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Content marketing research: A review and research agenda
International Journal of Consumer Studies, 2023Given the importance of content that integrates into consumers' daily lives, marketing academics are becoming more interested in content marketing. Although academics have studied digital marketing research for decades, their understanding of content ...
Jitpisut Bubphapant, Amélia Brandão
semanticscholar +1 more source
Influencer marketing research: review and future research agenda
Journal of Marketing Theory and Practice, 2023Influencer marketing has been lauded as one of the most thriving marketing strategies within the contemporary marketing landscape. Nonetheless, numerous opportunities and challenges within the influencer marketing sphere remain to be probed, and its ...
Eugene Cheng‐Xi Aw, Raj Agnihotri
semanticscholar +1 more source
Reality Check: Infusing Ecological Value into Academic Marketing Research
Journal of Marketing, 2021The Journal of Marketing highly values research rooted in marketing questions and problems experienced by key stakeholders. While some of the papers we receive have a healthy dose of this quality, many do not.
Harald J. van Heerde +3 more
semanticscholar +1 more source
International Marketing Review, 2021
PurposeThe purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to ...
Anna Makrides +4 more
semanticscholar +1 more source
PurposeThe purpose of this study is to systematically collate and scrutinize the state of the art on consumer cosmopolitanism (CCOS) from an international marketing perspective and to provide a foundation for future research on the subject matter to ...
Anna Makrides +4 more
semanticscholar +1 more source
AI–Human Hybrids for Marketing Research: Leveraging Large Language Models (LLMs) as Collaborators
Journal of MarketingThe authors’ central premise is that a human–LLM (large language model) hybrid approach leads to efficiency and effectiveness gains in the marketing research process.
Neeraj Arora +2 more
semanticscholar +1 more source
2007
This straightforward book offers a primer in how to conduct effective and affordable market research that reveals valuable information about customers or clients.
+7 more sources
This straightforward book offers a primer in how to conduct effective and affordable market research that reveals valuable information about customers or clients.
+7 more sources
Bridging past and present entrepreneurial marketing research
Journal of Research in Marketing and Entrepreneurship, 2018Purpose Literature in entrepreneurial marketing (EM) continues to grow in volume and diversity. This paper aims to examine the topical structure of EM’s literature toward guiding research in the field.
Fabian Most +2 more
semanticscholar +1 more source
1987
There are many definitions of marketing research and it is probably not worth going through them all here. What would emerge from looking at them is that market and marketing research has three major components: 1. Identification and clarification of a perceived problem in such a way that specific information needs are identified 2 ...
openaire +1 more source
There are many definitions of marketing research and it is probably not worth going through them all here. What would emerge from looking at them is that market and marketing research has three major components: 1. Identification and clarification of a perceived problem in such a way that specific information needs are identified 2 ...
openaire +1 more source