ArtsAutosBooksBusinessEducationEntertainmentFamilyFashionFoodGamesGenderHealthHolidaysHomeHubPagesPersonal FinancePetsPoliticsReligionSportsTechnologyTravel

Article Review:Business to Business digital content marketing: marketer’s perception of best practice.

Updated on July 7, 2017

Holliman, G., and Rowley, J. (2014). Business to Business digital content marketing: marketer’s perception of best practice. Journal of Research in Interactiv

Background

In this research, the introduction and study context has been presented quite effectively, with profound information regarding the topic under study. In backing these highlights, the authors have employed a diversity of peer reviewed studies and references which have worked well in providing a green light on the issue under focus. However, the background discussion is broad and need to be narrowed down into a single idea. Moreover, Holliman, and Rowley have in their reviews concentrated on the global sphere while ignoring the local or regional aspect. In my perspective, this topic is too broad and does not have a focus. According to Reynolds (2015), a topic that is too expansive will retrieve excessive information which may not be relevant to the situation. So in this regard, there is a need for the study by Holliman, and Rowley to be narrowed down into a single idea within a particular focus.

In this part, we as well establish the nature of this research since it is indicated at the end of this part. Specifically, the authors highlight that they will utilize secondary data as well as interview participants who will participate in the study. From this, we gather that the research is purely qualitative. According to Creswell (2013) a qualitative research process entails utilization of emerging procedures and collection of data from the participant’s settings. This study has employed this approach since data collection is done through interview

Problem Statement

According to Purdue Education, a problem statement should be written in such a way that the reader can comprehend the significance of the document or article in question. The paper under review has been able to achieve this successfully. The problem statement has been explicitly discussed and explained in detail. The authors have also backed his arguments using a variety of scholarly data. This has worked effectively in reinforcing the argument, as well as the need in carrying out this particular research. Through this analysis, we can find the basis by which this study is premised and therefore identify the line of focus and the issue that is addressed by the authors. Nonetheless, the authors needed to separate this part from the introduction so that its aim can be achieved more precisely.

The study’s Purpose Statement

According to information from the Berkely University website, a purpose statement should be able to convince readers that there is need to pursue the research area. This is explicitly stated in the introductory part of the document under evaluation, precisely towards the end of the introduction. Accordingly, the author has been able to explain in detail about what the study seeks to address while also presenting the necessary details about the topic areas. This discussion makes it easy for the reader to understand the key areas of this investigation. The study’s purpose is also indicated in the abstract part. Nonetheless, it could have been important for the authors to also separate this part from the background information and probably give it its own title on the body of the article.

Central Research Question

Bryman (2007) stipulates that a typical scholarly research needs to have a research question which contextualizes the research. Additionally, this part is essential in providing a framework of reporting the results. It also aids in pointing out the necessary aspects in conducting the study. However, one of the limitations in Holliman, and Rowley’s study is that the research question is not stated or rather is not clear.

In this research, the research question could be:

What is the perception of marketers regarding the best practices in business to business digital content marketing?

Theoretical Framework

A theoretical framework in research is important as it guides the research in focus and help in developing effective strategies or measures to mitigate the situation or issue under assessment (Qin et al, 2009). Despite the fact that Holliman, and Rowley have revisited various theoretical underpinning as about their research interest, they have not discussed the theoretical basis surrounding their research.

Comments

    0 of 8192 characters used
    Post Comment

    No comments yet.

    working

    This website uses cookies

    As a user in the EEA, your approval is needed on a few things. To provide a better website experience, hubpages.com uses cookies (and other similar technologies) and may collect, process, and share personal data. Please choose which areas of our service you consent to our doing so.

    For more information on managing or withdrawing consents and how we handle data, visit our Privacy Policy at: https://hubpages.com/privacy-policy#gdpr

    Show Details
    Necessary
    HubPages Device IDThis is used to identify particular browsers or devices when the access the service, and is used for security reasons.
    LoginThis is necessary to sign in to the HubPages Service.
    Google RecaptchaThis is used to prevent bots and spam. (Privacy Policy)
    AkismetThis is used to detect comment spam. (Privacy Policy)
    HubPages Google AnalyticsThis is used to provide data on traffic to our website, all personally identifyable data is anonymized. (Privacy Policy)
    HubPages Traffic PixelThis is used to collect data on traffic to articles and other pages on our site. Unless you are signed in to a HubPages account, all personally identifiable information is anonymized.
    Amazon Web ServicesThis is a cloud services platform that we used to host our service. (Privacy Policy)
    CloudflareThis is a cloud CDN service that we use to efficiently deliver files required for our service to operate such as javascript, cascading style sheets, images, and videos. (Privacy Policy)
    Google Hosted LibrariesJavascript software libraries such as jQuery are loaded at endpoints on the googleapis.com or gstatic.com domains, for performance and efficiency reasons. (Privacy Policy)
    Features
    Google Custom SearchThis is feature allows you to search the site. (Privacy Policy)
    Google MapsSome articles have Google Maps embedded in them. (Privacy Policy)
    Google ChartsThis is used to display charts and graphs on articles and the author center. (Privacy Policy)
    Google AdSense Host APIThis service allows you to sign up for or associate a Google AdSense account with HubPages, so that you can earn money from ads on your articles. No data is shared unless you engage with this feature. (Privacy Policy)
    Google YouTubeSome articles have YouTube videos embedded in them. (Privacy Policy)
    VimeoSome articles have Vimeo videos embedded in them. (Privacy Policy)
    PaypalThis is used for a registered author who enrolls in the HubPages Earnings program and requests to be paid via PayPal. No data is shared with Paypal unless you engage with this feature. (Privacy Policy)
    Facebook LoginYou can use this to streamline signing up for, or signing in to your Hubpages account. No data is shared with Facebook unless you engage with this feature. (Privacy Policy)
    MavenThis supports the Maven widget and search functionality. (Privacy Policy)
    Marketing
    Google AdSenseThis is an ad network. (Privacy Policy)
    Google DoubleClickGoogle provides ad serving technology and runs an ad network. (Privacy Policy)
    Index ExchangeThis is an ad network. (Privacy Policy)
    SovrnThis is an ad network. (Privacy Policy)
    Facebook AdsThis is an ad network. (Privacy Policy)
    Amazon Unified Ad MarketplaceThis is an ad network. (Privacy Policy)
    AppNexusThis is an ad network. (Privacy Policy)
    OpenxThis is an ad network. (Privacy Policy)
    Rubicon ProjectThis is an ad network. (Privacy Policy)
    TripleLiftThis is an ad network. (Privacy Policy)
    Say MediaWe partner with Say Media to deliver ad campaigns on our sites. (Privacy Policy)
    Remarketing PixelsWe may use remarketing pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to advertise the HubPages Service to people that have visited our sites.
    Conversion Tracking PixelsWe may use conversion tracking pixels from advertising networks such as Google AdWords, Bing Ads, and Facebook in order to identify when an advertisement has successfully resulted in the desired action, such as signing up for the HubPages Service or publishing an article on the HubPages Service.
    Statistics
    Author Google AnalyticsThis is used to provide traffic data and reports to the authors of articles on the HubPages Service. (Privacy Policy)
    ComscoreComScore is a media measurement and analytics company providing marketing data and analytics to enterprises, media and advertising agencies, and publishers. Non-consent will result in ComScore only processing obfuscated personal data. (Privacy Policy)
    Amazon Tracking PixelSome articles display amazon products as part of the Amazon Affiliate program, this pixel provides traffic statistics for those products (Privacy Policy)