Research

In the evolution of marketing thought and practice, a significant shift has occurred from a primary focus on individual transactions to the cultivation of enduring customer relationships¹. While transactional marketing emphasizes maximizing the volume and efficiency...

In the contemporary digital landscape, content marketing has evolved from a nascent trend into a cornerstone of successful marketing strategy¹. Businesses across industries invest heavily in creating and distributing valuable, relevant, and consistent content to...

In an era where customer experience (CX) has become a primary battleground for competitive advantage, understanding the customer's perspective is more crucial than ever¹. While businesses meticulously design products and services, the actual experience of interacting...

In the modern marketing landscape, characterized by an explosion of data from digital channels, customer interactions, and market trends, the ability to effectively collect, analyze, and interpret this information has become a critical differentiator¹. Marketing...

In today's interconnected world, the opportunity for businesses to expand beyond domestic borders is immense. However, venturing into international markets presents a complex challenge: navigating the subtle yet profound influence of culture on consumer behavior¹....

In today's hyper-connected and attention-scarce world, marketers are constantly seeking innovative ways to capture and retain consumer interest. One strategy that has gained significant traction, moving beyond the realm of pure entertainment, is gamification – the...

For decades, the prevailing view of economic exchange was rooted in a goods-dominant logic (G-D logic). This perspective centered on the production and exchange of tangible goods, seeing value as something embedded within the product during the manufacturing process¹....

Artificial intelligence (AI) is rapidly transforming the marketing landscape, moving from a theoretical concept to a practical tool that reshapes how businesses interact with consumers. AI-powered algorithms are now integral to everything from personalizing customer...

In the dynamic world of marketing, understanding consumer behavior is paramount. While traditional market research methods like surveys and focus groups provide valuable insights into stated preferences, they often fall short of uncovering the subconscious drivers...

By 2025, Artificial Intelligence (AI) has transcended its role as a data analysis and automation tool in marketing to become a powerful engine for creative content generation and hyper-personalized experience design at scale. This article explores the transformative...

Abstract: By 2025, the ability to harness the vast ocean of customer data and transform it into truly hyper-personalized customer journeys has become a defining characteristic of marketing success. This article explores the advanced AI and machine learning techniques...

Abstract: In the oversaturated digital landscape of 2025, capturing attention and sparking widespread conversation often requires bold and unconventional approaches. This article explores the strategic use of "calculated controversy" in marketing – the deliberate...

User-generated content (UGC) leverages the creativity and enthusiasm of customers to produce authentic and relatable marketing material. This approach significantly amplifies brand visibility, fosters community engagement, and creates deeper emotional connections with...

Abstract: In the visually dominant digital landscape of 2025, leading brands are recognizing the power of engaging multiple senses to create more immersive, memorable, and emotionally resonant customer experiences. This article explores the principles of multisensory...

Viral marketing harnesses the power of social networks and media platforms to exponentially amplify brand visibility and engagement through shared content. Effective viral campaigns captivate audiences, driving significant awareness and engagement by inspiring users...

Abstract: As urban and suburban landscapes become increasingly fragmented into distinct micro-communities defined by shared interests, lifestyles, and even hyper-local geographies in 2025, traditional broad-stroke marketing approaches are losing efficacy. This article...

Abstract: In the fast-paced and ever-evolving digital landscape of 2025, brands are increasingly finding viral success by strategically tapping into the powerful emotion of nostalgia. This article explores the phenomenon of "retro marketing," examining how the...

Geo-targeted real-time content uses immediate geographic data to deliver highly personalized, location-specific marketing messages and offers. By aligning content precisely with a user's real-time location, marketers significantly enhance customer relevance,...

Abstract: The metaverse, as a constellation of persistent, shared, and immersive virtual worlds, presents a novel and rapidly evolving frontier for digital marketing in 2025. This article explores the unique opportunities and challenges of engaging consumers within...

Real-time on-site personalization dynamically customizes website content based on immediate visitor behaviors, preferences, and interactions. This highly responsive approach significantly boosts customer engagement by offering personalized and relevant experiences in...