Australasian Marketing Journal
Scope & Guideline
Advancing Marketing Knowledge for a Globalized Future
Introduction
Aims and Scopes
- Consumer Behavior and Engagement:
Research focusing on how consumers interact with brands and marketing strategies, including the effects of social media, influencer marketing, and consumer engagement metrics. - Diversity, Equity, and Inclusion:
A significant emphasis on exploring diversity and inclusion in marketing practices, addressing representation and equity in marketing communications and campaigns. - Sustainability and Ethical Marketing:
Investigations into sustainable practices in marketing, including consumer perceptions of sustainability, corporate social responsibility, and the integration of sustainable development goals into marketing strategies. - Technological Integration in Marketing:
A focus on the impact of emerging technologies such as artificial intelligence, social media analytics, and digital marketing tools on consumer behavior and marketing effectiveness. - Market Innovation and Co-Creation:
Exploration of collaborative approaches in marketing, including value co-creation, service innovation, and the role of consumer participation in marketing processes. - Methodological Advances in Marketing Research:
Development and application of innovative research methodologies, including qualitative and quantitative approaches, to enhance the understanding of marketing phenomena.
Trending and Emerging
- Impact of Social Media and Influencers:
There is an increasing focus on the role of social media influencers in shaping consumer perceptions and behaviors, highlighting the importance of digital platforms in modern marketing. - Artificial Intelligence and Marketing Automation:
Research exploring the integration of AI in marketing strategies is on the rise, emphasizing its impact on consumer engagement, personalization, and operational efficiency. - Health and Well-Being Marketing:
A growing theme involves marketing strategies that promote health and well-being, particularly in the context of e-health services and consumer behavior during crises like the COVID-19 pandemic. - Sustainability and Ethical Consumerism:
An emerging focus on sustainable marketing practices and ethical consumerism reflects a broader societal shift towards valuing sustainability in purchasing decisions. - Diversity and Inclusion Initiatives:
The journal is increasingly addressing the importance of diversity and inclusion in marketing practices, with research dedicated to understanding its impact on brand perception and consumer loyalty.
Declining or Waning
- Traditional Marketing Strategies:
There is a noticeable decline in research focused on traditional marketing strategies, such as print advertising and direct mail, as digital and social media marketing gain more attention. - Consumer Loyalty Programs:
Studies specifically dedicated to loyalty programs and their effectiveness seem to be decreasing, possibly due to the evolving nature of consumer-brand relationships in the digital age. - Generalized Marketing Theories:
Research that relies on broad, generalized marketing theories without contextual application is becoming less prevalent. The journal is shifting towards more specific, context-driven research. - Brand Management in Isolation:
The focus on brand management as an isolated topic appears to be waning, with a growing trend toward integrating brand management with broader consumer engagement and technological considerations. - Static Market Segmentation:
Research that adheres to static models of market segmentation is diminishing, as dynamic and fluid approaches to understanding consumer behavior gain traction.
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