Effect of social media to international advertising: what researches tell?

Abstract

A comprehensive analysis of social media and digital ads is included in this report. The key aim of this systematic review is to develop the theoretical foundations of global analysis of marketing through research in social media. A main goal in this area of study is to define potential scientific development. The paper builds on current literature in order to establish three key approaches for marketing-based analysis: the network capacity, image transferability and personal extensibility. The abstract problems are explained with each of these points of view. The three main strategic perspectives (networking power, image exchanges and personal extensibility) offer a clear capacity for advertisers to better grasp the benefits and drawbacks of using social media. In fact, most of the research studied, most of which were performed in the US, were often done using clinical and hybrid methods, with the bulk published in 2016. In general, the findings of this study provide insights into current trends in social media marketing and global advertisement and provide a valuable point of reference for further studies on this subject. A comprehensive analysis thus relies on restricted publishing outlets and does not constitute any study into social media or external advertising. The existing research may be extended further by reading from other datasets. It will also help to recognize big study problems that should be answered in the future. A multinational social media advertisement research is also in its early stages and must be highlighted.