My topic is about affiliate marketing effectiveness depending on marketing platforms and strategies. It is important for me to find articles that include marketing strategies as well as studies over social media marketing like Facebook ads and other social media advertising.
1st Search
- Database: Communication & Mass Media Complete
- Search: Social Media Marketing “AND” Online Advertising
- Limiters: Full Text
- Results: 29
Baglione, S. L., & Tucci, L. A. (2019). Perceptions of Social Media’s Relevance and Targeted Advertisements. Journal of Promotion Management, 25(2), 143–160. https://doi.org/10.1080/10496491.2018.1443312
Annotated Bibliography #1
In this article, Baglione and Tucci had college students from the Northeast and Southeast fill out a survey about the relevance of Facebook advertising. The survey used latent class cluster analysis to segment respondents based on; “Facebook relevance; the value of Facebook advertising; and the ethics of Facebook’s targeted advertising and demographic variables.” The results showed that no one found Facebook advertising, useful, meaningful, and leading to purchase intentions. Some even found it unethical to be target with ads based on their interests or friends interests.
2nd Search
- Database: Communication & Mass Media Complete
- Search: Marketing “AND” Entrepreneurship
- Limiters: Full Text, 2015-2021
- Results: 67
Arunachalam, S., Ramaswami, S. N., Herrmann, P., & Walker, D. (2018). Innovation pathway to profitability: the role of entrepreneurial orientation and marketing capabilities. Journal of the Academy of Marketing Science, 46(4), 744–766. https://doi.org/10.1007/s11747-017-0574-1
Annotated Bibliography #2
This article identifies why a firm’s entrepreneurial orientation impacts profits. In its survey, the article uses a sample of 190 firms to gather data with performance metrics over two time periods. This study helps show that organizations can enhance their marketing innovation when entrepreneurship and marketing are used to complement each other. The study also shows that marketing plays a big role in converting a firm’s innovation resources into superior firm performance.
3rd Search
- Database: Business Source Premier
- Search: Social Media Marketing “AND” Entrepreneurship
- Limiters: Full Text
- Results: 18
Valos, M. J., Mavondo, F. T., & Nyadzayo, M. W. (2019). How do alternative strategic orientations influence social media performance? Journal of Strategic Marketing, 27(1), 1–20. https://doi.org/10.1080/0965254X.2017.1384039
Annotated Bibliography #3
Organization are using social media more than ever and its important for them to learn the most successful methods of use. However, there have been some issues with successful implementation and in order to address them, this study used organisation orientation literature to examine alternate frameworks for implementation. The survey used data from various Australian industries. The study identified the components of alternate strategic orientations which were positively or negatively related to social media performance. The goal of the study is to find out how a different emphasis on the market affects social media performance.
4th Search
- Database: Business Source Premier
- Search: Affiliate “AND” Online Marketing
- Limiters: Full Text, 2015-2021
- Results: 12
EDELMAN, B., & BRANDI, W. (2015). Risk, Information, and Incentives in Online Affiliate Marketing. Journal of Marketing Research (JMR), 52(1), 1–12. https://doi.org/10.1509/jmr.13.0472
Annotated Bibliography #4
In this article Edelman and Brandi examine multiple affiliate marketing programs where merchants oversee the training for thousands of people they have never met. In their studies, the authors found that when outside specialists are more efficient at excluding responsible affiliate, while in-house staff is better at identifying and excluding affiliates with borderline practices.
5th Search
- Database: Computer Source
- Search: Social Media “AND” Marketing Strategy
- Limiters: Full Text
- Results: 61
POPHAL, L. (2021). A Look at Influencer Marketing Strategy in 2021. Information Today, 38(3), 38–39.
Annotated Bibliography #5
This article discusses the trends in influencer marketing strategies. She also talks about the book she wrote in 2016 called “Best Practices in Influencer Marketing: Insights From Digital Marketing Experts.”
Have you reached Saturation?
- I have experimented with many different key words on multiple databases including Communication & Mass Media Complete, Computer Source, Business Source Premier Communication & Mass Media Collection and more. I have found that Communication & Mass Media Complete has turned out to be the best database for my research and I have found a lot of sources that I think could prove helpful for my project. I believe that I have reached saturation and I do not need to find anymore sources.