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However, despite its many merits and our alignment with its message, we have two comments or caveats for readers of their piece. These are\u2014a) a need to re-emphasize the value of attending to the cumulative tradition in our pursuit of digital theorizing, and relatedly b) an unreflective reading of the paper may risk mobilizing IS scholarship towards clickbait research. We further highlight three anchors that future scholarship can consider in attending to these issues a) problematization anchor, b) implications anchor, and c) boundary-spanning anchor. With these points, we add more volume to amplify the message of G&amp;L and offer suggestions for pursuing innovative digital theories that go beyond ephemeral theorizing. <\/jats:p>","DOI":"10.1177\/02683962231153940","type":"journal-article","created":{"date-parts":[[2023,2,2]],"date-time":"2023-02-02T12:42:38Z","timestamp":1675341758000},"page":"67-73","update-policy":"https:\/\/doi.org\/10.1177\/sage-journals-update-policy","source":"Crossref","is-referenced-by-count":9,"title":["On digital theorizing, clickbait research, and the cumulative tradition"],"prefix":"10.1177","volume":"38","author":[{"ORCID":"https:\/\/orcid.org\/0000-0002-2211-4960","authenticated-orcid":false,"given":"Abayomi","family":"Baiyere","sequence":"first","affiliation":[{"name":"Smith Business School, Queen's University, Canada"},{"name":"Digitalization Department, Copenhagen Business School, Frederiksberg, Denmark"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-1403-4696","authenticated-orcid":false,"given":"Nicholas","family":"Berente","sequence":"additional","affiliation":[{"name":"Mendoza College of Business, University of Notre Dame, Notre Dame, IN, USA"}],"role":[{"role":"author","vocabulary":"crossref"}]},{"ORCID":"https:\/\/orcid.org\/0000-0002-9089-441X","authenticated-orcid":false,"given":"Michel","family":"Avital","sequence":"additional","affiliation":[{"name":"Digitalization Department, Copenhagen Business School, Frederiksberg, Denmark"}],"role":[{"role":"author","vocabulary":"crossref"}]}],"member":"179","published-online":{"date-parts":[[2023,2,2]]},"reference":[{"issue":"1","key":"bibr1-02683962231153940","first-page":"817","volume":"34","author":"Avital M","year":"2014","journal-title":"Communications of the Association for Information Systems"},{"key":"bibr2-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1080\/0960085X.2021.1907236"},{"key":"bibr3-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1057\/s41303-017-0051-4"},{"key":"bibr4-02683962231153940","doi-asserted-by":"publisher","DOI":"10.5465\/AMBPP.2019.15271symposium"},{"key":"bibr5-02683962231153940","volume-title":"Digital X: Charting a Path for Digital-Themed Research","author":"Baiyere A","year":"2023"},{"key":"bibr6-02683962231153940","doi-asserted-by":"publisher","DOI":"10.5465\/AMBPP.2022.103"},{"key":"bibr37-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1080\/0960085X.2020.1718007"},{"key":"bibr7-02683962231153940","doi-asserted-by":"publisher","DOI":"10.2307\/4132338"},{"key":"bibr8-02683962231153940","doi-asserted-by":"publisher","DOI":"10.25300\/MISQ\/2020\/14418"},{"key":"bibr9-02683962231153940","doi-asserted-by":"publisher","DOI":"10.17705\/1jais.00330"},{"key":"bibr10-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1287\/isre.2018.0774"},{"issue":"3","key":"bibr11-02683962231153940","first-page":"1433","volume":"45","author":"Berente N","year":"2021","journal-title":"MIS Q"},{"key":"bibr12-02683962231153940","volume-title":"Humblebragging and Click-Bait Research","author":"Berente N","year":"2022"},{"key":"bibr13-02683962231153940","doi-asserted-by":"publisher","DOI":"10.4337\/9781788119986.00014"},{"key":"bibr14-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1177\/02683962221096860"},{"key":"bibr15-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1111\/isj.12316"},{"key":"bibr16-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1016\/j.infoandorg.2019.100254"},{"key":"bibr17-02683962231153940","volume-title":"The Discovery of Grounded Theory: Strategies for Qualitative Research","author":"Glaser BG","year":"1967"},{"key":"bibr18-02683962231153940","doi-asserted-by":"publisher","DOI":"10.1177\/02683962221077112"},{"key":"bibr19-02683962231153940","doi-asserted-by":"publisher","DOI":"10.17705\/1jais.00730"},{"key":"bibr20-02683962231153940","author":"Hassan N","year":"2021","journal-title":"Journal of Information Technology"},{"issue":"2","key":"bibr21-02683962231153940","volume-title":"The digital is different: Emergence and relationality in critical realist research","volume":"32","author":"Kempton AM","year":"2022"},{"key":"bibr22-02683962231153940","unstructured":"Keen PGW (1980) MIS research: Reference disciplines and a cumulative tradition. 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