A critical realist and multimethodology approach for research in marketing communication  

Oleh:

CHAN Fong Yee, Fanny

Jenis: Article from Proceeding
Dalam koleksi: SIBR-Thammasat 2014 Conference on Interdisciplinary Business & Economics Research June 5th- 7th, 2014 di Emerald Hotel Bangkok, page 1-2.
Topik: critical realist; marketing communication; multimethodology; product placement
Fulltext: b14-159.pdf (13.83KB)

Isi artikel

Previous literature seldom examines the fundamental philosophical issues of marketing communication research. This paper addressed the gap by discussing the sets of underlying philosophical assumptions for studies in marketing communication, the formation of new knowledge in the field, some ethical issues involved and the major contributions to the area. Using the emerging marketing communication strategy—product placement—as an illustration, this article argues that the ontological, epistemological and methodological positions of a critical realistic paradigm is a meaningful alternative to guide research in this field. Here critical realist approach is suggested as a way of focusing our attention/position rather than as a means of classification (Deetz 1996). There is no intention to reduce complex conception into a category. Under a critical realist perspective, a multimethodology approach is called for in order to reveal the comprehensive picture of marketing communication. The discussion ends with some ethical concerns related to marketing research and the major contribution to the field with regards to Habermas’s three worlds. Habermas proposed three different worlds—the material, social and personal worlds—and he believed that all knowledge is inclined to serve our “technical, practical and emancipatory interests” (Mingers & Brocklesby, 1997). It is for certain that product placement research in marketing communication well serves these purposes. Technically, the research helps to identify features of product placement which works the best hence can guide successful global brand integration. The placement industry is still lack of figures and measurement instruments to show its actual value as compared to traditional advertising. Practically, the results can assist policy makers in setting rules regarding product placement. It guides media educators in formulating effective media literacy programmes for youngsters. It also fosters understanding between practitioners and consumers. In addition, product placement research presents consumers with first-hand information about the emerging entertainment marketing industry. They can then decide whether to provide their consent to be persuaded or not thus can be emancipated from the surreptitious marketing communication strategies.

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