Andrew Stephen, L’Oréal Professor of Marketing at Saïd Business School, University of Oxford has won the American Marketing Association’s Shelby D. Hunt/Harold H. Maynard Award for the best article published in the Journal of Marketing in 2016. The winning paper – A Thematic Exploration of Digital, Social Media, and Mobile Marketing: Research Evolution from 2000 to 2015 and an Agenda for Future Inquiry – was written in conjunction with Dr. Cait Lamberton, Associate Professor of Marketing at the Joseph M. Katz Graduate School of Business, University of Pittsburgh.
The article tracks scholarly researchers' changing perspectives on three major digital, social media and mobile marketing themes from 2000 to 2015 – a period that saw a revolution in how both practitioners and academics approached digital marketing.
Established in 1936, Journal of Marketing is the most impactful journal in its field, and the award is given annually to the paper that has made the most significant contribution to marketing theory and thought.
‘I’m honoured to receive this prestigious award,’ said Professor Stephen. ‘The future of marketing is increasingly focused on technology, and to help us understand this we took stock of what we know – and don’t know – from research conducted over the past 15 years. My hope is that this work helps inspire more great research that shapes marketing in years to come.’