Social media and international advertising theoretical challenges and future directions

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1、AbstractThefulltextmaytake40-60secondstotranslate;largerdocumentsmaytakelonger.CancelPurpose-Theprimaryaimofthisarticleistoidentifytheoreticalfoundationsthatcanbeusedinresearchonsocialmediainthecontextofinternationaladvertisingresearch.Anadditionalobjectiveistoidentifyfutureresearchdirectionsforthe

2、orybuildinginthisresearcharea.Design/methodology/approach-Thearticledrawsontheextantliteraturetoidentifythreekeytheoreticalfoundationsthatcanbeusedinresearchonadvertisinginmediafromanadvertisingperspective:networkingcapability;imagetransferability;andpersonalextensibility.Foreachoftheseperspectives

3、,thecurrentstateofknowledge,theoreticalchallenges,andfutureresearchdirectionsaresummarized.Findings-Thethreekeytheoreticalperspectives(networkingcapability,imagetransferability,andpersonalextensibility)providestrongpotentialforbetterunderstandingtheadvantagesanddisadvantagesofsocialmediauseforadver

4、tisers.Theyarealsousefulforidentifyingimportantresearchgapsthatneedtobefilledinthefuture.Researchlimitations/implications-Researchonsocialmediaadvertisinginaninternationalcontextisstillinitsinfancy,andneedsfurtherattention.Asfewcross-culturalstudieshavebeenconducted,thetheoriesandtheirapplicationwi

5、lllikelyevolveinthefuture.Originality/value-Areviewandconceptualframeworkpertainingtotheoreticalperspectiveusedinsocialmediaresearchinaninternationaladvertisingcontexthasbeenpracticallynon-existent.Thus,thisarticleisdesignedtoserveasasolidstartingpointforfutureresearchendeavors.Purpose-Theprimaryai

6、mofthisarticleistoidentifytheoreticalfoundationsthatcanbeusedinresearchonsocialmediainthecontextofinternationaladvertisingresearch.Anadditionalobjectiveistoidentifyfutureresearchdirectionsfortheorybuildinginthisresearcharea.Design/methodology/approach-Thearticledrawsontheextantliteraturetoidentifyt

7、hreekeytheoreticalfoundationsthatcanbeusedinresearchonadvertisinginmediafromanadvertisingperspective:networkingcapability;imagetransferability;andpersonalextensibility.Foreachoftheseperspectives,thecurrents