How does livestreaming social media content impact firm and consumer decision-making and outcomes in the context of not-for-profit and for-profit organizations?

How does strategic resource allocation impact social media platform choice?

How do immersive experiences via virtual reality and the metaverse effect and enhance brand engagement and interactive buyer behavior?

What are the most effective methods and technologies for integrating e-commerce and the social web?

What are the complex dynamics and underlying mechanisms that drive electronic customer-to-customer interaction and customer stickiness? Are their multiple levels of customer stickiness? Are their cultural and subcultural differences?

How do different forms of interactive commerce enhancements, including haptic imagery and social presence, promote user immersion and sustaining social commerce? Are there other informative psych-social theories and/or moderating variables?

What individual, environmental and resource factors best explain social commerce usage? What motivators drive purchase intent in social commerce?

How can vulnerable populations be better served via assessable social media virtual worlds?

What emerging AI-driven social media analytics offer insights into theory testing and consumer behavior?

What is the impact of generative social media AI content on firm/consumer outcomes? What type of social media content is better suited for AI models?

Under what situations would live vs. virtual influencers be more effective? How might the choice of influencer type impact corporate reputation? How do live and virtual influencers work in combination, and separately, to impact positive brand outcomes?

What are the most effective influencer marketing strategies and tactics, and how do they impact different brand outcomes?

How do influencer vlogs (video blogs) effect consumer behavior? In which interactive marketing contexts will vlogs be most effective for inducing consumer buying behaviors?

How might the impact of influencers vary across social media platforms and influencer characteristics?

What is the role of public policy on the use of social media? How does the appropriate/inappropriate usage of social media impact consumers' physical and mental health? What are the key elements of social media responsibility and how do the use and misuse of social media impact consumer attitudes and behaviors?

How will firms' AI-driven social media usage negatively/positively impact consumer welfare and privacy? What constraints and policies are needed to curtail inappropriate social media usage tactics?

How can firms reduce potential harm to consumers through appropriate digital and AI-driven social media campaigns?

How can AI algorithms be designed to minimize bias and promote fairness in outcomes? How do unrealistic social media beauty standards impact body image and self-esteem? What are appropriate social media morality practices and how do they impact buyer perceptions and behaviors?

How can qualitative research techniques (e.g. ethnography, text mining, consumer sentiment, interviews, etc.) enhance social media and interactive marketing research and practice?

How can big data be utilized for investigating social media theories and behaviors?

In what ways can traditional scales be utilized in social media research? What scales from other disciplines offer theoretical value for social media researchers.

What new scales may exist to capture evolving social media theories and practices?

Given that most social media scales investigate positive consumer and brand outcomes, how is negative brand engagement impacted in different online contexts? What other negatively-skewed scales might exist to explain consumer behavior and consumer-generated content?

Given the above, intra- and inter-disciplinary research frameworks need to be conceptualized and empirically across a wide range of social media research areas.