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

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)