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Research Proposal: Topic Assignment

Student’s Name

Institutional Affiliation

Course Name and Code

Professor’s Name

Submission Date
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Research Proposal: Topic Assignment

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in

marketing: A review and analysis of the existing literature. Telematics and Informatics,

34(7), 1177-1190.

This paper examines the relevant literature on using social media in marketing. The

authors categorize the significant issues, theoretical framework, and research methods of prior

research and outline the major factors that affect the usage of social media marketing. The

review points to the need to determine the consumers’ and their related engagement on social

media platforms and ensure that businesses undertake specific social strategies.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R.

(2016). Social media marketing efforts of luxury brands: Influence on brand equity and

consumer behavior. Journal of Business Research, 69(12), 5833-5841.

This paper explores the effects of social media marketing communications on brand

equity and consumer behavior among luxury goods brands. Using data from 11 luxury brands,

the authors reveal that social media marketing content generation and interaction improve brand

equity and consumer buying behavior. The findings of this study indicate that luxury brands

should embark on social media marketing to establish better brand-consumer bonds.

Tafesse, W., & Wood, B. P. (2021). Leveraging brand communication to drive online

engagement: A social media brand communication framework. Journal of Product

& Brand Management, 30(1), 39-54.

This paper presents a framework for understanding the communication of brands utilizing social

media platforms. The authors identify four key dimensions of social media brand

communication: Regarding the targeted intention and goal, social media can be categorized as
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informational, entertaining, engaging, and promotional. They also propose that these dimensions

should be adopted tactfully to achieve successful social media communication and shared

content that spurs the targeted audience into taking the preferred action.

Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities

on brand equity and customer response in the airline industry. Journal of Air

Transport Management, 66, 36-41.

This paper examines the effects of SMM activities on brand equity and customers’

reactions in the airline sector. The authors note that content generation and other forms of social

media marketing positively influence brand recall, brand association, and buyers’ brand

attachment. The study indicates that more carriers should use Social Media to market their firms

and stand out.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in

marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.

This paper offers a radar update on the current and future trends in social media

marketing. The authors elaborate on topical marketing issues such as influencer marketing, social

commerce, and the interaction between social media and other marketing means. The review also

indicates that companies need to take social media marketing more strategically and focus more

on the quantitative aspect.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... &

Wang, Y. (2021). Setting the future of digital and social media marketing research:

Perspectives and research propositions. International Journal of Information

Management, 59, 102168.

This paper outlines the prospectus of future research for digital and social media

marketing. The authors recognize specific research areas, including the effects of new

technologies in social media marketing (e.g., artificial intelligence, augmented reality), social

media marketing in influencing consumer Behaviour, and legal issues and privacy in social

media marketing. Overall, the paper presents the necessity of continuing research in this area and

offers directions for their further development.

Rathore, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2016). Social media content and

product co-creation: an emerging paradigm. Journal of Enterprise Information

Management, 29(1), 7-18.

This paper aims to identify the ability of social media to enable product co-creation

between business firms and customers. The authors discuss the practical implications of CUGC

for business, particularly in understanding customer needs on social media and engaging

customers in the innovation process. From the results demonstrated, it is advisable to conclude

that the successful management of social networks contributes to increased customer interaction

and product development.

Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & Dwivedi, Y. K. (2018).

Advertisements on Facebook: Identifying the persuasive elements in developing

positive consumer attitudes. Journal of Retailing and Consumer Services, 43, 258-

268.

This paper aims to assess the factors that affect the efficiency of Facebook advertisements in

changing the attitude of consumers. The authors also outline the persuasive nature of

advertisement information and concerns, like the presence of information content, appeal to

emotion, and social proof, in addition to studying their implications for consumer sentiment and
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purchasing behavior. The study poses an impact and offers suggestions for organizations on the

probable strategies for formulating efficient social media advertising appeals.

Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness

in Online Social Networks. Computers in Human Behavior, 50, 600-609.

This paper explores the impact of ‘online social networks’ in creating brand awareness

among hospitality and tourism-related entities. The authors discuss the effects of content

generation, user activation, and influencer marketing in building brand recognition and customer

commitment. The research implies that businesses should employ an explicit and coherent

strategic and integrated social media marketing practice to strengthen brand equity and acquire

new clients.

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on

customer purchase intention. International Journal of Information Management,

42, 65-77.

The following paper investigates the effects of specific attributes of social media

advertisements on customers' purchasing behavior. The author selects antecedent constructs,

including the ad's relevance, interactivity, and informativeness, and measures their impacts on

the consumer’s attitude and purchasing decision. The study is essential for business organizations

as it reveals critical information businesses require to create successful social media advertising

campaigns that can appeal to customers and spur consumers into actively engaging with the

organizations and making purchases.

References

Alalwan, A. A. (2018). Investigating the impact of social media advertising features on customer

purchase intention. International Journal of Information Management, 42, 65-77.

Alalwan, A. A., Rana, N. P., Dwivedi, Y. K., & Algharabat, R. (2017). Social media in marketing:

A review and analysis of the existing literature. Telematics and Informatics, 34(7), 1177-

1190.

Appel, G., Grewal, L., Hadi, R., & Stephen, A. T. (2020). The future of social media in

marketing. Journal of the Academy of Marketing Science, 48(1), 79-95.

Barreda, A. A., Bilgihan, A., Nusair, K., & Okumus, F. (2015). Generating brand awareness in

Online Social Networks. Computers in Human Behavior, 50, 600-609.

Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., ... & Wang, Y.

(2021). Setting the future of digital and social media marketing research: Perspectives

and research propositions. International Journal of Information Management, 59, 102168.

Godey, B., Manthiou, A., Pederzoli, D., Rokka, J., Aiello, G., Donvito, R., & Singh, R. (2016).

Social media marketing efforts of luxury brands: Influence on brand equity and consumer

behavior. Journal of business research, 69(12), 5833-5841.

Rathore, A. K., Ilavarasan, P. V., & Dwivedi, Y. K. (2016). Social media content and product co-

creation: an emerging paradigm. Journal of Enterprise Information Management, 29(1),

7-18.

Seo, E. J., & Park, J. W. (2018). A study on the effects of social media marketing activities on

brand equity and customer response in the airline industry. Journal of Air Transport

Management, 66, 36-41.

Shareef, M. A., Mukerji, B., Alryalat, M. A. A., Wright, A., & Dwivedi, Y. K. (2018).

Advertisements on Facebook: Identifying the persuasive elements in the development of

positive attitudes in consumers. Journal of Retailing and Consumer Services, 43, 258-

268.

Tafesse, W., & Wood, B. P. (2021). Leveraging brand communication to drive online

engagement: A framework for social media brand communication. Journal of Product &

Brand Management, 30(1), 39-54.