INTERNATIONAL JOURNAL OF RESEARCH IN MARKETING
Scope & Guideline
Elevating Marketing Scholarship to New Heights
Introduction
Aims and Scopes
- Marketing Strategy and Consumer Behavior:
The journal emphasizes research that explores the dynamics of marketing strategies and consumer behavior, examining how various factors influence consumer decisions and brand interactions. - Digital Marketing and Technology Integration:
A significant focus is placed on the integration of digital technologies in marketing practices, including studies on online consumer behavior, digital advertising, and the impact of social media. - Emerging Markets and Global Perspectives:
The journal encourages research that investigates marketing practices in emerging markets, providing insights into cultural, economic, and regulatory factors influencing marketing strategies. - Sustainability and Ethical Marketing:
IJRM publishes work that addresses the growing importance of sustainability and ethics in marketing, exploring how brands can engage consumers in responsible practices. - Innovation in Marketing:
Research that delves into innovative marketing techniques, including the use of artificial intelligence, machine learning, and data analytics, is a core area of focus, reflecting the journal's commitment to cutting-edge developments. - Consumer Trust and Brand Loyalty:
The journal also explores themes related to consumer trust, brand loyalty, and the psychological mechanisms that underpin consumer-brand relationships.
Trending and Emerging
- Generative AI and Marketing Automation:
The rise of generative AI in marketing is a prominent theme, with research exploring its applications in content creation, personalized marketing, and consumer engagement. - Social Media and the Creator Economy:
There is an increasing focus on the impact of social media platforms and the creator economy, examining how influencers and content creators shape consumer perceptions and brand interactions. - Data Privacy and Consumer Trust:
Studies addressing data privacy concerns and their impact on consumer trust and behavior are emerging as critical areas of research, particularly in the context of technology-mediated marketing. - Sustainability in Consumer Behavior:
Research is increasingly exploring the intersection of sustainability and consumer behavior, investigating how environmental concerns influence purchasing decisions and brand loyalty. - Psychological and Emotional Drivers of Consumer Behavior:
There is a growing emphasis on understanding the psychological and emotional factors that drive consumer behavior, with studies focusing on the impact of emotions, identity, and social influences. - Cross-Channel Marketing Effectiveness:
Research on the effectiveness of cross-channel marketing strategies is gaining traction, highlighting the importance of integrated approaches in enhancing consumer engagement and brand performance.
Declining or Waning
- Traditional Marketing Channels:
Research on traditional marketing channels, such as print advertising and direct mail, has seen a decline as digital platforms become increasingly dominant in marketing strategies. - Static Consumer Segmentation:
The focus on static consumer segmentation models is waning, with a shift towards more dynamic and behavioral approaches that consider evolving consumer preferences and interactions. - Conventional Brand Loyalty Metrics:
There is a noticeable decrease in studies relying on conventional metrics of brand loyalty, such as repeat purchase rates, as researchers seek more nuanced understandings of consumer engagement. - Single-Channel Marketing Strategies:
Research concentrating on single-channel marketing strategies is becoming less common as the omnichannel approach gains traction, emphasizing the need for integrated marketing communications. - Descriptive Analytics without Predictive Insights:
The journal is moving away from purely descriptive analytics studies that lack predictive insights, favoring research that combines analytics with actionable marketing strategies.
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