Social media and international advertising: Theoretical challenges and future directions

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dc.contributor.author Okazaki, Shintaro
dc.contributor.author Taylor, Charles R.
dc.contributor.other UAM. Departamento de Financiación e Investigación Comercial es_ES
dc.date.accessioned 2015-12-04T14:22:43Z
dc.date.available 2015-12-04T14:22:43Z
dc.date.issued 2013-02-01
dc.identifier.citation International Marketing Review 30.1 (2013): 56-71 en_US
dc.identifier.issn 0265-1335
dc.identifier.uri http://hdl.handle.net/10486/669074 en
dc.description.abstract 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. en_US
dc.format.extent 16 pag. es
dc.format.mimetype application/pdf en
dc.language.iso eng en
dc.relation.ispartof International Marketing Review en_US
dc.rights © Emerald Group Publishing Limited en_US
dc.subject.other Advertising en_US
dc.subject.other Social media en_US
dc.title Social media and international advertising: Theoretical challenges and future directions en_US
dc.type article en_US
dc.subject.eciencia Empresa es_ES
dc.relation.publisherversion http://dx.doi.org/10.1108/02651331311298573 en
dc.identifier.doi 10.1108/02651331311298573
dc.identifier.publicationfirstpage 56
dc.identifier.publicationissue 1
dc.identifier.publicationlastpage 71
dc.identifier.publicationvolume 30
dc.type.version info:eu-repo/semantics/acceptedVersion en
dc.rights.accessRights openAccess en_US
dc.authorUAM Okazaki Ono, Shintaro (271225)


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