Please use this identifier to cite or link to this item:
http://hdl.handle.net/10397/105087
Title: | From an “idea generator” to a “solution facilitator” : a study of the changing roles of advertising professionals in the social media marketing era | Authors: | Lee, PY Lau, KW |
Issue Date: | 31-Jan-2019 | Source: | Career development international, 31 Jan. 2019, v. 24, no. 1, p. 2-17 | Abstract: | Purpose: 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. |
Keywords: | Advertising professional Change management Organization studies Role identity Social media marketing |
Publisher: | Emerald Publishing Limited | Journal: | Career development international | ISSN: | 1362-0436 | EISSN: | 1758-6003 | DOI: | 10.1108/CDI-03-2018-0080 | Rights: | © Emerald Publishing Limited. This AAM is provided for your own personal use only. It may not be used for resale, reprinting, systematic distribution, emailing, or for any other commercial purpose without the permission of the publisher. The following publication Lee, P. Y., & Lau, K. W. (2019). From an “idea generator” to a “solution facilitator”: A study of the changing roles of advertising professionals in the social media marketing era. Career Development International, 24(1), 2–17 is published by Emerald and is available at https://doi.org/10.1108/CDI-03-2018-0080. |
Appears in Collections: | Journal/Magazine Article |
Files in This Item:
File | Description | Size | Format | |
---|---|---|---|---|
Lee_Idea_Generator_Solution.pdf | Pre-Published version | 901.16 kB | Adobe PDF | View/Open |
Page views
27
Citations as of Jul 7, 2024
Downloads
12
Citations as of Jul 7, 2024
SCOPUSTM
Citations
3
Citations as of Jul 4, 2024
WEB OF SCIENCETM
Citations
2
Citations as of Jul 4, 2024
![](/image/google_scholar.jpg)
Google ScholarTM
Check
Altmetric
Items in DSpace are protected by copyright, with all rights reserved, unless otherwise indicated.