Social Media and International Advertising: Theoretical Challenges and Future Directions - Journal Article Review

This journal article review discusses the theoretical foundations used in social media for researching international advertisement, the role of social media in international advertising, and the central concepts and theories discussed in the article. It also provides key findings and arguments, literature and contribution, and practical implications for managers of multinational enterprises in the contemporary global business world.

Journal Article Review Template
Part A: Student and Article Information (This part is excluded from the word count)
Your name Student ID
Title of the selected article
Author(s) of the article
Part B: Use your own words and sentences to complete each section (the questions are excluded
from the word count)
Objectives: What does the article set out to do?
The primary objective of the essay is to find out and elaborate upon the theoretical foundations that
are used in the social media for researching upon international advertisement. The work also tries to
discuss and provide a cue for the further theoretical bases that can be developed.
Subject and theories/concepts: What is the article about? What is its subject? What are the central
concepts and/or theories discussed in the article?
The article is about the role of social media in the international advertising. The work tries to identify
the areas where the social media is limited in contributing in the international advertising and then
tries to offer solutions to approach these areas (Whitelock et al. 2013).
The subject of the articles is the foundation and development of social media and the role of the
same in expanding the international businesses through the modes and channels of advertisements.
The author has taken three prime areas or theories to explain upon, the Networking Capability, Image
Transferability, and Personal Extensibility. However, while discussing upon these, the author has
included some other theories as well, which includes the self- schema theory, and the human mobility
theory (Whitelock et al. 2013).
Findings/main arguments: What are the key findings or main arguments of the author?
The key finding areas that are propounded in the theory are that the three theories that re used in
the work, that is, the networking capability, images transferability, and the personal extensibility,
provide a strong base to understand the advantages and the disadvantages of the social media for the
various advertisers (Whitelock et al. 2013). The work also, provides the areas where there is a need
for developing further research.
The author is of the opinion that the networking capability enables the busisne3ss houses to expand
spatially and reach across nations. The author has also propounded that the networking capability of
the social media contributes in creating word of mouths and new resources for the business houses
for further advertisements (Gong, Lim and Zhu. 2015).
The author has further propounded basing upon the theory of image transferability, social media
offers the business houses, modes to create its own image in the industry through strong
advertisements, which generally include advertising through mobile message and through the online
platforms. The viral videos are another modes of increasing the marketing for the international
organizations (Assunção et al. 2015). It is often seen that the certain innovative and unique videos
become viral or videos made on celebrities become viral and thus, and are used by the organizations
as a plan for their international advertising. Sponsoring the online sites also contributes in the media
marketing. Also, the social media, help the organizations through advertising to increase their
marketing.
Literature and contribution: What relationship does the article bear to other works in the literature?
What contribution does the article make to the existing body of the literature?
(You should refer to at least two other scholarly journal articles)
The author has used another two theories to prove his point. First the social- schema theory, which
states that the consumers tend to talk about the products, with which they identify their needs in a
proper manner and which reflect their desired self- image, and this desired self- image is made
through the international advertisements which are then floated through and by the social media
platforms (Whitelock et al. 2013).
The author has also made use of the human mobility theory, which states that the meanings upheld

through the advertisements available in the social media, help to bridge the cultural, geographical and
economic distances and thus, the organizations increase their customer and market base (Whitelock
et al. 2013).
However, the author has also added various aspects to the existing literature, while explaining the
available current knowledge. He has added the important aspects like, the word of mouths, the
aspects of global teen, the marketing policies and the modes of the media advertising.
Practical implication: Why is the topic of the article interesting and important for managers of
multinational enterprises in the cotemporary global business world and how would the understanding
of the article benefit the managers?
This particular work is not only interesting but also very insightful. Social media is rigorously used by
all of the multinational organizations, in order to increase their market and customer base. Moreover,
the organizations have to invest much less in putting up advertisements on the online platform, also,
the modes of media marketing, can be very innovative, effective and impactful upon the population,
and it is the most easiest way to reach to and influence the customers.
Part C: List of references (The references should be in alphabetical order according to the last name
of the first author. This part is excluded from the word count)
Assunção, M. D., Calheiros, R. N., Bianchi, S., Netto, M. A., & Buyya, R. (2015). Big Data computing and
clouds: Trends and future directions. Journal of Parallel and Distributed Computing, 79, 3-15.
Gong, W., Lim, E.P. and Zhu, F., 2015, April. Characterizing silent users in social media communities.
In Ninth International AAAI Conference on Web and Social Media.
Whitelock, J., Cadogan, J.W., Okazaki, S. and Taylor, C.R., 2013. Social media and international
advertising: theoretical challenges and future directions. International marketing review.