Social media and international advertising: Theoretical challenges and future directions
Entity
UAM. Departamento de Financiación e Investigación ComercialDate
2013-02-01Citation
10.1108/02651331311298573
International Marketing Review 30.1 (2013): 56-71
ISSN
0265-1335DOI
10.1108/02651331311298573Editor's Version
http://dx.doi.org/10.1108/02651331311298573Subjects
Advertising; Social media; EmpresaRights
© Emerald Group Publishing LimitedAbstract
Purpose – The primary aim of this article is to identify theoretical foundations that can be used in
research on social media in the context of international advertising research. An additional objective is
to identify future research directions for theory building in this research area.
Design/methodology/approach – The article draws on the extant literature to identify three
key theoretical foundations that can be used in research on advertising in media from an
advertising perspective: networking capability; image transferability; and personal extensibility.
For each of these perspectives, the current state of knowledge, theoretical challenges, and future
research directions are summarized.
Findings – The three key theoretical perspectives (networking capability, image transferability,
and personal extensibility) provide strong potential for better understanding the advantages and
disadvantages of social media use for advertisers. They are also useful for identifying important
research gaps that need to be filled in the future.
Research limitations/implications – Research on social media advertising in an international
context is still in its infancy, and needs further attention. As few cross-cultural studies have been
conducted, the theories and their application will likely evolve in the future.
Originality/value – A review and conceptual framework pertaining to theoretical perspective used
in social media research in an international advertising context has been practically non-existent.
Thus, this article is designed to serve as a solid starting point for future research endeavors.
Files in this item
Google Scholar:Okazaki, Shintaro
-
Taylor, Charles R.
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