Journal of Global Scholars of Marketing Science
Scope & Guideline
Connecting Scholars to Global Marketing Insights
Introduction
Aims and Scopes
- Digital Marketing and Engagement:
The journal emphasizes the impact of digital technologies on marketing strategies, including the role of social media, AI, and omnichannel retailing in enhancing customer engagement. - Consumer Behavior and Psychology:
Research exploring the psychological aspects of consumer behavior, including brand attachment, identity-based consumption, and the effects of messaging on consumer decisions is a core focus area. - Sustainability and Corporate Social Responsibility (CSR):
The journal highlights the importance of sustainability in marketing practices, investigating how CSR influences consumer perceptions and behaviors. - Diversity, Equity, and Inclusion (DEI):
A commitment to understanding and promoting DEI within marketing practices is evident, with research addressing the implications of race, gender, and accessibility in marketing. - Big Data and Analytics:
The utilization of big data analytics in informing marketing strategies and consumer insights is a prominent theme, showcasing how data-driven decision-making shapes the marketing landscape. - Luxury and Brand Management:
The journal features research on luxury branding, including consumer perceptions of luxury, brand equity, and the evolving dynamics of luxury consumption.
Trending and Emerging
- Artificial Intelligence and Automation:
There is a significant increase in research exploring the impact of AI and automation on customer experience and marketing strategies, reflecting the growing importance of these technologies in the marketing landscape. - Consumer Privacy and Data Protection:
As concerns over consumer privacy rise, studies addressing how surveillance and data collection influence consumer behavior and privacy protection measures are gaining traction. - Inclusive Marketing Practices:
Research focusing on inclusivity and accessibility in marketing is emerging, highlighting the importance of catering to diverse consumer needs and fostering equitable marketing practices. - Experiential and Emotional Marketing:
An increasing number of studies are examining the role of emotional connections and experiences in brand engagement, indicating a shift towards more holistic approaches that prioritize consumer feelings. - Sustainable Consumer Behavior:
With sustainability becoming a critical concern, research investigating green purchasing behaviors and the influence of CSR on consumer choices is on the rise, signaling a growing awareness of environmental issues in marketing. - Influencer Marketing Dynamics:
The impact of social media influencers on brand loyalty and consumer engagement is a trending theme, reflecting the changing landscape of marketing communications and the role of digital influencers.
Declining or Waning
- Traditional Retail Strategies:
As digital and omnichannel approaches gain traction, research focusing on traditional retail strategies is becoming less frequent, indicating a shift towards more innovative and technology-driven marketing practices. - Static Market Research Methodologies:
There is a noticeable decline in studies utilizing traditional static market research methodologies, with a growing preference for dynamic, real-time data analysis and agile research techniques. - Purely Demographic Studies:
Research solely focused on demographic factors without considering broader sociocultural contexts is waning, reflecting a trend towards more nuanced analyses that incorporate psychological and behavioral dimensions. - Generalized Consumer Segmentation:
The journal is moving away from broad consumer segmentation studies in favor of more detailed and context-specific analyses that account for individual differences in behavior and preferences. - Single-Channel Marketing:
With the rise of omnichannel and integrated marketing strategies, studies that examine single-channel marketing approaches are becoming less common, as researchers seek to understand the complexities of multi-channel consumer interactions.
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