International Journal of Marketing Communication and New Media
Scope & Guideline
Unveiling the latest trends in marketing communication.
Introduction
Aims and Scopes
- Digital Marketing Strategies:
The journal explores various strategies in digital marketing, including social media, content marketing, and influencer marketing, examining how these strategies affect consumer behavior and brand perception. - Consumer Behavior Insights:
A core area of focus is understanding consumer behavior, particularly in relation to digital media, e-commerce, and social platforms. This includes studies on consumer decision-making processes and engagement. - Brand Management and Equity:
Research on brand management, brand equity, and brand revitalization is prominent, exploring how brands can maintain relevance and consumer trust in a rapidly changing market. - Sustainability and Ethical Marketing:
The journal includes discussions on sustainable marketing practices and consumer behavior related to sustainability, reflecting an increasing awareness of corporate social responsibility. - Impact of Technology on Marketing:
Investigations into how emerging technologies, such as mobile apps and artificial intelligence, influence marketing communications and consumer interactions are central to the journal's scope.
Trending and Emerging
- Influencer Marketing Dynamics:
There is a growing focus on the role of influencers in shaping consumer behavior and brand perception, highlighting the effectiveness of influencer marketing strategies in various sectors. - Impact of Social Media on Consumer Engagement:
Research exploring how social media platforms affect consumer engagement and brand loyalty is on the rise, driven by the increasing importance of digital communication in marketing. - Digital Consumer Experience Design:
Emerging studies emphasize the design of digital customer experiences, particularly through mobile apps and online platforms, aiming to enhance user satisfaction and retention. - Sustainability in Marketing Practices:
An increasing number of studies are addressing the integration of sustainability into marketing practices, focusing on consumer attitudes toward eco-friendly products and corporate responsibility. - Data Privacy and Marketing Ethics:
With heightened awareness of data privacy issues, there is a trend towards examining the ethical implications of marketing practices, particularly concerning consumer data protection.
Declining or Waning
- Traditional Marketing Techniques:
There has been a noticeable decrease in research related to traditional marketing techniques, as the focus shifts towards digital and innovative marketing strategies. - Static Consumer Research:
Studies that rely on static models of consumer behavior without considering the dynamic nature of digital interactions are becoming less prevalent, as researchers seek more nuanced, real-time insights. - One-Dimensional Marketing Metrics:
Research focusing solely on traditional metrics of marketing success, such as sales figures alone, is waning in favor of more holistic approaches that include consumer engagement and brand loyalty.
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