured questionnaire was developed to collect data from 250 bank customers living in a major city situated in the northern part of India. The analysis was conducted using structural equation modelling.

The findings of the study demonstrate that extrinsic motives, intrinsic motives, CSR impact and corporate reputation significantly influence CSR authenticity, while CSR fit was reported to exhibit no significant influence on CSR authenticity. Additionally, the results of the mediation analysis indicated that CSR authenticity had no direct effect on customer loyalty; rather, this effect was found to be mediated through customer trust.

This study/research adds insight into the concept of CSR authenticity, which is relatively under-researched, especially in the Indian context. Furthermore, the study focuses on less-explored antecedents, including CSR impact and corporate reputation. In addition, the paper also examines the mediating effect of trust between CSR authenticity and consumer loyalty, which has not been explored yet in the context of CSR authenticity. The analysis also delved into the moderating effect of gender and age on CSR authenticity.

The purpose of this study is to investigate the role of ethical obligation and environmental concern in young consumers’ green purchase behaviour using Ajzen’s (1991) theory of planned behaviour as underpinning theoretical model.

Data collected from 253 college students of a major higher education institution in Northern India were analysed by using structural equation modelling and moderated mediation analysis in AMOS 22.0 and SPSS 20.0.

Investigating why environmental concern does not significantly translate into green purchase intention, the study demonstrates that the effect of environmental concern was mediated through attitude and ethical obligation. In addition, the study also found that the effect of environmental concern on attitude was positively moderated by ethical obligation. Moreover, subjective norms were found to exhibit no direct effect on green purchase intention; rather, this effect was indirect and mediated through attitude and perceived behavioural control. The results of moderated mediation analysis further demonstrated that the indirect effect of subjective norms on green purchase intention through attitude was found conditional on the values of perceived behavioural control.

The study offers a valuable contribution by signifying the moderating role of ethical obligation in green purchase behaviour. It also contributes to the existing knowledge by assessing the conditional indirect effect of subjective norms on green purchase intention which is rarely examined in the literature.

Considering the relevance of understanding what influences environmentally sustainable consumer choices, the present study aims to examine and synthesize the key determinants factors from literature and outline a new conceptual framework for explaining green purchasing behaviors (GPBs).

A bibliometric analysis was conducted on 161 articles extracted from Web of Science and Scopus databases, which were systematically evaluated and reviewed, and represent the current GPB knowledge base. Content analysis, science mapping and bibliometric analysis techniques were applied to uncover the major theories and constructs from the state-of-the-art.

The evolving debate between altruistic and self-interest consumer motivations reveals challenges for rational-based theories, as most empirical applications are not focused on buying behaviors, but instead either on pro-environmental (non-buying) activities or on buying intentions. From the subset of leading contributions and emerging topics, nine thematic clusters are unveiled in this investigation, which were combined to create the new PSICHE framework with the purpose of predicting GPB: (P)roduct-related factors, (S)ocial influences, (I)ndividual factors, (C)oncerns about the environment, (H)abits and (E)motions.

By uncovering the multiple intervening factors in GPB decision processes, this study will assist practitioners and academics to move forward on how to foster more sustainable consumer behaviors.

The present study provides readers a summary of an unprecedentedly broad collection of papers, from which the key themes are categorized, the domain's intellectual structure is captured and an actionable framework for enhancing the understanding GPB is proposed. Four new thrust areas and a set of future research questions are included.

This study aims to study the moderating effects of private ownership and government support on the relationship between outsourcing and product innovation in entrepreneurial ventures in a transition economy.

The data of 10,296 Vietnamese entrepreneurial ventures from the four rounds of the survey conducted by the General Statistics Office (GSO) of Vietnam to investigate the moderating effects of private ownership and government support on the association between outsourcing and entrepreneurial ventures’ product innovation performance. The Probit regression model is employed to estimate such associations.

Our research uncovered that the impact of outsourcing on the likelihood of product innovation is more significant for entrepreneurial operations characterized by a substantial degree of private ownership and government backing as opposed to those without.

The results of our research indicated that the resource-based perspective and extended resource-based view (ERBV) are essential in examining the impact of gaining resources or skills from external sources on the growth of entrepreneurial enterprises. These ideas have significance and importance not just in industrialized economies but also in countries undergoing transition. Our findings suggest that entrepreneurial enterprises should have the ability to manage a wide range of resources and make decisions about which activities should be handled internally and which should be delegated to other parties.

Our findings also imply that entrepreneurial ventures should be able to control many resources and choose which tasks should be performed in-house and which should be outsourced to third parties.

By adopting and leveraging the resource-based view (RBV) and extended resource-based views (ERBV), our study developed a theoretical model about private ownership and government support for moderate outsourcing’s impact on entrepreneurial innovation in a transition economy.

This research aims to investigate the relationship between environmental, social and governance (ESG) factors and the performance of real estate companies before and after the COVID-19 pandemic. By conducting a comprehensive case study analysis, we will explore how real estate companies' adoption of ESG practices has influenced their financial performance, market value and resilience during these uncertain times. The findings of this study will contribute to the existing body of knowledge on the relationship between ESG factors and company performance, specifically within the real estate sector. Moreover, the research outcomes will offer practical implications for real estate companies, investors, policymakers and other stakeholders, aiding them in making informed decisions regarding ESG integration and its potential benefits in uncertain times. Overall, this research aims to shed light on whether ESG factors truly enhance the performance of real estate companies, considering the unique challenges posed by the COVID-19 pandemic and sanctions. By examining the case study before and during uncertain times including COVID-19 pandemic and sanctions, we provide valuable insights into the role of ESG practices in shaping the future of the real estate industry.

The study focuses on the selection process and main model used to investigate the relationship between ESG factors and firm performance. The data is divided into four groups based on ESG quartiles to analyze differences between firms with high and low ESG scores. The Difference-in-Differences (DID) model is employed to assess anomalous returns and stock volatility across different ESG quartiles before and after the COVID-19 pandemic. Panel data models are utilized to study the association between ESG and firm performance, with random effects and fixed effects estimators considered. The study builds a model to analyze the impact of ESG on financial performance indicators, incorporating various factors and control variables. Additionally, the Average Treatment Effect on the Treated (ATET) analysis and DID model are explored to evaluate the causal impact of ESG on firm performance. The study emphasizes the importance of testing for parallel trends to ensure the validity of the ATET analysis and it presents a generalized DID model to examine the relationship between ESG scores and company performance outcomes.

Our study's main conclusions show that, in a world with some degree of stability, ESG not only does not improve but, in some situations, also hurts firms' success. On the other hand, at times of notable worldwide unrest, like the COVID-19 pandemic, firms with better ESG ratings demonstrate exceptional stock market success and a noteworthy ability to rebound from a crisis. Moreover, we note that investors truly prioritize sustainable investments as a risk mitigation strategy in addition to their environmental and social duties only when companies face sufficiently significant risks. The results will highlight the significance of sustainable and responsible investment for investors and provide management with more knowledge to create effective ESG strategies for their companies.

By incorporating sustainability and responsibility into their operations, businesses may reduce risk, perform better over the long run and benefit society and the environment. As investors come to understand the importance of ESG issues in their decision-making, the global landscape is experiencing a transformation. Therefore, in the era when stakeholders, such as consumers, workers and shareholders, want more responsibility and transparency when it comes to ESG practises, it is crucial that companies should devote their priority to their ESG performance in order to reduce the danger of slipping behind, especially in light of the increasing importance of sustainability issues and changing laws. However, in the case of small-sized firms, investment policies to improve companies’ governance need to be controlled in moderation during the period of stability because it will create financial pressure and leave them without enough resources to cope with negative impacts during uncertain period. In sum, sustainable and ethical investment is not only a fad; rather, it is a vital and unavoidable route for companies looking to prosper in an unpredictable and complicated global environment.

This research study significantly enhances the existing academic discourse surrounding the relationship between ESG factors and firm performance, particularly, in periods of uncertainty. The findings underscore the critical importance for real estate companies to place a greater emphasis on ESG practices in order to not only benefit themselves but also to improve their overall performance and sustainability in the long term. By shedding light on the positive outcomes associated with prioritizing ESG considerations, this study offers valuable insights for real estate firms seeking to enhance their competitive advantage and stakeholder value in today's dynamic business landscape.

Scientific production on the topic of information technology (IT) capabilities grows each year, leading researchers working in the field into difficulties to keep abreast of the new research flows, as well as to know the intellectual and conceptual structures that sustain the area. Thus, this study aims to present the result of the application of a quantitative approach on the international scientific production on the subject.

Several complementary bibliometric techniques were combined, such as keywords co-occurrence, bibliographic coupling and cocitation analysis. Considering that the bibliometric research support software currently available to the academic community has strengths and weaknesses, the present study uses three recent tools of analysis (VOSviewer, SciMAT and Bibliometrix), to explore the best that each can offer.

The authors analyzed 219 scientific papers available on the Web of Science. The authors identify the origins of the current literature on IT capabilities, as well as its foundations and main intellectual and conceptual structures, including a longitudinal view of the development of the theme. The paper also presents the main research fronts in the field, as well as several opportunities that can contribute to the advancement of research involving IT capabilities.

The fundamental themes for structuring the whole of the scientific production on IT capabilities, which had a higher level of development and connection with external research flows, are organizational performance, strategic management, resource and value-based view. Thus, future researchers will find underlying literature on IT capabilities in the context of business a rich and varied literature involving these major themes.

The purpose of this article is to examine the antecedents and consequences of organizational silence and employee silence to determine whether these two concepts should be distinguished rather than used interchangeably in research.

This study conducted a systematic literature review of 79 studies on organizational silence and 113 on employee silence, leading to three major findings.

First, this study shows that organizational silence is a collective phenomenon and employee silence occurs at the individual level; therefore, indicating they should be treated as two distinct concepts. Second, both types of silence are influenced by contextual factors (internal and external) and leadership. Third, organizational silence impacts both individual and organizational outcomes, whereas employee silence mainly affects an individual’s psychological health and performance.

This research clarifies the distinction between organizational silence and employee silence, offering guidance for researchers on how to approach these concepts. It also highlights the critical need to address workplace silence and the potential harm it may cause to both organizational and individual well-being if left unaddressed. Furthermore, this research supports organizational leaders and human resource developers in fostering a healthier work culture, improving performance and driving continuous improvement.