The impact social media marketing medium towards purchase intetion and brand
Research Assignment The assignment consists of a short review of an area of scholarly research. Then you will need to choose one of the six articles I have provided below. Then use any library to find two other scholarly, peer-reviewed resear articles related to the subject under investigation in the first article. Choose one that precedes and one that succeeds the first article.
Articles:
1 – Balakrishnan, B. K., Dahnil, M. L, & Yi, W. J. (2014). The impact of social media marketing medium toward purchase intention and brand loyalt among Generation Y. Procedia – Social and Behavioral Sciences, 148(2nd International Conference on Strategic Innovative Marketing), 177-185
2 – Comehssen, a, Pandelaere, M., Warlop, L., & Dewitte, S. (2008). Positive cueing: Promoting sustainable consumer behavior by cueing comn environmental behaviors as environmental. International Journal of Research in Marketing, 25, 46-55.
3 – Hofacker, C. E, de Ruyter, K., Lurie, N. H., Manchanda, P., & Donaldson, J. (2016). Gamification and mobile marketing effectiveness. Journal Interactive Marketing, 34(Mobile Marketing), 25-36.
4 – §tefko, R., Fedorko, R., & Batik, R. (2015). The role of e-marketing tools in constructing the image of a higher education institution. Procedia Social and Behavioral Sciences, 175(Proceedings of the 3rd International Conference on Strategic Innovative Marketing (IC-SIM 2014), 431-438
5 – Sheth, J. N., & Sinha, M. (2015). B2B branding in emerging markets: A sustainability perspective. Industrial Marketing Management, 51, 79-8f
6 – Weinstein, A. (2014). Segmenting B2B technology markets via psychographics: An exploratory study. Journal of Strategic Marketing, 22(3), 257-267.
Now summarize each article in two coherent paragraphs (for each article). The summary should include: 1) What is the broad question or problem being investigated? Why is it important? 2) What is the narrower question addressed in this study? 3) What is the author’s hypothesis? 4) What research methods were used? Is this qualitative or quantitative research? 5) What were the findings? 6) What were the author’s conclusions? 7) What evidence did the author use to support the conclusions? 8) Identify any weaknesses or limitations of this study.
Use your own words… do not use direct quotations. Do not include your own opinion or analysis for this part. It is strictly to assess your ability to identify the critical elements of an article. Be clear and concise. Avoid wordiness. Write a brief introductory paragraph to your paper by describing the research conversation which your set of articles represents. What is the general field of study, the broad and narrower questions, and the conclusions? Then write a summary of your investigation. Provide your own conclusions, trends, or issues about this area of research based on what you learned from this investigation. You may need to conduct additional research to put the original article in its historical context. Be sure to cite all your sources. (Introduction, article summaries, summary, conclusion)