Journal of Macromarketing
Scope & Guideline
Advancing Macro Perspectives in Marketing Research
Introduction
Aims and Scopes
- Social Responsibility and Ethics in Marketing:
The journal explores the ethical dimensions of marketing practices, emphasizing the importance of social responsibility and consumer welfare. - Interdisciplinary Approaches to Marketing:
It encourages research that integrates perspectives from various fields such as sociology, psychology, economics, and environmental studies to understand marketing phenomena. - Impact of Technology on Marketing:
The journal addresses the role of technology in shaping marketing practices and consumer interactions, including the implications of AI and digital platforms. - Consumer Behavior and Well-Being:
Research focuses on how marketing influences consumer behavior, decision-making processes, and overall well-being, emphasizing the psychological and social aspects. - Sustainability and Environmental Concerns:
A core area of focus is the relationship between marketing and sustainability, investigating how marketing strategies can promote environmentally friendly practices. - Global and Cultural Perspectives:
The journal emphasizes diverse cultural contexts and the global implications of marketing, including the examination of marketing practices in emerging economies.
Trending and Emerging
- AI and Ethical Marketing:
There is an increasing focus on the ethical implications of artificial intelligence in marketing, exploring how AI can be leveraged for responsible marketing practices. - Sustainable and Responsible Consumption:
Research is trending towards understanding how marketing can promote sustainable consumption behaviors and address environmental challenges. - Consumer Vulnerability and Well-Being:
Emerging studies are examining consumer vulnerability, particularly in the context of socio-economic disparities, and how marketing can support consumer well-being. - Participatory and Community-Based Marketing:
There is a growing interest in participatory marketing approaches that empower communities and promote social justice. - Intersections of Marketing and Public Policy:
Research is increasingly exploring the interplay between marketing practices and public policy, particularly in relation to health, environment, and social justice issues.
Declining or Waning
- Traditional Marketing Metrics:
There is a noticeable decrease in research focusing on traditional marketing metrics and performance indicators, as the field moves toward more holistic and qualitative assessments of marketing impact. - Consumerism and Materialism:
Papers that solely address consumerism and materialism without considering broader social implications are becoming less frequent, as the journal shifts towards exploring more sustainable and ethical consumption. - Local Market Studies:
Research centered specifically on local market dynamics appears to be waning in favor of studies that adopt a more global or systemic perspective on marketing issues. - Historical Marketing Practices:
While historical analysis remains relevant, there has been a shift away from studies focused solely on past marketing practices in favor of contemporary issues and future-oriented research. - Narrowly Defined Target Markets:
The focus on narrowly defined target markets is declining, reflecting a broader interest in inclusive marketing strategies that consider diverse consumer groups and societal impacts.
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