1. The Impact of Social Media Marketing Strategies on Brand Engagement Among Gen Z Consumers
- Independent Concept: Social Media Marketing Strategies (variables: Influencer Marketing, Interactive Content, Personalized Ads)
- Dependent Concept: Brand Engagement (measured using social media interactions, customer retention, and brand recall)
- Relevance: With the rise of digital marketing, understanding how social media influences brand engagement is crucial for businesses targeting younger demographics.
- Research Method: Primary data (surveys with Gen Z consumers, social media analytics) and secondary data (brand engagement reports).
- Links to related articles: https://www.journalmabis.org/mabis/article/view/803; https://doi.org/10.52970/grmilf.v4i1.351
2. The Role of Artificial Intelligence in Enhancing Customer Experience in E-Commerce
- Independent Concept: AI in Customer Experience (variables: Chatbots, Personalized Recommendations, Voice Assistants)
- Dependent Concept: Customer Satisfaction (measured using Net Promoter Score, repeat purchases, and customer feedback)
- Relevance: AI is reshaping online shopping experiences, and businesses must understand its effectiveness in customer service and personalization.
- Research Method: Primary data (customer surveys, expert interviews) and secondary data (e-commerce performance reports).
- Links to related articles: https://doi.org/10.1109/CIEES62939.2024.10811370; https://doi.org/10.32479/irmm.8166
3. The Effect of Green Marketing Strategies on Consumer Purchasing Decisions
- Independent Concept: Green Marketing Strategies (variables: Eco-Friendly Packaging, Sustainability Messaging, Carbon Footprint Transparency)
- Dependent Concept: Consumer Purchasing Decisions (measured using sales growth, customer preference surveys, and product reviews)
- Relevance: As sustainability becomes a consumer priority, businesses must evaluate whether green marketing efforts drive actual purchase behavior.
- Research Method: Primary data (consumer behavior surveys) and secondary data (market reports on sustainable products).
- Links to related articles: https://doi.org/10.1108/20425961211221615; https://doi.org/10.5339/connect.2014.5
4. The Influence of Omni-Channel Marketing on Customer Retention in the Retail Industry
- Independent Concept: Omni-Channel Marketing (variables: In-Store Experience, Mobile App Integration, Online Personalization)
- Dependent Concept: Customer Retention (measured using repeat purchase rates, customer lifetime value, and engagement metrics)
- Relevance: Retailers are increasingly using omni-channel approaches, and understanding their impact on customer loyalty is critical for business success.
- Research Method: Primary data (surveys/interviews with retail customers) and secondary data (case studies from major retailers).
- Links to related articles: https://doi.org/10.3390/admsci10040085; ; The Practicable Aspect of the Omni-Channel Retailing Strategy and Its Impact on Customer Loyalty | SpringerLink;
5. The Impact of Corporate Social Responsibility (CSR) Initiatives on Brand Loyalty
- Independent Concept: CSR Initiatives (variables: Ethical Sourcing, Community Engagement, Employee Welfare)
- Dependent Concept: Brand Loyalty (measured using brand advocacy, repeat purchases, and customer satisfaction)
- Relevance: Consumers are now more socially conscious, making it important to assess how CSR activities contribute to brand perception and loyalty.
- Research Method: Primary data (customer surveys, interviews with CSR managers) and secondary data (CSR reports from major brands).
- Links to related articles: https://doi.org/10.1080/14783363.2012.661138;
6. The Effectiveness of Content Marketing in Driving Consumer Engagement in the B2B Sector
- Independent Concept: Content Marketing Strategies (variables: Blog Posts, Webinars, Whitepapers)
- Dependent Concept: Consumer Engagement (measured using lead conversion rates, website traffic, and social media shares)
- Relevance: B2B companies increasingly rely on content marketing, but its effectiveness compared to traditional marketing methods remains a key question.
- Research Method: Primary data (interviews with B2B marketers) and secondary data (marketing analytics reports).
- Links to related articles: https://doi.org/10.1016/j.indmarman.2024.02.002; https://doi.org/10.1108/JRIM-02-2014-0013
7. The Relationship Between Influencer Marketing and Consumer Trust in Fashion Brands
- Independent Concept: Influencer Marketing (variables: Celebrity Endorsements, Micro-Influencers, User-Generated Content)
- Dependent Concept: Consumer Trust (measured using brand credibility perception, product reviews, and repeat purchases)
- Relevance: With influencer marketing becoming a dominant advertising method, assessing its impact on consumer trust can help brands refine their strategies.
- Research Method: Primary data (consumer surveys, influencer interviews) and secondary data (brand case studies).
- Link to related articles: https://doi.org/10.1108/JFMM-08-2019-0157; https://doi.org/10.1108/JFMM-04-2020-0059; https://doi.org/10.1108/MIP-09-2018-0375
8. The Impact of Personalization on Online Consumer Buying Behaviour
- Independent Concept: Personalization Strategies (variables: AI-Powered Recommendations, Email Marketing Customization, Personalized Discounts)
- Dependent Concept: Online Consumer Buying Behavior (measured using conversion rates, average order value, and cart abandonment rates)
- Relevance: Online retailers are investing in personalization, but evaluating its effectiveness in improving purchase decisions is crucial.
- Research Method: Primary data (consumer behavior surveys) and secondary data (e-commerce sales reports).
- Link to related articles: https://doi.org/10.33215/sbr.v1i3.660; https://doi.org/10.33215/sbr.v1i3.660; https://doi.org/10.1145/1456659.1456670
9. The Role of Mobile Marketing in Enhancing Customer Engagement in the Hospitality Industry
- Independent Concept: Mobile Marketing (variables: SMS Promotions, App-Based Loyalty Programs, Geo-Targeting)
- Dependent Concept: Customer Engagement (measured using app usage rates, direct bookings, and customer reviews)
- Relevance: The hospitality sector is shifting toward mobile-driven engagement strategies, making it essential to assess their impact.
- Research Method: Primary data (customer surveys, interviews with hospitality marketers) and secondary data (mobile marketing performance reports).
- Link to related articles: https://doi.org/10.31357/ajmm.v3i2.7360; The Role of Digital Marketing on Customer Engagement in the Hospitality Industry: Business & Management Book Chapter | IGI Global Scientific Publishing
10. The Effect of Price Sensitivity on Consumer Preferences for Subscription-Based Services
- Independent Concept: Price Sensitivity (variables: Discounts, Free Trial Periods, Flexible Payment Options)
- Dependent Concept: Consumer Subscription Retention (measured using churn rates, subscription renewal rates, and average revenue per user)
- Relevance: As more businesses adopt subscription models, understanding price sensitivity’s role in customer retention is crucial.
- Research Method: Primary data (subscription user surveys) and secondary data (subscription-based company reports).
- Link to related articles: https://doi.org/10.3390/jtaer19040160; https://doi.org/10.1287/isre.1120.0422
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