literature review
orangepink
bctMarketing752litreview.pptxLearning outcomes
By the end of this session, you should be able to
Explain what a literature review is
Explain how to structure and organize a literature review
Apply common paragraph patterns found in literature reviews to your own
What is a literature review?
"a piece of academic writing demonstrating knowledge and understanding of the academic literature on a specific topic... A literature review also includes a critical evaluation of the material..." (Edinburgh University, 2021)
What does writing a lit review require you to do?
Organise and synthesise previous research around key themes or issues
Organise/synthesise around themes/issues
Organise/synthesise around themes/issues
Common Themes/Topics
Definitions
Features (Characteristics)
Explaining a process (how something forms/happens) maybe Models
Explaining the importance/relevance of something
Causes (Drivers/Factors)
Effects (Consequences/Implications)
Crafting your Literature Review
https://www.youtube.com/watch?v=QE_Us8UjS64
What does each table represent?
What do the cats represent?
Can the same cat sit at different tables?
What is the biggest challenge? How do you decide this?
Things to think about
Most important author – citations ..
6
What does writing a lit review require you to do?
Organise and synthesise previous research around key themes or issues
Evaluate previous research by:
Identifying and grouping similar research findings
Identifying and grouping contrasting research findings
Explaining contradictory research
Identifying limitations/gaps in the research
Evaluate research: similar/contrast
Examples ….
In this lesson we will look at some extracts from reviews on three areas:
SMIM (Social Media Influencer Marketing)
eWOM (Electronic Word of Mouth)
Anthropomorphism
Do you know what these mean?
A.
B..
C.
A Electronic Word of Mouth (eWOM).
B. Social Media Influencer Marketing.
C Anthropomorphism.
Structuring your Paragraphs: Worksheet 1 Task 1
Which paragraphs are introductions, conclusions, from the main body?
What is the main topic/theme of the main body paragraphs?
Introduction
Conclusion
Effects on sponsorship disclosure in SMI marketing on consumers responses
Effects of eWOM on purchasing decision and sales
Characteristics of SMIs and how these impact on consumer outcomes
Structuring your Paragraphs: Worksheet 1 Task 2
Match the different paragraph patterns to the main body paragraphs.
Pattern 4 – Introduction Paragraph i
Pattern 5 – Conclusion Paragraph ii
Structuring your Paragraphs: Worksheet 1 Task 2
Match the different paragraph patterns to the main body paragraphs.
Pattern 1 – Paragraph iv: effects of eWOM on purchase decisions and sales
Pattern 2- Paragraph v: characteristics of SMIs and impact on consumer responses
Pattern 3 – Paragraph iii: impact of sponsorship discloser by SMIs on consumers
Pattern 1
The great amount of research on eWOM focuses its effects on important marketing outcomes such as purchase decisions (De Bruyn and Lilien 2008; L´opez and Sicilia 2014; Prendergast, Ko, and Yuen 2010; See-To and Ho 2014) and sales (Chevalier and Mayzlin 2006; Godes and Mayzlin 2004; Huang et al. 2014).
For example, Senecal and Nantel (2004) examined whether online product recommendations influence consumers’ product evaluation and demonstrated that online product recommendations, a popular form of eWOM, have an influential impact on consumers’ product-related decisions. Their study found that individuals who were exposed to product recommendations were more likely to select the recommended products than those who did not receive any recommendations.
Chevalier and Mayzlin's (2006) study showed that positive product reviews lead to increased sales of that product, indicating the powerful role that eWOM plays in the decision-making process in an e-commerce environment.
Pattern 2
The first and most common research theme in the extant literature deals with the characteristics of SMIs and how they impact on consumer outcomes. Many scholars consider the success of IM within social media settings as a result of high perceived credibility (e.g., Al-Emadi & Yahia, 2020; Munnukka et al., 2019; Reinikainen et al., 2020; Sakib et al., 2020; Sokolova & Kefi, 2020).
Most notably, Fink et al. (2020) provided evidence that the influencer's perceived credibility enhances purchase intention and this effect endures over a 4-year period, proving to be a long-lasting investment.
Researchers (e.g., Breves et al., 2019; Djafarova & Trofimenko, 2019; Schouten et al., 2020) have commonly described influencer credibility as consisting of trustworthiness, attractiveness and expertise, applying the source credibility model (Ohanian, 1990) in the social media context.
Xiao et al. (2018), however, went further to investigate dimensions that constitute source credibility pertaining specifically to SMIs. They found that trustworthiness, argument quality, social influence and issue involvement (relevancy of issue to consumer interests) are key factors in credibility evaluations.
Related research has examined the interactive communication process of brands through SMIs and unveiled that influencers’ power to impact on consumers’ perceptions, attitudes and even purchase behaviours is mainly attributed to trustworthiness which mainly comes from them personally trying the products (Uzunoğlu & Kip, 2014).
Pattern 3
The fourth research theme assesses the effects of sponsorship disclosures in social media influencer marketing on consumers’ responses. Previous studies, however, revealed mixed results with regard to consumer behavioural outcomes.
Some studies submitted that there are positive effects. Indicatively, positive outcomes of sponsorship disclosures include increased brand recall and intention to engage with the post (Boerman, 2020), higher brand liking (De Jans et al., 2020) and enhanced purchase likelihood (Kay et al., 2020).
Other studies have found negative consequences. For example, De Veirman and Hudders (2020) argued that a sponsorship disclosure negatively affects brand attitude through increased ad recognition, which induces ad scepticism, which, in turn, lowers influencer's credibility. According to Van Reijmersdal et al. (2020), a disclosure prior to a video triggers critical attitudes regarding the sponsored content, which results in more negative attitudes towards the brand, the content and the influencer.
Sah et al. (2018) helped reconcile the disparate outcomes of disclosure pointed out in extant research. Specifically, they argued that disclosures (when processed automatically) can lead to greater trust in the influencer's expertise and consequently lead to positive effects on persuasion outcomes (e.g., share post and take the advice), whereas when consumers deliberate on the disclosure, the effects are mitigated and sometimes reversed.
Stubb and Colliander (2019) extended this line of research by demonstrating the positive effects of impartiality disclosures (stating that the content is not sponsored) on source and message credibility. In a similar vein, De Jans and Hudders (2020) showed that exposure to a disclosure of no commercial interference (stating that the content is voluntarily created providing honest opinion about a product) decreases scepticism towards the ad.
