The future of advertising research: new directions and research needs

Charles R. Taylor, Les Carlson

Research output: Contribution to journalArticlepeer-review

25 Scopus citations


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.

Original languageEnglish (US)
Pages (from-to)51-62
Number of pages12
JournalJournal of Marketing Theory and Practice
Issue number1
StatePublished - 2021

ASJC Scopus subject areas

  • Marketing


Dive into the research topics of 'The future of advertising research: new directions and research needs'. Together they form a unique fingerprint.

Cite this