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Annotated Bibliography

Alina Talgatova

School of Sciences and Humanities, Nazarbayev University

WCS 150: Rhetoric and Composition

Thomas Carl Hughes

29 October 2022
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My research topic is "Does a business need to maintain an ideal image on social

networks?". Social networks are indispensable tools for reaching an audience and

maintaining an ideal image on the web. As a result, customer engagement will increase, and

business will flourish. However, the term "ideal" is subjective, and some will consider your

business insufficiently effective and criticize it.

Ahmad, R. & Buttle, F. (2010, December 9). Customer retention: a potentially potent

marketing management strategy. Journal of Strategic Marketing.

https://doi-org.ezproxy.nu.edu.kz/10.1080/713775729

The article shows the traditional ways of bringing a business to the market.

Conventional wisdom says that the market is divided into several segments for

which firms produce products to satisfy customers. However, sometimes a

company fails because the recipients have different expectations and values. The

authors of this article have proposed various strategies for conducting successful

PR campaigns.

The article contains a table representing a framework for a suitable business plan.

This methodology will help my article because its content is thorough, concise,

and supports my argument.

It was published in the Journal of Strategic Marketing. All works in this journal

are double peer-reviewed, which makes the source more credible.

This source can support my argument that creating an ideal image on social

networks is one of the ways to attract customers, which are considered a core part

of any business. This article's only limitation is that it was published more than ten

years ago and may not correspond to some current trends. However, the

standardized way of doing business has remained the same for a decade. That's

why I found it helpful.

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Do, D. K. X. et al. (2021, April 29). Negative customer engagement in emerging markets:

cognitive dimension. Journal of Strategic Marketing.

https://doi-org.ezproxy.nu.edu.kz/10.1080/0965254X.2021.1919180

This article is the first one to discuss the cognitive dimension of negative

customer engagement. The authors conducted a study and listed the main features

that can lead to business disruption: cynicism, distrust, irresponsibility,

incompetence, injustice etc. The article also provides strategies for overcoming

these negative aspects.

The researchers accurately described the sampling approach and data collection

they did. The methodology used in this study has resulted in a research gap. It

shows what negative customer engagement can lead to. In addition, there is a table

of concepts in which authors used quotes from several researchers. It makes the

article more wholesome.

This article was published in the Journal of Strategic Marketing, where all papers

are undergone double-blind peer review. Therefore, the source is reliable.

However, it has limitations, and the authors are aware of this. The research was

found in Vietnam, and the investigation results may differ in other corners of the

world due to cultural contexts. But I think of it as a manageable issue since the

focus is on social networks that work the same way almost everywhere.
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Pakura, S. & Rudeloff, C. (2020, March 4). How entrepreneurs build brands and reputation

with social media PR: empirical insights from start-ups in Germany. Journal of Small

Business & Entrepreneurship.

https://doi.org/10.1080/08276331.2020.1728490

The article demonstrates how entrepreneurs can benefit from social networks and

how to create the right PR campaign. The authors emphasize that small

businesses, especially new startups, need stakeholder involvement in order to run

a business and thrive. According to the article, an understanding-oriented PR

model produces a positive result. Although entrepreneurs occupy the leading

position in the company, later, they will need more specialized personnel, so PR

needs to be strategically managed and planned.

This article was published in the Journal of Small Business and Entrepreneurship,

which is peer-reviewed and publishes only high-quality research papers. It makes

the piece more credible. The authors used a panel survey as the primary

methodology, asking a question about the relevance of PR. Based on its results,

they built a model that can be useful in my essay.

This article is helpful in my paper because it supports my main argument that PR

and an appropriate face of the company are essential for any small business.

However, one of its limitations is that the researchers conducted the study only in

Germany. Also, as the authors themselves mentioned, they excluded some

possible factors that could affect the effectiveness of PR, namely the socio-

demographic and personal characteristics of a person running a business.

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Saldanha, N. et al. (2020, October 24). Cancel culture and the consumer: A strategic

marketing perspective. Journal of Strategic Marketing.

https://doi-org.ezproxy.nu.edu.kz/10.1080/0965254X.2022.2040577

This article describes the term cancel culture in all its glory. Many celebrities were

criticized and cancelled. This affects not only their path to popularity but also their

business, which they do indirectly. All brands and giant corporations are turning

away from those stars that have been cancelled. Sometimes cancellation occurs for

no serious reason or because of a person's past mistakes. This may support my

counterargument that no matter how perfect marketing and PR are, someone will

always find a place for criticism.

This work was published in the Journal of Strategic Marketing and was peer-

reviewed, so it is credible. Also, this work was the first to introduce the

cancellation culture from a consumer behavior perspective, so there is much to

note.

The article contains the theory of cancellation dynamics and the structure of

consumer cancellation culture. It explains the scheme of the cancellation process

and why it happens. I found these useful for my essay.

The limitation of this article is that it does not cover celebrities cancelling

companies and vice versa. But this will not affect my essay since my arguments

relate to customer engagement.

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Shahbaznezhad, H., & Rashidirad, M. (2020, May 24). Exploring firms’ fan page behavior

and users’ participation: evidence from airline industry on Twitter. Journal of

Strategic Marketing.

https://doi-org.ezproxy.nu.edu.kz/10.1080/0965254X.2020.1770318

Maintaining a perfect social media profile gives birth to hundreds of fan pages.

This article presents a theory about how the behavior of fan pages changes in

various conditions. The way the firm responds, reposts, and comments on its fan

pages directly reflects the business it holds.

The authors conducted their study on Twitter, which is considered one of the most

popular social networks. However, most companies introduce themselves on other

platforms, so Twitter is no longer number one. This is a limitation of the article,

but it won't negatively affect my work because every media outlet's marketing

principle is the same.

The authors also noted that the limitation of this study is the lack of theoretical

justification in this area. This may limit my essay in describing the details, but the

general point of view will remain clear.

The article was published in the Journal of Strategic Marketing and is peer-

reviewed. So, the source is quite plausible. In addition, the methodology used by

the researchers is comprehensive. The article contains tables with variable names,

their explanation, graphs with the number of clusters and a flowchart of each set.

They make it easy to follow the idea the authors are talking about.
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Sheldrake, P. (2011, May 23). The business of influence: Reframing Marketing and PR for

the Digital Age. John Wiley & Sons.

https://web-s-ebscohost-com.ezproxy.nu.edu.kz/ehost/detail/detail?

vid=3&sid=788714b4-2827-484d-83ae-

a75dba573e94%40redis&bdata=#AN=edp1235997&db=edspub

The book's author offers beginners creative and practical approaches to running a

business. Businesses should influence the audience, and social networks are one

of the tools to achieve this goal. The uniqueness of the author lies in the fact that

during the writing, he included frequently asked questions and answered them.

This saves time because it allows me to search for only the information I need.

The book was published in 2011, and this may be the limit it contains. The

economy does not stand still, and every year it is necessary to find new strategies

and technologies not to lose its position in the market. Nevertheless, the methods

of influence may change, but its purpose - consumers - will not change. I could

sort the information I need and bring it in line with the current data.

The book was published at Wiley and was peer-reviewed. Also, the book is

accompanied by a website where the readers and possible entrepreneurs can start

discussions or chat with the author.