The future of advertising research: new directions and research needs

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.