Critically read and evaluate a scholarly article’s strengths, weaknesses, and contributions to the study field.

Learning how to critique a journal article has several benefits, including preparing you for publishing in the future and keeping you current on the literature in your field of study

Article: Melumad, S., & Meyer, R. (2020). Full Disclosure: How Smartphones Enhance Consumer SelfDisclosure. Journal of Marketing, 84(3), 28-45.

 

Executive Summary

Consumers are more self-disclosing while generating content on their smartphones than on a personal computer. Two properties contribute to individuals’ probability of self-disclosing on their smartphones. These properties are the comfort feelings associated with smartphones and the tendency of smartphones to narrow focus and attention on the task at hand due to their size. Smartphones’ size makes it difficult to generate content, thus little attention. The effect of smartphones on self-disclosure results in various marketing implications that different enterprises can leverage. The general purpose of the study is to identify the various implications of self-disclosure on smartphones and how they can be strategically leveraged. At the same time, the general area of study is based on the factors that contribute to self-disclosure among consumers on smartphones more than PC. The main problem addressed in the study is why consumers prefer smartphones on self-disclosure to PC despite their size and limited space for use. The main findings of the article are; that consumers tend to be more self-disclosing on their smartphones than on PCs, psychological comfort and the little attention to the task at hand are the main reasons for self-disclosing on smartphones, and consumers are least aware of their experiences on their smartphones which is psychologically comfortable.

Literature Review

The main themes of the literature were the role of modality in self-disclosure and how smartphones enhance self-disclosure relative to PCs. The theme of modality reveals that the different communication modalities affect individuals’ willingness to self-disclosure. Based on the studies, individuals were willing to self-disclosure more on computers than face-to-face. The social distance and isolation from an audience influence individuals to self-disclosure more on computer-mediated interfaces than on face-to-face. Smartphones and PCs have common features. However, they also have features that differentiate them; the users’ psychological comfort while using the devices and the extent of little attention due to size. Therefore, the second theme reveals that consumers tend to self-disclosure more on their smartphones than PCs due to the psychological comfort the smartphones offer, and the narrow attention one has to put in to ensure that they complete a task due to the smartphone’s small size.

The literature review applied to the study presents different evidence pieces that are crucial to the study. Based on the literature review, the degree of psychological comfort evokes self-disclosure. Smartphones provide a safe environment as individuals carry out intimate conversations and operations with their phones. And so, smartphones foster feelings of security, making it easy to converse and self-disclose. Also, smartphones tend to be at an arm’s reach, which increases consumers’ reliability while engaging in their activities. Smartphones evoke positive feelings of comfort and security, which facilitates self-disclosure. There were no gaps in the literature review.

Data Analysis

The most commonly used methodology is the quantitative methodology. The study focused on statistical data collection methods that resulted in quantitative results analyzed and presented. The quantitative methodology is appropriate since it presents information numerically, making it simple to understand. The data analysis approves the research questions as it presents the answers to the research questions in different ways.

Conclusion

The article is relevant to the field of knowledge as it enables enterprises to understand the implications of smartphones on their marketing activities. It provides insights on what enterprises should use to leverage and understand their consumers’ needs and preferences. The article’s strengths are that it based its discussions on different studies and results, statistical analysis information in an insightful manner, and provides detailed information. However, its weakness is that it focuses on one factor: positive feelings that smartphones provide, which results in more self-disclosure. It emphasizes more on this factor more and does not consider other factors. Can improvements on PCs increase self-disclosure among consumers PCs? My key point is that smartphones generate positive vibes of security and comfort, which enhance self-disclosure on smartphones. A safe and comfortable environment is crucial as it facilitates disclosure.

References

Melumad, S., & Meyer, R. (2020). Full Disclosure: How Smartphones Enhance Consumer SelfDisclosure. Journal of Marketing, 84(3), 28-45.