Reading List for MGT3006

1.1 Practitioner-related Reading

Students may find it useful to start browsing articles on marketing communications from the
press and industry publications. The Guardian on Mondays and the Financial Times on
Tuesdays are particularly appropriate for their media and creative sections, and Marketing
(available in the University of Sheffield Library) offers current examples of practitioner
thinking. The Brand Republic, Marketing Week, Wired and Trend Watching websites are also
very useful. Students are also encouraged to follow different marketing press on online and to
follow Twitter.

2.2 Essential Reading

The following list consists of material that will support and compliment learning from the
lectures.

Overview on Digital Marketing

Labrecque, L. I., Esche, J v d., Mathwick, C., Novak, T. P. and Hofacker, C. F. (2013)
Consumer power: evolution in the digital age. Journal of Interactive Marketing, 27.
Quinn L, Dibb S, Simkin L, Canhoto A, and Analogbei M. (2016) Troubled waters: the
transformation of marketing in a digital world. European Journal of Marketing, 50, 12,
pp. 2103-2133.
Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang,
Y. (2021). Setting the future of digital and social media marketing research: Perspectives
and research propositions. International Journal of Information Management, 59,
102168.
Berger, J. and Iyengar, R. (2013) Communication channels and word of mouth: how the
medium shapes the message. Journal of Consumer Research, 40, 3, pp. 567-579.
Kannan, P. K. & Li, H. (2017) 'Digital marketing: A framework, review and research agenda',
International Journal of Research in Marketing, 34 (1), pp. 22-45.
Kiron, D., Kane, G. C., Palmer, D., Phillips, A. N. & Buckley, N. (2016) 'Aligning the
Organization for its Digital Future', MIT Sloan Management Review, 58 (1), pp. 0-0.

Customer relationship management in digital space

Athwal, N., Istanbulluoglu, D., and McCormack, S. (2018) Aloof allure of luxury: social
media exhibitions and their voyeurs. Information Technology and People
Henninger, C, Alevizou, P. J and Oates, C. J (2016). IMC, social media, and UK fashion
micro-organisations. European Journal of Marketing.
Shankar, V. (2016) Mobile marketing: the way forward. Journal of Interactive Marketing,
34, pp. 1-2.
Choudhury, M. M. and Harrigan, P. (2014) CRM to social CRM: the integration of new
technologies into customer relationship management. Journal of Strategic Marketing,
22, 2, pp. 149-176.
Neslin, S. A., Taylor, G. A., Grantham, K. D. and McNeil, K. R. (2013) Overcoming the
"recency trap" in customer relationship management. Journal of the Academy of
Marketing Science 41, 3, pp. 320-337.
Brun, I., Durif, F. and Ricard, L. (2014) ‘E-relationship marketing: a cognitive mapping
introspection in the banking sector’, European Journal of Marketing, pp. 572– 594.
Kumar, V., Choi, J. B., and Greene, M. (2017). Synergistic effects of social media and
traditional marketing on brand sales: capturing the time-varying effects. Journal of
the Academy of Marketing Science, 45, 2, pp. 268-288.

Customer experience in digital space

Lallemand, C., Gronier, G. & Koenig, V. (2015) 'User experience: A concept without
consensus? Exploring practitioners’ perspectives through an international survey',
Computers in Human Behavior, 43, pp. 35-48.
Novak, T. P., Hoffman, D. L., & Yung, Y. F. (2000). Measuring the customer experience in
online environments: A structural modeling approach. Marketing science, 19(1), 22-42.
Klapdor, S., Anderl, E.M., Wangenheim, F von., and Schumann, J.H (2014) Finding the right
words: the influence of keyword characteristics on performance of paid search
campaigns. Journal of Interactive Marketing, 28, 4, pp. 285-301.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the
customer journey. Journal of Marketing, 80(6), 69-96.
Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and
implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648.
Verhoef, P. C., Lemon, K. N., Parasuraman, A., Roggeveen, A., Tsiros, M., & Schlesinger, L.
A. (2009). Customer experience creation: Determinants, dynamics and management
strategies. Journal of Retailing, 85(1), 31-41.
Siebert, A., Gopaldas, A., Lindridge, A., & Simoes, C. (2020). Customer experience journeys:
loyalty loops versus involvement spirals. Journal of Marketing, 84(4), 45-66.

Social media analytics

Wang, Y., Zhang, M., Tse, Y. K., & Chan, H. K. (2020). Unpacking the impact of social media
analytics on customer satisfaction: do external stakeholder characteristics matter?.
International Journal of Operations & Production Management. 40 (5), 647-669.
Fan, W., & Gordon, M. D. (2014). The power of social media analytics. Communications of
the ACM, 57(6), 74-81.
Stieglitz, S., Mirbabaie, M., Ross, B., & Neuberger, C. (2018). Social media analytics–
Challenges in topic discovery, data collection, and data preparation. International Journal
of Information Management, 39, 156-168.
Lee, I. (2018). Social media analytics for enterprises: Typology, methods, and processes.
Business Horizons, 61(2), 199-210.

New technologies in digital marketing

Luo, X., Tong, S., Fang, Z., & Qu, Z. (2019). Frontiers: Machines vs. humans: The impact of
artificial intelligence chatbot disclosure on customer purchases. Marketing Science, 38(6),
937-947.
Tsai, W. H. S., Lun, D., Carcioppolo, N., & Chuan, C. H. (2021). Human versus chatbot:
Understanding the role of emotion in health marketing communication for vaccines.
Psychology & Marketing.
Longoni, C., & Cian, L. (2020). Artificial intelligence in utilitarian vs. hedonic contexts: The
“word-of-machine” effect. Journal of Marketing, 0022242920957347.
Huang, M. H., & Rust, R. T. (2021). A strategic framework for artificial intelligence in
marketing. Journal of the Academy of Marketing Science, 49(1), 30-50.
Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial
intelligence: An experiential perspective. Journal of Marketing, 85(1), 131-151.
Crolic, C., Thomaz, F., Hadi, R., & Stephen, A. T. (2021). EXPRESS: Blame the Bot:
Anthropomorphism and Anger in Customer-Chatbot Interactions. Journal of Marketing,
00222429211045687.

Online Influencers on Social Media

Martínez-López, F. J., Anaya-Sánchez, R., Fernández Giordano, M., & Lopez-Lopez, D.
(2020). Behind influencer marketing: key marketing decisions and their effects on
followers’ responses. Journal of Marketing Management, 36(7-8), 579-607.
van Reijmersdal, E. A., Rozendaal, E., Hudders, L., Vanwesenbeeck, I., Cauberghe, V., & van
Berlo, Z. M. (2020). Effects of disclosing influencer marketing in videos: An eye tracking
study among children in early adolescence. Journal of Interactive Marketing, 49, 94-106.
Lou, C., & Yuan, S. (2019). Influencer marketing: how message value and credibility affect
consumer trust of branded content on social media. Journal of Interactive Advertising,
19(1), 58-73.
Campbell, C., & Farrell, J. R. (2020). More than meets the eye: The functional components
underlying influencer marketing. Business Horizons, 63(4), 469-479.

Generative AI & ChatGPT for marketing

Dwivedi, Y. K., Kshetri, N., Hughes, L., Slade, E. L., Jeyaraj, A., Kar, A. K., ... & Wright, R.
(2023). “So what if ChatGPT wrote it?” Multidisciplinary perspectives on opportunities,
challenges and implications of generative conversational AI for research, practice and
policy. International Journal of Information Management, 71, 102642.
Fui-Hoon Nah, F., Zheng, R., Cai, J., Siau, K., & Chen, L. (2023). Generative AI and ChatGPT:
Applications, challenges, and AI-human collaboration. Journal of Information
Technology Case and Application Research, 25(3), 277-304.
Noy, S., & Zhang, W. (2023). Experimental evidence on the productivity effects of generative
artificial intelligence. Science, 381(6654).
https://www.science.org/doi/10.1126/science.adh2586.

3.3 Suggested Textbooks

The diverse and wide-ranging content of the module has meant that it is difficult to recommend
a single core textbook that encompasses all aspects of the teaching material. The listed
textbooks contain many useful chapters that will provide further foundational understanding of
digital and social media marketing. Of course, publishers of textbooks are unable to keep up to
date with the rapid advancements of technology and therefore the list of essential reading
mainly consists of journal articles.

Burgess, J., Marwick, A., and Poell, T. (2018) The SAGE Handbook of Social Media.
London: Sage Publications.
Chaffey, D., and Ellis-Chadwick, F. (2015) Digital Marketing: Strategy, Implementation
and Practice. 6th edition. Essex: Pearson Education Limited
Dahl, S. (2018) Social Media Marketing: Theories and Applications. 2nd Edition. London:
Sage Publications.
Tuten, T. L & Solomon, M. R. (2017) Social Media Marketing. 2nd edition. London:
Sage Publications.