EUROPEAN JOURNAL OF MARKETING
Scope & Guideline
Exploring the Frontiers of Marketing Research and Practice.
Introduction
Aims and Scopes
- Consumer Behavior and Decision-Making:
Research on how consumers make decisions, influenced by psychological, emotional, and social factors, and how these behaviors impact marketing strategies. - Digital Marketing and Technology:
Exploration of the role of digital technologies in marketing, including social media, e-commerce, and emerging platforms, as well as their implications for consumer engagement. - Sustainability and Ethical Marketing:
Investigating the intersection of marketing practices with sustainability, corporate social responsibility, and ethical considerations in consumer marketing. - Brand Management and Brand Equity:
Studies focusing on brand development, brand loyalty, brand equity measurement, and consumer-brand relationships. - Service Marketing and Customer Experience:
Research related to service delivery, customer service interactions, and how these impact customer satisfaction and loyalty. - Innovative Marketing Strategies:
Analysis of contemporary marketing strategies, including co-creation, experiential marketing, and integrated marketing communications.
Trending and Emerging
- Influencer Marketing and Social Media:
Research on the impact of social media influencers and their role in shaping consumer perceptions and behaviors is increasingly prominent, reflecting the growing importance of digital platforms. - Sustainability and Green Marketing:
There is a rising interest in sustainability-related research, focusing on how brands can communicate their environmental commitments and engage consumers in sustainable practices. - Consumer Well-Being and Mental Health:
Studies exploring the relationship between marketing practices and consumer well-being, including the impact of consumption on mental health, are gaining attention. - Data Privacy and Consumer Trust:
With increasing concerns over data privacy, research examining how brands can build trust and manage consumer privacy expectations is becoming more significant. - Emerging Technologies in Marketing:
The use of AI, machine learning, and other advanced technologies in marketing research and application is a growing area of focus, highlighting the need for innovative approaches to consumer engagement.
Declining or Waning
- Traditional Marketing Models:
There has been a noticeable decline in research focused on traditional marketing models that do not incorporate digital elements or contemporary consumer behavior insights. - Mass Marketing Techniques:
Studies centered around mass marketing strategies are becoming less frequent as the focus shifts towards personalized and targeted marketing approaches. - Consumer Loyalty Programs:
Research on traditional loyalty programs is waning, as new forms of consumer engagement and relationship-building strategies emerge. - Static Market Segmentation:
The exploration of static market segmentation methods is diminishing in favor of dynamic, data-driven approaches that account for changing consumer preferences. - Print and Offline Advertising:
Research dedicated to print advertising and other offline marketing techniques is decreasing, reflecting the shift toward digital and online channels.
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