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Internet marketing: a content analysis of the research

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• Published: 31 January 2013
• Volume 23 , pages 177–204, ( 2013 )

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• J. Ken Corley II 1 ,
• Zack Jourdan 2 &
• W. Rhea Ingram 2  

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The amount of research related to Internet marketing has grown rapidly since the dawn of the Internet Age. A review of the literature base will help identify the topics that have been explored as well as identify topics for further research. This research project collects, synthesizes, and analyses both the research strategies (i.e., methodologies) and content (e.g., topics, focus, categories) of the current literature, and then discusses an agenda for future research efforts. We analyzed 411 articles published over the past eighteen years (1994-present) in thirty top Information Systems (IS) journals and 22 articles in the top 5 Marketing journals. The results indicate an increasing level of activity during the 18-year period, a biased distribution of Internet marketing articles focused on exploratory methodologies, and several research strategies that were either underrepresented or absent from the pool of Internet marketing research. We also identified several subject areas that need further exploration. The compilation of the methodologies used and Internet marketing topics being studied can serve to motivate researchers to strengthen current research and explore new areas of this research.

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Introduction

In the early years of the Internet Age, the potential of using the Internet as a distribution channel excited business managers who believed this tool would boost sales and increase organizational performance (Hansen 1995 ; Westland and Au 1997 ). These believers suspected an online presence could offer advantages to their customers, while providing a shopping experience similar to the traditional bricks-and-mortar store (Jarvenpaa and Todd 1996 ). The advantages included providing around the clock access for customers, reducing geographic boundaries to provide access to new markets, and enabling immediate communication with customers.

The prediction of an explosion of online shopping became a marriage between information technology experts and marketing professionals. Most would believe the information technology researchers were studying the Internet technology and its advantages, while the marketers were focused on the consumer’s use of the technology. As technology advanced, more marketing activities emerged to market goods and services via the Internet. Today, Internet marketing is defined as “the use of the Internet as a virtual storefront where products are sold directly to the customer” (Kiang et al. 2000 , p. 383), or another view includes “the strategic process of creating, distributing, promoting, and pricing products for targeted customers in the virtual environment of the Internet” (Pride et al. 2007 ). This research attempts to categorize the various Internet marketing activities in a broad context including strategies such as customer relationship management (Hwang 2009 ), electronic marketplaces (Novak and Schwabe 2009 ), online auctions (Loebbecke et al. 2010 ), and electronic branding (Otim and Grover 2010 ) in tandem with unique IS issues including web site evaluation (Chiou et al. 2010 ), piracy (Smith and Telang 2009 ), security (Ransbotham and Mitra 2009 ), and technology architecture (Du et al. 2008 ).

With concepts as varied as this in one research domain, a periodic review is necessary to discover and explore new technologies such as mobile banking (Sripalawat et al. 2011 ), virtual worlds (Sutanto et al. 2011 ), and social media (de Valck et al. 2009 ) as they emerge on the Internet marketing landscape. The following sections of the paper will examine the current literature to determine what is known about the concept of Internet marketing. First, a description of the methodology for the analysis of the Internet marketing research is presented. This is followed by the results including an analysis of a smaller sample of the Internet marketing research in the top Marketing journals. Finally, the research is summarized with a discussion of the limitations of this project and suggestions for future research.

Methodology

The approach to this analysis of the Internet marketing research is to first identify trends in the Information System (IS) literature. Specifically, we wished to capture the trends pertaining to (1) the number and distribution of Internet marketing articles published in the leading journals, (2) methodologies employed in Internet marketing research, and (3) the research topics being published in this area of research. During the analysis of the literature, we attempted to identify gaps and needs in the research and therefore discuss a research agenda which allows for the progression of research (Webster and Watson 2002 ). In short, we hope to paint a representative landscape of the current Internet marketing literature base in IS in order to influence the direction of future research efforts in this important area of study.

In order to examine the current state of research on Internet marketing, the authors conducted a literature review and analysis in three phases: Phase 1 accumulated a representative pool of articles; Phase 2 classified the articles by research method; and, Phase 3 classified the research by research topic. Each of the three phases is discussed in the following paragraphs.

Phase 1: accumulation of article pool

We used the Thomson Reuters Web of Science (WoS) citation database and Google Scholar to search for research articles with a focus on Internet marketing. The search parameters were constrained based on (a) a list of top ranked journals, (b) a specific time range, and (c) key search terms.

First, the researchers chose to use the top 30 journals from Peffers and Tang’s ( 2003 ) IS journals ranking (see Table  1 ). Peffers and Tang’s ( 2003 ) ranking of ‘pure’ IS journals was adopted for this study because it was based on the responses of IS researchers who were asked to rank journals by their “relative value to the researcher and the audience as an outlet for IS research.” In Peffers and Tang’s ( 2003 ) original ranking scheme two journals, ‘Communications of the Association of Information Systems’ and ‘Information and Management,’ tied for fifth place. Peffers and Tang resolved this issue by ranking both journals in the fifth position skipping the rank of the sixth position. As noted in Table  1 , 7 of the top 30 journals were not listed in the WoS database. Consequently, all 30 journals were searched using Google Scholar and only 23 journals were searched using the WoS database. The search parameters were further constrained to a specific timeframe.

Electronic commerce and Internet marketing did not exist prior to the widespread adoption and dissemination of the public Internet and the Worldwide Web (WWW). Therefore, the search parameters were further constrained based on the historical timeframe in which technologies capable of facilitating the development of e-commerce were first introduced. The graphical user interface based browser known as Netscape Navigator was launched as a free download for public use in 1994. Many experts identify the launch of Netscape Navigator as the historical event leading to the global public’s widespread adoption and use of the Internet and the World Wide Web (WWW) (Friedman 2006 ). Therefore, the search parameters for both WoS and Google Scholar were constrained to time period of 1994 through August of 2011.

The final constraint was based on the key search term “Internet Marketing.” In both WoS and Google Scholar the search engine scanned for the term ‘Internet Marketing’ and close variations of this term found in the title, abstract, and keywords of articles published in the top 30 IS journals between January of 1994 and August of 2011 when the search was executed. There was considerable overlap in the pool of articles returned from the two search engines (WoS and Google Scholar). Once duplicate entries and non-research articles (book reviews, editorials, commentary, etc.) were removed 453 articles remained in the composite data pool. The researchers then reviewed each article and identified 42 articles that were unrelated to the topic of Internet marketing. These 42 articles represented false positives returned from the WoS and Google Scholar search engines and were subsequently removed leaving 411 articles in the final composite article data pool for analysis.

Phase 2: classification by research strategy

Once the researchers identified the articles for the final data pool, each article was examined and categorized according to its research strategy. Due to the subjective nature of research strategy classification, content analysis methods were used for the categorization process. Figure  1 illustrates steps in the content analysis process adapted from Neuendorf ( 2002 ) and successfully employed by several similar research studies (Corley et al. 2011 ; Cumbie et al. 2005 ; Jourdan et al. 2008 ). First, the research categories were adopted from Scandura and Williams ( 2000 ) (see Table  2 ), who extended the research strategies initially described by McGrath ( 1982 ). Specifically, nine categories of research strategies were selected including: Formal theory/literature reviews, sample survey, laboratory experiment, experimental simulation, field study (primary data), field study (secondary data), field experiment, judgment task, and computer simulation.

Overview of literature analysis

Second, to guard against the threats to reliability (Neuendorf 2002 ), we performed a pilot test on articles meeting the search parameters from other top journals. That is, the articles used in the pilot test (a) were not part of the data set generated in Phase 1, and (b) the data generated from the pilot test were not included in the final data analysis for this study. Researchers independently categorized the articles in the pilot test based on the best fit among the nine research strategies. After all articles in the pilot test were categorized, the researchers compared their analyses. In instances where the independent categorizations did not match the researchers re-evaluated the article collaboratively by reviewing the research strategy definitions, discussing the disagreement thoroughly, and collaboratively assigning the article to a single category. This process allowed the researchers to develop a collaborative interpretation of the research strategy definitions. Simply stated, this pilot test served as a training session for accurately categorizing the articles for this study with respect to research strategy.

Each research strategy is defined by a specific design approach and each is also associated with certain tradeoffs that researchers must make when designing a study. These tradeoffs are inherent flaws that limit the conclusions that can be drawn from a particular research strategy. These tradeoffs refer to three aspects of a study that can vary depending on the research strategy employed. These variable aspects include: generalizability from the sample to the target population (external validity); precision in measurement and control of behavioural variables (internal and construct validity); and the issue of realism of context (Scandura and Williams 2000 ).

Cook and Campbell ( 1976 ) stated that a study has generalizability when the study has external validity across times, settings, and individuals. Formal theory/literature reviews and sample surveys have a high degree of generalizability by establishing the relationship between two constructs and illustrating that this relationship has external validity. A research strategy that has low external validity but high internal validity is the laboratory experiment. In the laboratory experiment, where the degree of measurement precision is high, cause and effect relationships may be determined, but these relationships may not be generalizable for other times, settings, and populations. While the formal theory/literature reviews and sample surveys have a high degree of generalizability and the laboratory experiment has a high degree of precision of measurement, these strategies have low degree of contextual realism. The only two strategies that maximize degree of contextual realism are field studies that use either primary or secondary data because the data is collected in an organizational setting (Scandura and Williams 2000 ).

The other four strategies maximize neither generalizability, nor degree of precision in measurement, nor degree of contextual realism. This point illustrates the futility of using only one strategy when conducting Internet marketing research. Because no single strategy can maximize all types of validity, it is best for researchers to use a variety of research strategies. Table  2 contains an overview of the nine strategies and their ranking on the three strategy tradeoffs (Scandura and Williams 2000 ).

Two coders independently reviewed and classified each article according to research strategy. Only a few articles were reviewed at one sitting to minimize coder fatigue and thus protect intercoder reliability (Neuendorf 2002 ). Upon completion of the independent classification, a tabulation of agreements and disagreements were computed, intercoder crude agreement (percent of agreement) was 91.8 % percent, and intercoder reliability using Cohen’s Kappa (Cohen 1960 ) was calculated ( k  = 0.847). These two calculations were well within the acceptable ranges for intercoder crude agreement and intercoder reliability (Neuendorf 2002 ). The reliability measures were calculated prior to discussing disagreements as mandated by Weber ( 1990 ). If the original reviewers did not agree on how a particular article was coded, an additional reviewer arbitrated the discussion of how the disputed article was to be coded. This process resolved the disputes in all cases.

Phase 3: categorization by internet marketing research topic

Typically the process of categorizing research articles by a specific research topic involves an iterative cycle of brainstorming and discussion sessions among the researchers. This iterative process helps to identify common themes within the data pool of articles. Through the collaborative discussions during this process researchers can synthesize a hierarchical structure within the literature of overarching research topics and more granular level subtopics. The final outcome is a better understanding of the current state of a particular stream of research. This iterative process was modified for this specific study on the topic of Internet marketing.

During the initial stages of the current project the researchers began investigating tentative outlets for publishing a literature review on the topic of Internet marketing. A special call for papers (CFP) on the topic of Internet marketing from the journal ‘Electronic Marketing’ was identified as a potential target journal by one of the authors. Further investigation revealed that the editors had outlined six specific research topic categories for the special CFP including: Business Models of Online Marketing, The Future of Search Strategies, The Internet Advertising Landscape, Commercial Exploitation of Web 2.0 in Consumer Marketing and in an Organizational Context, Evaluation of Online Performance, and Other Topics. Each of these six research topics was accompanied by a general definition and a few examples. The researchers adopted these six research topics to categorize the articles in the data pool.

A second pilot study was performed mirroring the first pilot test as a means of training for categorizing articles by research topic. Researchers independently categorized the articles in the pilot test based on the best fit among the six research topics. After all articles in the pilot test were categorized, the researchers compared their analyses. In instances where the independent categorizations did not match, the researchers re-evaluated the article collaboratively by reviewing the research category definitions, discussing the disagreement thoroughly, and collaboratively assigning the article to a single category. This process allowed the researchers to develop a collaborative interpretation of the research topic definitions (see Table  3 ).

Once we established the category definitions, we independently placed each article in one Internet marketing category. As before, we categorized only a few articles at a time to minimize coder fatigue and thus protect intercoder reliability (Neuendorf 2002 ). Upon completion of the classification process, we tabulated agreements and disagreements, intercoder crude agreement (percent of agreement) was 86.2 %, and intercoder reliability using Cohen’s Kappa (Cohen 1960 ) for each category was calculated ( k  = .08137). Again, the latter two calculations were well within the acceptable ranges (Neuendorf 2002 ). We again calculated the reliability measures prior to discussing disagreements as mandated by Weber ( 1990 ). If the original reviewers did not agree on how a particular article was coded, a third reviewer arbitrated the discussion of how the disputed article was to be coded. This process also resolved the disputes in all cases.

In order to identify gaps and needs in the research (Webster and Watson 2002 ), we hope to paint a representative landscape of the current Internet marketing literature base in order to influence the direction of future research efforts in this important area of study. In order to examine the current state of this research, the authors conducted a literature review and analysis in three phases. Phase 1 accumulated a representative pool of Internet marketing articles, and the articles were then analyzed with respect to year of publication and journal. Phase 2 contains a short discussion of the research strategies set forth by Scandura and Williams ( 2000 ) and the results of the classification of the articles by those research strategies. Phase 3 involved the creation and use of six Internet marketing research topics, a short discussion of each topic, and the results of the classification of each article within the research topics. These results are discussed in the following paragraphs.

Results of phase 1

Using the described search criteria within the selected journals, we collected a total of 411 articles (For the complete list of articles in our sample, see Appendix A .) In phase 1, we further analyzed the articles’ year of publication and journal. Figure  2 shows the number of articles per year in our sample. Please note that 2011 only represents articles acquired using WoS and Google Scholar search engines which were available at the time (August 2011) the search was conducted. There is a general increasing trend over the 18 year period, but no articles were found to be published in 1994 & 1996. The year 2010 shows the most activity with 52 articles (12.7 %). With Internet marketing issues becoming ever more important to researchers and practitioners, this comes as no surprise. Understanding 2011 was only a partial year in our sample, we were not concerned by the difference in quantity of publications over time.

Number of Internet Marketing Articles Published Per Year

In order to identify the research strategies used by Internet marketing research articles in the top 30 Information Systems (IS) journals in our sample, Table  4 was created to show the number of Internet marketing articles in each journal broken down by research strategy. This table illustrates the high level of Internet marketing publications that use the Formal Theory/Literature Review, Sample Survey, Field Study – Primary, and Field Study – Secondary research strategies. This indicates a body of research that is still in the exploratory stages. This table also illustrates the proclivity of some journals to accept certain research strategies over others. For example, the journals Decision Support Systems , International Journal of Electronic Commerce , and Journal of Management Information Systems had articles in this data set using seven of the nine research strategies. With this information, researchers that favour certain research strategies can target their research papers to journals that favour these strategies.

Number of Internet Marketing Articles Published in Each Research Strategy Category

Results of phase 2

The results of the categorization of the 411 articles according to the nine research strategies described by Scandura and Williams ( 2000 ) are summarized in Fig.  3 and Table  5 . Of the 411 articles, 110 articles (26.8 %) were classified as Formal Theory/Literature review making it the most prevalent research strategy. This was followed by Sample Survey with 94 articles (or 22.9 %), Field Study – Secondary Data with 91 articles (22.1 %), Field Study – Primary Data with 66 articles (16.1 %), and Computer Simulation with 25 articles (6.1 %). These five research strategies composed 94 % of the articles in the sample. No articles were classified as a Judgment Task. So, the remaining three research strategies represented the remaining six percent of the sample which included Lab Experiment with 11 articles (2.7 %), Field Experiment with 11 articles (2.7 %), and Experimental Simulation with 3 articles (0.7 %).

Further analysis showing the research strategies over the 18 year period from 1994 to August 2011 (Table  6 ) illustrates that Formal Theory/Literature Review, Sample Survey, Field Study – Secondary Data, and Field Study – Primary Data are represented in almost every year of the timeframe. No articles were found in the years 1994 & 1996, and only one article was found in 1995. These four strategies are exploratory in nature and indicate the beginnings of a body of research (Scandura and Williams 2000 ). Further categorization and analysis of the articles with respect to Internet marketing topic categories was conducted in the third phase of this research project.

Results of phase 3

Table  7 shows the number of articles per Internet marketing research topic category. These six categories provided a topic area classification for all of the 411 articles in our research sample. Of the 411 articles, 41.1 % were classified as ‘Business Models of Online Marketing’ making it the most prevalent Internet marketing topic category. This category was followed by ‘The Internet Advertising Landscape’ (22.4 %), ‘Evaluation of Online Performance’ (16.5 %), and ‘Other’ (10.0 %). These four research strategies accounted for 90 % of the articles in the sample. The topic categories titled ‘Commercial Exploitation of Web 2.0 in Consumer Marketing and in an Organizational Context’ and ‘The Future of Search Strategies’ represented the remaining six per cent (5.8 %) and four percent (4.1 %) of the articles. This illustration of the share of Internet marketing research that is represented by each category reveals the amount of attention topic categories of Internet marketing research have historically received among the top 30 IS journals.

By plotting Internet marketing research topics against research strategies (Table  8 ), many of the gaps in Internet marketing research are exposed. The gaps are at the intersection of less used methodologies (Judgement Task, Experimental Simulation, Lab Experiment) and less studied domains in Internet marketing (Search Strategies and Web 2.0). We believe these gaps exist for two reasons. First, some of these research strategies are not prevalent in IS research, and some top IS journals do not accept papers that use unusual research strategies. So, researchers avoid unorthodox strategies. The reason some of these categories have not been studied is because they represent relatively new phenomena, and the research has not caught up with the business reality. The great news for researchers interested in Internet marketing is that this domain should provide research opportunities for years to come. To better illustrate the categorization process, Table  9 presents a sample of articles noting their corresponding research strategy and research topic. These articles were randomly selected as typical examples and are not meant to serve as hallmarks of a particular research strategy or research topic within Internet marketing research.

About half (49 %) of the journal articles in this study use the Formal Theory/Literature Review and Sample Survey research strategies indicating the exploratory nature of the current research. We speculate the strategies used to study these topics were prevalent for several reasons. First, these strategies are the most appropriate for the early stages of research. In these exploratory years of Internet marketing research, formal theory/literature reviews are appropriate in order to determine what other strategies are being used in the research, define the topics under investigation, and find research in reference disciplines that are conducting similar research. Second, many researchers in business schools may prefer to administer sample surveys and field studies instead of laboratory experiment, experimental simulation, judgment task, and computer simulation because of the preferences for certain research strategies in the top journals in Information Systems and Marketing. Finally, organizations are less likely to commit to certain strategies (i.e. primary & secondary field studies and field experiments) because these strategies are more expensive for the organizations. These types of research strategies are very labour intensive to the organization being studied because records will need to be examined, personnel will need to be interviewed, and senior managers will be required to devote large amounts of their expensive time to help facilitate the research project. It is interesting to note that many of the articles coded as Field Study – Secondary and Computer Simulation used historical auction and pricing data freely available from the World Wide Web to avoid this issue.

Investigating the marketing literature

In order to investigate the Internet marketing research being conducted in the top Marketing Journals, we also performed a smaller literature review using the top five ranked marketing research journals following the same methodology previously described for the top 30 ranked IS journals. This list was compiled from three recent marketing journal rankings (Hofacker et al. 2009 ; Moussa and Touzani 2010 ; and Polonsky and Whitelaw 2006 ). The data pool included 24 articles, and after screening out irrelevant articles (book reviews, opinion pieces, etc.) the remaining 22 articles were categorized by research strategy and research topic (see Appendix B ). Upon completion of the categorization process, we tabulated agreements and disagreements. Intercoder crude agreement (percent of agreement) was 95.4 % for research strategy and 90.9 % for research topic. Cohen’s Kappa could not be calculated because the sample size was too small. These two calculations were well within the acceptable ranges (Neuendorf 2002 ). The results of the literature review of the top five marketing journals are displayed in Tables  10 and 11 .

The number of articles published on the topic of Internet marketing in each of the top five ranked marketing journals is presented in Table  10 . It is interesting to note that no articles were found in Journal of Consumer Research while 16 of the 22 (72.7 %) articles in the data pool were published in Marketing Science . This could indicate (a) Marketing Science is a top outlet for Internet marketing research or (b) the other Marketing journals use keywords other than “Internet marketing” to classify this area of research. The number of articles categorized based on both research strategy and research topic is presented in Table  11 . The three research strategies with the largest number of articles among the top five marketing journals were “Formal Theory / Lit Review” (45.5 %), “Field Study - Secondary” (27.3 %), and “Field Study – Primary” (18.2 %). This indicates, like the research published in the top IS journals, the Internet marketing research published in the top marketing journals is also still in the exploratory stages.

Fourteen of the twenty-two articles (63.6 %) were categorized within the research topic labelled “the Internet Advertising Landscape” while no articles were categorized within the research topics “Commercial Exploitation of Web 2.0” or “Evaluation of Online Performance.” In contrast to the analysis of the top thirty ranked IS journals in which the top three research topics were “Business Models of Online Marketing” (41.1 %), “the Internet Advertising Landscape” (22.4 %), and Evaluation of Online Performance (16.5 %); the top three research topics within the top five marketing journals were “the Internet marketing Landscape” (63.6 %), “Business Models of Online Marketing” (13.6 %), and “Other Topics” (13.6 %). Due to the small number of articles in the sample, it is difficult to make any statements regarding trends in the Internet marketing research in the top Marketing journals.

Limitations and directions for future research

The current analysis of the Internet marketing literature is not without limitations and should be offset with future efforts. In summary, this literature review highlights the upward trend of Internet marketing research but also the limitations of both the research strategies employed and the topics investigated. The authors would suggest future literature reviews should expand article searches to full article text searches, search a broader domain of research outlets, and include other Internet marketing related search terms. Our literature analysis is meant to serve as a representative sample of articles and not a comprehensive or exhaustive analysis of the entire population of articles published on the topic of ‘Internet marketing.’ To further investigate this body of research, future research studies could explore the diversity of the Internet marketing research domain (Lee et al. 2007 ) or revisit Ngai and Wat’s ( 2002 ) electronic commerce literature review to assess the progress of that research stream. Other studies could take a more in depth look at the various business models or Internet advertising strategies associated with Internet marketing by reviewing the literature in areas such as electronic auctions, search strategies, social media, e-tailing, and various other research domains.

As Internet marketing continues to grow, future studies should consider the role of research relative to generalizability, precision of measure, and realism of context. Future research efforts should adopt more precise measures of what is occurring in this domain. Much of the research in our sample reports the new technologies and issues in Internet marketing without attempting to explain the fundamental issues of IS research. This is to be expected as this research domain appears to still be in the exploratory stages. For researchers to continue to attempt to answer the important questions in Internet marketing, future studies need to employ a wider variety of research strategies to investigate these important issues. Scandura and Williams ( 2000 ) stated that looking at research strategies employed over time by triangulation in a given subject area can provide useful insights into how theories are developing. In addition to the lack of variety in research strategy, very little triangulation has occurred during the timeframe used to conduct this literature review. This absence of coordinated theory development causes the research in Internet marketing to appear haphazard and unfocused.

However, the good news is that many of the research strategies and topics in this research are available for future research efforts. Of particular interest to researchers and practitioners would be studies observing consumer behaviour in real time using lab and field experiments or measuring purchasing behaviour from using stored click stream data in a secondary field study. We encourage researchers in fields of IS and Marketing to continue developing the body of research on this important topic using cross-disciplinary teams composed of researchers from business and the behavioural sciences. In addition, future studies could consider the six Internet marketing categories with respect to the research strategies. More specifically, each ‘zero’ appearing in Tables  8 and 11 represent gaps in the literature which provide countless opportunities for researchers to build upon the current body of published research. With this in mind, we hope this research analysis lays a foundation for developing a more complete body of knowledge relative to Internet marketing research within the fields of Information Systems and Marketing.

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Walker College of Business, Computer Information Systems, Appalachian State University, 2113 Raley Hall, ASU Box 32049, Boone, NC, 28608-2049, USA

J. Ken Corley II

IS & DS, School of Business, Auburn University at Montgomery, 310H Clement Hall, PO Box 244023, Montgomery, AL, 36124-4023, USA

Zack Jourdan & W. Rhea Ingram

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Correspondence to J. Ken Corley II .

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Responsible Editor: Christopher Patrick Holland

Appendix A – data sample (411 information systems articles)

Abbasi, A., Chen, H. C., & Nunamaker, J. F. (2008). Stylometric Identification in Electronic Markets: Scalability and Robustness. Journal of Management Information Systems, 25 (1), 49–78. doi: 10.2753/mis0742-1222250103

Adam, S. (2002). A model of Web use in direct and online marketing strategy. Electronic Markets, 12 (4), 262–269.

Albrecht, C. C., Dean, D. L., & Hansen, J. V. (2005). Marketplace and technology standards for B2B e-commerce: progress, challenges, and the state of the art. Information & Management, 42 (6), 865–875. doi: 10.1016/j.im.2004.09.003

Allen, G., & Wu, J. A. (2010). How well do shopbots represent online markets? A study of shopbots’ vendor coverage strategy. European Journal of Information Systems, 19 (3), 257–272. doi: 10.1057/ejis.2010.6

Amblee, N., & Bui, T. (2008). Can brand reputation improve the odds of being reviewed on-line? International Journal of Electronic Commerce, 12 (3), 11–28.

Amir, Y., Awerbuch, B., & Borgstrom, R. S. (2000). A cost-benefit framework for online management of a metacomputing system. Decision Support Systems, 28 (1–2), 155–164. doi: 10.1016/s0167-9236(99)00081-0

Anckar, B., & Walden, P. (2000). Destination Maui? An exploratory assessment of the efficacy of self-booking in travel. Electronic Markets, 10 (2), 110–119.

Animesh, A., Ramachandran, V., & Viswanathan, S. (2010). Quality Uncertainty and the Performance of Online Sponsored Search Markets: An Empirical Investigation. Information Systems Research, 21 (1), 190–201. doi: 10.1287/isre.1080.0222

Animesh, A., Viswanathan, S., & Agarwal, R. (2011). Competing “Creatively” in Sponsored Search Markets: The Effect of Rank, Differentiation Strategy, and Competition on Performance. Information Systems Research, 22 (1), 153–169.

Antony, S., Lin, Z. X., & Xu, B. (2006). Determinants of escrow service adoption in consumer-to-consumer online auction market: An experimental study. Decision Support Systems, 42 (3), 1889–1900. doi: 10.1016/j.dss.2006.04.012

Apigian, C. H., Ragu-Nathan, B. S., & Ragu-Nathan, T. (2006). Strategic profiles and Internet Performance: An empirical investigation into the development of a strategic Internet system. Information & Management, 43 (4), 455–468.

Aron, R., & Clemons, E. K. (2001). Achieving the optimal balance between investment in quality and investment in self-promotion for information products. Journal of Management Information Systems, 18 (2), 65–88.

Arunkundram, R., & Sundararajan, A. (1998). An economic analysis of electronic secondary markets: installed base, technology, durability and firm profitability. Decision Support Systems, 24 (1), 3–16. doi: 10.1016/s0167-9236(98)00059-1

Ayanso, A., & Yoogalingam, R. (2009). Profiling Retail Web Site Functionalities and Conversion Rates: A Cluster Analysis. International Journal of Electronic Commerce, 14 (1), 79–113. doi: 10.2753/jec1086-4415140103

Ba, S., Stallaert, J., Whinston, A. B., & Zhang, H. (2005). Choice of transaction channels: The effects of product characteristics on market evolution. Journal of Management Information Systems, 21 (4), 173–197.

Bai, X. (2011). Predicting consumer sentiments from online text. Decision Support Systems, 50 (4), 732–742. doi: 10.1016/j.dss.2010.08.024

Bakos, J. Y., & Nault, B. R. (1997). Ownership and investment in electronic networks. Information Systems Research, 8 (4), 321–341. doi: 10.1287/isre.8.4.321

Bakos, Y., & Katsamakas, E. (2008). Design and ownership of two-sided networks: Implications for Internet platforms. Journal of Management Information Systems, 25 (2), 171–202. doi: 10.2753/mis0742-1222250208

Bakos, Y., Lucas, H. C., Oh, W., Simon, G., Viswanathan, S., & Weber, B. W. (2005). The impact of e-commerce on competition in the retail brokerage industry. Information Systems Research, 16 (4), 352–371. doi: 10.1287/isre.1050.0064

Bampo, M., Ewing, M. T., Mather, D. R., Stewart, D., & Wallace, M. (2008). The effects of the social structure of digital networks on viral marketing performance. Information Systems Research, 19 (3), 273–290.

Bapna, R., Chang, S. A., Goes, P., & Gupta, A. (2009). Overlapping online auctions: empirical characterization of bidder strategies and auction prices. MIS Quarterly, 33 (4), 763–783.

Bapna, R., Goes, P., & Gupta, A. (2003). Replicating online Yankee auctions to analyze auctioneers’ and bidders’ strategies. Information Systems Research, 14 (3), 244–268. doi: 10.1287/isre.14.3.244.16562

Bapna, R., Jank, W., & Shmueli, G. (2008). Price formation and its dynamics in online auctions. Decision Support Systems, 44 (3), 641–656. doi: 10.1016/j.dss.2007.09.004

Barrot, C., Albers, S., Skiera, B., & Schafers, B. (2010). Vickrey vs. eBay: Why Second-Price Sealed-Bid Auctions Lead to More Realistic Price-Demand Functions. International Journal of Electronic Commerce, 14 (4), 7–38. doi: 10.2753/jec1086-4415140401

Basu, A., & Muylle, S. (2003). Online support for commerce processes by web retailers* 1. Decision Support Systems, 34 (4), 379–395.

Beech, J., Chadwick, S., & Tapp, A. (2000). Scoring with the Net-the Cybermarketing of English Football Clubs. Electronic Markets, 10 (3), 176–184.

Belanger, F., Hiller, J. S., & Smith, W. J. (2002). Trustworthiness in electronic commerce: the role of privacy, security, and site attributes. The Journal of Strategic Information Systems, 11 (3–4), 245–270.

Bell, D., de Cesare, S., Iacovelli, N., Lycett, M., & Merico, A. (2007). A framework for deriving semantic web services. Information Systems Frontiers, 9 (1), 69–84. doi: 10.1007/s10796-006-9018-z

Benbunan-Fich, R., & Fich, E. M. (2004). Effects of Web traffic announcements on firm value. International Journal of Electronic Commerce, 8 (4), 161–181.

Bergen, M. E., Kauffman, R. J., & Lee, D. (2005). Beyond the hype of frictionless markets: Evidence of heterogeneity in price rigidity on the Internet. Journal of Management Information Systems, 22 (2), 57–89.

Bhargava, H. K., & Choudhary, V. (2004). Economics of an information intermediary with aggregation benefits. Information Systems Research, 15 (1), 22–36. doi: 10.1287/isre.1040.0014

Bhatnagar, A., & Papatla, P. (2001). Identifying locations for targeted advertising on the Internet. International Journal of Electronic Commerce, 5 (3), 23–44.

Bhattacharjee, S., Gopal, R., Lertwachara, K., & Marsden, J. R. (2006). Whatever happened to payola? An empirical analysis of online music sharing. Decision Support Systems, 42 (1), 104–120.

Blount, Y. (2011). Employee management and service provision: a conceptual framework. Information Technology & People, 24 (2), 134–157. doi: 10.1108/09593841111137331

Bock, G. W., Lee, S. Y. T., & Li, H. Y. (2007). Price comparison and price dispersion: products and retailers at different Internet maturity stages. International Journal of Electronic Commerce, 11 (4), 101–124.

Bockstedt, J. C., Kauffman, R. J., & Riggins, F. J. (2006). The move to artist-led on-line music distribution: A theory-based assessment and prospects for structural changes in the digital music market. International Journal of Electronic Commerce, 10 (3), 7–38. doi: 10.2753/jec1086-4415100301

Bolton, G., Loebbecke, C., & Ockenfels, A. (2008). Does competition promote trust and trustworthiness in online trading? An experimental study. Journal of Management Information Systems, 25 (2), 145–169. doi: 10.2753/mis0742-1222250207

Browne, G. J., Durrett, J. R., & Wetherbe, J. C. (2004). Consumer reactions toward clicks and bricks: investigating buying behaviour on-line and at stores. Behaviour & Information Technology, 23 (4), 237–245. doi: 10.1080/01449290410001685411

Bunduchi, R. (2005). Business relationships in Internet-based electronic markets: the role of goodwill trust and transaction costs. Information Systems Journal, 15 (4), 321–341. doi: 10.1111/j.1365-2575.2005.00199.x

Burgess, S., Sellitto, C., Cox, C., & Buultjens, J. (2009). Trust perceptions of online travel information by different content creators: Some social and legal implications. Information Systems Frontiers , 1–15.

Byers, R. E., & Lederer, P. J. (2001). Retail bank services strategy: A model of traditional, electronic, and mixed distribution choices. Journal of Management Information Systems, 18 (2), 133–156.

Cao, Q., Duan, W., & Gan, Q. (2010). Exploring Determinants of Voting for the. Decision Support Systems .

Cao, Y., Gruca, T. S., & Klemz, B. R. (2003). Internet pricing, price satisfaction, and customer satisfaction. International Journal of Electronic Commerce, 8 (2), 31–50.

Castañeda, J. A., Muñoz-Leiva, F., & Luque, T. (2007). Web Acceptance Model (WAM): Moderating effects of user experience. Information & Management, 44 (4), 384–396.

Cazier, J. A., Shao, B. B. M., & Louis, R. D. S. (2007). Sharing information and building trust through value congruence. Information Systems Frontiers, 9 (5), 515–529.

Chang, H. H., & Chen, S. W. (2009). Consumer perception of interface quality, security, and loyalty in electronic commerce. Information & Management, 46 (7), 411–417.

Chang, M. K., Cheung, W. M., & Lai, V. S. (2005). Literature derived reference models for the adoption of online shopping. Information & Management, 42 (4), 543–559. doi: 10.1016/s0378-7206(04)00051-5

Changa, K. C., Jackson, J., & Grover, V. (2003). E-commerce and corporate strategy: an executive perspective. Information & Management, 40 (7), 663–675. doi: 10.1016/s0378-7206(02)00095-2

Chellappa, R. K., & Kumar, K. R. (2005). Examining the role of “Free” product-augmenting Online services in pricing and customer retention strategies. Journal of Management Information Systems, 22 (1), 355–377.

Chellappa, R. K., & Shivendu, S. (2003). Economic implications of variable technology standards for movie piracy in a global context. Journal of Management Information Systems, 20 (2), 137–168.

Chellappa, R. K., Sin, R. G., & Siddarth, S. (2011). Price Formats as a Source of Price Dispersion: A Study of Online and Offline Prices in the Domestic US Airline Markets. Information Systems Research, 22 (1), 83–98. doi: 10.1287/isre.1090.0264

Chen, C. C., Wu, C. S., & Wu, R. C. F. (2006). e-Service enhancement priority matrix: The case of an IC foundry company. Information & Management, 43 (5), 572–586. doi: 10.1016/j.im.2006.01.002

Chen, L. D., Gillenson, M. L., & Sherrell, D. L. (2002). Enticing online consumers: an extended technology acceptance perspective. Information & Management, 39 (8), 705–719. doi: 10.1016/s0378-7206(01)00127-6

Chen, P. Y., & Hitt, L. M. (2002). Measuring switching costs and the determinants of customer retention in Internet-enabled businesses: A study of the Online brokerage industry. Information Systems Research, 13 (3), 255–274. doi: 10.1287/isre.13.3.255.78

Cheng, F. F., & Wu, C. S. (2010). Debiasing the framing effect: The effect of warning and involvement. Decision Support Systems, 49 (3), 328–334.

Cheng, H. K., & Dogan, K. (2008). Customer-centric marketing with Internet coupons. Decision Support Systems, 44 (3), 606–620. doi: 10.1016/j.dss.2007.09.001

Cheng, T. C. E., Lam, D. Y. C., & Yeung, A. C. L. (2006). Adoption of Internet banking: An empirical study in Hong Kong. Decision Support Systems, 42 (3), 1558–1572. doi: 10.1016/j.dss.2006.01.002

Cheng, Z., & Nault, B. R. (2007). Internet channel entry: retail coverage and entry cost advantage. Information Technology & Management, 8 (2), 111–132. doi: 10.1007/s10799-007-0015-9

Cheung, K. W., Kwok, J. T., Law, M. H., & Tsui, K. C. (2003). Mining customer product rating for personalized marketing. Decision Support Systems, 35 (2), 231–243. doi: 10.1016/s0167-9236(02)00108-2

Chiou, W. C., Lin, C. C., & Perng, C. (2010). A strategic framework for website evaluation based on a review of the literature from 1995–2006. Information & Management, 47 (5–6), 282–290.

Chircu, A. M., & Kauffman, R. J. (2000a). Limits to value in electronic commerce-related IT investments. Journal of Management Information Systems, 17 (2), 59–80.

Chircu, A. M., & Kauffman, R. J. (2000b). Reintermediation strategies in business-to-business electronic commerce. International Journal of Electronic Commerce, 4 (4), 7–42.

Chircu, A. M., & Mahajan, V. (2006). Managing electronic commerce retail transaction costs for customer value. Decision Support Systems, 42 (2), 898–914. doi: 10.1016/j.dss.2005.07.011

Cho, V. (2006a). Factors in the adoption of third-party B2B portals in the textile industry. Journal of Computer Information Systems, 46 (3), 18–31.

Cho, V. (2006b). A study of the roles of trusts and risks in information-oriented online legal services using an integrated model. Information & Management, 43 (4), 502–520. doi: 10.1016/j.im.2005.12.002

Choi, J., Lee, S. M., & Soriano, D. R. (2009). An empirical study of user acceptance of fee-based online content. Journal of Computer Information Systems, 49 (3), 60–70.

Choudhary, V. (2010). Use of pricing schemes for differentiating information goods. Information Systems Research, 21 (1), 78.

Choudhury, V., & Karahanna, E. (2008). The relative advantage of electronic channels: A multidimensional view. MIS Quarterly, 32 (1), 179–200.

Christiaanse, E., Van Diepen, T., & Damsgaard, J. (2004). Proprietary versus Internet technologies and the adoption and impact of electronic marketplaces. Journal of Strategic Information Systems, 13 (2), 151–165. doi: 10.1016/j.jsis.2004.02.004

Chua, C. E. H., & Wareham, J. (2008). Parasitism and Internet auction fraud: An exploration. Information and Organization, 18 (4), 303–333. doi: 10.1016/j.infoandorg.2008.01.001

Chua, C. E. H., Wareham, J., & Robey, D. (2007). The role of online trading communities in managing Internet auction fraud. MIS Quarterly, 31 (4), 759–781.

Chun, S. H., & Kim, J. C. (2005). Pricing strategies in B2C electronic commerce: analytical and empirical approaches. Decision Support Systems, 40 (2), 375–388. doi: 10.1016/j.dss.2004.04.012

Clemons, E. K. (2009a). Business models for monetizing Internet applications and Web sites: Experience, theory, and predictions. Journal of Management Information Systems, 26 (2), 15–41.

Clemons, E. K. (2009b). The complex problem of monetizing virtual electronic social networks. Decision Support Systems, 48 (1), 46–56.

Crowston, K., & Myers, M. D. (2004). Information technology and the transformation of industries: three research perspectives. Journal of Strategic Information Systems, 13 (1), 5–28. doi: 10.1016/j.jsis.2004.02.001

Currie, W. L., & Parikh, M. A. (2006). Value creation in web services: An integrative model. Journal of Strategic Information Systems, 15 (2), 153–174. doi: 10.1016/j.jsis.2005.10.001

Cyr, D., Bonanni, C., Bowes, J., & Ilsever, J. (2005). Beyond trust: Web site design preferences across cultures. Journal of Global Information Management, 13 (4), 25.

Dai, Q. Z., & Kauffman, R. J. (2002). Business models for Internet-based B2B electronic markets. International Journal of Electronic Commerce, 6 (4), 41–72.

Datta, P. (2011). A preliminary study of ecommerce adoption in developing countries. Information Systems Journal, 21 (1), 3–32. doi: 10.1111/j.1365-2575.2009.00344.x

Datta, P., & Chatterjee, S. (2008). The economics and psychology of consumer trust in intermediaries in electronic markets: the EM-Trust Framework. European Journal of Information Systems, 17 (1), 12–28. doi: 10.1057/palgrave.ejis.3000729

Davis, A., & Khazanchi, D. (2008). An empirical study of online word of mouth as a predictor for multi product category e-Commerce Sales. Electronic Markets, 18 (2).

de Valck, K., van Bruggen, G. H., & Wierenga, B. (2009). Virtual communities: A marketing perspective. Decision Support Systems, 47 (3), 185–203. doi: 10.1016/j.dss.2009.02.008

De Wulf, K., Schillewaert, N., Muylle, S., & Rangarajan, D. (2006). The role of pleasure in web site success. Information & Management, 43 (4), 434–446.

Dehning, B., Richardson, V. J., Urbaczewski, A., & Wells, J. D. (2004). Reexamining the value relevance of e-commerce initiatives. Journal of Management Information Systems, 21 (1), 55–82.

Dellaert, B. G. C., & Dabholkar, P. A. (2009). Increasing the attractiveness of mass customization: The role of complementary on-line services and range of options. International Journal of Electronic Commerce, 13 (3), 43–70.

Dellarocas, C., Gao, G. D., & Narayan, R. (2010). Are consumers more likely to contribute online reviews for hit or niche products? Journal of Management Information Systems, 27 (2), 127–157. doi: 10.2753/mis0742-1222270204

Devaraj, S., Fan, M., & Kohli, R. (2006). Examination of online channel preference: Using the structure-conduct-outcome framework. Decision Support Systems, 42 (2), 1089–1103. doi: 10.1016/j.dss.2005.09.004

Dewan, R., Jing, B., & Seidmann, A. (2000). Adoption of Internet-based product customization and pricing strategies. Journal of Management Information Systems, 17 (2), 9–28.

Dewan, R. M., & Freimer, M. L. (2003). Consumers prefer bundled add-ins. Journal of Management Information Systems, 20 (2), 99–111.

Dewan, R. M., Freimer, M. L., Seidmann, A., & Zhang, J. (2004). Web portals: Evidence and analysis of media concentration. Journal of Management Information Systems, 21 (2), 181–199.

Dewan, S., & Ren, F. (2007). Risk and return of information technology initiatives: Evidence from electronic commerce announcements. Information Systems Research, 18 (4), 370–394. doi: 10.1287/isre.1070.0120

Dhar, V., & Ghose, A. (2010). Sponsored Search and Market Efficiency. Information Systems Research, 21 (4), 760–772. doi: 10.1287/isre.1100.0315

Dos Santos, B. L., & Peffers, K. (1998). Competitor and vendor influence on the adoption of innovative applications in electronic commerce. Information & Management, 34 (3), 175–184. doi: 10.1016/s0378-7206(98)00053-6

Dou, W. Y., Lim, K. H., Su, C. T., Zhou, N., & Cui, N. (2010). Brand positioning strategy using search engine marketing. MIS Quarterly, 34 (2), 261–279.

Du, A. Y., Geng, X. J., Gopal, R. D., Ramesh, R., & Whinston, A. B. (2008). Topographically discounted Internet infrastructure resources: a panel study and econometric analysis. Information Technology & Management, 9 (2), 135–146. doi: 10.1007/s10799-007-0034-6

Du, T. C., Li, E. Y., & Wei, E. (2005). Mobile agents for a brokering service in the electronic marketplace. Decision Support Systems, 39 (3), 371–383.

Duan, W., Gu, B., & Whinston, A. B. (2009). Informational cascades and software adoption on the internet: an empirical investigation. MIS Quarterly, 33 (1), 23–48.

Duan, W. J. (2010). Analyzing the impact of intermediaries in electronic markets: an empirical investigation of online consumer-to-consumer (C2C) auctions. Electronic Markets, 20 (2), 85–93. doi: 10.1007/s12525-010-0034-y

Dutta, A. (2001). Business planning for network services: A systems thinking approach. Information Systems Research, 12 (3), 260–285. doi: 10.1287/isre.12.3.260.9713

Dwivedi, Y. K., Papazafeiropoulou, A., Brinkman, W. P., & Lal, B. (2010). Examining the influence of service quality and secondary influence on the behavioural intention to change Internet service provider. Information Systems Frontiers, 12 (2), 207–217. doi: 10.1007/s10796-008-9074-7

Easley, R. F., Wood, C. A., & Barkataki, S. (2010). Bidding Patterns, Experience, and Avoiding the Winner’s Curse in Online Auctions. Journal of Management Information Systems, 27 (3), 241–268. doi: 10.2753/mis0742-1222270309

Edelman, B., & Ostrovsky, M. (2007). Strategic bidder behavior in sponsored search auctions. Decision Support Systems, 43 (1), 192–198. doi: 10.1016/j.dss.2006.08.008

El Sawy, O. A., Malhotra, A., Gosain, S., & Young, K. M. (1999). IT-intensive value innovation in the electronic economy: Insights from Marshall Industries. MIS Quarterly, 23 (3), 305–335.

Erat, P., Desouza, K. C., Schafer-Jugel, A., & Kurzawa, M. (2006). Business customer communities and knowledge sharing: exploratory study of critical issues. European Journal of Information Systems, 15 (5), 511–524. doi: 10.1057/palgrave.ejis.3000643

Even, A., Shankaranarayanan, G., & Berger, P. D. (2010). Evaluating a model for cost-effective data quality management in a real-world CRM setting. Decision Support Systems .

Flavián, C., Guinalíu, M., & Gurrea, R. (2006). The role played by perceived usability, satisfaction and consumer trust on website loyalty. Information & Management, 43 (1), 1–14.

Forman, C., Ghose, A., & Wiesenfeld, B. (2008). Examining the relationship between reviews and sales: The role of reviewer identity disclosure in electronic markets. Information Systems Research, 19 (3), 291–313. doi: 10.1287/isre.1080.0193

Gallaugher, J. M., Auger, P., & BarNir, A. (2001). Revenue streams and digital content providers: an empirical investigation. Information & Management, 38 (7), 473–485. doi: 10.1016/s0378-7206(00)00083-5

Gao, S. J., Wang, H. Q., Xu, D. M., & Wang, Y. F. (2007). An intelligent agent-assisted decision support system for family financial planning. Decision Support Systems, 44 (1), 60–78. doi: 10.1016/j.dss.2007.03.001

Garcia, R., & Gil, R. (2008). A web ontology for copyright contract management. International Journal of Electronic Commerce, 12 (4), 99–113. doi: 10.2753/jec1086-4415120404

Gauzente, C. (2009). Information search and paid results—proposition and test of a hierarchy-of-effect model. Electronic Markets, 19 (2), 163–177.

Gefen, D., Rose, G. M., Warkentin, M., & Pavlou, P. A. (2005). Cultural diversity and trust in IT adoption: A comparison of potential e-voters in the USA and South Africa. Journal of Global Information Management, 13 (1), 54–78. doi: 10.4018/jgim.2005010103

Ghose, A. (2009). Internet exchanges for used goods: an empirical analysis of trade patterns and adverse selection. MIS Quarterly, 33 (2), 263–291.

Ghose, A., Mukhopadhyay, T., & Rajan, U. (2007). The impact of Internet referral services on a supply chain. Information Systems Research, 18 (3), 300–319. doi: 10.1287/isre.1070.0130

Ghose, A., Smith, M. D., & Telang, R. (2006). Internet exchanges for used books: An empirical analysis of product cannibalization and welfare impact. Information Systems Research, 17 (1), 3–19. doi: 10.1287/isre.1050.0072

Ghose, A., & Yao, Y. L. (2011). Using Transaction Prices to Re-Examine Price Dispersion in Electronic Markets. Information Systems Research, 22 (2), 269–288. doi: 10.1287/isre.1090.0252

Glover, S., & Benbasat, I. (2010). A Comprehensive Model of Perceived Risk of E-Commerce Transactions. International Journal of Electronic Commerce, 15 (2), 47–78.

Gopal, R. D., Ramesh, R., & Whinston, A. B. (2003). Microproducts in a digital economy: Trading small, gaining large. International Journal of Electronic Commerce, 8 (2), 9–29.

Gopal, R. D., Tripathi, A. K., & Walter, Z. D. (2006). Economics of first-contact email advertising. Decision Support Systems, 42 (3), 1366–1382.

Gorman, M. F., Salisbury, W. D., & Brannon, I. (2009). Who wins when price information is more ubiquitous? An experiment to assess how infomediaries influence price. Electronic Markets, 19 (2–3), 151–162. doi: 10.1007/s12525-009-0009-z

Granados, N., Gupta, A., & Kauffman, R. J. (2008). Designing online selling mechanisms: Transparency levels and prices. Decision Support Systems, 45 (4), 729–745. doi: 10.1016/j.dss.2007.12.005

Granados, N., Gupta, A., & Kauffman, R. J. (2010). Information Transparency in Business-to-Consumer Markets: Concepts, Framework, and Research Agenda. Information Systems Research, 21 (2), 207–226. doi: 10.1287/isre.1090.0249

Granados, N. F., Gupta, A., & Kauffman, R. J. (2006). The impact of IT on market information and transparency: A unified theoretical framework. Journal of the Association for Information Systems, 7 (3), 148–178.

Granados, N. F., Kauffman, R. J., & King, B. (2008). How has electronic travel distribution been transformed? A test of the theory of newly vulnerable markets. Journal of Management Information Systems, 25 (2), 73–95. doi: 10.2753/mis0742-1222250204

Gregg, D. G., & Scott, J. E. (2006). The role of reputation systems in reducing on-line auction fraud. International Journal of Electronic Commerce, 10 (3), 95–120. doi: 10.2753/jec1086-4415100304

Gregor, S., & Jones, K. (1999). Beef producers online: Diffusion theory applied. Information Technology & People, 12 (1), 71–85.

Grenci, I. T. (2004). An adaptable customer decision support system for custom configurations. Journal of Computer Information Systems, 45 (2), 56–62.

Grover, V., & Saeed, K. A. (2004). Strategic orientation and performance of Internet-based businesses. Information Systems Journal, 14 (1), 23–42. doi: 10.1111/j.1365-2575.2004.00161.x

Gundepudi, P., Rudi, N., & Seidmann, A. (2001). Forward versus spot buying of information goods. Journal of Management Information Systems, 18 (2), 107–131.

Gupta, A., Su, B., & Walter, Z. (2004). Risk profile and consumer shopping behavior in electronic and traditional channels. Decision Support Systems, 38 (3), 347–367.

Gupta, A., Su, B. C., & Walter, Z. (2004). An empirical study of consumer switching from traditional to electronic channels: A purchase-decision process perspective. International Journal of Electronic Commerce, 8 (3), 131–161.

Gupta, S., & Kim, H. W. (2007). The moderating effect of transaction experience on the decision calculus in on-line repurchase. International Journal of Electronic Commerce, 12 (1), 127–158.

Hansen, H. R. (1995). Conceptual-framework and guidelines for the implementation of mass information-systems. Information & Management, 28 (2), 125–142. doi: 10.1016/0378-7206(95)94021-4

Harrison McKnight, D., Choudhury, V., & Kacmar, C. (2002). The impact of initial consumer trust on intentions to transact with a web site: a trust building model. The Journal of Strategic Information Systems, 11 (3–4), 297–323.

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Corley, J.K., Jourdan, Z. & Ingram, W.R. Internet marketing: a content analysis of the research. Electron Markets 23 , 177–204 (2013). https://doi.org/10.1007/s12525-012-0118-y

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Received : 08 November 2011

Accepted : 14 September 2012

Published : 31 January 2013

Issue Date : September 2013

DOI : https://doi.org/10.1007/s12525-012-0118-y

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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

• How to find a research topic (video)
• Traditional (offline) marketing topics/ideas
• Digital (online) marketing topics/ideas
• Examples of actual dissertation topics
• Free Webinar : Topic Ideation 101
• Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

• The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
• The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
• The impact of demographic targeting on traditional marketing performance among green businesses
• The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
• The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
• Exploring factors related to outdoor advertising recall in India
• Measuring the ROI of traditional marketing efforts: a review of current methods
• Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
• The use of public relations in traditional marketing campaigns among large insurance companies
• The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Research Ideas: Digital/Online Marketing

Social media marketing

• The use of artificial intelligence in social media marketing among online fashion companies in Sweden
• The impact of social media on public relations and media relations: a Case Study of Nandos
• The role of Twitter in crisis communication and reputation management: a discourse analysis
• The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
• The use of social media for market research and consumer insights among SMEs in Kenya
• The impact of social media on consumer buying behaviour of fast food in Italy
• The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
• The relationship between social media engagement and website traffic: an analysis of fitness brands
• The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
• The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

• The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
• Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
• The experiences and use of SEO in content marketing strategy among small online businesses
• The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
• Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
• The use of user-generated content in building brand trust and engagement among green companies in the UK
• Measuring the ROI of content marketing efforts among luxury brands
• The perception and use of Chat GPT in content creation among small online businesses
• The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
• Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

• The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
• The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
• The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
• The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
• The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
• The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
• Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
• The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
• The use of remarketing and retargeting in search engine marketing campaigns among marketers
• The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Email marketing

• The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
• The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
• Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
• The use of personalization on email marketing performance among craft bloggers
• The impact of automated email marketing among local online retailers on customer loyalty and retention
• The use of automation and triggered emails in increasing engagement and conversion rates for online courses
• The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
• The role of mobile optimization in email marketing targeting Gen Z consumers
• The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
• The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

• The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
• Customer Success and the Transformation of Customer Relationships (Raines, 2022)
• The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
• Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
• You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
• Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
• Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
• Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
• Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
• Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
• The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
• The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
• Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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Marketing Dissertation Topics

Published by Jamie Walker at January 11th, 2023 , Revised On August 18, 2023

Marketing is a business-focused subject, so you’ll be exposed to much more than just creativity. You’ll learn how to set budgets, find new customers, enter international markets, and decide on prices or profits.

As a marketing student, you will be required to complete a marketing dissertation to complete your degree programme. Your dissertation topic can relate to branding, relationship marketing, online/digital marketing, marketing ethics, and any other field of marketing.

To help you get started with brainstorming for marketing topic ideas, we have developed a list of the latest topics that can be used for writing your marketing dissertation.

These topics have been developed by PhD-qualified writers of our team , so you can trust to use these topics for drafting your dissertation.

Review the step-by-step guide on how to write your dissertation here.

You may also want to start your dissertation by requesting  a brief research proposal  from our writers on any of these topics, which includes an  introduction  to the topic,  research question , aim and objectives,  literature review , and the proposed research methodology conducted.  Let us know  if you need any help in getting started.

Check our  dissertation example to get an idea of  how to structure your dissertation .

You can review step by step guide on how to write your dissertation here .

Review Our Best Dissertation Topics 2021 complete list.

2022 Marketing Dissertation Topics

Topic 1: assessing the role of communication strategies in fashion marketing- a case study of uk.

Research Aim: The purpose of this study is to investigate the role of communication strategies in the world of   UK fashion marketing. This will also give us an understanding of how new fashion remanufacturing should be communicated to the consumers. Focusing on how information and messages about the brands or products should be labelled to attract the audience.

Topic 2: How Influential are Retail Stores and Fast Fashion on each other? A case study of Zara

Research Aim: Fast fashion is an idea in which retailers target their business strategies, reducing the time it takes to get products into the store, using an in-season purchasing strategy to keep the products in the market updated during the season. This study aims to find the impact or influence of fast fashion and retail stores on each other, focusing on Zara as it is considered as the famous brand among consumers. It will look at what happens to fast fashion when it is delivered to retail outlets, as well as the adaption of fast fashion in the retail sector and how it is communicated to customers.

Topic 3: Assessing the Key Ethical Issues in the marketing of Pharmaceutical Products in the UK.

Research Aim: Pharmacists may occasionally be led to unethical behaviours during contact; that’s why it is important to understand these behaviours. Pharmaceutical products are sensitive to advertising, and minor misconduct can lead to loss of public trust in the industry. The current study will examine the challenges faced and the key ethical issues that occur during the marketing of pharmaceuticals products focusing on the UK pharmaceutical industry; through quantitative research analysis.

Topic 4: Brand Marketing to a Global World and its impact on local cultural beliefs and attitudes- A literature review.

Research Aim: Different cultures in different countries act as challenges to global marketing. The aim of this study is to develop an understanding of how brand marketing in a global world has a huge impact on the cultural beliefs and attitudes of people. It will provide an experience of international and local consumer cultures and their mutual influence on many consumer behaviours and their effect on their decision-making process.

Topic 5: E-sports marketing- Investigating purpose and scope in current times.

Research Aim: This study aims to find the emerging trend of esports marketing and its scope in current times. It will also explore the collaborative efforts of gaming companies, players and different online communities and how they play an important role in maintaining and enriching the value of Esports consumption.   of   It will provide a societal impact of esports and by applying different strategies

Marketing Dissertation Topics for 2021

Topic 1: impact of product packaging on organisational sales: a case study of the uk retail sector.

Research Aim: Due to intense competition in the UK retail sector, product packaging has gained significant importance concerning consumer purchase decisions. This research will focus on how product packaging (colour, shape, and other attributes) influences consumer purchase behaviour which in return increases or decreases the sales of the organisation.

Topic 2: Impact of E-marketing on consumer purchase decisions: Case of the UK luxury industry

Research Aim: The main purpose of the research is to analyze the impact of electronic marketing on consumer purchase decisions. Different modes of e-marketing will be assessed, and based on the results of each e-marketing channel, the dissertation will be concluded. The focus of this research will be the UK luxury industry.

Topic 3: Analysing the customer-centric marketing strategies in attaining competitive advantage for the firm and sustaining business success

Research Aim: In today’s competitive corporate world, organizations are formulating and implementing customer-centric marketing strategies. These strategies are devised, keeping in mind customer behaviour, customer pattern, customer preferences, customer trends, etc. Considering all these and many other customer-related aspects, companies assess what is successful for their business. This research will discuss the different characteristics of customers that should be studied and how formulating related strategies will help the company gain a competitive advantage and generate profits.

Topic 4: The role of information technology in revolutionizing marketers' approach towards manipulative advertisement

Research Aim: The digital media or the digital world has provided a very effective and large platform for marketers to market and advertise their products. However, this platform can also be used to manipulate customers through deceptive marketing techniques. The main purpose of the research is to analyse the role of information technology in revolutionizing marketers’ approach towards manipulative advertisements. In addition to this, the research will also talk about how marketers use digital media channels to deceive customers who also harm the company’s reputation.

Topic 5: Assessing the impact of integrated marketing communication on consumer impulsive buying behaviour

Research Aim: Consumer impulsive buying behaviour has become an important phenomenon in today’s global world. Companies have been able to acquire a high market share through the impulsive buying behaviour of the consumer. Therefore, this research focuses on analyzing the impact of integrated marketing communication on consumer impulsive buying behaviour.

Topic 6: The Impact of digital marketing on businesses throughout the world

Research Aim: Digital Marketing has changed the face of marketing in today’s world. More and more companies are now adopting this new technique to gain a competitive edge over traditional marketing methods. This research will address the impact of different digital marketing channels on businesses and how each channel can help companies earn more.

Topic 7: Traditional vs Digital Marketing: A comparative study of the last ten years

Research Aim: With the emergence of digital marketing in the global world today, more and more companies are abandoning traditional marketing techniques. This research will compare traditional and digital marketing methods and present data over the past ten years. Through this data, a conclusive analysis will be conducted to determine which marketing is more successful in today’s times.

Topic 8: Studying customers’ responses to automated interactions in the services industry: How does it impact the business?

Research Aim: Many companies have now completely automated their business operations. They have streamlined standard responses given to customers. This research will mainly assess the impact of automated responses on customers, whether or not they impact them in terms of generating and converting leads, and ultimately how it impacts the business overall.

Topic 9: Capturing and analyzing the Voice of Customer (VOC) through Artificial Intelligence: How effective is the technology?

Research Aim: Voice of Customer (VOC) is not a new concept. Companies have been working and collecting data on it for the past several years. It is a method to gather customers’ feedback about their expectations and experiences with respect to your product or service. This research will study how companies gather, assess, and analyse this data through artificial intelligence and how effective it is for businesses. The research will utilise quantitative analysis to conclude whether or not this new technology and strategy is successful.

Topic 10: Online search queries – Can businesses benefit from them and better market their products and services?

Research Aim: Keyword targeting, search engine optimization (SEO), click trend, search trend, etc., are all ways to find how consumers search for a particular product, brand or website online. With more business being done online and with companies focusing more on online marketing, understanding online search queries have become crucial for the business’s success. This research will focus on the different ways through which companies can assess online search queries and whether or not they can benefit from them. Data from past years will be fetched and included to conduct authentic research and conclude accurately.

Also read: Management Dissertation Topics

“Our expert dissertation writers can help you with all stages of the dissertation writing process including topic research and selection, dissertation plan, dissertation proposal, methodology, statistical analysis, primary and secondary research, findings and analysis and complete dissertation writing”. Learn more here .

Relationship Marketing Dissertation Topics

Relationship marketing is a form of marketing that focuses on long-term goals such as building customer loyalty and increasing customer retention. In relationship marketing, products are provided based on relationships and not traditional marketing. This type of marketing helps firms acquire more customers and build loyalty. The more loyal and satisfied a customer is, the more likely they are to make a purchase.

Under relationship marketing, the purchasing pattern, the contact details, and the entire profile of customers are maintained. Normally, firms assign executives to one or more major customers to maintain relationships and satisfy their needs. It is a very useful marketing tool and also an excellent topic to research on. You can choose a topic for your relationship marketing dissertation topic from any of the topics listed below:

Topic 11:Customer loyalty – Behaviour or an attitude? A mixed-method analysis

Research Aim: This research will analyse how customer loyalty is determined, whether it is an attitude or behaviour. A comparative analysis, comparing different elements of attitudes and behaviours, will be conducted.

Topic 12: The usefulness of relationship marketing in the UK fashion industry: To what extent have organisations incorporated club-style membership schemes for their customer and their impact on businesses?

Research Aim: This research will focus on one important aspect of relationship marketing – memberships. The research will revolve around the UK fashion industry, and the impact memberships have on customers and business organisations.

Topic 13: The impact of relationship marketing on customer loyalty: An analysis of Honda Motors

Research Aim: This dissertation will assess how customer loyalty is impacted by relationship marketing. The main focus of this study will be Honda Motors, how the company maintains customer relationships.

Topic 14: Loyalty schemes and customer satisfaction: Do they really have an impact?

Research Aim: This research will analyse whether or not loyalty schemes impact customer satisfaction. If yes, then the various means will be explored.

Topic 15: The interrelationship between switching costs and consumers' resistance to switching brands' loyalty

Research Aim: The relationship between costs and brand loyalty will be assessed in this research. This research will discuss circumstances under which customers decide to switch brand loyalty.

Topic 16:Loyalty schemes and their relationship with sales: An exploratory analysis of the UK retail industry.

Research Aim: This dissertation will conduct an exploratory analysis to conclude whether or not there is a relationship between loyalty schemes and sales of companies.

Topic 17:Maintaining customer relations through relationship marketing. A case of ASDA

Research Aim: The main focus of this research will be to study how ASDA maintains customer relations and whether they prove to be successful for the business or not.

Topic 18:Exploring the effectiveness of online marketing – Does digital marketing help companies build customer loyalty?

Research Aim: This dissertation will analyse how effective online marketing is for companies to help build and maintain customer loyalty. And whether online marketing can be used to build customer loyalty.

Topic 19: Assessing customer satisfaction in the UK tourism and hospitality industry

Research Aim: The UK tourism and hospitality industry will be assessed in this study for customer satisfaction. The dissertation will conclude to answer how the UK tourism and hospitality industry has maintained customer satisfaction.

Topic 20:Technology driven customer engagement – Does it lead to better customer satisfaction as compared to traditional engagement methods?

Research Aim: This dissertation will discuss how technology has impacted customer engagement. Furthermore, it will analyze how effective technology has been in driving customer engagement compared to traditional methods.

Branding Dissertation Topics

Branding involves creating a unique image and name for a product in the minds of the customers. This is done through creative advertising using a brand theme used consistently in all the advertisements. Branding also entails creating a unique logo and name for a distinguished product.

Some consumers compare prices before purchasing a product, but mostly a purchase is made by focusing on the quality of goods and brand loyalty. There is a misconception that branding is the same as marketing, but it can be distinguished based on the former being one of marketing strategy fundamentals.

For successful branding, there should be truthfulness and clarity in every phase through interaction with customers, which will help improve the value and brand perception of a company.

Branding provides companies with a competitive edge over other organizations and has become a very popular topic for research among undergraduate and postgraduate students. When looking to work on a branding related dissertation, you can choose from the dissertation topics below:

Topic 21:Maintaining brand equity through innovation: A case study of Apple Inc.

Research Aim: Innovation has a huge impact on brand equity. The same will be discussed in this research, with Apple Inc. as the main focus.

Topic 22:Building brand equity through celebrity endorsement: Analysis of the fashion industry

Research Aim: Celebrity endorsement is an excellent way to build brand equity. In this dissertation, the same will be discussed concerning the UK fashion industry or another country of your choice.

Topic 23:Brand attitudes and advertisements: Evidence from the past five years

Research Aim: This study will talk about how advertisements shape brand attitudes. Evidence from the past five years will be presented to conclude whether advertisements impact the brand attitude or not.

Topic 24: Packaging as a brand marketing strategy: Assessing its effectiveness in the retail sector

Research Aim: The success of a brand marketing strategy depends on several factors. This dissertation will assess how important packaging is in a brand marketing strategy.

Topic 25:Effect of branding on consumers of Coca Cola and Pepsi: A comparative analysis

Research Aim: Branding has a huge impact on consumers. Competitors utilise this strategy to build customer loyalty. This research will compare two big rivals – Coca-Cola and Pepsi concerning branding.

Topic 26:Branding strategies: Impact and application

Research Aim:  The different types of branding strategies and their implementation process will be discussed in this study.

Topic 27:Analysis of the consumer: Comparative analysis between good quality products and brand loyalty.

Research Aim: This study will discuss how good quality products impact consumers and how it helps companies build brand loyalty.

Topic 28:Building, retaining and maintaining the brand image in the market – Studying MNCs in the UK industry

Research Aim: Brand image and reputation are something that companies should pay close attention to. This research will talk about leading MNCs and how they should build and retain the brand image.

Topic 29:Importance of brand and reliability in the automotive industry – Case of Toyota Motors

Research Aim: Reliability is a huge factor in building a brand. With a specific focus on Toyota, this study will discuss how reliability impacts the brand.

Topic 30:Building brand awareness and equity through online marketing – Assessing its effectiveness

Research Aim: This research will assess the effectiveness of online marketing in building brand awareness and equity.

Topic 31:International brand building in the digital age: The role of digital marketing

Research Aim: Building a brand with the help of digital marketing will be discussed in this research.

Topic 32:Corporate social responsibility and brand management: A case of Nestle

Research Aim: Giving back to the community creates a positive image of the company. This research will discuss how fulfilling corporate social responsibility helps the company maintain its brand.

Also Read:   Chanel’s Brand Identity and Personality

Direct Marketing Dissertation Topics

Direct marketing is a marketing phenomenon that involves direct selling to customers. This includes telephone selling, email selling, direct mail selling, etc. No retailer is involved in the process. The product/service flow includes only two parties, the company and the consumer.

Direct marketing allows businesses and non-profit organizations to communicate with customers directly. It relies on advertisements on the internet, television, or radio.

There are different types and forms of direct marketing, with internet marketing being the most popular. Online marketing helps companies to interact directly with their customers without any middleman. In this manner, companies can gain insight into customers, expectations, and feedback on the product/service.

Below is a list of topics that you can base your dissertation on under the direct marketing theme.

Topic 33:Loyalty schemes and direct selling – Does it help businesses to market directly to customers?

Research Aim: Loyalty schemes are an old but extremely effective marketing tool. This research will discuss and analyze whether direct marketing can be done through these schemes or not.

Topic 34:How customers can protect themselves from deceitful direct marketing techniques?

Research Aim: This study will highlight the unlawful and unethical ways companies adapt through digital marketing and how customers can protect themselves.

Topic 35:Direct Marketing: Effects and implications

Research Aim: The main concept, theory, and framework of direct marketing will be discussed and analysed in this research. The effects and implications of direct marketing will be the main focus of this study.

Topic 36:Do customers respond differently to direct and digital marketing?

Research Aim: Direct and digital marketing will be compared and analysed in this research. Their responses will then be evaluated as to which one is the most effective.

Topic 37:The relationship between the duration of a voice message and the success of Tele-marketing? A case of mobile Industry.

Research Aim: Telemarketing is a successful marketing tool. This research will study the relationship between the duration of a voice message and its success for companies operating in the mobile industry.

Topic 38:Developing a marketing information system for direct marketing: Analysing its effectiveness

Research Aim: A marketing information system is extremely essential for companies today. This research will discuss how a marketing information system can be developed and how effective it is for direct marketing.

Topic 39:The role of business and artificial intelligence in direct marketing – How can companies gain advantage?

Research Aim: Artificial Intelligence is the big thing in the marketing industry these days. Incorporating it into your business for marketing will help you achieve a competitive advantage. The same will be studied and evaluated in this research.

Topic 40:Internet marketing as a direct marketing technique – Assessing its effectiveness and profitability

Research Aim: Internet marketing can be used a direct marketing technique. This research will assess how effective and profitable this technique can be for businesses.

Topic 41:Protecting consumer data and privacy in direct marketing techniques – Evaluating its importance.

Research Aim: Companies do not pay much attention to customer privacy. This research will discuss how direct marketing can help companies protect customer data and privacy.

Marketing Across Cultures Dissertation Topics

Every culture is different. Thus, what is acceptable in one, may not be acceptable in the other. This is why firms must adopt different techniques while operating in different cultures. Before introducing any product, companies need to analyse the cultural aspect of the market.

This has become a very important and deciding factor for the successful operation of a business. Cultures have a deep impact on consumer behaviour, and it plays a key role in shaping the buying behaviour and the attitude of the customer.

There is no doubt that this marketing aspect is worth some research. Some intriguing and current dissertation topics in the field of cultures and marketing are given below:

Topic 42:Impact of culture on the trading Market: A case of general motors through an analysis of the imports and exports.

Research Aim: Marketing is based on different cultures. This research will discuss the impact of culture on the trading market, focusing on general motors’ imports and exports.

Topic 43: Does language impact the identity of a brand? A case of Coca-Cola

Research Aim: Language is an important element of a culture. This study will research and analyze whether or not the language impacts a brand and will utilize Coca-Cola as its main focus.

Topic 44: Amalgamating and assessing the regional differences within the national culture of marketing

Research Aim: This research will study the various regional differences that exist in the marketing culture and how they impact businesses.

Topic 45: The impact of collectivism and individualism on purchasing smartphones

Research Aim: Different cultures have a different impact on society. This research will conduct a cross-cultural analysis to understand how culture impacts marketing strategies

Topic 46:Cross-cultural marketing and how it impacts a business – A specific focus on the FMCG sector

Research Aim: Cross-cultural marketing is utilised by companies operating in different cultures. This research will talk about how cross-cultural marketing is formulated, devised, and implemented in the FMCG Sector and whether it is successful for the company or not.

Topic 47:Belief, religion and values: Do they have an impact on businesses across the world

Research Aim: There can be many cultures in one market. Thus, it becomes challenging for companies to market their product according to cultures. This research will assess this issue by focusing on two different cultures.

Topic 48: Application of marketing mix in a culturally diverse society: Assessing two different cultures

Topic 49: same marketing tact in different markets: how it leads to business failures.

Research Aim: Companies cannot utilise similar marketing techniques for different cultures. This research will assess how this act can lead to the failure of businesses.

Topic 50:Cultural differences and the subsequent effect on supermarkets across the United Kingdom

Research Aim: This research will talk about how various cultural differences impact supermarkets operating in the United Kingdom.

Also Read :   Fashion and Culture Dissertation Topics

Online Marketing Dissertation Topics

When marketing evolved from traditional to online or digital marketing, it was observed that all the rules that traditional marketing followed were no longer useful. The needs and demands of the market had changed, thus online marketing emerged. Digital marketing has been a game-changer in the field of marketing.

New tools, new rules, and new methods have set the marketing game field. Every player entering the business world needs to be well versed with all these new aspects or else it can go out of business quickly.

Online marketing helps business organisations to understand and evaluate customers’ responses to a particular marketing strategy very efficiently. So businesses are now aware of their customer behaviour, trends, what they look for in a product, what are they interested in, etc.

However, while collecting and storing all this customer information, organisations need to ensure the privacy of their consumers to avoid losing their trust. Companies are now in an era where they can efficiently interact and engage their consumers.

Based on their responses, they can devise subsequent marketing strategies. Online marketing is now a powerful marketing tool as it allows organizations to develop specific strategies to suit the needs of their consumers.

The field of digital marketing is worth the research. You can spend hours learning about this facet of marketing, and still will be left with the urge to learn more. Some interesting topic suggestions are given below if you want to base your dissertation on online marketing.

Topic 51:How online marketing impacts the retail sector during the Covid-19 pandemic? - Entering the field of internet marketing

Research aim: This research will aim to discover the impact of the covid-19 pandemic on the performance of the retail sector in any country of your choice. How did the retail stores move to online marketing to overcome the losses?

Topic 52: Organisations and their use of personalised products: How do companies decide who to market?

Research Aim: There are times when companies launch personalised services or products for a specific group of customers. To identify this need, traditional research is not useful. Customers do not want to give out this type of information. With online marketing and its various tools, companies can now gather this data. This research will delve deep into how that happens.

Visit our topics database to view 100s of dissertation topics in your research area.

Topic 53:The role of online marketing in driving sales: Studying the retail sector

Research Aim: The main focus of this research will be to understand how the retail sector is impacted through online marketing and its role.

Topic 54:Implications and application of online marketing

Research Aim: Online marketing tools are extremely powerful. Various tools will be discussed and analysed in this research to conclude how well they perform.

Topic 55:How can companies overcome the hate speech of unhappy customers?

Research Aim: With the ease of gathering data, online marketing and tools can also lead to hate speech from customers. This research will evaluate different ways through which companies can overcome this issue.

Topic 56:What attributes are preferred by customers for online search, purchasing and comparison?

Research Aim: The different types of research, search, purchasing, and comparing attributes undertaken by customers will be assessed in this study. Moreover, their impact on business will be studied.

Topic 57:The power of online marketing tools – Assessing their effectiveness with respect to sales

Research Aim: Different marketing tools will be analysed and studied in this research. They will be assessed based on their effectiveness concerning sales.

Topic 58:Analysis of change in behaviour of customers in offline and online marketing

Research Aim: Online and offline marketing are extremely different. This research will analyse how customers behave differently in an online marketing setting as compared to an offline marketing setting.

Topic 59:Impact of appearance and visual effects for the effectiveness of online marketing

Research Aim: Online marketing utilises different appearance and visual effects to attract customers. This research will analyze how effective these techniques are for the company.

Topic 60:Websites and E-commerce – Do they influence customer behaviour? A case study of the UK fashion industry

Research Aim: With online marketing, it is essential that you have a website and an online store if you’re selling products. The impact of both website and e-commerce on marketing in the UK fashion industry will be assessed.

The 4Ps (Price, Product, Promotion, Place) of Marketing Mix Dissertation Topics

Price, product, promotion, and place are also known as the four pillars of marketing. Referred to as the marketing mix, these four components help companies decide on a product and/or marketing strategy.

These four factors (4Ps) are the key ingredients of a successful marketing strategy since they allow for an in-depth analysis of the market and marketing strategies concerning any particular product. The companies analyse the culture, the product itself, and the pricing of other similar products to gain a competitive edge for their business and production processes.

To understand more about these components and how they impact businesses, you can research this area. Some relevant topics in this area of marketing are listed below for you to base your dissertation on:

Topic 61:Understanding the importance of location for customers Starbucks USA vs Starbucks UAE

Research Aim: Location has a great impact on the company’s sales and marketing efforts. This research will assess how impactful location is for customers by comparing Starbucks located in the US and the UAE.

Topic 62: Pricing war between competitors: Analysing the case of Coca-Cola and Pepsi

Research Aim: Companies usually price their product to competitors to stay relevant and to help their products succeed. This research will analyze how competitors price their products by assessing the pricing strategies of Coca-Cola and Pepsi.

Topic 63:Impact of point-of-purchase promotion on sales: A case study of ZARA

Research Aim: Promotions are an effective way of selling products. This research will study the point of purchase promotion and its impact by focusing on ZARA.

Topic 64: Product packaging and its impact on buying decision – An exploratory analysis

Research Aim: The packaging of a product has a huge impact on the buying and purchasing decisions of customers. This research will conduct an exploratory analysis to understand this impact.

Topic 65:International pricing strategies and their Impact on the brand image: A case study of iTunes

Research Aim: Pricing strategies may or may not differ in different locations. This research will analyze whether iTunes has gained or not by its pricing strategies in different locations.

Topic 66: Impact of price adjustment strategies in online and offline setting

Research Aim: Prices vary in different settings. This research will study the price strategy adjustment in online and offline marketing.

Topic 67:Should Online Reviews and Word of Mouth be a New Component in the Marketing Mix?

Research Aim: Word of mouth and online reviews have proved to be extremely effective marketing tools in recent times. These components concerning the marketing mix will be studied in this research.

Topic 68:Difference between Online and Offline Promotions – How do They Impact Brand Image

Research Aim: A variety of marketing promotion techniques exist. This research will talk about the different online and offline promotional tools and how they impact brand image.

Topic 69:Impact of Traditional Promotions vs Social Media Promotions – Analyzing Burberry’s Promotional Campaigns

Research Aim: Social media promotional campaigns gain a lot of traction. With a specific focus on Burberry’s promotional campaigns, this research will analyse traditional and social media campaigns.

Topic 70:Effect of Premium Pricing Strategies on Consumers. A case of Apple Products

Research Aim: Of different pricing strategies, premium pricing strategies are adopted for luxury products. The effect of this type of pricing strategy on luxury products (Apple products) will be analyzed in this study.

Topic 71:Impact of Cultural Values in Promotional Activities

Research Aim: Culture has a huge impact on the marketing efforts of a company. This research will talk about the various cultural values and how they impact the promotional activities of businesses.

Topic 72:Placing Products in a Central Location and Ease of Access: Assessing its Impact on Customers

Research Aim: Location affects the sales of products and services. This research will assess the impact of customers when products are placed in a central location and when they are offered ease of access.

Topic 73:Influence of celebrity endorsement on sale: A comparative analysis of Nike and Rebook

Research Aim: Celebrity endorsement is a highly effective way to increase sales. A comparative analysis between celebrity endorsement done by Nike and Reebok will be evaluated in this research.

Topic 74:Impact of promotions upon customer’s perception

Research Aim: Customers may or may not change their perception after marketing promotion efforts. This research will discuss whether promotions can change perceptions or not.

Topic 75: Analysing the impact of cartoon characters on children

Research Aim: Products marketed towards children are tricky to market. This research will study whether including a cartoon character to attract children helps businesses or not.

Marketing and Consumer Psychology Dissertation Topics

Marketing is fundamentally based on consumer behaviour. Studying consumer behaviour helps businesses understand the customer in a better manner. Not only this, but it also helps them improve their marketing strategies by understanding the problems of a consumer with a specific focus on their perception of products. It is very important to understand the psychology of consumers and the various influences that the environment may have on their psychology. Studying these behaviours and patterns helps companies know how they should target their customers and what aspects they should focus on.

Consumer psychology comes in very handy for online marketing. When marketing digitally, companies have little or no information regarding their consumers. Thus, understanding their way of thinking, behaviour, buying patterns, trends, etc., helps businesses understand what the customer expects.

The study of consumer behaviour is very interesting and therefore provides an ideal topic for dissertations.

Topic 76:An investigation of consumer psychology and perceptions and their impact on marketing fashion products

Research Aim: Consumer psychology and their perceptions will be evaluated in this research. These two factors concerning the marketing of fashion products will be assessed.

Topic 77:How does consumer knowledge affect the purchase of products and their buying decision

Research Aim: Consumer knowledge influences their buying or purchasing decision. This research will talk about how this knowledge and its impacts the marketing decisions of a company.

Topic 78:The impact of negative publicity on consumer behavior

Research Aim: Consumers cannot be tricked. They are aware of when companies utilize techniques or tools to create a negative image of other companies. This research will talk about such techniques and their impact on consumers.

Topic 79:Consumer attitude towards in-store shopping and online shopping in Wall-Mart

Research Aim: This research will investigate the attitude of customers shopping in-store (physical stores) versus customers shopping online (digital stores). Walmart’s customers will be the focus.

Topic 80:Understanding consumer psychology to devise effective marketing strategies

Research Aim: Customer psychology will first be discussed in this research. Then, the research will talk about how effective marketing strategies will be devised.

Topic 81:Assessing the consumer behaviour and perceptions in relation to luxury

Research Aim: This research will discuss consumer behaviour when customers opt for luxury products, i.e. what drives them to purchase high-priced products.

Topic 82:Measuring consumer response to new products launched by Nestle

Research Aim: Companies should always measure consumer response to assess their marketing activities. This research will discuss different ways through which customer response to new products launched by nestle is assessed.

Topic 83:Consumer perceptions related to discounts and promotions when purchasing products

Research Aim: Every customer likes to purchase products at discounted prices. This research will discuss consumer perceptions concerning discounts, sales, and promotions when purchasing products.

Topic 84:Creating profitable relationships with consumers

Research Aim: This research will analyse the various ways through which companies can create profitable relationships with customers.

Topic 85:Switching costs – Do consumers think about it when abandoning a brand?

Research Aim: There are different reasons for switching a brand or abandoning it completely. These reasons will be the main focus of this research, and customer perceptions will also be studied.

Marketing and Social Networks Dissertation Topics

Social networks (Facebook, Linked In, and Twitter) have played a decisive role in using the internet and purchasing online. Companies need to understand these social networks and tools from a marketing perspective in today’s business world. Businesses that do not make use of the different social media platforms are entirely out of the race.

This is the power of social networks in today’s corporate world. Not only is it competitive, but these networks also help companies interact with their customers and gain feedback in real-time.

This means that they can launch a product, post and market it on social networks, and assess customer reaction. Companies have done well by utilizing these platforms, and all businesses must have a social media presence and interact with customers.

However, it should be noted that organisations face various challenges using social media as a tool to market their products and services. Social media can make or break things for businesses.

If done right and if the accounts are handled appropriately, nothing can stop the business from achieving success. However, one small mistake can cause a lot of trouble for the company. The backlash on social media is extreme, and the company will have to spend months to bring back its reputation.

Thus, considering the challenging nature of these platforms, it is interesting to conduct researches and studies around various related topics. The following is a list of topics that can be undertaken as a part of social networks and marketing dissertation:

Topic 86:The role of Facebook as a marketing tool

Research Aim: The research will explore the various events in Indian film history that have allowed it to become a global sensation. The paper will analyse its market-driven triumph against Hollywood imports starting from the 1930s. The paper will also examine the nationalist social views of films produced in Bollywood during the 1950s.

Topic 87:Social media marketing vs. traditional marketing evaluating the success rate

Research Aim: Social media marketing is the new trend. But does it really reap results? This will be the main focus of this research, and the results of online marketing and traditional marketing methods will be compared.

Topic 88:Building relationships with customers through social media.

Research Aim: Social media not only helps in networking and connecting people but also enables companies to get in touch with their customers. This research will talk about companies use it as a medium to build relationships with their customers.

Topic 89:How social media influences consumers’ buying preferences

Research Aim: Social media trends are followed by everyone. This research will discuss how these trends are shaped and how it influences the buying and purchasing decision of customers.

Topic 90:How businesses gather Information from social media: A deep insight into customer privacy concerns

Research Aim: A lot is argued about the loss of privacy and data for online customers. This research will investigate the various ways data is collected online and whether or not there are data security breaches.

Topic 91:Consumer perception of social media marketing and its impact on brand image

Research Aim: Consumer perception regarding social media marketing will be assessed in this research. Moreover, the impact of this perception on the brand image will be evaluated.

Topic 92:Is Banner advertisement a good idea in social media marketing? A global comparative analysis

Research Aim: Online Banner advertisements are utilised by almost all companies in the market. This research will discuss various banner advertisement campaigns and their effectiveness.

Topic 93:The role of online stores in the traditional marketing mix

Research Aim: The traditional marketing mix does not take into consideration online marketing. This research will talk about the importance of online and social media marketing in the corporate world today and the role of online stores in the marketing mix.

Topic 94:Why is there more focus on the use of Facebook for marketing rather than other platforms for social media marketing?

Research Aim: Facebook advertising is considered the most powerful amongst all other social media marketing tools. There are various reasons due to which Facebook is considered a powerful tool. All these will be discussed, analyzed, and evaluated in this research.

Also Read:   How to Use Social Networks for your Dissertation

Marketing Ethics Dissertation Topics

Marketing Ethics Dissertation Topics Marketing ethics is a thought-provoking issue in the field of marketing. Where marketers are making efforts to run effective and profitable marketing campaigns for their companies, they should also consider marketing ethics.

The continuous evolution of customers’ attitudes customers over media has a significant impact on businesses worldwide. People nowadays are more concerned about the company’s ethical behaviour and the use of ethics employed by their marketing experts.

They are more concerned about their corporate social responsibility programs and the values of society. Companies must run various social corporate responsibility campaigns, through which they not only create a good reputation but also give back to the community.

These campaigns indeed help businesses to build a reputation and become a preferred brand for consumers. Acts such as animal cruelty and the use of prohibited products hit hard, and a company can lose its long-built strong reputation in a matter of minutes.

There are various ethical concerns that organisations must abide by to have a successful operating and marketing campaign. A dissertation on marketing ethics can be based on any of the following topics:

Topic 95:Ethics and consumer perception: What do consumers really expect from companies?

Research Aim: Corporate and marketing ethics are extremely important for companies. This research will talk about what customers expect from the company regarding ethics and how it shapes their perceptions.

Topic 96:Impact of unethical behaviour of an organisation on sales: Studying unsuccessful marketing campaigns

Research Aim: Unethical organizational behaviour leads to unsuccessful marketing campaigns. The main focus of this research will be the unethical behaviours undertaken by companies and how it adversely affects their sales.

Topic 97:How firms mislead people to enhance product sales and the effect this has on their business

Research Aim: A number of companies mislead their consumers only to enhance their sales. This research will discuss the different ways through which companies mislead people and the impact it has on their business.

Topic 98:How country laws shape business and marketing

Research Aim: When operating in a country, companies have to abide by the laws, rules, and regulations set out by the government. This research will talk about how these laws and regulations shape the business environment.

Topic 99:Ethical considerations and brand loyalty

Research Aim: This research will discuss whether or not ethical business operations have an impact on brand loyalty or do consumers continue to buy from companies who operate unethically.

Topic 100:Spam laws and online marketing – A critical analysis

Research Aim: Online marketing has its own rules. Companies have to abide by spam laws, or else they will be blacklisted. These rules and how companies should abide by them will be analyzed in this study.

Topic 101:Exploring the relationship between marketing ethics and corporate social responsibility

Research Aim: Companies have a responsibility to fulfill. They have to give back to the community, thus operate with corporate social responsibility. This research will discuss whether or not marketing ethics are directly related to corporate social responsibility.

Topic 102: Building company reputation and brand equity through various corporate social responsibility initiatives

Research Aim: The main focus of this research will be to explore whether or not corporate social responsibility initiatives build company reputation or brand equity.

Topic 103: Do cause-related marketing campaigns impact consumer purchase decisions?

Research Aim: This research will explore whether cause-related marketing has an impact on consumer purchase decisions or not.

Topic 104: Public relations and consumer boycotts: Learning lessons from Shell and Nestle

Research Aim: Consumers can boycott a company based on a variety of reasons. This research will discuss the different reasons why consumers boycott and how it impacts public relations, with a special focus on Shell and Nestle.

Important Notes:

As a student of marketing looking to get good grades, it is essential to develop new ideas and experiment on existing marketing theories – i.e., to add value and interest in the topic of your research.

The field of marketing is vast and interrelated to so many other academic disciplines like civil engineering ,  construction ,  law , engineering management , healthcare , mental health , artificial intelligence , tourism , physiotherapy , sociology , management , and nursing . That is why it is imperative to create a project management dissertation topic that is articular, sound, and actually solves a practical problem that may be rampant in the field.

We can’t stress how important it is to develop a logical research topic; it is the basis of your entire research. There are several significant downfalls to getting your topic wrong; your supervisor may not be interested in working on it, the topic has no academic creditability, the research may not make logical sense, there is a possibility that the study is not viable.

This impacts your time and efforts in  writing your dissertation  as you may end up in the cycle of rejection at the very initial stage of the dissertation. That is why we recommend reviewing existing research to develop a topic, taking advice from your supervisor, and even asking for help in this particular stage of your dissertation.

While developing a research topic, keeping our advice in mind will allow you to pick one of the best marketing dissertation topics that fulfill your requirement of writing a research paper and add to the body of knowledge.

Therefore, it is recommended that when finalizing your dissertation topic, you read recently published literature to identify gaps in the research that you may help fill.

Remember- dissertation topics need to be unique, solve an identified problem, be logical, and can also be practically implemented. Take a look at some of our sample marketing dissertation topics to get an idea for your own dissertation.

How to Structure your Marketing Dissertation

A well-structured   dissertation can help students   to achieve a high overall academic grade.

• A Title Page
• Acknowledgments
• Declaration
• Abstract: A summary of the research completed
• Table of Contents
• Introduction : This chapter includes the project rationale, research background, key research aims and objectives, and the research problems to be addressed. An outline of the structure of a dissertation  can also be added to this chapter.
• Literature Review :  This chapter presents relevant theories and frameworks by analysing published and unpublished literature available on the chosen research topic, in light of  research questions  to be addressed. The purpose is to highlight and discuss the relative weaknesses and strengths of the selected research area whilst identifying any research gaps. Break down of the topic, and key terms can have a positive impact on your dissertation and your tutor.
• Methodology:  The  data collection  and  analysis  methods and techniques employed by the researcher are presented in the Methodology chapter which usually includes  research design, research philosophy, research limitations, code of conduct, ethical consideration, data collection methods, and  data analysis strategy .
• Findings and Analysis:  Findings of the research are analysed in detail under the Findings and Analysis chapter. All key findings/results are outlined in this chapter without interpreting the data or drawing any conclusions. It can be useful to include  graphs ,  charts, and  tables in this chapter to identify meaningful trends and relationships.
• Discussion  and  Conclusion: The researcher presents his interpretation of results in this chapter, and states whether the research hypothesis has been verified or not. An essential aspect of this section of the paper is to draw a linkage between the results and evidence from the literature. Recommendations with regards to implications of the findings and directions for the future may also be provided. Finally, a summary of the overall research, along with final judgments, opinions, and comments, must be included in the form of suggestions for improvement.
• References:  This should be completed in accordance with your University’s requirements
• Bibliography
• Appendices:  Any additional information, diagrams, graphs that were used to  complete the  dissertation  but not part of the dissertation should be included in the Appendices chapter. Essentially, the purpose is to expand the information/data.

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How to find dissertation topics about marketing.

For marketing dissertation topics:

• Study recent industry trends.
• Explore consumer behavior shifts.
• Investigate digital marketing innovations.
• Analyze branding or market strategies.
• Consider social and ethical aspects.
• Select a topic resonating with your passion and research goals.

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Top 120 Marketing Topics For Your Paper

Marketing is an essential sphere of the modern world and is, therefore, subject to intense research. The good news for researchers is that with this flood of data, writing a research paper should be easier. The bad news, however, is that with so much data, decision-making may not be so straightforward. Therefore, you have to choose the right marketing topics among this many options.

Best Marketing Research Paper Topics

Social media marketing topics, sports marketing topics, international marketing topics, content marketing topics, controversial marketing topics, digital marketing topics, marketing topics for presentation, marketing plan topics, trending marketing topics, interesting marketing dissertation topics, marketing topics ideas for essay.

Choosing marketing topics for your research may put you in a somewhat confusing situation. Although they are difficult to find, they needn’t be! Hence, this article focuses on hot marketing topics to write about. With our list of hot topics in marketing, you’ll not doubt as to where to focus and what topics to choose.

From marketing paper topics to marketing blog topics, we have got you covered! Here are 120 marketing topics just for you!

Are you into any kind of marketing research, or do you need some marketing essay topics for a college assignment? Then relax! We refuse to leave you out in the dark. With our marketing topics for research, you’ll be on top of your game. No bluffing – these marketing topics for research paper spans all forms of education. What do I mean? These marketing topics cover some marketing thesis topics, marketing dissertation topics, and marketing research topics for college students! Also, you can easily get qualified marketing thesis help from our experts. Are you ready for the list of marketing research topics? Let’s delve right in!

• Evaluation of the best distribution strategies for new companies.
• Mistakes to avoid when choosing marketing distribution channels.
• The influence and opportunities of online shopping in China.
• How social media impact the German Christmas market.
• How consumer purchase decision influences e-marketing.
• How Internet Marketing Affects Pharmaceutical Marketing And Ethics.
• Gender And Its Effect On Buying Decision.
• Factors That Influence Impulsive Buying And How Brands Exploit Them
• How the Brand Extension Affects Brand Personality.
• Black Friday Sales: How Companies Use And Benefit From These Sales.
• Direct Marketing Strategies: Are Consumers Immune To Its Effect?

Social media marketing is no longer a new marketing concept. Many companies now use diverse social media platforms for marketing their brands and influencing people into getting hooked on their products or services. Here are some social media marketing topics that many companies will find interesting.

• Social media and the survival of a business.
• The best social media to use for baby products.
• How to apply marketing mix on Facebook.
• Facebook vs. Instagram, which is the best marketing platform?
• Can Facebook help your business to grow?
• How To Pick The Right Social Media Platforms For Your Business.
• Effective Communication Of Brand Image Via Social Media Marketing.
• Snapchat: Can This Platform Help Small Businesses Grow?
• Instagram: How Customers Perceive Brands Who Advertise On This Platform.
• What Makes People Want To Share Content With Their Friends?
• How Does Social Media Advertising Impact Consumer Behavior?

Sports marketing is a trendy type of marketing. Here are some sports marketing research topics you should consider.

• A Critical Analysis Of The Effect Of Traditional Advertising On Ticket Purchases.
• A Study Of How Football Teams Use Social Media Platforms (Twitter) To Gain The Loyalty Of Their Fans.
• Olympics: A Comparative Study Of The Trends In The Market Of The Host Country, And Growth Ratio.
• Women In Sports: The Effect Of Female Athletes On The Brand Loyalty Of Sports Goods Consumers?
• A Study On How Small And Medium Enterprises (SMEs) Can Support Sports Marketing.
• The trending opportunities in sports marketing and how to make use of them.
• The best way you can use to make use of wearable markets
• Should seniors be permitted to participate in sports games?
• How can intelligent sports chat boards help sports teams to strengthen their loyalty?
• Should more women and children get into sports?

Marketing is one of the strings that hold the modern world together. Here are some international marketing topics that will dig deeper into global marketing and interest most readers.

• Comparative Analysis Of International And Local Brands
• How Companies Create Brand Awareness Via International Event Marketing.
• How Manufacturers Can Market Their Products Internationally.
• A Critical Acritical Of The Steps To Magnificent Multilingual Marketing Campaign.
• A Study On How Businesses Can Be Successful At Localization.
• How does globalization impact consumer behavior?
• International brands vs. local brands, which one has an advantage?
• How to create brand awareness through global event marketing.
• Ways you can use to market your products on an international level.
• How to utilize global event marketing when creating brand awareness.

Although most brands use content marketing, many are not good at it because it makes your business vulnerable. Marketers put their thoughts and ideas on the line hoping to see a good response. Here are some content marketing topics to help you study brands that got their content marketing right!

• Why Coca-Cola’s “Share A Coke” Campaign Was A Huge Success.
• A Study Of The Make-a-wish Batkid Campaign.
• The Idea Behind Hootsuite’s Game Of Social Thrones Video.
• How Velcro Made The Boring Fascinating.
• How To Companies Like Okay Use Influence To Spread Powerful Messages.
• Tips when creating content on Pinterest.
• Guide on how to create content that your audience will want to share.
• Five biggest graphic design mistakes that companies make when they are marketing their pieces.
• Ways you can use to generate more leads and close sales using content marketing.
• 10 steps to create a compelling marketing campaign.

Controversial marketing puts brands in the spotlight. These ads do pay off! Here are some controversial marketing topics for brands that made famous controversial marketing ads.

• A Study On How Nike’s “Believe In Something” Ad Increased Their Stocks Prices.
• Why Burger King’s “Whopper Neutrality” Got Millions Of Views.
• Why Weight Watchers’ Partnership With DJ Khaled Increased Their Success.
• Why Gillette’s “We Believe: The Best Men Can Be” Was A Controversial Ad.
• How The Timing Of The Anheuser-Busch’s “Born The Hard Way” Ad Made It Controversial.
• The truth about Google giving preferential treatment to big brands.
• Is it true that social media affects SEO rankings?
• TV ads and YouTube videos: which ones are more engaging?
• Is the building of the email list an effective way to sell?
• Will immersion technology through VR technology be accepted?

Digital marketing is rapidly growing, influencing millions of people across the world. Here are five digital marketing topics and digital marketing blog topics you should consider.

• Search Engine Marketing: Critical Analysis Of Visual Keyword Tools.
• Traditional Marketing Versus Digital Marketing: An Analytical Comparison.
• ROI For Various Digital Marketing Strategies
• Targeted Marketing: Facebook Analytics.
• Coupon Code: Customer Preferences On These Promotional Activities.
• What are the differences between paid search engines and organic search?
• Tips that you can use to help you grow your paid ROAS.
• Top 10 reasons you should follow your competitors on social media.
• What are the dos and don’ts when you are using social media marketing?
• Top SEO tactics that you should avoid.

Need to give a presentation on marketing? These five marketing presentation topics will enthrall your listeners!

• How To Use The Blue Ocean Strategy
• Fundamentals Of Marketing Management.
• Digital And Social Media Marketing.
• How To Effectively Manage Customer Service.
• Essential Creative Thinking Skills All Marketing Managers Should Have.
• What does in-house SEO entail?
• What is the path to gaining and building your customers’ trust?
• Which is better, brand awareness or ROI?
• How to effectively personalize client’s communication
• What are the best SEO strategies that increase site traffic?

Starting a business without a marketing plan could be suicidal. These marketing plan topics will help you preach the importance and place of marketing plans in the business world.

• Why a Marketing Plan is a Crucial Aspect When Launching Your Business or Product.
• Why you should have a strong marketing plan before launching your business.
• How to build a tactical marketing plan
• Marketing Strategy versus marketing plan: The differences.
• Why do businesses lack proper marketing plans?
• Ways you can use to build a tactical marketing plan
• Is there a difference between a marketing plan and a marketing strategy?
• What are the vital parts when you are writing a marketing plan?
• What part does a marketing plan play in the success of a business or product launch?

Trends! Trends! Trends! Here are some trending marketing topics that almost everyone will find interesting!

• The Era of Fake News: Why and How Marketing leaders should protect their brands.
• How to Improve Your Martech Stack Effectiveness.
• Why you should redesign your Websites to do what customers want.
• Why we should pay attention to artificial intelligence.
• What are the marketing strategies that airline companies in the US employ?
• Why should you do a competitor analysis when creating a marketing strategy for your brand?
• How do clients perceive businesses that use Facebook to market their business?
• Is it possible for a business to grow simply by using Facebook marketing?
• How to handle online marketing and deal with internet security.

Though there are several marketing strategies, they differ in the way that marketers employ them. If you are looking for interesting marketing strategies that you will use to impress your lecturer, here is a list of options to use.

• What is the marketing strategy that is employed by the fashion industry?
• Does gender have any impact on the family purchase decision?
• Analyze how Apple was successful in global marketing.
• Ways that companies differentiate their services based on social class.
• Political campaign and brand marketing.
• Is there a harmful impact of advertising on children?
• What are the best marketing strategies for hotel businesses?
• How do companies use smartphones to tap into the thinking of their clients?
• Uber and Netflix: Compare the new market entry strategies used by these two companies.

Choosing a marketing topic idea for an essay can be overwhelming. However, to help you out, here are some ideas you can use to impress your lecturer.

• What is the most effective form of marketing?
• What form of marketing trends do you expect in the future?
• What attributes can brands have that will help to increase brand loyalty?
• Ways to rebuild trust in influencer marketing.
• What causes a lack of personal branding, brand image, and professional reputation?
• Is it possible for businesses to survive without marketing?
• Top ten frustrating problems that are caused by inbound marketing.
• A look at seven video content myths you must discard.
• 20 social media campaign ideas for big brands.
• Five effective ways you can use to increase traffic to your website.

So here we are! 120 marketing topics! Make your pick of the marketing topics you find workable or check out our business topics . Good luck with your work!

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