JOURNAL OF CONSUMER MARKETING
Scope & Guideline
Empowering Research in Consumer Marketing.
Introduction
Aims and Scopes
- Consumer Behavior Analysis:
The journal emphasizes research that explores the psychological and emotional drivers of consumer behavior, including motivations, attitudes, and decision-making processes. - Digital and Technological Marketing:
A significant focus is placed on the impact of digital technologies on consumer marketing, including social media, e-commerce, and the use of AI in understanding consumer preferences. - Sustainability and Ethical Consumption:
The journal promotes discourse around sustainable marketing practices and the ethical implications of consumer choices, addressing the growing concern for environmental and social responsibility. - Cultural and Social Influences:
Research exploring how cultural, social, and demographic factors shape consumer behavior and marketing strategies is a core area of interest, recognizing the diversity in consumer experiences. - Brand Management and Consumer Relationships:
Investigations into how brands build relationships with consumers, including brand loyalty, brand love, and community engagement, are central themes in the journal's publications. - Emerging Trends in Marketing:
The journal is committed to exploring emerging trends in the marketing landscape, including the effects of generational shifts and changing consumer expectations.
Trending and Emerging
- Sustainable and Ethical Consumerism:
There is a notable rise in research addressing sustainability and ethical consumption, reflecting consumers' growing awareness and demand for responsible practices in marketing. - Impact of Digital Transformation:
Emerging studies focus on the implications of digital transformation in consumer marketing, including the role of artificial intelligence, social media, and online shopping behaviors. - Consumer Engagement in Novel Contexts:
Research on consumer engagement in new contexts, such as the Metaverse and circular economy, is gaining traction, highlighting innovative avenues for brand interaction. - Psychological and Behavioral Insights:
An increasing emphasis on psychological factors influencing consumer behavior, such as emotional responses and cognitive biases, reflects a trend towards deeper behavioral insights. - Experiential Marketing and Brand Experience:
Emerging themes include the exploration of experiential marketing and how brand experiences affect consumer loyalty and advocacy.
Declining or Waning
- Traditional Advertising Effects:
Research focusing on traditional advertising methods, such as print and television, has decreased, as more studies concentrate on digital and social media platforms. - Generalized Consumer Demographics:
There seems to be a waning interest in broad demographic studies that do not account for the nuanced behaviors of specific segments, such as Gen Z or millennials, as the field moves towards more targeted research. - Passive Consumer Engagement:
Themes surrounding passive consumer behavior, where consumers are viewed merely as recipients of marketing messages, are less prominent, shifting towards active engagement and participation. - Conventional Market Segmentation:
Studies employing traditional market segmentation strategies are declining, with a growing preference for more dynamic and fluid approaches that consider consumer identities and behaviors. - Focus on Price Sensitivity:
Research centered on price sensitivity as a primary driver of consumer decisions has diminished, as other factors like brand loyalty and ethical considerations gain importance.
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