The rise of social media marketing has brought significant implications for advertising industry and its organizations. The traditional role of advertising professionals had been changing from a clear identity to an unclear one. However, previous research has studied relatively little about advertising professionals’ roles and identities or how they may be changing in the social media marketing era. The paper aims to discuss these issues.,A qualitative, interpretive approach was taken in this study. It involved 32 in-depth interviews with advertising professionals in advertising organizations differing in size, digital focus and ownership in different multinational full-service advertising organizations and digital organizations.,The findings indicated that the role of advertising professionals is innovating from a traditional “idea generator” to a “solution facilitator” in response to the social media marketing.,This study identified the key experiences of advertising professionals that they were found to have divergent role identities linked to their identification with traditional and digital organizations.

中文翻译：

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从“想法产生者”到“解决方案促进者”

社交媒体营销的兴起为广告行业及其组织带来了重大影响。广告专业人士的传统角色已经从清晰的身份转变为不清楚的身份。但是，先前的研究对广告专业人士的角色和身份以及他们在社交媒体营销时代的变化方式的研究相对较少。本文旨在讨论这些问题。本研究采用定性，解释性方法。它涉及32个深度不同的广告组织的广告专业人士的访谈，这些组织的规模，数字焦点和所有权在不同的跨国全方位服务广告组织和数字组织中均不同。