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Five Marketing Dissertation Topics for 2024

Here are five dissertation topics in the field of Marketing for 2024, along with justifications, research aims, literature reviews, methodologies, and data collection/data analysis suggestions:

1. Topic: Influencer Marketing and Consumer Purchase Behavior

  • Dissertation Topic Justification: Influencer marketing has become a prominent strategy for brands. Investigating the effectiveness of influencer marketing in influencing consumer purchase decisions and brand loyalty is essential for marketing professionals.
  • Research Aim: This research aims to analyze the impact of influencer marketing on consumer purchase behavior, including purchase intention, product choice, and the role of trust in influencer endorsements.
  • Literature Review: Review literature on influencer marketing, consumer behavior, and the factors influencing consumer trust in influencers.
  • Methodology: Conduct surveys, content analysis of influencer campaigns, and purchase behavior assessments to study the relationship between influencer marketing and consumer purchasing decisions.
  • Data Collection Methods: Collect data through consumer surveys, content analysis of influencer posts, and analysis of purchase data.
  • Data Analysis Suggestions: Utilize regression analysis, content sentiment analysis, and purchase behavior modeling to assess the impact of influencer marketing on consumer purchase behavior.

2. Topic: Sustainable Marketing and Consumer Preferences

  • Dissertation Topic Justification: Sustainability is a growing concern for consumers. Investigating the role of sustainable marketing practices, green products, and corporate social responsibility in shaping consumer preferences is vital for marketing professionals.
  • Research Aim: This research aims to assess how sustainable marketing initiatives, including eco-friendly product promotions and CSR campaigns, influence consumer preferences, purchase decisions, and brand loyalty.
  • Literature Review: Review literature on sustainable marketing, consumer preferences, and the effects of sustainability initiatives on brand image.
  • Methodology: Conduct consumer surveys, content analysis of sustainability campaigns, and preference assessments to study the impact of sustainable marketing on consumer behavior.
  • Data Collection Methods: Collect data through consumer surveys, content analysis of sustainability-related marketing materials, and purchase data.
  • Data Analysis Suggestions: Utilize regression analysis, content sentiment analysis, and consumer preference modeling to evaluate the impact of sustainable marketing on consumer preferences.

3. Topic: E-commerce User Experience (UX) and Customer Retention

  • Dissertation Topic Justification: E-commerce platforms rely heavily on user experience. Investigating how UX design, website usability, and personalized content impact customer retention and loyalty in e-commerce is critical for online businesses.
  • Research Aim: This research aims to analyze the relationship between e-commerce UX design elements (e.g., navigation, personalization, mobile responsiveness) and customer retention, repeat purchases, and overall satisfaction.
  • Literature Review: Review literature on e-commerce UX design, customer retention, and the role of UX in influencing online shopping behavior.
  • Methodology: Conduct usability testing, customer satisfaction surveys, and purchase behavior analysis to study the influence of UX design on customer retention in e-commerce.
  • Data Collection Methods: Collect data through usability testing sessions, customer feedback surveys, and analysis of purchase histories.
  • Data Analysis Suggestions: Utilize usability metrics analysis, regression analysis, and customer lifetime value modeling to assess the impact of e-commerce UX on customer retention.

4. Topic: Branding in the Digital Age: Social Media and Brand Identity

  • Dissertation Topic Justification: Social media has become a powerful platform for brand communication. Investigating how social media branding strategies, storytelling, and engagement tactics influence brand identity and customer perceptions is crucial for modern marketing.
  • Research Aim: This research aims to analyze the impact of social media branding strategies, content types, and engagement practices on brand identity, customer loyalty, and emotional attachment to brands.
  • Literature Review: Review literature on social media branding, brand identity, and the relationship between social media content and customer perceptions.
  • Methodology: Conduct content analysis of social media posts, customer sentiment analysis, and brand perception surveys to study the influence of social media branding on brand identity.
  • Data Collection Methods: Collect data through content analysis of social media posts, sentiment analysis of customer comments, and surveys of brand perception.
  • Data Analysis Suggestions: Utilize content sentiment analysis, regression analysis, and brand perception modeling to assess the impact of social media branding on brand identity.

5. Topic: Customer Relationship Management (CRM) and Customer Loyalty

  • Dissertation Topic Justification: CRM practices are central to building and maintaining customer relationships. Investigating the effectiveness of CRM strategies, personalization, and customer engagement in fostering customer loyalty is vital for marketing professionals.
  • Research Aim: This research aims to analyze the impact of CRM strategies, personalized marketing campaigns, and customer engagement initiatives on customer loyalty, retention, and lifetime value.
  • Literature Review: Review literature on CRM, customer loyalty, and the role of personalized marketing in strengthening customer relationships.
  • Methodology: Conduct customer surveys, CRM program evaluations, and purchase behavior analysis to study the influence of CRM practices on customer loyalty.
  • Data Collection Methods: Collect data through customer surveys, analysis of CRM program effectiveness, and analysis of purchase histories.
  • Data Analysis Suggestions: Utilize regression analysis, customer lifetime value modeling, and CRM program effectiveness metrics to assess the impact of CRM on customer loyalty.

These dissertation topics in Marketing encompass a range of critical research areas, including influencer marketing, sustainable marketing, e-commerce UX, social media branding, and CRM, providing valuable avenues for advancing knowledge in the field in 2024.

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