This paper explores the premise whether sophisticated algorithms that drive curatorship of content for consumers consider a symbolic interactionist perspective on consumer desire for content and whether content offerings, personalisation and the consequent shaping of curatorship algorithms can be based on such an understanding. Curatorship of online content, whether this be product or information based, drives value, consumer engagement and profitability. Curatorship and recommender systems also deliver a personalised experience of the product or services. A review of the reasoning behind such systems reveals that most follow an empirical perspective, namely, the use of statistical tools and information systems algorithms on a behavioural dataset. A theoretically driven approach appears to be lacking. This paper seeks a theoretical approach to online content curatorship embedded in symbolic interactionism. In addition, it seeks to tease out the approach to one that embraces both notions of content curation based on similarity but also on a desire for difference and change. The paper looks at symbolic interactionism in the context of social and individual selves, its role in collaborative filtering, advances a set of propositions for a curation and collaborative filtering model and ends with the possible implications for marketing. 

This article presents a content analysis of the Journal of Strategic Marketing (JSM) over 24 years from the journal's inception in 1993 to 2017. No similar attempt on an analysis of JSM has been found. Analyses were completed to examine how the journal has developed and to uncover relevant information for editors, reviewers, researchers and future authors of JSM by analysing research themes, author and manuscript characteristics, and citation metrics. The findings reveal an increase in multi-authored articles, an increase in empirical research and in the internationalization of researchers. These and other factors illuminate sources and implications of the journal's current state. The relevance of these findings is discussed as it pertains to the future success and publishing opportunities in the Journal of Strategic Marketing.