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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


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.


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