Please use this identifier to cite or link to this item: http://hdl.handle.net/20.500.11861/7846
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dc.contributor.authorLee, Pui Yuenen_US
dc.contributor.authorProf. LAU Kung Wong, Nicken_US
dc.date.accessioned2023-05-22T09:37:43Z-
dc.date.available2023-05-22T09:37:43Z-
dc.date.issued2019-
dc.identifier.citationCareer development international, 2019, Vol.24 (1), p.2-17en_US
dc.identifier.issn1362-0436-
dc.identifier.issn1758-6003-
dc.identifier.urihttp://hdl.handle.net/20.500.11861/7846-
dc.description.abstractPurpose The rise of social media marketing has brought significant implications for advertising industry and its organizations. The traditional role of advertising professionals had been changing from a clear identity to an unclear one. However, previous research has studied relatively little about advertising professionals’ roles and identities or how they may be changing in the social media marketing era. The paper aims to discuss these issues. Design/methodology/approach A qualitative, interpretive approach was taken in this study. It involved 32 in-depth interviews with advertising professionals in advertising organizations differing in size, digital focus and ownership in different multinational full-service advertising organizations and digital organizations. Findings The findings indicated that the role of advertising professionals is innovating from a traditional “idea generator” to a “solution facilitator” in response to the social media marketing. Originality/value This study identified the key experiences of advertising professionals that they were found to have divergent role identities linked to their identification with traditional and digital organizations.en_US
dc.language.isoenen_US
dc.publisherBradford: Emerald Group Publishing Limiteden_US
dc.relation.ispartofCareer development internationalen_US
dc.titleFrom an ‘Idea Generator’ to a ‘Solution Facilitator’: A Study of the Changing Roles of Advertising Professionals in the Social Media Marketing Eraen_US
dc.typePeer Reviewed Journal Articleen_US
dc.identifier.doi10.1108/CDI-03-2018-0080-
item.fulltextNo Fulltext-
crisitem.author.deptDepartment of Applied Data Science-
Appears in Collections:Applied Data Science - Publication
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