Marketing Annotated Bibliography: Research and Analysis of SMM

This annotated bibliography presents four research papers related to marketing, each summarized and critically evaluated. The first paper by Godey et al. (2016) investigates the influence of social media marketing (SMM) on brand equity and consumer behavior, particularly within the luxury sector, finding positive impacts on brand awareness, image, and consumer behavior. The second paper by Jones et al. (2015) explores the impact of social media and the internet on small businesses, highlighting the benefits of increased awareness, improved customer relations, and enhanced business image. The third paper by Kelly et al. (2015) examines food marketing to children in the digital age, discussing the emergence of new media and its potential impact on young people's diets, as well as current and potential policy responses. The fourth paper by Whiting and Deshpande (2014) discusses the necessity of SMM, arguing that, when used carefully, it can be a valuable tool for organizations. Each annotation includes a full reference, a summary of the paper's contents, a critical evaluation of its credibility, currency, and bias, and a statement of relevance to a final essay on the topic. The bibliography is designed to support a critical essay by providing a foundation of research and analysis on key marketing concepts.

Running head: MARKETING
MARKETING
Name of the Student
Name of the University
Author Note

NAME : COURSE NAME:
Annotated Bibliography
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Summary
This research paper targets over measuring brand social media marketing implications as the
holistic concept incorporating the entertainment, interaction, customization, trendiness and word
of mouth. The research took place among 845 luxury brand consumers belonging from French,
Burberry, Italian and Indian. The goal and the main aim of the research is towards the
exploration of the relation among Social Media Marketing (SMM) activities and creation of
brand equity as well as behavior of consumer towards brand. This research was conducted via
quantitative survey by focusing followers as well as consumers towards prominent luxury brands
having some of the most significant investments towards SSM, social media marketing. The
main points or arguments of this study illustrate the investigation of the influence of social media
marketing efforts over the creation of brand equity and behavior of consumer towards brand. The
findings of this research study concluded that SMME influences positive consumer behavior and
holistic framework. SMME also have significant positive impact over the equity of brand,
awareness of brand as well as image of brand.
Evaluation
Credibility – The authors are affiliated with NEOMA Business School, EMLYON Business
School, University of Florence and Birla Institute of Management Technology. Their journal is
peer reviewed and have been checked in scholar and database.

NAME : COURSE NAME:
Currency - This article has been published in the year 2016. There are many articles and books
that have been used in this reference which are not current.
Bias – The main restriction or the limitation of the study of research is the context of
generalizability which are beyond the sector of luxury. The study shows clear differences among
the result among the examined cultures and the arguments of the consumer.
Statement of Relevance - This source will be definitely be benificial for the upcoming essay. I
will use the fact that brand should use SMM as the essential and cost effective image
development tool.
Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small
businesses. Journal of Small Business and Enterprise Development, 22(4), pp.611-632.
Summary
This paper targets to explore economic impact and role of internet and social media over small
business. The research took place over the region of Maine. The goal or the purpose of the
research is to investigate the relevant benefits that is available from the usage of social media
sites and internet for business operating in undeserved regions. The research was conducted via
case study methodology followed by survey and semi structured interviews. The main points or
the arguments of the research study is to explore the value of social media to small business and
the enhancement of the life quality within the society and small business. The findings and the
conclusion of the study highlights the benefit from the use of social media and websites and the
increase in the awareness, enhance relations with customers and enhancing the image of the
small business.
Evaluation

NAME : COURSE NAME:
Credibility – The authors are affiliated to Business School, University of Maine Business School.
This journal article is peer reviewed.
Currency - This is not a current article since it has been published in the year 2015. The
references that have been used in this article are not also current.
Bias – The minute number of the forms from a specific regions of USA limits the generalization
of the findings of the research study. The findings of this study offer some of the preliminary
insights for the upcoming studies.
Statement of Relevance - This source will be useful towards the upcoming essay since the paper
is among the few research reports over learning by small business regarding utilization and
benefits they gain from web and social media.
Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old tricks:
food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-45.
Summary
The paper focuses over the emergence of the food marketing with the use of media, the effect
over young people and potential response of policy for limiting promotional exposures. The
research study has been done over the New Zealand Facebook study. The goal and the purpose
of this research study is to examine the extent of the exposure of new media to commercial food
promotions as well as the nature of the promotions. The research was conducted by the collection
of the secondary data sources. The review of literature included policy approaches, media food
marketing and more. The main points or the arguments of the research explores the impact of the
beverage marketing and new media food over the diet of young people as well as to identify the

NAME : COURSE NAME:
potential and current policy responses. The study concluded that new media provides unique
broadcasting environments by providing connectivity, ubiquitous, personalization, user
generated content and immersive environment. Detailed measurement related to the scope of the
food marketing to children over the new media is the recommendation for future study.
Evaluation-
Credibility – Both the authors are affiliated with South Cross University. It is a peer reviewed
journal.
Currency - This article have been published in 2015. The references that have been used in this
article are not current.
Bias – The limitations of the study is the scanty number of resources available for describing the
extent as well as the effect of food marketing over new media. No the article does not present
both the sides of the argument.
Statement of Relevance - This source will be very useful for the essay since very few research
studies has been done over the topic of food marketing monitoring. I will use the source for
supporting the advantage of new media.
Whiting, A. and Deshpande, A., 2014. Social Media Marketing: A Myth or a Necessity. Journal
of Applied Business & Economics, 16(5).
Summary
The paper focuses over the essentaility of Social Media Marketing (SMM). The research study
took place over the setting of New York and in an international context including the discussion
of numerous companies like Lays and Starbucks. The goal or the purpose of this research study
is to highlight the fact that appropriate usage of social media marketing can be significant and

NAME : COURSE NAME:
beneficial for the organizational operation. The research for the study was conducted on the basis
of the qualitative research method and the analysis of the secondary data resources. The review
of the literature illustrated the definition of social network, probable challenges with social media
marketing and the benefits of SMM. The main points or the arguments of this research study
highlights over the claim that SMM does not work well as the marketing agent and might
alienate customers. The research article concluded that SMM is a game changer. Future
recommendation include measuring SMM impact on brand image of company.
Evaluation
Credibility –The authors of the research study are actually affiliated to Empire State College and
they are expertise in the field of marketing. This journal article is also peer reviewed and have
been checked in database.
Currency - This article is not at all current and has been published in the year 2014. There has
been several articles and books that has been used as reference in this article, they are not
current.
Bias – This study lacks evidences of real life primary data as well as the analysis of data. The
conflict of interest of this study includes the fact that social media marketing includes both
advantage and disadvantages towards organization. Yes, the article presents both the side of the
argument.
Statement of Relevance - The sources will be useful since SMM is recognized as useful tool for
the organization. I will use the source to support the advantage of the use of SMM.

NAME : COURSE NAME:
Bibliography
Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R. and Singh, R., 2016.
Social media marketing efforts of luxury brands: Influence on brand equity and consumer
behavior. Journal of business research, 69(12), pp.5833-5841.
Jones, N., Borgman, R. and Ulusoy, E., 2015. Impact of social media on small
businesses. Journal of Small Business and Enterprise Development, 22(4), pp.611-632.
Kelly, B., Vandevijvere, S., Freeman, B. and Jenkin, G., 2015. New media but same old tricks:
food marketing to children in the digital age. Current obesity reports, 4(1), pp.37-45.
Whiting, A. and Deshpande, A., 2014. Social Media Marketing: A Myth or a Necessity. Journal
of Applied Business & Economics, 16(5).