Journal Article Review: Social Media and International Advertising

This document is a student's review of the journal article "Social media and international advertising: theoretical challenges and future directions" by Whitelock, J., Cadogan, J.W., Okazaki, S. and Taylor, C.R. The review identifies the article's objectives, which are to explore the academic basis for social media investigations in international advertising and to suggest future research directions. It discusses the subject matter, focusing on theoretical frameworks like networking competencies, image transferability, and individual extensibility. The review summarizes the key findings, including the potential of social media for global advertisers and the impact of cultural elements. The review also examines the article's contribution to existing literature, referencing other scholarly articles, and highlights the practical implications for managers of multinational enterprises, emphasizing the importance of understanding social media advertising in a global context. The review concludes with a list of references.

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 Social media and international advertising: theoretical challenges
and future directions
Author(s) of the article Whitelock, J., Cadogan, J.W., Okazaki, S. and Taylor, C.R., 2013.
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?
Primary objective of selected article is to address the academic basis that could be implemented
within an investigation on social media with respect to international advertising investigation. Along
with this, a further purpose is to address the prospect investigation direction for theory development
within an investigation field.
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?
This article focuses on extant literature regarding the identification of different theoretical basis,
which could be implemented in the investigation on advertising in media through advertising aspects
such as networking competencies, image transferability as well as, individual extensibility.
Throughout each perspective, existing state about understanding, theoretical barriers, as well as
future investigation guidelines are summarised (Whitelock, et. al., 2013).
This article demonstrates the conceptual framework regarding different highly appropriate
conceptual basis that is relevant for different kind of SMN (social media networking) competency,
personal extensibility as well as, image transferability. The logic behind this structure is that social
media could be a significant platform for global advertisers as per implementation as well as, creating
good practices of three competencies in global environment.
Findings/main arguments: What are the key findings or main arguments of the author?
It is found that different theoretical aspects like networking competencies, image transferability as
well as individual extensibility offer tough potential regarding effective comprehending benefits as
well as, limitation regarding social media application for advertisers. Along with this, it is useful for
addressing the significant investigation gaps that should be filled in future.
It is found that cultural meeting leads the consumers as it is fitting more comparable within a different

manner. At high extent, social media provides the chances for capitalizing the networking
competency with reference to image transferability and peopl. It makes competent marketers
develop the brand with a higher audience as compared to ever before. In addition to this, personal
extensibility permits the relationships and interactions to be developed over much wider geographical
boundaries as compared to ever before (Whitelock, et. al., 2013).
Throughout his article, it is addressed that there is an issue regarding degree to which, cultural
elements can influence the receptiveness to consumer to social media advertising (SMA) with the
advertising. Along with this, the investigation is related to how SMA facilitates a channel regarding
assessing degree to which segmentation of cross-market has become attractive as well as, viable. This
article also addresses that the development of the brand is related to the potential of social media
across the culture as compared to traditional media (Whitelock, et. al., 2013).
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)
A conceptual and review structure is pertaining to the theoretical aspect implemented into social
media investigation within a global advertising way. It is basically fictional. Therefore, this literature is
intended for serving as a concrete initiation aspects for future investigation activities (Whitelock, et.
al., 2013). It is evaluated that social media has chances for capitalizing on network competency to
bring individual mutually, individual extensibility that permits the interactions as well as, relationships
should be developed over higher geographical limits as compared to previous time (Knoll, 2016).
Furthermore, it is discussed that image transferability makes competent to marketers for developing
a brand with a high amount of audience as compared to before. Furthermore, this occurrence could
be analytical regarding rising international ethnicity with a focus on technology, modernity, individual
selection, and technology (Dwivedi, Kapoor, and Chen, 2015).
Practical implication: Why is the topic of the article interesting and important for managers of
multinational enterprises in the contemporary global business world and how would the
understanding of the article benefit the managers?
Investigation about SMA (social media advertising) within a global context is beneficial for further
attention. In addition, cross-cultural an investigation is conducted, theories as well as, their use would
possibly to develop in future (Whitelock, et. al., 2013).

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)
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.
https://repositorio.uam.es/bitstream/handle/10486/669074/SocialMedia_Okazaki_IMR_2013.pdf?
sequence=1
Knoll, J., 2016. Advertising in social media: a review of empirical evidence. International Journal of
Advertising, 35(2), pp.266-300.
Dwivedi, Y.K., Kapoor, K.K. and Chen, H., 2015. Social media marketing and advertising. The Marketing
Review, 15(3), pp.289-309.