Journal Name, Type and paper Structure
The paper chosen for this critique is an academic article “Social Networking as a Marketing Tool: The Case of a Small Australian Company” which was published in the Journal of Hospitality Marketing and Management, Volume 19, 2010, pages 700-716 and is a case study that researches the use of Web 2.0, in this case MySpace as a marketing tool. The Journal covers different subjects including hospitality industry, international internet marketing, tourism, tourism industry, Web 2.0, social networking sites and user-generated content. The well structured research finding paper starts off with an introduction, continues with a literature review, results, a discussion, theoretical and future research implications, and last but not least references. The paper is useful source material for today’s modern lifestyle as it adds to the limited knowledge in the use of social networking sites as tourism marketing to reach a broad span of people and how businesses may be able to use this in their advantage. The research illustrates difficulties, realities, and potential benefits of social networking sites as a marketing tool for a small company 2.
The Authors and Affiliations
The paper has two authors, Jamie Murphy PhD from the Business School, University of Western Australia, Perth, Australia where he is currently a professor and Sharifah Fatimah Syed-Ahmad PhD candidate at the Business School, University of Western Australia, Perth, Australia, she is currently an academic staff member in the Faculty of Business and Accountancy, at the University of Malaya, Kuala Lumpur, Malaysia. 3.
References used, Writing style and Language
The authors have done an extensive research, as their reference list includes as many as 45 academic references which signify that they have done an extensive research on the subject in order to back up the arguments listed in the paper. The writing style is easily readable and there are not too many...
Please join StudyMode to read the full document