Platforms and Brand Marketing

Please read all of the below information for the assignment:
You must choose a publicly traded company. This will be the same company that you will work on for the final assignment
Technology is a powerful force of change and opportunity in all areas of society. For firms who invest in and utilize technology effectively it is a highly effective way to gain competitive advantage. A huge challenge for firms of all types is in keeping up with new and emerging technologies, whilst at the same time managing the implementation of technologies which were new only very recently.
The fear and risks for firms is in missing critical new technologies, or going with new technologies which have no long-term, or even short-term potential for success. The risks and potential bonuses in going with the right new technology are huge and making the right call critical for a firm’s future success and competitiveness.
Where firms can go to for a rigorous analysis of what is new and also relevant and trustworthy is another challenge which adds to the problems. One great and trustworthy source of evidence and analysis of new technologies comes from the academic literature.
With these thoughts in mind, for your individual assignment you are to select one of the following academic journal articles, each of which explores a specific subject relating to new technology and its impact on marketing and business.
The subjects and the papers are
Avatar Marketing
Miao, F, Kozlenkova, I V, Wang, H, Xie and Palmatier, R W, (2022), “An Emerging Theory of Avatar Marketing,” Journal of Marketing, 86 (1), 67 -90.
AR Uses in Retail Sales
Tan, Y-C, Chandukala, S R and Reddy, S K, (2022), “Augmented Reality in Retail and Its Impact on Sales,” Journal of Marketing, 86, (1), 48 - 66.
Platforms and Brand Marketing
Wichmann, J R K, Wiegand, N and Reinartz, W J, (2022), “The Platformization of Brands,” Journal of Marketing, 86, (1), 109 - 131.
Phydigital Marketing
Johnson M, Barlow R. Defining the Phygital Marketing Advantage. Journal of Theoretical and Applied Electronic Commerce Research. 2021; 16(6):2365-2385. https://doi(dot)org/10.3390/jtaer16060130.
Once you have chosen from one of the subjects listed above you need to then read the paper which explores the issues and then proceed to provide an analysis and critique of the thinking behind authors’ work.
You will then apply what you have found from the paper to a brand of your choice and propose how that brand can capitalize on the specific technology of your chosen paper and utilize your findings so they can implement your chosen technology with greater effectiveness and efficiency. You are also required to further explore key readings over and above the recommended paper to give depth and rigor to your work. This requires the use of independent secondary research; your research must be cited in-text via APA and APA end-of-work referencing.
Requirements:
1. Please submit a Microsoft Word Document or a PDF document (especially) if you have visuals in your paper.
***Do not submit Apple Pages. It will be not accepted.
***All assignments must be submitted in Canvas. NO emailed assignments will be accepted.
2. This paper will be submitted using 12-point Times New Roman font ONLY.
3. 1.5 space only. Do not use any other spacing.
4. The max number of pages for this assignment is 6 pages. Do not go over 6 pages for this assignment. This excludes the cover page, appendices, and reference page. The min number of pages for this assignment, excluding the cover page, appendices, and reference sheet, is 4 pages.
5. Please use sub-headers for this assignment.
6. A table of contents is required.
7. APA formatting is required (in-text and end of works referencing). Any paper with a 15% or higher similarity score will be flagged and investigated.