• Login
  • Register
  • Search

Critically Discuss the Changes Taking Place in the Sphere of Adver- tising and Promotion as a Result of the Spread of Digital Media in an International Context

Shi Dai


The world is changing drastically, which are spreading throughout the social, economic and political activities of the
human. One of the significantly affected areas has been in the economic field. Global trade is an important aspect in the world
today such that there has been a greater choice for the consumer due to increased competition, and thus, businesses and companies
have resulted in advertising and promotions to maintain their brands and reputations. In the past, advertisements and promotions
were greatly concentrated on communication mediums such as television and radios. However, with the increase in the spread of
digital media in the international arena, there have been introductions of new means that continue to revolutionize advertisement
and promotion. Internet advertisement, for example, the interactions of ads and e-commerce websites, has been a great tool that
companies and individuals continue to utilize to reach their customers. Therefore, this essay will critically discuss the changes
experienced in the field of advertising and promotion as a result of digital media use in the international context, and also these
changes are impacting or hindering the critical elements of advertisement and promotion.


Digital era; Promotion; Advertising; Social media

Full Text:



[1] Badenhausen, K. 2016. Why Cristiano Ronaldo’s $1 Billion Nike Deal May Be A Bargain For Sportswear Giant. Forbes. Available at:https://www.forbes.com/sites/kurtbadenhausen/2016/12/02/cristiano-ronaldos-1-billion-nike-deal-is-a-bargain-for-sportsweargiant/?sh=57a586a15a91 [Accessed 2 Apr. 2021].

[2] Beckers, S.F.M., Van Doorn, J. and Verhoef, P.C. 2017. Good, better, engaged? The effect of company-initiated customer engagement behaviour on shareholder value. Journal of the Academy of Marketing Science, 46(3), pp.366–383.

[3] Biaudet, S. 2017. Influencer Marketing as a Marketing Tool : The process of creating an Influencer Marketing Campaign on Instagram. www.theseus.fi. Available at: https://www.theseus.fi/handle/10024/134139.

[4] Bullock, L. 2018. 5 Brands Taking Personalized Marketing To The Next Level. Forbes. Available at: https://forbes.com/sites/lilachbullock/2018/12/28/5-brands-taking-personalized-marketing-to-the-next-level/?sh=5b4ccfbf3c8f.

[5] Cahn, A., Alfeld, S., Barford, P. and Muthukrishnan, S. 2016. An Empirical Study of Web Cookies. Proceedings of the 25th International Conference on World Wide Web - WWW ’16, 2(13).

[6] Campbell, C. and Farrell, J.R. 2020. More than meets the eye: The functional components underlying influencer marketing. Business Horizons, 63(4).

[7] Donoghue, B. 2015. Sharing Coke and Happiness Around the World: An Analysis of the “Share a Coke” Campaign Globally. Available at: https://www.bessdonoghue.com/uploads/3/0/7/2/30722331/share_a_coke_paper.pdf.

[8] Lavinsky, D. 2013. Is Traditional Marketing Still Alive? Forbes. Available at: https://www.forbes.com/sites/davelavinsky/2013/03/08/is-traditional-marketing-still-alive/?sh=5d4161553806 [Accessed 2 Apr. 2021].

[9] Mangold, W.G. and Faulds, D.J. 2009. Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), pp.357–365.

[10] Markham, S., Gatlin-Watts, R. and Bounds, W. 2001. Internet Advertising vs. Traditional Advertising. Journal of Promotion Management, 6(1-2), pp.3–17.

[11] McDonald, A. and Cranor, L.F. 2012. Beliefs and Behaviors: Internet Users’ Understanding of Behavioral Advertising. Ssrn.com. Available at: https://papers.ssrn.com/sol3/papers.cfm?abstract_id=1989092.

[12] Murphy, J. and Roser, M. 2018. Internet. Our World in Data. Available at: https://ourworldindata.org/internet.

[13] Nguyen, T. and Nguyen, T. 2015. Factors that make a marketing cam-paign go viral : Case study: Campaign ”Share a Coke” by Coca Cola in Vietnam. www.theseus.fi. Available at: https://www.theseus.fi/handle/10024/92051 [Accessed 2 Apr. 2021].

[14] Rogers, E.M. 2003. Diffusion of innovations. 5th ed. New York: Free Press.

[15] Rowley, J. 2008. Understanding digital content marketing. Journal of Marketing Management, 24(5-6), pp.517–540.

[16] Southgate, D. 2017. The Emergence of Generation Z And Its Impact in Advertising. Journal of Advertising Research, 57(2), pp.227–235.

[17] Tomiţa, V., Dăniasă, C.-I., Stuparu, D. and Stanciu, M. 2010. The Mechanisms of the Influence of Viral Marketing in Social Media. Economics, Management, and Financial Markets, [online] 5(3), pp.278–282. Available at: https://www.ceeol.com/search/article-detail?id=121907 [Accessed 2 Apr. 2021].

[18] Tran, T.P. 2017. Personalized ads on Facebook: An effective marketing tool for online marketers. Journal of Retailing and Consumer Services, 39, pp.230–242.

[19] Troitino, C. 2018. IHOP To Change Its Name To “IHOb” On June 11, The Internet Predictably Goes Wild. Forbes. Available at: https://www.forbes.com/sites/christinatroitino/2018/06/09/ihop-to-change-its-name-to-ihob-on-june-11-the-internet-predictably-goeswild/?sh=6801696324f4 [Accessed 2 Apr. 2021].

[20] Tucker, C.E. 2013. Social Networks, Personalized Advertising, and Privacy Controls. Journal of Marketing Research, 51(5), pp.546–562.

[21] Zawacki, T. 2019. Why Consumers Prefer Personalization. Multichannel Merchant. Available at: https://multichannelmerchant.com/blog/why-consumers-prefer-personalization/.

DOI: http://dx.doi.org/10.18686/ahe.v6i15.5138