Market-Trziste
Scope & Guideline
Advancing Knowledge in Economics and Marketing
Introduction
Aims and Scopes
- Consumer Behavior Analysis:
Investigates the psychological, social, and emotional factors influencing consumer decision-making and purchasing intentions in various contexts. - Digital Marketing Strategies:
Explores the impact of digital channels and technologies on marketing effectiveness, including social media, influencer marketing, and online sales optimization. - Brand Management and Activism:
Examines how brands position themselves in the market, engage in social issues, and build brand equity through various marketing strategies. - Market Research Methodologies:
Utilizes qualitative and quantitative research methods to analyze market trends, consumer preferences, and the effectiveness of marketing strategies. - Crisis Management and Adaptation:
Studies the role of leadership and strategic responses during market crises, highlighting how businesses can adapt and thrive under challenging conditions. - Sustainability and Ethical Marketing:
Addresses the growing importance of sustainability and ethical considerations in marketing practices and consumer choices.
Trending and Emerging
- Influencer Marketing Research:
The exploration of influencer marketing is gaining traction, focusing on its effectiveness, challenges, and the evolving role of social media influencers in shaping consumer perceptions. - Crisis-Driven Market Dynamics:
Research is increasingly focusing on how crises, such as the COVID-19 pandemic, affect consumer behavior, business strategies, and market dynamics, highlighting the need for adaptable marketing approaches. - Sustainability in Marketing:
There is a notable increase in studies addressing sustainability and ethical marketing practices, reflecting consumers' growing demand for responsible business practices. - Integration of Technology in Marketing:
Emerging themes include the use of advanced technologies like machine learning and AI in marketing strategies, which are reshaping data-driven decision-making and customer engagement. - Qualitative Insights into Consumer Experience:
A trend towards qualitative research methods that delve deeper into consumer experiences and perceptions, particularly in the context of design thinking and empathetic marketing.
Declining or Waning
- Traditional Advertising Effectiveness:
Research on the effectiveness of traditional advertising methods, such as television and print ads, is becoming less prominent as digital channels gain more attention and relevance. - Static Market Segmentation Models:
There appears to be a decrease in studies focusing on rigid, traditional market segmentation approaches, with more emphasis shifting towards dynamic and data-driven segmentation techniques. - Consumer Loyalty Programs:
The exploration of traditional consumer loyalty programs is declining, possibly due to the rise of more innovative engagement strategies that prioritize customer experience over mere transactional loyalty.
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