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Study on social media marketing campaign strategy -- TikTok and Instagram
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Please note you do not have access to teaching notes, master’s thesis research in social marketing (1971-2015).
Journal of Social Marketing
ISSN : 2042-6763
Article publication date: 11 September 2017
Issue publication date: 2 January 2018
Limited attention has been given to the study of social marketing at the graduate level. Such a study not only reveals research interests and trends, but also provides insights into the level of academic evolution or maturity of the social marketing field. This paper aims to examine social marketing as the subject of master’s theses.
Design/methodology/approach
A search strategy found 266 social marketing-focused master’s theses completed from 1971 to 2015. These theses were analysed by host countries, institutions, disciplinary contexts and degree programmes for which they were submitted.
Only four theses were submitted from 1971-1980 and eight completed in 1981-1990. The number of theses increased to 35 in 1991-2000, 118 between 2001 and 2010 and 101 in the past five years (2011-2015). The USA was the leading producer of social marketing master’s theses, followed by Canada, Sweden, China, South Africa, the UK and Kenya. A majority of theses were housed in the disciplines of business, health and communication, and none of them was submitted for a Master of Social Marketing degree.
Originality/value
This is the first study that investigates master’s theses with an exclusive focus on social marketing. Implications for the evolution, learning and teaching of social marketing are provided.
- Social marketing
- Behaviour change
- Dissertation
- Master’s thesis
- Degree programmes
Truong, V.D. and Dietrich, T. (2018), "Master’s thesis research in social marketing (1971-2015)", Journal of Social Marketing , Vol. 8 No. 1, pp. 58-98. https://doi.org/10.1108/JSOCM-11-2016-0072
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Significance and Benefits of a Secondary Research Dissertation
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Social media is really important in our daily lives now. It's not shocking that it's also becoming a big part of how businesses do their marketing. Writing a dissertation about social media marketing lets you look into how businesses have used these platforms to connect with the people they want to reach.
Consider the following examples; you can read, review, and get inspired from these examples for your own marketing dissertation.
- Example: 1: An Investigation of Cyberbullying and its Impact on Adolescent Mental Health in the UK
- Example 2: The Impact of Social Media Marketing on Consumer Buying Behaviour
This guide will provide an overview of what a social media marketing dissertation entails and how you can research and write your dissertation. It will also explore the importance of social media in dissertation-level marketing research and how students can best utilize this powerful tool to their advantage.
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What is a social media marketing dissertation.
A social media marketing dissertation is a type of research paper that explores how businesses use social media platforms such as Instagram, Facebook, Twitter, and YouTube to market their products or services. It examines the strategies they employ, the methods they use to measure effectiveness, and the results they achieve.
Researching Your Dissertation Topic
The first step in researching your dissertation topic is identifying the specific platform or platforms you wish to focus on. You will then need to determine which business or businesses you will study. It could be any company or organization that uses social media for marketing purposes, such as a large corporation or small business. Consult this social media marketing dissertation example to see how literature was reviewed during research.
Once you have identified your subject matter, you can begin researching their strategies and tactics in depth by examining websites such as case studies, articles in industry publications, interviews with experts in the field, etc. Additionally, if relevant data is available from third-party sources (such as analytics tools), this can also be used as evidence for your research findings.
Writing Your Dissertation
Once you have researched, it is time to begin writing your dissertation! The structure of most dissertations follows a similar format consisting of the following:
- An introduction outlining the purpose of the study.
- A literature review summarizing existing theories related to your topic.
- A methodology section detailing how data was collected.
- Findings summarizing what was discovered during research.
- Discussion exploring implications for further study.
- Conclusions offering insights into the effects of social media marketing on businesses today.
Ensure all information in each section is thoroughly documented with citations where necessary.
How Can Dissertation Writing Help?
Writing a social media marketing dissertation is an excellent way for students to understand how this form of digital marketing works. A dissertation allows students to demonstrate their analytical skills by exploring various aspects of social media marketing, such as user behavior, analytics, content strategy, advertising techniques, and more. It also allows students to develop creative solutions for businesses seeking growth through social media marketing tactics.
The Impact of Writing Social Media Marketing Dissertation
Writing a social media marketing dissertation can positively impact businesses as a research-oriented student will have an in-depth knowledge of cutting-edge marketing scenarios. For example, students who write successful dissertations will be equipped with better knowledge and skills to create effective campaigns for their clients or employers.
Social Media Marketing Dissertation ensures that students are up-to-date with industry trends to help businesses stay ahead of the curve when it comes to reaching their target audiences.
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The Benefits of Social Media Marketing
Customer engagement for businesses.
Social media allows businesses to engage with customers, build relationships, and respond quickly to feedback and inquiries. For students studying marketing, social media provides a wealth of data and insights on what works and what doesn’t in terms of reaching target audiences.
Students can gain a more holistic view of how business is conducted today by analyzing online conversations, trends, and interactions between companies and their customers. That is especially important for digital campaigns such as email marketing or search engine optimization (SEO).
Wider Audience
On top of this, social media can be used to reach wider audiences at a fraction of the cost compared to traditional advertising methods such as television or print ads. Companies can track the effectiveness of their campaigns more accurately than ever before, thanks to the vast amounts of data available through social media analytics tools.
Furthermore, by taking advantage of targeted advertising options offered by platforms like Facebook and Twitter, marketers can reach potential customers who are most likely interested in their products or services.
Connecting with Your Audience
One of the real benefits of social media marketing for your dissertation is that it allows you to connect with your intended audience. You can use social media platforms such as Twitter and Instagram to reach out to people interested in the same topics you are researching in your dissertation. It means you can create an online community around your research topic, which can help build awareness of your work and provide valuable feedback on what you have written.
Grow Your Platform
Social media also provides an opportunity for you to grow your platform by engaging with other academics with similar interests or who may have relevant knowledge that could be useful in completing your dissertation.
Additionally, suppose you have done any public speaking or conferences related to your research topic. In that case, this is a great way to share those experiences with a larger audience and encourage them to explore further what you have been studying. This engagement can help you form relationships with people who may be able to provide mentorship or resources that could benefit your research.
Raise Awareness about Your Dissertation
Finally, another key benefit of using social media when writing a dissertation is that it provides an avenue through which you can raise awareness about what you are doing and why it matters.
You can use social media posts, blog posts, or videos to explain why your research is important and how it contributes to existing scholarship in the field. Through this exposure, more people may become conscious of what you are doing and be willing to provide support or resources to complete your project.
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How Can Students Utilize Social Media for Dissertation Research?
For students undertaking dissertation-level research related to marketing studies, understanding the power of social media can provide invaluable insight into current trends in the industry.
They should use analytical tools such as Google Analytics or Hoot Suite Insights to monitor conversations around certain topics or brands over a specific time, analyze customer reviews left on different platforms, create surveys or polls, and use hashtag tracking tools like Hash tracking or Keyhole to measure engagement with specific keywords or hashtags over time.
These tactics will help them understand how consumers interact with various companies online, which can be used as evidence in their dissertations.
In conclusion, social media plays an important role in modern-day marketing strategies because it can engage with customers directly at a low cost while providing useful insights into consumer behavior.
As such, students studying marketing at the university level should take full advantage of this resource when conducting research for their dissertations by using analytical tools available online as well as traditional methods such as surveys and polls. We have shared the social media marketing dissertation examples at the start of the blog, which you can study to ace your project.
Doing so will ensure that you have access to up-to-date information that can be used effectively within research papers and gain valuable knowledge about current trends in the industry.
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Marketing Dissertation Topics
Published by Jamie Walker at January 11th, 2023 , Revised On April 16, 2024
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 complete list.
2024 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 2023
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
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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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Frequently Asked Questions
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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Social marketing as the subject of doctoral dissertations
![social marketing dissertation Profile image of C. Michael Hall](https://0.academia-photos.com/5496/2120/8076961/s65_c._michael.hall.jpg)
2014, Social Marketing Quarterly
This article examines the evolution of social marketing as the subject of doctoral dissertations. Search strategies were used and online databases mined to identify 93 social marketing-focused doctoral theses completed between 1971 and 2013. Dissertation titles and abstracts were analysed to determine growth trends, institutional output, disciplinary context, topical coverage, theory and model use, and differences between countries. Results indicate that the growth in the number of doctoral theses on social marketing was neither stable nor continuous over the examined period but that a rapid increase has been seen in recent years. More than 80% of the identified doctoral dissertations were undertaken in American and British educational institutions. The largest contributions came from the fields of health sciences and education, followed by business administration, marketing, communications, and psychology. Public health was predominantly the research topic. Theories and models were not always reported, with Theory of Planned Behaviour, Diffusion of Innovations Theory, and Health Belief Model being utilised most often. This study also suggests that many dissertations were focused on program development while paying relatively limited attention to theoretical advancement. This study contributes to the debate on the academic legitimacy of social marketing and helps shape directions for further knowledge creation in the field. Keywords: doctoral, dissertation, thesis, discipline, behaviour change This is a draft version of Dao's excellent overview of doctoral work in social marketing. For the authoritative version, please consult the journal website.
Related Papers
Hoai Nam Dang Vu
Purpose – This paper aims to investigate the internationalisation of social marketing research. Since the social marketing concept was introduced, it has captured increased research attention of scholars. This is evidenced by a growing number of peer-reviewed publications and participation in academic conferences. Although the reasons behind the development of social marketing research have been suggested, its nature, signi cance and diffusion as a concept has not been examined from an international perspective. Design/methodology/approach – A review of the social marketing and related literature was conducted to identify the patterns, drivers and actors of the internationalisation of social marketing research. Findings – Different levels and dimensions of internationalisation were identi ed but the overall level of diffusion was relatively low. Growth is concentrated in developed countries. There appears to be a substantial gap with respect to the adoption of the concept by researchers based in the less developed countries. Originality/value – This is arguably the rst paper to explore the nature and signi cance of the degree of internationalisation of social marketing research.
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International Review on Public and Nonprofit Marketing
tatiana levit
Daiane Ribeiro
Kamiyar Mousavi
Kendall Dent
Tanvir Ahmed
Health Affairs
RAUSP Management Journal
Lawrence Ndupu
Purpose This paper aims to develop and present a new planning framework of social marketing, known as consumer research, segmentation, design of the social programme, implementation, evaluation and sustainability (CSD-IES). Design/methodology/approach The proposed framework is based on recent theoretical developments in social marketing and is informed by the key strengths of existing social marketing planning approaches. Findings The CSD-IES planning framework incorporates emerging principles of social marketing. For example, sustainability in changed behaviour, ethical considerations in designing social marketing programmes, the need for continuous research to understand the changing needs of the priority audience during the programme and the need for explicit feedback mechanisms. Research limitations/implications The CSD-IES framework is a dynamic and flexible framework that guides social marketers, other practitioners and researchers to develop, implement and evaluate effective ...
Marketing – from Information to Decision Journal
Alina Timotin
Journal of Social Marketing
Tim Chatterton
Purpose This paper aims to introduce key concepts from practice theory (PT) to the social change agenda and draw on the unique contributions of the social marketing field. PT has underpinned a growing stream of research in pro-environmental studies seeking to reduce impacts of particular behaviours, but it remains theoretical. By drawing on social marketing’s applied roots, this paper introduces a practice-theoretical intervention planning process (P-TIPP) which frames the unique contribution of social marketing in behaviour change and foregrounds practice- not individual-level change. Design/methodology/approach The P-TIPP draws on the total process planning model, introducing the concept of “practice as entity” and “practice as performance” to frame intervention planning tasks. The process locates the contribution of social marketing within a transdisciplinary framework which emphasises transforming collective conventions. Findings This is a conceptual paper, but the possibility f...
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Marketing Theses and Dissertations
Theses/dissertations from 2023 2023.
How Feeling Like a Minority Affects Preferences for Autonomous Digital Interfaces , Ye Seul Kim
Theses/Dissertations from 2022 2022
Spillover Effects in Product Customization , Samuel Babu Sekar
Theses/Dissertations from 2021 2021
External and Internal Factors of Sports Sponsorship Selling Cycles in North American Professional Sports , Dan Kaufmann
Increasing Personal and Product Influence Through Background Auditory and Visual Cues , Zhihao Yu
Theses/Dissertations from 2020 2020
The Effects of Product Recalls on Competitors’ Market Value and Recalling Firm’s Reputation , Dong Liu
Corporate Brand Impact on Sales / Revenue Per Share , Brad A. Puckey
Competition in Upstream Humanitarian Supply Chain: Investigation of Food Banks , Iana Shaheen
Theses/Dissertations from 2019 2019
How Digital versus Non-Digital Modes of Food Ordering Influence Menu Healthfulness Perceptions and Food Choices , Annika Abell
Theses/Dissertations from 2018 2018
The Impact of Digital Marketing Decisions on Market Outcomes in Residential Real Estate , Denise Hunter Gravatt
Theses/Dissertations from 2017 2017
Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes , Lisa Monahan
The Effects of Loneliness on Consumers’ Digital Engagement with Social Media Ads , Yu Qin
Product Shadows and Ad Evaluations , Nazuk Sharma
Theses/Dissertations from 2016 2016
Understanding the Complexity of Product Returns Management: A Complex Adaptive Systems Theory Perspective , Jennifer Anne Espinosa
Branding Implications of Co-Created Social Responsibility , Alexander J. Kull
Theses/Dissertations from 2015 2015
How You Categorize Influences How Helpful You Are: The Effect of Categorization Mindset on Consumers’ Social Decisions , Hsiao-Ching Kuo
Theses/Dissertations from 2014 2014
Taken for Granted or Taken with Gratitude? An Examination of the Differential Effects of Donations of Time and Money on Consumers' Evaluation of Corporate Philanthropy , Ryan Langan
Essays on Consumer's Psychological and Behavioral Responses toward Social Coupons , Chinintorn Nakhata
Muscling Consumers to Optimal Option Differentiation: The Influence of Incidental Muscular Sensations on Option Differentiation , Courtney Szocs
Theses/Dissertations from 2012 2012
Essays on Mental Accounting and Consumers' Decision Making , Ali Besharat
Perceived Firm Transparency: Scale and Model Development , Jennifer Dapko
Theses/Dissertations from 2010 2010
Antecedents and Consequences of Channel Alienation: An Empirical Investigation within Franchised Channels of Distribution , Ivan Lapuka
Theses/Dissertations from 2009 2009
An Empirical Examination of the Dark Side of Relationship Marketing within a Business to Business Context , Brent L. Baker
Developing the Nomological Network of Perceived Corporate Affinity for Technology: A Three Essay Dissertation , David Earl Fleming
Theses/Dissertations from 2008 2008
Self-Directed Learning: Measures and Models for Salesperson Training and Development , Stefanie Leigh Boyer
Emotional Exhaustion and Its Role in Service Sabotage among Boundary Spanners , Diane R. Edmondson
Theses/Dissertations from 2007 2007
Essays on multiple identities and motivated consumption: Exploring the role of identity centrality on self-brand connections , Tracy R. Harmon
The impact of organizational climate variables of perceived organizational support, workplace isolation, and ethical climate on salesperson psychological and behavioral work outcomes , Robert J. Riggle
Theses/Dissertations from 2005 2005
The Effect of Perceived Entitativity on Implicit Image Transfer in Multiple Sponsorships , FrancoÌ?is Anthony Carrillat
Theses/Dissertations from 2004 2004
Relationship Advertising: Investigating the Strategic Appeal of Intimacy (Disclosure) in Services Marketing , Andrea Diahann Gaye Scott
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to social media marketing based on their educational backgrounds, and work experiences. As managers they acknowledge that social media marketing is relevant in today's world, and that it affects consumer buying behavior as well as consumer repurchase behavior. Consumer attitudes are also influenced by social media marketing and thus organizations
This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies ... social media marketing ..... 22. ii Presentation of a summary of what scholars currently know about business leaders' approach to marketing, including the extent of their use of ...
The effects of social media strategy. on consumer engagement are significant (Edosomwan, Prakasan, Kouame, Watson, & Seymour, 2011). Research findings suggest that social media strategy has a positive effect on organizational performance, with an increase in market share, sales growth, profits, and customer.
With development of social media, social media became a well adopted channel for marketers to build brand awareness, launch new products, engage with target audience, source qualified leads in a fast and efficient manner. TikTok and Instagram are the top and emerging social media platforms that are being adopted by marketers to reach and engage ...
social media as a marketing tool and are not convinced it will benefit their business (Cole et al., 2017). Social media, which has shown dramatic growth over the past few years, is especially important for small businesses because it can be used to connect with customers (Jones et al., 2015). With rising costs of advertising, social media has ...
In 1995, the number of social marketing doctoral dissertations started to grow and the trend has since been upward, with 12 theses being completed in the period 1995-2000, 27 theses from 2001 to 2006, and 48 theses between 2007 and 2013. This growing trend can be explained in several ways.
Business leaders who lack social media marketing strategies negatively affect business revenue (Bernard, 2016). Approximately 62% of small business leaders lack social media marketing strategies, which can reduce online traffic and new customer development, negatively affecting sales revenue (Mahfouz et al., 2017). The general
This article examines the evolution of social marketing as the subject of doctoral dissertations. Search strategies were used and online databases mined to identify 93 social marketing-focused doctoral theses completed between 1971 and 2013.
The number of theses increased to 35 in 1991-2000, 118 between 2001 and 2010 and 101 in the past five years (2011-2015). The USA was the leading producer of social marketing master's theses ...
Only four theses were submitted from 1971-1980 and eight completed in 1981-1990. The number of theses increased to 35 in 1991-2000, 118 between 2001 and 2010 and 101 in the past five years (2011-2015). The USA was the leading producer of social marketing master's theses, followed by Canada, Sweden, China, South Africa, the UK and Kenya.
(39 dissertations) of all social marketing-focused doctoral dissertations from 1971 to 2013. It also shows that none of these universities generated a significantly higher number of theses than ...
this thesis is rooted in synthesising and providing a holistic view of social media marketing research in specific fashion industry context, which has not been integrated to date. Keywords: social media marketing, fashion brands, systematic literature review, fashion
A social media marketing dissertation is a type of research paper that explores how businesses use social media platforms such as Instagram, Facebook, Twitter, and YouTube to market their products or services. It examines the strategies they employ, the methods they use to measure effectiveness, and the results they achieve.
issues that we will try to decrystallize in this thesis. 2.1 Social marketing Social marketing aims to solve important social problems for society, plan, formulate and stimulate new social products. It is an institutional, state-driven policy that affects public processes, acts according to the public interests [4].
The researcher did some courses on social media marketing during his master's program in Haaga-Helia and had an interest in social media marketing and its potential in the busi-ness world. After studying the course material, the researcher came up with the idea of writing a thesis about how effective social media marketing is in modern business ...
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. Topic 87:Social media marketing vs. traditional marketing evaluating the success rate. Topic 88:Building relationships with customers through social media.
2014, Social Marketing Quarterly. This article examines the evolution of social marketing as the subject of doctoral dissertations. Search strategies were used and online databases mined to identify 93 social marketing-focused doctoral theses completed between 1971 and 2013. Dissertation titles and abstracts were analysed to determine growth ...
This Dissertation is brought to you for free and open access by the Walden Dissertations and Doctoral Studies Collection at ScholarWorks. It has been accepted for inclusion in Walden Dissertations and Doctoral Studies by an ... Social Marketing Strategies Used by Small Businesses Leaders in the Fashion Retail Industry by Kimberley Chambers MS ...
This dissertation investigates the implications of consumer inattention and uncertainty for firms' advertising and pricing decisions. The first chapter is an overview of the problems addressed in the dissertation and the main findings. The second chapter develops a theory-based, cost-effective method to estimate the demand for new
social networking and social media sites and could be considered as part of the eWOM marketing (Duan et al. 2008). Hennig-Thurau et al. (2004) define eWOM communication as "any positive or negative statement made by potential, actual, or former customers about a
Theses/Dissertations from 2017. Hate is a Strong Word: The Influence of Hate-Acknowledging Advertising on Brand Outcomes, Lisa Monahan. The Effects of Loneliness on Consumers' Digital Engagement with Social Media Ads, Yu Qin. Product Shadows and Ad Evaluations, Nazuk Sharma.
how social media affects an organization's strategy and practices. However, social media will impact over traditional methods of marketing in terms of networking, online branding opportunities, and business exposure. Problem Statement . Social media is an effective tool to generate growth in sales, but small businesses
I certify that the Thesis entitled ―Social Media Marketing Strategy‖ (The case of selected company in Ethiopia) of Miss. Serkalem Tadesse who carried out the research under my guidance. I certify further, that to the best of my knowledge, the work reported here is doesn't form part of any other thesis report or dissertation on the bases ...