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- W2246831324 abstract "This article contributes to the existing literature by examining the appropriate philosophical and methodological foundations for research in marketing communication that has yet to be discussed. In particular, this article argues that the ontological, epistemological, and methodological underpinnings of a critical realist paradigm could be a meaningful alternative to the predominant positivism in product placement research. Under a critical realist framework, several unexplored areas in product placement research are identified and a multimethodology approach is proposed to expand the scope of knowledge in the field. The discussion ends with some ethical concerns and the major contributions to the discipline with regards to Habermas's three worlds: the material, social, and personal worlds." @default.
- W2246831324 created "2016-06-24" @default.
- W2246831324 creator A5052136628 @default.
- W2246831324 date "2015-05-04" @default.
- W2246831324 modified "2023-09-25" @default.
- W2246831324 title "A Critical Realist and Multimethodology Framework for Product Placement Research" @default.
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- W2246831324 doi "https://doi.org/10.1080/10496491.2015.1021502" @default.
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