Today, I came across a nice study on how social media research developed over the last 15 years. In their latest paper “Social Media Research in Advertising, Communication, Marketing, and Public Relations” Khang, Ki, and Ye brought together all scientific social media publications from 1997-2010 from four research disciplines:
- Marketing, and
- Public Relations.
Unsurprisingly, social media publications increased when the larger social networks evolved:
More astonishing is the fact that social media seemed to be primarily a communications topic so far. Marketing and advertising publications (only 67 out of 436!!!) were rather rare, as this table indicates:
To me, this is a relatively sad snapshot of our discipline. Shouldn’t marketing science actually always be one step ahead of marketing practice? Shouldn’t we come up with ideas to form tomorrows markets rather than running behind mass-phenomena of today’s markets?