research topics on advertising

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20 Jun 2023
Cold Call Podcast

Elon Musk’s Twitter Takeover: Lessons in Strategic Change

In late October 2022, Elon Musk officially took Twitter private and became the company’s majority shareholder, finally ending a months-long acquisition saga. He appointed himself CEO and brought in his own team to clean house. Musk needed to take decisive steps to succeed against the major opposition to his leadership from both inside and outside the company. Twitter employees circulated an open letter protesting expected layoffs, advertising agencies advised their clients to pause spending on Twitter, and EU officials considered a broader Twitter ban. What short-term actions should Musk take to stabilize the situation, and how should he approach long-term strategy to turn around Twitter? Harvard Business School assistant professor Andy Wu and co-author Goran Calic, associate professor at McMaster University’s DeGroote School of Business, discuss Twitter as a microcosm for the future of media and information in their case, “Twitter Turnaround and Elon Musk.”

06 Jan 2021
Working Paper Summaries

Aggregate Advertising Expenditure in the US Economy: What's Up? Is It Real?

We analyze total United States advertising spending from 1960 to 2018. In nominal terms, the elasticity of annual advertising outlays with respect to gross domestic product appears to have increased substantially beginning in the late 1990s, roughly coinciding with the dramatic growth of internet-based advertising.

15 Sep 2020

Time and the Value of Data

This paper studies the impact of time-dependency and data perishability on a dataset's effectiveness in creating value for a business, and shows the value of data in the search engine and advertisement businesses perishes quickly.

19 May 2020
Research & Ideas

Why Privacy Protection Notices Turn Off Shoppers

It seems counterintuitive, but website privacy protection notices appear to discourage shoppers from buying, according to Leslie John. Open for comment; 0 Comments.

02 Mar 2020
What Do You Think?

Are Candor, Humility, and Trust Making a Comeback?

SUMMING UP: Have core leadership values been declining in recent years? If so, how do we get them back? James Heskett's readers provide answers. Open for comment; 0 Comments.

06 Aug 2019

Super Bowl Ads Sell Products, but Do They Sell Brands?

Super Bowl advertising is increasingly about using storytelling to sell corporate brands rather than products. Shelle Santana discusses why stories win (or fumble) on game day. Open for comment; 0 Comments.

27 Jul 2019

Does Facebook's Business Model Threaten Our Elections?

America's 2016 presidential election was the target of voter manipulation via social media, particularly on Facebook. George Riedel thinks history is about to repeat itself. Open for comment; 0 Comments.

10 Oct 2018

The Legacy of Boaty McBoatface: Beware of Customers Who Vote

Companies that encourage consumers to vote online should be forewarned—they may expect more than you promise, according to research by Michael Norton, Leslie John, and colleagues. Open for comment; 0 Comments.

27 Sep 2018

Large-Scale Demand Estimation with Search Data

Online retailers face the challenge of leveraging the rich data they collect on their websites to uncover insights about consumer behavior. This study proposes a practical and tractable model of economic behavior that can reveal helpful patterns of cross-product substitution. The model can be used to simulate optimal prices.

18 Jun 2018

Warning: Scary Warning Labels Work!

If you want to convince consumers to stay away from unhealthy diet choices, don't be subtle about possible consequences, says Leslie John. These graphically graphic warning labels seem to do the trick. Open for comment; 0 Comments.

18 Sep 2017

'Likes' Lead to Nothing—and Other Hard-Learned Lessons of Social Media Marketing

A decade-and-a-half after the dawn of social media marketing, brands are still learning what works and what doesn't with consumers. Open for comment; 0 Comments.

26 Jul 2017

The Revolution in Advertising: From Don Draper to Big Data

The Mad Men of advertising are being replaced by data scientists and analysts. In this podcast, marketing professor John Deighton and advertising legend Sir Martin Sorrell discuss the positives and negatives of digital marketing. Open for comment; 0 Comments.

13 Mar 2017

Hiding Products From Customers May Ultimately Boost Sales

Is it smart for retailers to display their wares to customers a few at a time or all at once? The answer depends largely on the product category, according to research by Kris Johnson Ferreira and Joel Goh. Open for comment; 0 Comments.

06 Mar 2017

Why Comparing Apples to Apples Online Leads To More Fruitful Sales

The items displayed next to a product in online marketing displays may determine whether customers buy that product, according to a new study by Uma R. Karmarkar. Open for comment; 0 Comments.

13 Feb 2017

Paid Search Ads Pay Off for Lesser-Known Restaurants

Researchers Michael Luca and Weijia Dai wanted to know if paid search ads pay off for small businesses such as restaurants. The answer: Yes, but not for long. Open for comment; 0 Comments.

08 Dec 2016

How Wayfair Built a Furniture Brand from Scratch

What was once a collection of 240 home furnishing sites is now a single, successful brand, Wayfair.com. How that brand developed over time and the challenges and opportunities presented by search engine marketing are discussed by Thales Teixeira. Open for comment; 0 Comments.

04 May 2016

What Does Boaty McBoatface Tell Us About Brand Control on the Internet?

SUMMING UP. Boaty McBoatface may have been shot down as the social-media sourced name of a research vessel, but James Heskett's readers are up to their hip-boots in opinions on the matter. Open for comment; 0 Comments.

02 May 2016

Why People Don’t Vote--and How a Good Ground Game Helps

Recent research by Vincent Pons shows that campaigners knocking on the doors of potential voters not only improves overall turnout but helps individual candidates win more of those votes. Open for comment; 0 Comments.

21 Mar 2016

Can Customer Reviews Be 'Managed?'

Consumers increasingly rely on peer reviews on TripAdvisor and other sites to make purchase decisions, so it makes sense that companies have a stake in wanting to shape those opinions. But can they? Thales Teixeira says a good product trumps all. Open for comment; 0 Comments.

28 Oct 2015

A Dedication to Creation: India's Ad Man Ranjan Kapur

How do you build a brand amid the uncertainties and opportunities of a developing market? Harvard Business School Professor Sunil Gupta shares lessons learned from Ranjan Kapur, an iconic figure in the Indian advertising industry. Open for comment; 0 Comments.

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71+ Research Paper Topics & Ideas for Marketing Students

As a marketing student, you probably have access to a plethora of resources such as your college library and of course, the internet, to come up with great research paper topics.

However, the thought of writing your research paper can be daunting, especially if you’re still brainstorming and don’t know what to write about.

Just like any other piece of writing, start by keeping your audience in mind. Then, make a list of research paper topics that are more relevant to your interests, or a new under-developed field (for example; augmented reality, or people sentiments towards Artificial Intelligence), or a unique research topic that intrigues your audience.

But if you’re still struggling to pin down one out of the many research paper topics for your program, we’ll suggest a number of them for you to either choose from; or for you to take inspiration from and come up with your own.

Table of Contents

How to Choose the Best Research Paper Topics

Before we dive into the details, you’ll have to familiarize yourself with the basics. For starters, pick up a pen and paper and brainstorm different topics that you’d like to write about.

While personal interest is definitely important, we also suggest you opt for a topic that will intrigue your readers. Here are a couple of factors you ought to keep in mind while selecting a topic:

Keeping your personal interest in mind

You probably won’t be able to write a stellar research paper if you’re not interested in the topic. Sit down with your peers and advisors to discuss possible ideas. It will be easier for you to discuss different themes once you’ve written down all your ideas in one place. If you’ve decided on a specific keyword for instance “consumer behaviour”, you can look for similar research papers on the internet.

A research paper isn’t a descriptive essay which you can drag aimlessly. Your research paper needs to be based on factual data and that’s only possible if you’ve conducted thorough research. While jotting down points for your first draft, ensure your statements are supported with references or examples citing credible academicals and research work.

Don’t leave it till the last day

A lot of students tend to undermine the writing process and leave for the last few days. Bear in mind that you can’t possibly write your entire research paper overnight. In order to succeed, you’ll have to devote sufficient amount of time to research.

Also, be prepared to schedule meetings with your advisor on a regular basis as you’re bound to require help along the way. At this point, make sure you only rely on credible sources that will support your dissertation.

Examples & List of Research Paper Topics

If you’re still unable to decide a topic of your interest, here is a list of 70 unique marketing research topics that you can use as marketing project topics for your MBA, or any other marketing course:

How do organizations use CSR ( corporate social responsibility ) to reinforce brand equity?
What manipulation tactics do brands use to get more customers?
How can brand image be communicated via social media marketing?
How can social media impact the buying choices of shoppers?
Are consumers equipped to shield themselves from direct marketing strategies?
Determine and analyze consumer buying behavior for [product name]
How does advertising impact consumer behaviour?
How does family orientation impact marketing communications?
What characteristics do buyers look for when purchasing a product online?
How does global marketing incorporate standardization?
What attributes do consumers look for when comparing products online?
How do financial institutions differentiate their goods and services on the basis of social class?
Is direct marketing really the most effective form of marketing?
What internet marketing trends can be expected for the future?
How to marketing strategies differ across different cultures?
Can brand advertising impact political campaigns?
How do brands exploit impulsive buying?
How does loyalty cards encourage sales and boost customer loyalty?
Can well-marketed brands get away with selling substandard quality products?
How is globalization having on impact on consumer behaviour?
Impact of brand image on customer loyalty
Brand attributes that lead to an increase in customer loyalty
Successful marketing approaches that helped break through strong market monopoly
Impact of cause marketing on brand affinity with young mothers
Effect of consumer promotions and discount offerings on brand equity
The outcomes of advertising in a recession
Influence on Social Media advertising on consumer behaviour
Effect of TV advertising on top of mind awareness
Understanding customer perceptions around event sponsorships
Does corporate social responsibility translate into sales?
Canadians perspective on being targeted with mobile ads based on their browser history
Is direct marketing welcomed by people?
Are customers able to differentiate between various mortgage offering by competing banks?
Does social media influence buying behaviour
Do people like being click baited into sponsored posts?
Understanding the impact of celebrity endorsements on ROI for CPG brands
Women’s sentiments around comparison advertising
How effective is comparison advertising to build brand equity?
Do consumers prefer purchasing routine grocery products online?
Is earned media perceived to be as important as it appears to be?
What makes people want to share content to their friends?
Understanding why content goes viral
Marketing challenges around the evolving family structures
Are we losing the emotional value and significance of money being in a cashless society?
Is centralized global marketing a good idea for brand health in local markets?
How is augmented reality going to enhance marketing experiences?
How will artificial intelligence support in making better marketing decisions?
Is immersion marketing through virtual reality technology going to be accepted?
What does the luxury auto buyer look for in a car?
How to instill a desire to purchase for customers in the luxury category
Harmful effects of advertising to kids
Impact of in-store branding on brand salience
Effect marketing strategies for restaurant businesses
Habit formation and ways to integrate new products in consumer lifestyles
Is display advertising going to die?
Can Snapchat help small business grow?
How do customers perceive the brand who advertise on Instagram?
The impact of humour in advertising
Do customers pay attention to nutrition labels?
What triggers impulse buying behaviour
Essentials to sky rocket a new brand to heights of awareness
The factors that lead to customer satisfaction in young adults
Elements that help build an emotional connection with your audience
How do males and females differ in their buying behaviour of mobile phones
Does language targeting help in ethnic advertising?
Customer Perceptions: Are well known brands good in quality?
Is radio still an effective method of advertising?
Rural vs Urban marketing challenges to be mindful of
Impact of internal branding on employee retention and turnover
An in-depth analysis of political marketing in Canada

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Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Marketing and advertising-based research topics

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic.

Overview: Marketing-Related Topics

How to find a research topic (video)
Traditional (offline) marketing topics/ideas
Digital (online) marketing topics/ideas
Examples of actual dissertation topics
Free Webinar : Topic Ideation 101
Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below.

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
The impact of demographic targeting on traditional marketing performance among green businesses
The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
Exploring factors related to outdoor advertising recall in India
Measuring the ROI of traditional marketing efforts: a review of current methods
Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
The use of public relations in traditional marketing campaigns among large insurance companies
The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Free Webinar: How To Find A Dissertation Research Topic

Research Ideas: Digital/Online Marketing

Social media marketing

The use of artificial intelligence in social media marketing among online fashion companies in Sweden
The impact of social media on public relations and media relations: a Case Study of Nandos
The role of Twitter in crisis communication and reputation management: a discourse analysis
The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
The use of social media for market research and consumer insights among SMEs in Kenya
The impact of social media on consumer buying behaviour of fast food in Italy
The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
The relationship between social media engagement and website traffic: an analysis of fitness brands
The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
The experiences and use of SEO in content marketing strategy among small online businesses
The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
The use of user-generated content in building brand trust and engagement among green companies in the UK
Measuring the ROI of content marketing efforts among luxury brands
The perception and use of Chat GPT in content creation among small online businesses
The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Search engine marketing

The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
The use of remarketing and retargeting in search engine marketing campaigns among marketers
The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Research Topic Kickstarter - Need Help Finding A Research Topic?

Email marketing

The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
The use of personalization on email marketing performance among craft bloggers
The impact of automated email marketing among local online retailers on customer loyalty and retention
The use of automation and triggered emails in increasing engagement and conversion rates for online courses
The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
The role of mobile optimization in email marketing targeting Gen Z consumers
The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
Customer Success and the Transformation of Customer Relationships (Raines, 2022)
The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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Advertising Dissertation Topics

Published by Grace Graffin at January 2nd, 2023 , Revised On August 18, 2023

Are you looking for some excellent advertising dissertation topics to kickstart your marketing dissertation? If yes, your search is over because we have provided several unique and intriguing advertising thesis ideas for you to choose from. But before we begin, lets take a look what is advertising.

What is Advertising?

Advertising aims to promote or sell goods and services to consumers. Marketing communication uses print, audio, visual, and online channels to persuade people to purchase. There are many ways to advertise: from billboards and television commercials to word-of-mouth marketing.

The role of advertising in marketing cannot be overstated. A company’s communication with its consumers determines whether they become high-paying customers. The process involves creating and distributing products and sharing promotional messages to increase sales.

The product is often sold without being sold. Nevertheless, such promotion types also involve making information about it available to the public for free, such as in magazines and newspapers.

Creating advertisements for different brands and businesses is usually done by experienced, trained and qualified people at advertising agencies.

These agencies often work as part of regional, national, or international advertising networks, which may employ designers, web designers, professional writers, and photographers specialising in related fields.

Types of Advertising

Direct advertising.

Advertising of this type is the most common. A company or organisation sends messages directly related to the purchase of a product to its customers. Using a newspaper or magazine ad for maximum exposure is an example of direct advertising.

Indirect Advertising

Another popular marketing strategy is indirect advertising. Promotions and sponsorships create buzz about your product or service indirectly. Television, radio, and print ads are the most common types of indirect advertising.

Email Advertisement

You can interact directly with your customers through email advertisement, which is one of the most profitable forms of advertising. Besides building an email list of your target audience, this will also keep them updated about your new products.

Online Advertisement

It is widely used to reach different types of customers online as one of the most cost-effective forms of advertising. You can leverage the power of online advertising regardless of your size, whether a small catering company or a sizeable b2b retailer and enjoy significant popularity over social media and other online platforms.

Also read: Online Marketing Dissertation Topics

Promotion Advertising

A company uses this type of advertising to promote a product explicitly designed for a specific industry. Using promotional advertising to raise money for non-profit organisations is an excellent example.

Public Relations (PR)

It encompasses all communication between an organisation and its public, including consumers, media, investors, and competitors. In addition to direct marketing, such as press releases and news releases, it advertises in traditional media and promotes your business through social media channels.

Also read: Public Relations Dissertation Topics

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List of Dissertation Topics For Advertising

All B2B and B2C businesses rely on advertising for a significant part of their revenue.

Keeping up with the latest trends in advertising dissertation topics is the best way to stay current with the advertising industry.

These inspirational advertising dissertation topics will help you get started if you’re thinking about writing your dissertation on advertising. Further, we have selected the best marketing dissertation topics so that you can get a perfect one conceived by combining marketing and advertising topics.

Evaluating return on investment through social media marketing
Exploring how viral videos have affected traditional advertising techniques
Factors affecting product recall rate by consumers
Brand Image, Brand Management, and Brand Strategy
Customer Satisfaction, Loyalty, and Word-of-Mouth Behaviors
The Effect of Advertising on Consumer Behavior
The effects of mobile ads on purchase decisions
The Effect of Advertising on the Media Industry
The Role of Advertising in the Pharmaceutical Industry
Study the ways that marketing can enhance both present and future fashion store performance.
Identify the primary marketing techniques used by American businesspeople who are entering markets with limited experience.
Advertising, Consumerism, and Gender Issues
The Role of Consumers in the Development of the Global Economy
The reasons for consumers to buy advertised products and services
The effects of advertisements on the economy, society, and culture
Public Relations Research Methods & Techniques
The development of advertising in the past
The role of advertising in marketing management
Advertising and Branding Strategies
Advertising and Commercialization of Music
The advantages and disadvantages of advertising
Explore the elements that influence consumers’ decisions to buy cosmetics.
A detailed study of the best marketing tactics for new businesses.
Determining how much millennials know that gambling advertisements are displayed on internet platforms.
Contrasting digital advertising tactics for various organisations throughout cultures.
The effects of cartoons that encourage good behaviours on parents’ and kids’ purchasing decisions.

Advertising has been a part of business for decades. Whether it is posters, billboards, radio, television, or social media, all forms of advertising aim to attract customers.

Whatever topic you choose for your advertisement dissertation, make sure to do proper research and begin your writing with a hook. You can expand your understanding of this topic by reading books on advertisements, such as 7 Rules of the advertisement or the Wizard of Ads.

Advertising campaigns like these not only advertise the product but also encourage people to buy it. You can expand your customer base and bring your product into the spotlight if you advertise the right way.

Check out these great advertising dissertation topics if you need some inspiration. If you’re creative and persistent, you’ll be able to find a topic that suits your interests and tackles an important advertising issue. Once you get your desired topic and may need assistance writing an outline for your dissertation , our experts are available 24/7 for you.

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How to find dissertation topics about advertising.

For dissertation topics about advertising:

Analyze emerging ad trends.
Investigate ethical concerns.
Examine cultural influences.
Explore digital marketing shifts.
Survey consumer behavior changes.
Consider ads’ psychological effects.

Mapping research in marketing: trends, influential papers and agenda for future research

Spanish Journal of Marketing - ESIC

ISSN : 2444-9695

Article publication date: 5 December 2023

Issue publication date: 7 March 2024

This study aims to map the conceptual structure and evolution of the recent scientific literature published in marketing journals to identify the areas of interest and potential future research directions.

Design/methodology/approach

The 100 most influential marketing academic papers published between 2018 and 2022 were identified and scrutinized through a bibliometric analysis.

The findings further upheld the critical role of emerging technologies such as Blockchain in marketing and identified artificial intelligence and live streaming as emerging trends, reinforcing the importance of data-driven marketing in the discipline.

Research limitations/implications

The data collection included only the 100 most cited documents between 2018 and 2022, and data were limited only to Scopus database and restrained to the Scopus-indexed marketing journals. Moreover, documents were selected based on the number of citations. Nevertheless, the data set may still provide significant insight into the marketing field.

Practical implications

Influential authors, papers and journals identified in this study will facilitate future literature searches and scientific dissemination in the field. This study makes an essential contribution to the marketing literature by identifying hot topics and suggesting future research themes. Also, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

Originality/value

To the best of the authors’ knowledge, this is the first comprehensive study offering a general overview of the leading trends and researchers in marketing state-of-the-art research.

Bibliometric analysis
Citation analysis
Research publications
Science mapping
Análisis bibliométrico
Análisis de citas
Publicaciones de investigación
Mapeo científico
市场营销; 文献计量分析; 引文分析; 研究出版物; 科学绘图。

Ramos, R. , Rita, P. and Vong, C. (2024), "Mapping research in marketing: trends, influential papers and agenda for future research", Spanish Journal of Marketing - ESIC , Vol. 28 No. 2, pp. 187-206. https://doi.org/10.1108/SJME-10-2022-0221

Emerald Publishing Limited

Published in Spanish Journal of Marketing - ESIC. Published by Emerald Publishing Limited. This article is published under the Creative Commons Attribution (CC BY 4.0) licence. Anyone may reproduce, distribute, translate and create derivative works of this article (for both commercial and non-commercial purposes), subject to full attribution to the original publication and authors. The full terms of this licence may be seen at http://creativecommons.org/licences/by/4.0/legalcode

1. Introduction

Marketing is vital to all businesses’ survival, long-term growth, development and success ( Czinkota et al. , 2021 ). Generally, the domain of marketing encompasses (1) the identification of marketing opportunities, (2) the creation of competitive advantages, (3) the effective utilization of resources, (4) the communication and delivery of products or services to customers, (5) the creation of value to customers and (6) the satisfaction of customers’ needs profitably ( Simkin, 2000 ).

The evaluation of academic marketing literature has progressively become relevant in recent years ( Das et al. , 2022 ; Hair and Sarstedt, 2021 ). The increasing number of academic publications in marketing varies in different contributions, which made it difficult for scholars to track new trends and find influential manuscripts to advance the body of knowledge. The primary objective of a research publication is to be known and influence others’ work. Nevertheless, the created knowledge is fragmented, and the emergence of new marketing topics is continuously changing the research map of marketing. Moreover, marketing is an applied discipline in that marketing research not only aims to generate scientific knowledge but also to provide insights and knowledge that can be practically used to inform marketing decisions ( Jedidi et al. , 2021 ). In addition, technological advancement has rapidly affected marketing practices and management ( Amado et al. , 2018 ). To address this challenge, this paper aims to map the conceptual structure and the evolution of knowledge to uncover the existing topics, trending areas of interest and future directions.

Despite considerable research efforts in the marketing field, little has been done to review prior research works systematically. Moreover, recent review articles have mainly focused on specific marketing domains or are limited to particular contexts, such as customer experience ( Chauhan et al. , 2022 ), marketing communication ( Domenico et al. , 2021 ), customer engagement ( Chen et al. , 2021 ), consumer behavior ( Oliveira et al. , 2022 ), advertising ( Jebarajakirthy et al. , 2021 ) and product or brand positioning ( Saqib, 2021 ), while context-specific reviews include marketing in emerging markets ( Paul et al. , 2016 ), sustainable marketing ( Lunde, 2018 ), business-to-business marketing ( Pandey et al. , 2020 ), luxury brand marketing ( Arrigo, 2018 ) and tourism marketing ( Han and Bai, 2022 ). The lack of a holistic review of marketing research created a gap in the existing research. Therefore, it is necessary to provide a big picture of the most recent marketing literature. The most recent review work in the same vein was conducted by Morgan et al. (2019) , who evaluated 257 marketing strategy articles published in the six most influential marketing journals during 1999–2017. Nevertheless, given its focus on marketing strategy and limited research sources, it does not provide a comprehensive framework that covers all aspects of the marketing field. To complement the work by Morgan et al. (2019) , this paper conducts a review with a more recent timeframe that focuses on recent trends, patterns and development in the field. The inclusiveness of journals will also enable identifying areas of interest beyond marketing strategy.

What is the knowledge structure of the state-of-the-art most influential academic research in marketing?

What are the current research trends?

What are possible pathways for future research in marketing?

The present work will facilitate the understanding and advancement of theories and knowledge in the field. Also, this paper provides valuable insights into the field’s most relevant and pressing issues and informs where future research efforts should be focused. This will, in turn, improve the practical relevance and usefulness of future research and ensure that research efforts are targeted toward topics that will yield impactful results. Moreover, it offers up-to-date information for marketing researchers.

2. Methodology

This study focuses on characterizing the most influential academic marketing articles published between 2018 and 2022 and discussing the marketing state of the art.

2.1 Search strategy

A search string was applied in the Scopus database to find the most relevant articles for this research ( Ramos et al. , 2019 ). The Scopus database was chosen for the literature review as it is generally considered one of the largest repositories with the most relevant indexed publications and one of the most universally acknowledged bibliographic databases ( Kumar et al. , 2020 ). It is recognized as the most well-organized and of the highest credibility and quality standards, with the most significant global impact and more comprehensive cover ( Muñoz-Leiva et al. , 2015 ; Rojas-Lamorena et al. , 2022 ) and is consistent with previous bibliometric reviews applied in the marketing research setting ( Kumar et al. , 2021 ; Paul and Bhukya, 2021 ). In addition, it follows Donthu et al. (2021) ’s recommendation to select only one database to minimize human errors during analysis. All marketing journals (212) indexed in Scopus were included in the current study. The journal selection takes a rather inclusive approach instead of the sole inclusion of marketing-specific journals, as marketing is a diverse and evolving field not strictly tied to a single-subject field ( Baumgartner and Pieters, 2003 ) but often intersects with other disciplines. For instance, given the rapid advancement of technology and its influence on marketing practices, topics such as information systems or big data are growing in importance and relevance to the marketing literature ( Amado et al. , 2018 ). Accordingly, journals such as the International Journal of Information Management have also contributed significantly to marketing recently ( Veloutsou and Ruiz Mafe, 2020 ). The search was conducted on June 9, 2023.

2.2 Selection process and final data set

The search was conducted in the Scopus database and limited to 2018 to 2022 to obtain state-of-the-art articles. Five years is a reasonable timeframe to capture a discipline’s essence and to conduct a bibliometric analysis ( Borgohain et al. , 2022 ). The collection of articles over five years reflects varied, robust, broad, inclusive and unrelated marketing research interests in the marketing field ( Bettenhausen, 1991 ). The focus on the most recent works permits uncovering the most recent trends without the influence of older topics. Only articles were selected as they represent the most advanced and up-to-date knowledge and are recognized for their academic value ( Rojas-Lamorena et al. , 2022 ). In total, 44,767 articles were collected. To select the most recent influential marketing articles, the top 100 most cited articles were selected. The citation metric acknowledges the impact of the articles ( Donthu et al. , 2021 ) and reflects the impact of scholarly work in subsequent research ( Purkayastha et al. , 2019 ).

In addition, it is recognized as one of the most relevant metrics of academic research ( Dowling, 2014 ). Although assessing the influence of an article based on citation analysis represents a significant limitation because articles may be cited for multiple reasons, citation analysis is considered an objective approach that exhibits less systematic biases for research impact evaluation ( Baumgartner and Pieters, 2003 ). Previous works have used citation metrics for bibliometric analysis. For instance, Law et al. (2009) analyzed the most influential articles published in Tourism journals using citation counts, whereas Brito et al. (2018) identified the areas of interest in football research and listed the articles based on citation frequency. From each article, the following variables were retrieved: authors’ names and keywords, document title, year, source title and citation count. The information was extracted in CSV file format.

2.3 Final data set

The final data set includes 100 articles from 28 journals. The authors’ names were reviewed for normalization purposes as they have different nomenclatures in different articles (e.g. Dwivedi YK vs Dwivedi Y) so that the software understands them as the same.

2.4 Data analysis

The CSV file with the final data set was input for the bibliometric analysis. Data were analyzed using the mapping analysis R-tool bibliometrix ( Aria and Cuccurullo, 2017 ). This package allows different types of analysis, offering an overview of the research field. A bibliometric analysis permits to analyzing the bibliographic material quantitatively, providing an objective and reliable analysis ( Broadus, 1987 ; Sepulcri et al. , 2020 ) and summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ). The authors’ names and keywords, year of publication, source title and the number of citations were collected from each article. A performance analysis was performed to acknowledge the field’s citation structure, most relevant sources, authors and articles. Then, science mapping analysis through a co-occurrence analysis was performed. The co-occurrence analysis aims to overcome the descriptive nature of the bibliometric analysis, uncovering gaps and research trends ( Palmatier et al. , 2018 ; Quezado et al. , 2022 ). The gaps and research trends led to a future research agenda.

3. Results and discussion

3.1 total citations by year.

As indicated in Table 1 , the 100 articles were cited 41,888 times, an average of 418.88 citations per article. The most contributing years were 2019 and 2020, with 33 published articles yearly. The year with the highest number of citations was 2019, with 14,621 citations, corresponding to 34.90% of the total citations. This record is strongly linked to the work of Snyder (2019) , with 1,872 citations that characterized different types of literature reviews and suggested guidelines on conducting and evaluating business research literature reviews. Due to the increasing number of publications, it is challenging to keep current with state-of-the-art research ( Briner and Denyer, 2012 ). Reviewing the existing research is fundamental for understanding marketing research inconsistencies, gathering and synthesizing previous research and serving as guidance for researchers and practitioners. In addition, literature reviews contribute to identifying potential gaps, suggesting novel research lines and allowing a balanced growth of a research field ( Hulland and Houston, 2020 ).

The year with the highest mean total citations per article and year was 2021 (527.5 and 175.83, respectively). This result is highly associated with Donthu et al. (2021) ’s work, with 1,221 citations, that explained how to develop a bibliometric analysis.

The main difference between a literature review and bibliometric analysis is the focus and the methodological approach. A literature review aims to critically analyze and synthesize existing knowledge under a research topic ( Snyder, 2019 ). In turn, a bibliometric analysis is a specific approach within the field of scientometrics that uses quantitative and statistical methods to analyze the scientific production and articles’ characteristics published in a specific research domain ( Aria and Cuccurullo, 2017 ).

3.2 Most influential articles

Seminal articles in marketing assume an essential role in its development ( Berry and Parasuraman, 1993 ). The number of citations was used to define and measure the impact of the most influential articles. The most cited document (total citation = 1,872) was Snyder’s (2019) work on conducting an overview and suggesting guidelines for conducting a literature review ( Table 2 ). The normalized citation compares an article’s performance to the data set’s average performance ( Bornmann and Marx, 2015 ; Rita and Ramos, 2022 ). Snyder (2019) ’s work has the highest normalized citation index (4.13), revealing its outstanding performance compared with the remaining articles from the data set.

Among the top 10 most cited articles, three are related to PLS-SEM. The partial least squares – structural equation modeling (PLS-SEM) is relevant for marketing as it allows to examine of complex relationships between latent variables and manifest variables, permitting a flexible and less restrictive analysis in terms of statistical assumptions than other modeling techniques, such as confirmatory factor analysis and principal component analysis ( Hair et al. , 2020 ). By using PLS-SEM, marketing researchers can explore complex relationships among variables, test research hypotheses, identify the relative importance of different influencers and assess the validity and reliability of the measured variables ( Sarstedt et al. , 2019 ). It is frequently used in research involving the modeling of theoretical constructs, such as customer satisfaction ( Ramos et al. , 2022 ), brand image ( Kunkel et al. , 2020 ) or perceived quality ( Ariffin et al. , 2021 ) research.

Surprisingly, there are no articles from 2018 in the top 10 most cited articles. However, there are two articles published in 2021. One of the papers published in 2021 is the work of Verhoef et al. (2021) , which explores digital transformation and innovation in business models and suggests a research agenda for future studies. Digital transformation and innovation are highly relevant for marketing as it provokes consumer behavior change ( Lemos et al. , 2022 ). In addition, it allows companies to adapt to consumer behavior changes, seize the opportunities for segmentation and personalization, improve communication and engagement and increase operational efficiency ( Muneeb et al. , 2023 ; Zhang et al. , 2022 ).

3.3 Source impact

Table 3 depicts the top 10 most impactful sources of the 100 most influential marketing articles. The intellectual convergence is exhibited based on common sources and referencing patterns ( Donthu et al. , 2021 ), and identifying journals may facilitate future literature search and scientific dissemination.

Among the 28 journals, the International Journal of Information Management (IJIM) contributed the most papers (26 papers), followed by the Journal of Business Research (JBR) (22 papers) and the Journal of Retailing and Consumer Services (JRCS) (6 papers). These journals are all First Quartile journals based on SCImago Journal Rank (SJR) indicator, with an impact factor of 4.906, 2.895 and 2.543, respectively. The IJIM focuses on contemporary issues in information management ( Elsevier, 2023a ). Information management field of research plays a fundamental role in marketing, providing data and insights that guide marketing strategies, improve segmentation and customization, leverage automation marketing, data-driven decision-making and the performance evaluation of marketing initiatives ( Dwivedi et al. , 2020 ). The JBR aims to publish recent business research dealing with the spectrum of actual business practical settings among different business activities ( Elsevier, 2023b ), while the JRCS focuses on consumer behavior and policy and managerial decisions ( Elsevier, 2023c ). The findings indicate the contribution and importance of IJIM to the marketing field, recognizing the relevance of information management. Surprisingly, leading marketing journals listed in the Financial Times 50 ( Ormans, 2016 ), such as the Journal of Consumer Research , Journal of the Academy of Marketing Science and Journal of Marketing , only produced a small number of relevant articles in our data set. This result suggests that their papers may not be as impactful or influential as those published in other outlets. Nevertheless, the quality of the articles published in these outlets reflects the most original and well-executed research, as they have high submission rates. However, their rate of acceptance is very low.

Among the top 10 most productive journals, JBR is the one with the highest number of citations. This result confirms Table 2 ’s results as it lists six articles that were published in this journal ( Donthu et al. , 2021 ; Hair et al. , 2020 ; Sheth, 2020 ; Sigala, 2020 ; Snyder, 2019 ; Verhoef et al. , 2021 ).

3.4 Contributing authors

Key authors are essential to the field’s structure and growth ( Berry and Parasuraman, 1993 ) and positively influence the most impactful articles ( Rojas-Lamorena et al. , 2022 ). Thus, it is imperative to identify them and acknowledge their impact. Between 2018 and 2022, 100 documents were written by 312 different authors.

Table 4 characterizes the top 10 most productive authors among the most influential marketing research articles over the past five years. The authors’ indices were calculated, including h -index, g -index and m -index. The Hirsh index ( h -index) is the proposal to quantify productivity and the journal’s impact considering the number of papers and citations per publication ( Hirsch, 2005 ). The g -index aims to measure the performance of the journals ( Egghe, 2006 ), considering the citation evolution of the most cited papers over time. Furthermore, the m -index, also called the m -quotient, considers the h -index and the time since the first publication ( n ); hence, m -index = h -index/ n ( Halbach, 2011 ).

Professor Dwivedi YK is the most prolific, with seven published articles indicating more than one paper yearly. Although he is placed second as the most cited author (3,361), he has the highest h - (7), g - (7) and m -index (1.17). Professor Dwivedi’s research focuses on digital innovation and technology consumer adoption and the use of information systems and information technology for operation management and supply chain, focusing on emergent markets. Digital innovation and understanding technology consumer adoption allow companies to engage with consumers efficiently and personally ( Alalwan et al. , 2023 ). In addition, information systems and information technology applied in operation management and supply chain permit a higher efficiency and visibility in commercial activities, aiding companies to optimize processes, reduce costs and improve customer care ( Tasnim et al. , 2023 ). Professor Dwivedi is a Professor at the School of Management, Swansea University, UK ( Swansea, 2023 ). The second most productive author is Hair JF, and Hughes DL, with five articles each. Professor Hair JF is the most cited author in the list of the most productive authors. This record is highly associated with the work “Assessing measurement model quality in PLS-SEM using confirmatory composite analysis” ( Hair et al. , 2020 ), with 1,103 citations. Multiple papers gather authors from the list. For instance, the article “Artificial Intelligence (AI): Multidisciplinary perspectives on emerging challenges, opportunities, and agenda for research, practice and policy” ( Dwivedi et al. , 2021 ) was co-authored by Professors Dwivedi YK and Hughes DL. This paper has 637 citations and addresses the transformative power that artificial intelligence (AI) may have for the automation and replacement of human tasks, highlighting opportunities, challenges and impacts. AI plays a fundamental role in marketing, permitting advanced personalization, task automation, advanced data analysis, campaign optimization and improved customer experience, leading to personalized experiences and better marketing results ( Duan et al. , 2019 ; Dwivedi et al. , 2021 ).

Fractionalized frequency displays the multiauthored articles. This analysis is relevant to understand how researchers interact with each other ( Rojas-Lamorena et al. , 2022 ). A credit is attributed to each author, depending on the number of co-authors. If a paper has two authors, each receives a half-point. If a paper has three authors, each receives a third of a point, and so on ( Cuccurullo et al. , 2016 ). Professor Hughes DL has the lowest score (0.57) on the five most productive authors list, suggesting a strong relationship with colleagues through co-authorship based on shared interests.

3.5 Co-occurrence analysis

Figure 1 presents the authors’ keywords co-occurrence analysis and reflects the relationship between the keywords and the data set ( Wang et al. , 2012 ). Co-occurrence analysis aims to establish relationships and map the conceptual structure of the most influential marketing academic articles and reveal current research trends ( Eduardsen and Marinova, 2020 ). The thicker the lies among each cluster, the stronger the connection between the keywords. The size of each edge indicates the occurrence frequency. Thematic map displays the top 50 keywords and a minimum of 5 clusters. The thematic map shows six clusters, of which two are with the largest nodes, including AI (brown) and Covid-19 (blue). However, clusters with smaller nodes are bibliometric analysis (red), social media (purple), blockchain (green) and customer engagement (orange).

The brown cluster suggests a topic under AI technology. The cluster’s keywords highlight an interconnection and application of AI, machine learning and cognitive computing in the marketing research field. Deep learning, natural language processing and machine learning make part of a broader spectrum of AI ( Verma et al. , 2021 ). Cognitive computing refers to the capacity of computer systems to mimic human capacity to process information, learn and make decisions ( Duan et al. , 2019 ). These technologies handle big data efficiently, predict consumer behavior and support decision-making in actionable insights, transforming marketing strategies ( Blanco-Moreno et al. , 2023 ; Dwivedi et al. , 2021 ).

The blue cluster reflects the pandemic that affected the globe between 2020 and 2023 ( United Nations, 2023 ). This cluster reveals a close relationship between the Covid-19 pandemic and consumer behavior ( Sheth, 2020 ). The interest in understanding the attitudes and consumers’ decision-making is highly relevant for future pandemics ( Pereira et al. , 2023 ). In addition, the pandemic brought social and industry challenges that deserve academic attention ( Dwivedi et al. , 2020 ; Muneeb et al. , 2023 ). This cluster also addresses overconsumption driven by impulsive behavior promoted by the pandemic ( Islam et al. , 2021 ; Marikyan et al. , 2023 ). This cluster suggests insights on how companies can adequately develop marketing strategies to face the pandemic challenges and effectively respond to health crises.

The red cluster reveals a direct connection between bibliometric analysis and scientific assessment. The bibliometric analysis is applied to reveal research patterns and knowledge structure and access the scientific production impact ( Ramos and Rita, 2023 ). The use of bibliographic coupling, co-occurrence analysis and the Scopus database supplies the data set for the identification of relationships and patterns within the literature ( Donthu et al. , 2021 ), summarizing the existing literature and identifying emerging topics of research ( Hota et al. , 2020 ).

The purple cluster highlights the terms social media and marketing. The keyword social media highlights the role of platforms, such as Instagram or TikTok, for advertising ( Alalwan, 2018 ), understanding the role of influencers ( Lou and Yuan, 2019 ), and for co-creation in brand communities ( Kamboj et al. , 2018 ), influencer marketing. Social media platforms are fundamental for any communication strategy as they connect with the audience, create engagement and awareness and promote products and services ( Lou and Yuan, 2019 ). The strategic use of social media in marketing is fundamental for companies to establish an effective presence and build long-lasting relationships.

The orange cluster suggests a relationship between live streaming and customer engagement ( Wongkitrungrueng and Assarut, 2020 ). This interconnection suggests that live streaming can be an effective channel for developing social commerce, influencing purchase intentions ( Sun et al. , 2019 ). Real-time and direct interaction with customers promote greater involvement and improve customer experience.

The green cluster suggests a focus on applying blockchain technology in information systems. Blockchain is a decentralized and immutable technology for transaction registers studied in the supply chain context ( Min, 2019 ). It has a significant potential to transform data management ( Lemos et al. , 2022 ).

4. Conclusions and future research agenda

This study represents a map of the conceptual structure and evolution of the state-of-the-art scientific literature published in marketing journals to identify the areas of interest and potential future research directions. This review aimed to (1) acknowledge the structure of the state-of-the-art most influential academic marketing research, (2) identify current research trends and (3) suggest future research prospects.

4.1 RQ1: knowledge structure

Regarding RQ1, the most cited article among the top 100 between 2018 and 2022 was the work of Snyder (2019) , with 1,872 citations, followed by the work of Donthu et al. (2021) , with 1,221. The years 2019 and 2020 were those that most contributed to the top 100 most cited, with 33 articles each. Accordingly, these years had the most citations, 14,621 and 13,692, respectively. The IJIM was the source with the highest number of articles published from our data set ( n = 26). However, the JBR, with 22 published articles, was the journal with the highest citations ( n = 12,265). Every journal from the top 10 prolific sources is ranked in Scopus (SJR) as Q1. Professor Dwivedi YK was the most prolific author, with seven articles published, followed by Professors Hair JF and Hughes DL, with five articles each. Although placed second on the most productive authors list, the most cited author was Professor Hair JF, with 3,615 articles.

4.2 RQ2: current research trends

As for RQ2, this bibliometric analysis allowed us to identify current research trends through the co-occurrence analysis. Since a comprehensive future research agenda stimulates researchers to continue their research efforts ( Hulland and Houston, 2020 ), we suggest marketing future research questions to gain a deeper knowledge of current research trends ( Table 5 ).

Although AI has existed for over six decades ( Duan et al. , 2019 ), the development of supercomputers that analyze big data led to the exponential use of this technology. Its application in marketing varies and includes trend and prediction analysis, chatbots and marketing automation. However, particularly for data analysis, multiple research questions are yet to be answered ( Dwivedi et al. , 2021 ). Grounded on the AI (brown) cluster, it would be interesting to uncover different uses of AI to improve big data analysis.

The Covid-19 pandemic disrupted global habits ( Sheth, 2020 ). New habits emerged, changing the industry landscape in multiple dimensions, such as consumer, leisure and work behavior. Although multiple studies were published regarding the topic, much is yet to be uncovered. The effects of this pandemic are yet to be fully acknowledged, demanding future studies to comprehend the permanent changes in society ( Islam et al. , 2021 ). In addition, uncovering the best-implemented industry marketing strategies can be helpful, as it is inevitable that new pandemics occur in the future ( Pereira et al. , 2023 ).

Bibliometric analyses map and summarize existent research, extending the global understanding of a research topic and increasing the quality and success of scholarly work ( Donthu et al. , 2021 ). However, the analysis is mainly descriptive ( Ramos and Rita, 2023 ). Combining bibliometric analysis with other methods may enhance the results, leading to an advancement in using such an approach.

Social media is broadly used for marketing-related activities. Through social media platforms, it is possible to build brand image, generate leads for the company’s website, analyze and monitor data, or be an influencer marketer ( Alalwan, 2018 ; Lou and Yuan, 2019 ). Nevertheless, the implementation of gamification techniques ( Bhutani and Behl, 2023 ; Wanick and Stallwood, 2023 ), privacy concerns ( Saura et al. , 2023 ) and collective decision-making ( Dambanemuya et al. , 2023 ) are issues that deserve the attention of researchers.

Livestreaming captured the attention of digital retailing marketers in recent years and significantly changed social interaction. However, different types of live streaming exist, such as webinars, game streaming, corporate streaming, vlogs or personalized content, and can be used in different industries ( Zhang et al. , 2023 ). Investigating the influence of live streaming on consumer engagement may enhance understanding of its relevance for the industry and improve marketing effectiveness ( Wongkitrungrueng and Assarut, 2020 ).

Blockchain technology allows tracing and enhances transaction transparency, creating authenticity certificates to prevent fraud or loyalty programs to build customers’ loyalty and trust ( Lemos et al. , 2022 ). Despite several studies being conducted to understand the impact of this technology on marketing ( Marthews and Tucker, 2023 ; Tan and Salo, 2023 ), there is much to be learned and questions unanswered.

4.3 RQ3: future research agenda

Based on the comprehensive bibliometric analysis findings, potential directions for future research are presented ( Table 6 ). Topics surrounding data-driven marketing are particularly relevant ( Zhang et al. , 2022 ) due to the data abundance and technological advances, and they have the potential to be further developed. For instance, issues arising from adopting AI to uncover hidden patterns in big data or integrating data from different sectors or industries to understand consumer behavior are yet to be understood. In addition, environmental sustainability is highly relevant due to the increasing customers’ awareness of the topic and its influence on developing marketing strategies ( Jung et al. , 2020 ). However, multiple questions are yet to be answered. In particular, the influence of gamification techniques to promote positive, environmentally sustainable consumer behavior and how emerging technologies influence the customers’ perception of sustainable products. Mass personalization allows consumers to customize product features ( Qin and Lu, 2021 ). This topic is highly relevant to the industry and underexplored in marketing. For instance, how can mass personalization be efficiently implemented in highly productive industries? Or how can emerging technologies improve mass personalization programs? Finally, the wearable technologies market is exponentially growing and is increasingly essential to consumer behavior ( Ferreira et al. , 2021 ).

5. Conclusions and limitations

Through the bibliometric analysis of the 100 most influential marketing papers published between 2018 and 2022, this review presents potential directions for knowledge advancement and comprehensive information to facilitate future literature search ( Boell and Cecez-Kecmanovic, 2014 ) by identifying the current research focus, conceptual structure and trends in the marketing field. In addition, this review contributes to practice by identifying the most influential articles for the marketing scientific community interested in gaining scientific insights. Meanwhile, the important role of emerging technologies and the shift of marketing toward a more data-driven approach will have significant practical implications for marketers.

This work has limitations that need to be stated. First, data were limited to Scopus database and restrained to indexed marketing journals. However, it is essential to note that all scientific databases have limitations. Second, to select the most influential marketing documents, the only criterion was on a commonly used metric – the number of citations. Although citation metrics are commonly used, they may incorrectly demonstrate the quality of the work. There are multiple reasons for a work to be cited ( Vogel and Güttel, 2012 ), such as a journal’s prestige or factors related to the methods ( Hota et al. , 2020 ). The Mathew effect phenomenon also exists in science ( García-Lillo et al. , 2017 ). Third, articles take time to be cited. This means that the most recent articles from our data set may have fewer citations, but it does not mean that their quality is poorer. Fourth, to select the most influential marketing articles, every journal under the subject area “Business, Management and Accounting” and category “Marketing” were selected. However, there are journals listed in other subject areas and categories. Nevertheless, the data set may still provide significant insight into the marketing field.

Thematic map based on the authors’ keywords co-occurrence

Acknowledgements

Paulo Rita’s work was supported by national funds through FCT (Fundação para a Ciência e a Tecnologia), under the project – UIDB/04152/2020 – Centro de Investigação em Gestão de Informação (MagIC)/NOVA IMS.

Since submission of this article, the following authors have updated their affiliations: Ricardo Ramos is at Technology and Management School of Oliveira do Hospital, Polytechnic Institute of Coimbra, Oliveira do Hospital, Portugal; ISTAR, Instituto Universitário de Lisboa (ISCTE-IUL), Lisboa, Portugal; Centre Bio R&D Unit, Association BLC3 – Tecnology and Innovation Campus, Oliveira do Hospital, Portugal; Paulo Rita is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal; and Celeste Vong is at NOVA Information Management School (NOVA IMS), Universidade NOVA de Lisboa, Lisboa, Portugal.

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How to Conduct Advertising Research

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The first is about laying the foundations for good marketing: understanding your audience. The second is a retrospective look at how the campaign performed, allowing you to retain elements that worked and remove ones that didn’t.

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Advertising research is a specialized form of market research which aims to discover which ads will be most effective with the existing and potential customer base. It does this both through detailed research before a campaign and by analyzing the success of the campaign.

The aim of advertising research is to understand your customers and their motivations better so that you can produce better ads that demonstrate why your product meets their needs. Once you have an understanding of the people you are targeting, an analysis of the campaign will tell you how successful the campaign was, and help you to iterate your campaigns to continually improve results.

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Social intelligence is useful for advertising research

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Conducting post-campaign advertising research

Campaign analysis is a simple task for a social intelligence platform and by combining it with other data you can build up an accurate picture of the response to your campaign.

If you have set up UTM codes your web analytics will be able to tell you how traffic came to your site, and if it was as a result of your campaign.

Email automation software will tell you open rates and click-thru rates. You can benchmark this against previous efforts or look at an industry study.

Social intelligence can help to understand some solid campaign metrics and provide a deeper understanding of the effect the campaign had. You can take some of your advertising research from the earlier stage and look at what has changed in response to the campaign. You can also use it to write a social media report , describing the response to the campaign on social.

Volume of mentions

A simple metric that will give you an indication of whether your campaign has increased brand awareness and conversation around the brand.

Our analysis shows that up to 96% of brand conversations happened outside owned channels, or with mentions that don’t tag the brand, meaning a social intelligence is the only way to pick up all the conversation around your campaign.

Share of voice

While you might see an increase in your number of mentions across the web, you want to benchmark this against your competitors to see how you have increased your share of voice in comparison to them. You can also break share of voice down further, to see who is winning a particular segment.

Reach is the potential number of people that those mentions will be seen by. It takes into account the number of followers of each author who mentions you. If your campaign included a celebrity or influencer, they are likely to generate much higher reach.

How many people actually took an action when seeing your campaign? This can give you an indication of the number of people that actively engaged with the campaign. These people would be more likely to recall it even if they didn’t go on to click through to your site.

News coverage

Part of your campaign analysis will be to understand how many media mentions you earned and categorize them into different tiered publications.

Social intelligence will make sure you don’t miss any mentions, and also make it easy to categorize the publications. Mentions are automatically categorized by site type. This allows you to read through the news mentions and report on the top publications that have covered your campaign.

Purchase intent

You can create complex Boolean queries in a social intelligence tool like Brandwatch, meaning you can measure if purchase intent language has increased .

Monitoring for increases in this type of language can again give you an indication of the number of people who have seen the campaign and intend to take an action but have not done so yet.

Purchase intent query for advertising research

Sentiment and emotional response

You can easily monitor for positive or negative responses to your campaign as a good social intelligence tool will have sentiment analysis built in.

This can give you an overview of public perception, and you can categorize mentions to understand how sentiment changes in relation to the brand, products, or campaign itself.

As mentioned earlier, mentions can be manually tagged to understand the emotional response to the campaign.

Brand associations

You can discover the qualities people associate with your brand or product by creating rules that segment mentions of your brand that feature adjectives to discover brand associations . Monitoring these over time can reveal changing attitudes and associations that your campaign has influenced.

Conducting research before your campaign and measuring the impact of your advertising is the best method for ensuring success. Understanding who you are marketing to will help design a campaign that is likely to connect with those people and their needs. Measuring and refining your marketing is the fine tuning that will make your efforts really shine.

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Exploring global trends and future directions in advertising research: A focus on consumer behavior

Published: 03 June 2023
Volume 43 , pages 6193–6216, ( 2024 )

Cite this article

Ahmed H. Alsharif 1 ,
Nor Zafir Md Salleh 1 ,
Mahmaod Alrawad 2 , 3 &
Abdalwali Lutfi 4

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This study aims to select the physiological and neurophysiological studies utilized in advertising and to address the fragmented comprehension of consumers' mental responses to advertising held by marketers and advertisers. To fill the gap, the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) framework was employed to select relevant articles, and bibliometric analysis was conducted to determine global trends and advancements in advertising and neuromarketing. The study selected and analyzed forty-one papers from the Web of Science (WoS) database from 2009–2020. The results indicated that Spain, particularly the Complutense University of Madrid, was the most productive country and institution, respectively, with 11 and 3 articles. The journal Frontiers in Psychology was the most prolific, with eight articles. The article "Neuromarketing: The New Science of Consumer Behavior" had the most citations (152 T.Cs). Additionally, the researchers discovered that the inferior frontal and middle temporal gyri were associated with pleasant and unpleasant emotions, respectively, while the right superior temporal and right middle frontal gyrus was connected to high and low arousal. Furthermore, the right prefrontal cortex (PFC) and left PFC were linked to withdrawal and approach behaviors. In terms of the reward system, the ventral striatum played a critical role, while the orbitofrontal cortex and ventromedial PFC were connected to perception. As far as we know, this is the first paper that focused on the global academic trends and developments of neurophysiological and physiological instruments used in advertising in the new millennium, emphasizing the significance of intrinsic and extrinsic emotional processes, endogenous and exogenous attentional processes, memory, reward, motivational attitude, and perception in advertising campaigns.

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Introduction

Qualitative methods have been used in marketing research for a long time to measure the consumer’s attitudes and behaviors toward advertising campaigns, which is actually measuring consumers' awareness behavior such as attitudes and perceptions (Carrington et al., 2014 ). Therefore, advertisers and marketers resorted to the use of neuroscientific methods or techniques such as functional magnetic resonance imaging (fMRI) in the marketing field in general and advertising in specific to study, measure and understand the unconscious/subconscious responses of customers to stimuli, which largely contribute in the decision-making process (Harris et al., 2018 ; Plassmann et al., 2012 ). Using neuroscientific methods to better understand the concealed behavior of customers toward external stimuli such as marketing and environmental in the last 20 years has led to an emerging mixed field, so-called “Neuromarketing”, which used neuroscientific and self-report methods to get more accurate findings about conscious and unconscious responses of the customer to advertising (Alsharif et al., 2021a ). According to the literature, in 2022, professor Smidts ( 2002 ) coined the NM (NM) term. According to Javor et al. ( 2013 ), NM is placed on the borderline of neuroscience, marketing, and psychology, which has been spread by the USA company named "Bright House Company" (Fortunato et al., 2014 ), when this company established the first neuroscience department for marketing research.

Contemporarily, NM is one of the most important fields for studying customers' neural and physiological responses, such as inner and extrinsic responses toward marketing stimuli and advertising. In addition to the aforementioned, some researchers and scholars considered NM an embryonic field that needs more improvements to overcome the artifacts in some techniques (Alsharif et al., 2021b ). Bočková et al. ( 2021 ) mentioned that NM is in an improving process because of technological advancement in communication and medical fields recently. The technology has been utilized by the marketing and advertising leader to enhance marketing and advertising success by managing and reducing task conflicts, as stated by To et al. ( 2021 ). Isabella et al. ( 2015 ) have categorized neuromarketing instruments into two groups: (1) neurophysiological tools, including EEG, MEG, fMRI, PET, and TMS, and (2) physiological tools, such as GSR, ET, ECG, and EMG. As mentioned by Ahmed et al. ( 2022c ); Izhikevich ( 2003 ), neurophysiological instruments capture the cognitive and emotional reactions toward advertising, including arousal, pleasure, engagement, approach, and withdrawal. Meanwhile, physiological tools like eye-tracking (ET), according to (Ahmed et al., 2020 ; Dimpfel, 2015 ), monitor physiological responses such as visual fixation, pupil dilation, eye movements, heartbeat, perspiration, and excitement at the point of purchase. This enables the acquisition of dependable and useful information concerning preferences, such as whether a product is liked or not liked.

According to the literature, the first official publication in NM was done in 2004 by McClure et al. ( 2004 ), which contributed to shifting the NM studies from a pure study to a practical one. NM research is highly significant for the academic and industrial world to overcome the limitations of traditional methods, such as consumer social bias (e.g., consumer choices can be affected by others) (Alsharif et al., 2022 ; Fortunato et al., 2014 ). The COVID-19 pandemic has created a lot of concerns globally in markets, businesses, and establishments’ activities (Aki et al., 2020 ). However, understanding the global trends in advertising research within the NM field (e.g., the most prolific countries/academic institutions, the most-cited articles, the most productive journals, authors, and so forth) is still unclear in academic studies. Thus, we aim to provide a comprehensive overview of the top and new approaches in the field, recent methods, and other relevant aspects that would be more interesting and beneficial to scholars. Our key contribution is to provide a broader perspective that goes beyond just publication and citation data, and we hope that our article will be useful to researchers and practitioners in their research. In addition, The main difference in the current paper is that the current paper focused on empirical that used neurophysiological such as fMRI, EEG, fNIRS and physiological tools such as ET, ECG, GSR/EDA, and EMG to study the mental responses of consumers behavior (e.g., inner and extrinsic emotional responds, perceptions, motivational of customers attitudes, reward system, endogenous and exogenous attentional processes, and memory) toward advertising research within NM. The present study endeavors to achieve a precise and succinct conclusion by conducting an in-depth analysis of the extracted articles. The primary contributions of this research are outlined as follows:

Provide the latest update on the global trends in advertising research within the NM field, such as the most prolific countries/academic institutions, the most-cited articles, the most productive journals and authors, etc.

Provides a comprehensive assessment of the up-to-date advertising studies that have used neurophysiological and physiological techniques to investigate the consumers’ behavior, such as inner and extrinsic emotional responses, motivational attitudes, perceptions, reward, memory, and endogenous and exogenous attentional processes toward advertising.

Provides a comprehensive overview of studies that used neurophysiological and physiological tools between 2009 and 2020.

In summary, this study offers a thorough examination of neuromarketing and its present research objectives. The second section outlines the data collection materials and methodologies, while the third section presents the bibliometric and content analysis of the articles selected for this study. The fourth section discusses the limitations and challenges of applying neuromarketing. Findings are discussed in section five, and the study concludes in section six.

This study is designed to identify original articles on advertising in the field of neuromarketing by searching the Web of Science (WoS) database, thereby addressing a gap in the existing literature. WoS was selected over Scopus due to its cleaner data, which helps to minimize duplication, and because it includes publications from top-tier journals (Strozzi et al., 2017 ). In the first step of our research, we followed the Preferred Reporting Items for Systematic Reviews and Meta-Analyses (PRISMA) protocol developed by Moher et al. ( 2015 ) to identify empirical articles in advertising research that used neurophysiological and physiological tools to investigate consumers' behavior in the context of neuromarketing (as shown in Fig. 2 ). For the second step, we conducted a bibliometric analysis to identify global trends and advancements in advertising research within the field of neuromarketing, including the most productive countries and academic institutions, the number of publications and citations, and the most prolific authors in the field (as recommended by Ahmed et al. ( 2022a ), (Ahmed et al., 2022b ); Ahmed et al. ( 2021 ); Pilelienė et al. ( 2022 )). To conduct this analysis, we followed the guidelines Block and Fisch ( 2020 ) set forth to ensure that our analysis was impactful and accurate, and used VOSviewer software to visualize our findings. VOSviewer is a widely-used tool for bibliometric research and has been employed in previous studies (see Abbas et al. ( 2022 ); Ali et al., ( 2021a , 2021b ); Alsharif et al. ( 2020 ); Alsharif et al. ( 2021c )). Figure 1 provides an overview of the analytical structure of our study, including the methods used and the organization and structure of the study itself.

Analytical structure of the current paper

These processes will give us a deep insight into advertising advancement by identifying and analyzing the general and specific domains. Additionally, it would give us a comprehensive understanding of the most common NM tools used in advertising research, the most productive academic institutions, and the top productive authors to be considered when conducting further research in advertising research. Therefore, the findings provide a guide for scholars who are interested in the advertising and NM field.

Relevant documents were extracted from the WoS by using the following query applied to the title, abstract, and keywords: (("neuromarketing" OR "consumer neuroscience") AND ("adverti*")) to extract the relevant articles related to this study and fill the gap. This paper has focused on the papers that used neurophysiological and physiological tools in advertising research between 2009 and 2020; therefore, the total number of publications was 125 documents from 2009 to 2020. The study focused on original journal articles, which are subject to a more thorough review process than conferences and book chapters. This helps to increase the credibility of research published in journals (Saha et al., 2020 ).

The researchers selected 41 articles from the WoS database and followed the PRISMA protocol, which involves four steps for selecting relevant articles. These steps include identification through database searching, screening of publications, assessing eligibility, and selecting relevant articles. The included articles had to meet the specific characteristics outlined in Fig. 2 :

Articles published in advertising research within the NM context from 2009 to 2020 were included.

Articles that used neurophysiological and physiological tools in advertising research were included.

Articles published in the non-English language were excluded.

Publications such as book chapters, conferences, and so forth were excluded.

PRISMA flow chart for selecting publications for the current study

Table 1 provides an overview of the chosen articles in advertising research. By analyzing these articles, we were able to identify three key dimensions in the field of neuromarketing: (i) studies on advertising in the context of neuromarketing; (ii) the use of neurophysiological and physiological techniques in advertising; and (iii) consumers' unconscious and subconscious reactions to advertising. Through our review of these papers, we hope to gain a deeper understanding of the subject matter and meet the goals of this review article.

Descriptive analysis

We conducted a descriptive analysis of forty-one articles in the advertising field and utilized neuromarketing instruments to determine the overall trend in advertising, including annual and cumulative publications of countries, academic institutions, and journal outlets.

Growth of the publication

Forty-one articles in journals belonging to the WoS database related to advertising have been published, which have used NM tools. As we can see there is a fluctuation in the number of publications in advertising and NM research from 2009 to 2020. In 2020, it was the highest number of annual publications with thirteen articles, as depicted in Fig. 3 .

The annual and cumulative publications in advertising and NM

Journal outlets

The results indicate that six countries were represented by eight publishers, who published a minimum of two articles in advertising and NM. Table 2 lists the publishers and their respective number of publications. Frontiers Media Sa and MDPI, both based in Switzerland, were the top publishers in NM and advertising with fourteen articles, which accounted for 34% of the total articles. Grupo Comunicar and University Complutense Madrid, based in Spain, followed with six articles. While Hindawi Ltd had only published two articles in advertising and NM, their article by Vecchiato et al. ( 2011 ) had the most citations with fifty-seven citations. Stallen et al. ( 2010 ) from the Netherlands had the second most cited article with thirty-eight citations, and they also published two articles.

Bibliometrics analysis

Productive countries and academic institutions.

A total of 41 papers from the WoS database were analyzed, and the results are summarized in Table 3 . The findings reveal that Spain, Italy, and the USA are the primary contributors to advertising research in the context of NM, accounting for over 60% of the total publications. This suggests that these countries play a crucial role in advancing studies in advertising research within the NM context. Specifically, Spain had the highest number of publications, with eleven papers (approximately 26.83% of total papers), followed by Italy, with almost eight documents (19.51% of total documents). The USA ranked third with seven documents (almost 17% of total documents), while Australia and England tied for fourth place with four documents each. The Netherlands had three documents, ranking fifth. Finally, China, Lithuania, and Germany, with two documents each.

Table 4 presents a group of academic institutions that have contributed significantly to advertising research in NM, publishing at least two papers. Sapienza University Rome, Complutense University of Madrid, and Universidad Rey Juan Carlos are the most prolific institutions. They have produced nine documents with three publications from each institution. Following them are Brainsigns SRL, Catholic University of the Sacred Heart, Erasmus University Rotterdam, Vytautas Magnus University, Swinburne University of Technology, and the University of Salamanca, having contributed two documents each, making twelve publications among them.

Prolific authors

We have identified the top prolific authors in the NM context who have contributed at least two advertising research papers. These authors belong to four countries, Italy, Spain, Lithuania, and Australia. Table 5 presents the list of these authors who collaborated extensively and published 26 documents. Notably, each author has published an equal number of two papers, and hence, we have grouped them into four clusters, as shown in Fig. 4 . Cluster 1, the most collaborative cluster, comprises six authors from Sapienza University Rome (Italy), namely Babiloni, Fabio; Cherubino, Patrizia; Carato, Myriam; Rossi, Dario; Modica, Enrica; and Cartocci, Giulia. Cluster 2 includes four authors from Universidad Rey Juan Carlos (Spain), namely Goya-Esteban, Rebeca; Banos-Gonzalez, Miguel; Baraybar-Fernandez, Antonio, Barquero-Perez, Oscar. Cluster 3 comprises two authors, Pileliene, Lina, and Grigaliunaite, Viktorija, from Vytautas Magnus University (Lithuania). Finally, Ciorciari, Joseph from Swinburne University of Technology (Australia) belongs to cluster 4.

The network map of leading authors (minimum contribution of two documents)

Leading journal

In this section, we have identified eight highly productive journals that have published at least two papers in advertising research within the NM context. These journals are presented in Table 6 , and Frontiers in Psychology emerged as the most prolific journal, publishing eight articles. Comunicar and Frontiers in Neuroscience followed closely behind, with four articles each. The remaining journals, including Computational Intelligence and Neuroscience, Journal of Economic Psychology, Scientific Annals of Economics and Business, Behavioral Sciences, Neuropsychological Trends, and Vivat Academia, contributed two papers each. Additionally, the number of citations a journal receives is an indicator of its article's quality and popularity, while the publication number reflects its productivity. To evaluate the leading journals, we computed their average citation per item (ACI) using total citations (TC) and total publications (TP) from the WoS database. Table 6 indicates that the Journal of Economic Psychology and Computational Intelligence and Neuroscience have the highest ACI, despite only publishing two papers on advertising and NM, with 32 and 31 citations, respectively. These findings suggest that many publications do not necessarily imply a high number of citations.

Keywords analysis

The bibliometric analysis involves representing the frequency of keywords in papers numerically (Wang & Chai, 2018 ), to assess their relevance and coherence with the papers' content (Comerio & Strozzi, 2019 ). Additionally, the correlation between pairs of keywords is expressed numerically as link strength, where a higher numerical value indicates a stronger link based on the number of times both keywords appear in the same paper (Ravikumar et al., 2015 ). The total number of links signifies the overall number of appearances of the two keywords in the same article. In this study, we conducted a keyword co-occurrence analysis on 56 keywords from 41 articles in 23 journals, with a minimum requirement of one source document. Synonymous keywords were also analyzed before inclusion, such as "neuromarketing" and "consumer neuroscience." To appear on the bibliometric map between two keywords that occur together in the same paper, a minimum of two occurrences of a keyword was required in VOSviewer.

According to Comerio and Strozzi ( 2019 ), keyword co-occurrence analysis is a crucial technique for understanding the content of articles and evaluating current research trends in a specific topic, such as advertising in neuromarketing. This technique is useful in identifying research directions and assessing hot themes. Ahmed et al. ( 2020 ) also noted that the analysis could reveal current academic documents in advertising and neuromarketing trends. The keyword co-occurrence map, as shown in Fig. 5 , indicates that neuromarketing research mainly focuses on marketing practices like advertising (12 occurrences, 63 total link strength), which means that advertising is mentioned 12 times and is linked to the NM theme 63 times. Brand (6 occurrences, 42 total link strength) is the second most frequent keyword, followed by brain processes such as attention, emotion, and memory. Finally, neuromarketing and advertising are linked to neuroscience tools such as EEG and fMRI, indicating that NM research aims to explore the consumer's brain responses to marketing stimuli such as advertising and brand.

All keywords co-occurrence (with min. two occurrences)

We hypothesized a strong association between neuromarketing/consumer neuroscience and neurophysiological tools such as EEG and fMRI. We also expected a robust relationship between unconscious and subconscious responses like "attention," "emotion," and "memory," and marketing stimuli such as "brand," "advertising," and "advertising effectiveness." As an illustration, "advertising" emerged as the most prominent theme with twenty-seven frequencies and hundred-twenty-seven total link strength (TLS), followed by "attention" with eight frequencies and fifty-one TLS, and "emotion" with six frequencies and twenty-seven TLS. Notably, "EEG" exhibited a high connection with neuromarketing and advertising research. Table 7 summarizes the most frequent keywords with a minimum of five occurrences, and the most common keyword is "NM.".

Citation analysis

In this section, we employed citation analysis to identify the most popular articles in the area of advertising and NM. Citation analysis is a method that counts the number of times other scholars refer to a paper. It is an effective way to determine the most popular articles in a given field (Kumar et al., 2019 ). We scrutinized and evaluated the citations of forty-one papers. The outcomes are presented in Table 8 , which summarizes the most-referenced articles in the field of advertising and NM with a minimum of ten citations. Our results indicate that the most-cited article in this area is "Neuromarketing: The New Science of Consumer Behavior" authored by Morin ( 2011 ) and published in the journal Society, with a total of hundred-fifty-two citations. The second most-cited paper is "On the Use of EEG or MEG Brain Imaging Tools in Neuromarketing Research" authored by Vecchiato et al. ( 2011 ) and published in the journal Computational Intelligence and Neuroscience, with 57 citations as of the end of 2020. Finally, the least cited paper on the list is "Using Support Vector Machine on EEG for Advertisement Impact Assessment" published by Wei et al. ( 2018 ) in the journal Frontiers in Neuroscience, with a total of ten citations.

Content analysis of selected papers

Inner and extrinsic emotional processes.

According to Dolcos et al. ( 2019 ); Eijlers et al. ( 2020 ), feelings are an extrinsic emotional status that is a conscious response of customers, which can be translated to pleasant/unpleasant responses toward advertising. Feelings are considered an important aspect of understanding and interpreting the physiological response to advertising campaigns (Eijlers et al., 2020 ; Siddharthan et al., 2018 ). Morris et al. ( 2009 ); Pham et al. ( 2013 ) mentioned that feelings stimulated by advertising refer to the response of customers toward that advertisement, which can be considered as the enormous index of customers' responses to the advertisement (Ahmed et al., 2023b ). According to Dolcos et al. ( 2019 ); Ramsoy ( 2014 ), emotions are an inner emotional status, which is an unconscious/subconscious response of customers. These responses are linked to the involuntary nervous system, for example, increased heartrate in some cases as fear, anger, happiness, and so forth, which plays a vital role in the decision-making process, learning, and solving problems (Gordon, 2006 ). In addition to the aforementioned, changes in the involuntary nervous system result in changes in facial muscles, such as zygomatic and corrugator muscles, which can provide important information about unspoken decisions, customers' inner and extrinsic emotional status toward advertising (Winkielman et al., 2008 ). Thus, inner and extrinsic emotional responses have grabbed advertisers and marketers researchers to employ both in advertising campaigns to grab customers’ attention and influence their decision (Alsharif et al., 2021a ).

According to Barrett and Satpute ( 2013 ), emotions are produced from a set of neural activities, which execute basic functions psychological such as perception and memory. Emotion has several definitions based on the following way of the scholar. For example, Damasio and Carvalho ( 2013 ); Damasio ( 1999 ) defined emotion as changes in a customer's or individual's neural and physiological responses according to previous experiences. At the same time, LeDoux and Brown ( 2017 ) defined it as the relationship between the customer/individual and the surrounding environment, including physiological and behavioral factors. Accordingly, emotions' role in decision-making has been explored and interpreted using neurological and cognitive frameworks such as somatic sign theory (Damasio, 2012 ; Reimann & Bechara, 2010 ). Valence measures from positive, i.e., a pleasure, to negative, i.e., displeasure; at the same time, arousal measures from high, i.e., a surprise, to low, i.e., calmness, as depicted in Fig. 6 (Lang et al., 1997 ; Posner et al., 2005 ; Russell & Barrett, 1999 ).

Dimensions model of emotions (Posner et al., 2005 )

(Sundar & Kalyanaraman, 2004 ) noted that several studies have utilized self-report and physiological methods to map and measure customers' emotional responses to ads. For instance, Lajante et al. ( 2020 ) used both EMG and self-report to assess customers' positive or negative reactions to ads. They found that these reactions positively affected customers' attitudes toward the ads. Baraybar-Fernández et al. ( 2017 ) employed ECG, EDA/GSR, and questionnaires to evaluate the impact of visual and audio messages in ads on participants. They discovered that sad messages had a significant influence on the participants. Barquero-Pérez et al. ( 2020 ) used ECG, EDA, and questionnaires to investigate the emotional responses to different kinds of ads and found that each type of ad elicited a unique emotion, including surprise. Guixeres et al. ( 2017 ) conducted brain response, ECG, and eye-tracking studies and found a strong correlation between ad effectiveness and the number of views on YouTube. According to Herrador et al. ( 2020 ), the EDA experiment showed that both male and female groups experienced strong initial activation. Still, there was reduced activation during the male group's most critical part of the video material. Finally, Venkatraman et al. ( 2015 ) discovered that activity in the ventral striatum could predict the response to advertising.

Neurophysiological instruments like fMRI and EEG have been extensively utilized in advertising research by various researchers research (Banos-González et al., 2020 ; Boscolo et al., 2020 ; Crespo-Pereira et al., 2017 ; Eijlers et al., 2020 ; Guixeres et al., 2017 ; Silberstein & Nield, 2012 ). For instance, the EEG analysis by Vecchiato et al. ( 2010 ); Vecchiato et al. ( 2012 ) indicated that the activity in the right frontal alpha is related to positive/liked ads, whereas the left frontal alpha is correlated with negative/disliked ads. Eijlers et al. ( 2020 ) used EEG to investigate and found that arousal is positively associated with successful ads among a large population, but consumer attitudes have a negative association. Morris et al. ( 2009 ); Shen and Morris ( 2016 ) employed fMRI to determine the affective responses of individuals towards advertising and found that the inferior frontal and middle temporal gyri were activated in response to positive and negative stimuli, respectively. Furthermore, they found that the right superior temporal and right middle frontal gyrus were activated in response to low and high arousal. Leanza ( 2017 ) EEG study found that some emotional aspects of the Virtual Reality (VR) experience significantly impacted consumer preferences.

Endogenous and exogenous attentional processes

Attention is described as "the tendency of humans to seek, accept, and absorb messages that match their interests, beliefs, values, expectations, and ideas while ignoring those that are incompatible with this system"(Hovland et al., 1949 ). Additionally described as selective perception (Wu et al., 2019 ). Selective perception is characterized by filtering away irrelevant information and focusing on essential information (e.g., different aspects of stimulus or different stimuli) (Dayan et al., 2000 ). Daily, customers are exposed to about 10 million pieces of visual information (such as advertisements, pictures, music, video, and color) through their senses (such as their eyes, ears, and skin). The majority of incoming data passes undetected, although consumers may digest about 40 bits of input data every second (Cherubino et al., 2019 ; Scheier & Held, 2006). That leads us to conclude that attention substantially impacts how consumers represent, interpret, and process information and, therefore, how they choose to prioritize information (Ahmed et al., 2020 ). Attentional and emotional processes are intertwined, and emotion is seen as a trustworthy and successful means of attracting customers' attention (Genco et al., 2013 ; Matthews & Wells, 1999 ). For instance, emotional stimuli are associated with the activation of the amygdala (AMY) and cingulate cortex (CC) in the brain (Montazeribarforoushi et al., 2017 ).

Attention is a fundamental brain activity that plays a vital role in assessing the efficiency of advertising campaigns; hence, it indicates consumer behavior and advertising effectiveness (Hamelin et al., 2021 ). The bulk of researchers have identified two systems to evaluate attention to advertising: (i) the exogenous attentional system and (ii) the endogenous attentional system (Kandel, 2009 ; Knudsen, 2007 ; Venkatraman et al., 2015 ). The exogenous attentional system (visual saliency/exogenous/involuntary) is triggered by external stimuli such as color, discount, voice, promotion, faces, text, novelty, brightness, etc., leading to the automatic processing of the information contained in external stimuli. Top-Down (goal-driven/endogenous/voluntary) attention, this other sort of attentional system is launched by internal and external objectives and expectations; hence, it is necessary to concentrate all of your mental energy on the goal you are seeking to accomplish, thereby filtering aims to reach your goals (Knudsen, 2007 ; Plassmann et al., 2012 ; Van Zoest et al., 2004 ).

Due to this, the underlying brain processes of attention and visual processing have a strong interest in advertising. In addition, the anterior cingulate cortex (ACC) is strongly associated with top-down and bottom-up attentional processes (Crottaz-Herbette & Menon, 2006 ; Meneguzzo et al., 2014 ). For example, Smith and Gevins ( 2004 ) revealed that the occipital lobe (OL) is connected with the processes of paying attention to television ads. Recent fMRI examinations of Casado-Aranda et al. ( 2018 ) discovered that advertisement and gender voice (male, female) stimulate attentiveness-related brain areas. Ananos ( 2015 ) Examined the attention level and processing of information in advertising (content recognition) between groups of old and young individuals using EEG. According to their results, the attention levels of both age groups are the same, but the recognition level of young people is greater than that of the old. Guixeres et al. ( 2017 ) Using neural networks and neuroscience-based measures, we have undertaken an experiment to determine the correlation between ad efficacy (e.g., remember ad) and YouTube channel views (e.g., brain response, ECG, and ET). Their results indicate a significant correlation between neuroscience measurements, self-reported ad efficacy (e.g., ad recall), and YouTube views. Cuesta-Cambra et al. ( 2017 ) examine how information is processed and learned, as well as visual attention. Their findings indicated that the visual activity of men differs from that of women, but that this difference does not affect subsequent recall, where recall depends on the emotional value and simplicity of advertisements, while complex advertisements require more visual fixation and are therefore difficult to remember. EEG also demonstrated the significance of the fun component of memory and low involvement processing. Treleaven-Hassard et al. ( 2010 ) evaluated the involvement of consumers with interactive and non-interactive television advertisements for a certain brand. The results demonstrated that companies associated with interactive advertisements get higher automatic attention. Boscolo et al. ( 2020 ) used EEG and questionnaires; an experiment was undertaken to evaluate variations in the visual attention paid by males and females to print advertisements. Their results demonstrated a difference in visual attention between males and females but no difference between males and females.

According to Simson ( 2010 ), the marketing mix ingredients may be altered to impact the perceived value of a product, as shown by research on the formation of value perceptions. But research on how attention systems influence customers' perceptions and behaviors have been restricted to consumer report and behavioral studies, which rely on a rational report and are insufficient to describe attention processes. Two attentional systems affect consumers' perceptions (e.g., endogenous and exogenous attentional systems) (Ramsoy, 2014 ). Consumer perception is the first stage in engaging with marketing stimulus or any other environmental stimulation (Rezaee & Farahian, 2015 ). Hogg et al. (2006) The process of selecting, organizing, and interpreting marketing stimuli is termed perception. Therefore, people add meaning and interpret information in a specific manner, resulting in perceptions as the person's discoveries for each individual. As shown by Belch and Belch ( 2007 ), perception processing relies heavily on internal processes, including previous knowledge (experiences), present objectives, beliefs, expectations, wants, and emotions, as well as exterior inputs like color, direction, intensity, and movement (Ramsoy, 2014 ). Although this explains how consumer perceptions are created, the section about the explanation of sensations and the internal and unique assignment of meaning to sensations remains hidden and unexplained in depth in the present literature on consumer behavior. However, it is widely thought that the unconscious drives this process.

Cartocci et al. ( 2017 ); Modica et al. ( 2018 ) performed an experiment to determine the accuracy of EEG, GSR, and ECG measurements of the cerebral and emotional perception of social advertising campaigns (i.e., antismoking). According to the approach-withdrawal index, the anti-smoking campaign that used a symbolic communication style had the greatest approach scores. While images with a "fear-inducing appeal" and a narrative style had the highest and lowest effort value indices, respectively, those with a "fear-inducing appeal" had the highest effort value index. The fMRI investigation of Falk et al. ( 2012 ) To forecast the population-wide (non-sample) efficacy of stop-smoking advertisements. The results demonstrated that activity in a previous mPFC predicted the performance of numerous real-world advertising initiatives. Plassmann et al. ( 2008 ) Using the fMRI device, research was conducted on the sense of pleasantness in the taste of wines. Their results revealed a larger activity in the brain's medial OFC (mOFC) areas, responsible for perceived pleasure when individuals felt they were drinking costly wine. This suggested that the correlation between the pleasantness report and perceived product value and price was stronger than the correlation with flavor itself. Neuroscientists have discovered that the OFC and ventromedial prefrontal cortex (vmPFC) are engaged in decision-making via product perceived value (Daw et al., 2006 ). Nuñez-Gomez et al. ( 2020 ) conducted an EEG experiment to test how two groups perceive advertising materials (e.g., a healthy group and a group with Asperger syndrome). The results indicate that the two groups perceptions of emotion and attention characteristics vary significantly. Gong et al. ( 2018 ) Using EEG/ERP, we conducted an experiment to determine the effect of sales promotion (e.g., gift-giving, discount) on customer perception and purchasing choices. The data indicate that discount promotions influence purchasing choices more than gift-giving promotions.

Motivational Attitude

Emotional and motivational processes complement one another. Lang and Bradley ( 2008 ). Chiew and Braver ( 2011 ); Pessoa ( 2013 ), motivating processes were discovered to have a significant impact on customers' cognition and behavior. The positive motivating cues, for instance, will encourage people to accomplish their objectives (e.g., get or predict a reward for performing a task correctly) (Chiew & Braver, 2016 ). The negative motivating stimuli may lead to distraction, whilst positive motivational stimuli can lead to focus. (Anderson et al., 2013 ). Pessoa ( 2013 ); Raymond ( 2009 ) argued that motivational processes are a compass of consumers' attitudes toward external stimuli in order to interact with the environment and attain objectives. Higgins ( 1998 ) proposed two dimensions for measuring motivational processes: withdrawal and approach attitudes. Researchers and practitioners examined the neurological responses of motivational processes to better comprehend customer reactions to commercials and goods.(Vecchiato et al., 2010 ). For instance, Cherubino et al. ( 2015 ); Davidson ( 2004 ) EEG was used to study the link between the prefrontal cortex and motivational characteristics. The results demonstrated that the PFC is associated with motivational aspects, with the right PFC correlating with withdrawal attitude and the left PFC with approach attitude. The EEG examination of Pozharliev et al. ( 2015 ); Zhang et al. ( 2019 ) documented brain reactions to luxury items (motivations). Findings revealed that social incentives play a crucial role in encouraging the purchase of luxury items to achieve social aspirations (at least one goal). The EEG investigation of Bosshard et al. ( 2016 ) In the right parietal cortices, liked brands display greater motivational features and activity signals than disliked ones. Therefore, a high correlation exists between PFC activity and motivational characteristics in response to marketing stimuli such as ads (Davidson et al., 1990 ). In order to orient the marketing mix, marketing academics, and practitioners must concentrate on the motivating processes of customers (e.g., target appropriate audiences and increase the effectiveness of ads and products) (Bahrabad & Farrokhian, 2017 ). According to past studies, NM study has evaluated television advertisements using an approach-withdrawal attitude (Di Flumeri et al., 2016 ). Therefore, approach/withdrawal motivational attitudes are critical to marketing and advertising research.

Reward Processing

According to the findings, scientists and practitioners must examine and understand the brain responses involved in processing rewards such as money, food, and social activities (Case & Olino, 2020 ); (Berridge, 1996 ; Knutson et al., 2001 ; Lehner et al., 2017 ). Because the positive incentive, such as monetary gain, food, or other rewards, improves precision and cognitive task performance (Anderson, 2016 ; Gilbert & Fiez, 2004 ; Krawczyk et al., 2007 ) by the modification of the initial attentional process. Anderson et al. ( 2013 ) It has been established that visual characteristics (e.g., product design) that are associated with reward will immediately capture the consumer's attention since they are prioritized. For instance, the design/preference of a product or brand may enhance activity in regions involved in reward processing, resulting in increased activation in areas of motives that may influence customers' purchasing choices (Cherubino et al., 2019 ). Numerous research focused on people's reactions to monetary rewards by analyzing their approach/avoidance attitude (Case & Olino, 2020 ; Knutson et al., 2001 ). For instance, Bechara et al. ( 1994 ) used GSR, an experiment titled "Iowa Gambling Task" was conducted to examine the effect of reward on decision-making. Participants were separated into two groups: the healthy group and the group with vmPFC lesions. The results indicated that healthy individuals were more perspiring, indicating that they experienced a negative emotional response when picking up cards from a losing deck, but the lesion group picked up cards regardless of whether they were winners or losers. Consequently, rewards significantly impact decision-making (Bechara & Damasio, 2005 ; Case & Olino, 2020 ; Maia & McClelland, 2004 ).

Numerous researchers have proven the significance of striatal activity in reward processing, with striatal components such as the caudate nucleus, nucleus accumbens (NAcc), and putamen playing a vital role in reward anticipation and appraisal (Knutson & Wimmer, 2007 ; Lehner et al., 2017 ; Padmala & Pessoa, 2011 ). For example, Galvan ( 2010 ); Geier et al. ( 2010 ) Investigated the link between reward processing and the striatum via experimentation. Their results demonstrated that the ventral striatum (VS) is crucial in reward prediction. Padmanabhan et al. ( 2011 ) examined the relationship between the reward system and attention processes. Their research demonstrated that rewards promote cognitive control. Prior neurophysiological research has shown that rewards engage the ventral medial prefrontal cortex (vmPFC) and ventral striatum (Davey et al., 2010 ; Izuma et al., 2008 ; Lieberman, 2013 ). The ventral striatum has previously been mentioned in relation to the reward system (Fliessbach et al., 2007 ). Consequently, the results imply that neurodevelopmental changes in striatum systems may lead to alterations in the manner in which reward influences attentional processes (Dolcos et al., 2019 ).

Memory is described as a continuous, brain-based learning process with input and output functions (Endo & Roque, 2017 ; Myers & DeWall, 2021 ). The input function encodes information while the output function retrieves it, which is important for advertising research (Atkinson & Shiffrin, 1968 ; Genco et al., 2013 ). Recall and recognition of advertising information are examples of the retrieval function (Venkatraman et al., 2015 ). Atkinson and Shiffrin ( 1968 ); Myers and DeWall ( 2021 ) proposed a three-step model of memory, known as the multistore model, which includes sensory memory, short-term memory (STM), and long-term memory (LTM) (McLeod, 2017 ). As McGaugh ( 2000 ) demonstrated, memory-related brain processes can positively impact customer behavior, particularly regarding advertising recall and recognition. Research has shown that memory-related brain processes positively impact customer behavior, such as in advertising recall and recognition (Genco et al., 2013 ; Plassmann et al., 2012 ). Memory and emotion are intricately intertwined. For instance, past research has shown that emotional experiences are often recalled more than neutral ones, particularly if they match the events occurring at the time (Bradley et al., 1992 ).

According to extensive research, the hippocampus (HC) situated in the temporal lobe (TL) plays a crucial role in forming and processing memories (McGaugh, 2000 ). Additionally, HC activation has a strong association with long-term memory (LTM) and short-term memory (STM), which significantly influences customers' purchasing choices (Murty & Adcock, 2014 ; Wittmann et al., 2005 ). The AMY, located near the HC, is also critical for the memory system (McGaugh, 2000 ). Research has shown that stronger activity in the left prefrontal areas is connected with advertising efficacy and is deemed a predictor of advertising success (Silberstein & Nield, 2008 ) (Rossiter et al., 2001 ). Astolfi et al. ( 2009 ); Fallani et al. ( 2008 ) have utilized the EEG to assess the brain areas activated by effective memory encoding of television advertisements. They discovered increased activity in the cortical areas. Morey ( 2017 ) The effect of advertising messages on recognition memory was explored. The results demonstrated that gamma band activity has a direct influence on memory. The fMRI investigation of Bakalash and Riemer ( 2013 ); Seelig et al. ( 2014 ) tested the brain areas responsible for memory advertising. Stronger activity in the amygdala (AMY) and frontotemporal areas was related to memorable versus forgettable advertisements. Tests have been conducted to examine the relationship between ad content and the activity of frontal areas and memory, indicating that ad content boosted activity in frontal areas and memory input function (Langleben et al., 2009 ). Additionally, systematic fixations on the brand and graphical aspects of printed advertisements enhance brand memory, while text fixations have little impact on later recall Pieters and Wedel ( 2004 ).

To improve advertising research, it is important to focus on mental processes such as emotion, attention, memory, reward processing, motivation, and perception.

Difficulties and constraints of NM application

Data interpretation, time-consuming, and sample size.

According to the literature, NM deployment around the globe faces a number of challenges, including data interpretation and time consumption. For example, according to Ariely and Berns ( 2010b ); Banos-González et al. ( 2020 ); Cherubino et al. ( 2019 ); Gang et al. ( 2012 ), the extracted data from the NM experiment using fMRI or EEG is more difficult to understand than eye tracking data, which is one of the difficulties addressed by NM researchers. NM employs neurophysiological and physiological technologies that are exclusive to the medical industry, hospitals, and a few institutions. Consequently, NM trials often include small populations. According to Banos-González et al. ( 2020 ); Bercea ( 2012 ); Berns and Moore ( 2012 ); Dierichsweiler ( 2014 ); Gang et al. ( 2012 ); Hensel et al. ( 2017b ); Isa et al. ( 2019 ); Plassmann et al. ( 2015 ); Stanton et al. ( 2017 ); Wolf and Ueda ( 2021 ), Small sample sizes in NM and consumer behavior research are seen as one of the obstacles to generalizing experimental results. According to Eser et al. ( 2011 ), it is difficult to recruit subjects for experiments due to the unfavorable reputation associated with legal and ethical difficulties. In addition, employing neurophysiological techniques such as but not limited to the fMRI is time-consuming, with each participant requiring between 30 and 60 min for a single experiment. Banos-González et al. ( 2020 ); Dierichsweiler ( 2014 ); Schiessl et al. ( 2003 ); Turna and Babus ( 2021 ) mentioned that the complexity of the data, which necessitates time-consuming analysis, as well as the requirement for adequate time to design the experiment and recruit individuals to execute an experiment, are cited as one of the NM's most time-intensive obstacles.

Cost of NM approaches and research

According to the available literature, NM trials use pricey equipment. For instance, the fMRI device cost more than $1.5 million US. As endorsed by Ahmed et al. ( 2023a ); Ariely and Berns ( 2010a , 2010b ); Bercea ( 2012 ); Chandwaskar ( 2019 ); Dierichsweiler ( 2014 ); Gang et al. ( 2012 ); Mansor and Isa ( 2018 ); Sebastian ( 2014 ); Turna and Babus ( 2021 ), the expense of NM techniques like as fMRI (estimated at $1.5 million) is one of the most significant hurdles and limits encountered by neuro-marketers and researchers interested in conducting trials. Additionally, NM research is costly. As shown by Ariely and Berns ( 2010a , 2010b ); Bercea ( 2012 ); Hensel et al. ( 2017a ); Isa et al. ( 2019 ); Plassmann et al. ( 2015 ); Turna and Babus ( 2021 ) The high expense of performing NM trials in the business area to examine consumer behavior, such as emotions and decision-making, is one of the most significant obstacles and limitations to the expansion of NM research.

Neuromarketing specialists

Neurophysiological and physiological instruments need the employment of specialists with a medical or physiological background. As described by Dierichsweiler ( 2014 ); Hammou et al. ( 2013 ), NM research utilizes software and advanced technology. Experiments thus need a high degree of technical understanding of how to utilize NM tools, how to conduct experiments, and how to analyze the data/findings, which we lack (Ahmed et al., 2023a ; Banos-González et al., 2020 ).

Ethical concerns

In the last decade, there has been a rapid increase in interest in the phrase "NM."(Ariely and Berns ( 2010a , 2010b ); Du Plessis, 2011 ). NM is a relatively young branch of study concerned with cognitive and emotional neuroscience as well as tactics for influencing consumer behavior. This prompted society and academic sectors (e.g., researchers, journalists, and press) to explore the ethical implications (e.g., privacy, autonomy, secrecy) of utilizing these new approaches to control/influence consumer behavior (Martineau & Racine, 2019 ; Murphy et al., 2008 ; Singer, 2004 ; Thompson, 2005 ; Ulman et al., 2015 ). For instance, when the press and media have reported on the possible dangers of employing NM methods to locate a "purchase button" in the brains of persons (Blakeslee, 2004 ; Isa et al., 2019 ; Stanton et al., 2017 ; Thompson, 2003 ) to analyze their thoughts, memory, attention, and emotions in order to influence their purchase choices, in addition to ads and marketers manipulating their brains (Racine et al., 2010 ). The primary objective of NM is to locate a "purchase button" in the human brain that may be targeted and activated by commercial advertising in the future (Spence, 2020 ). Undoubtedly, some folks are concerned about the influence of NM. Thus, NM's potency has prompted several nations (such as France) to adopt specific measures against the unauthorized use of brain-imaging methods (Nemorin & Gandy-Jr, 2017 ; Oullier, 2012 ; Ulman et al., 2015 ). For instance, the French parliament updated its 2004 bioethics regulations to read: "brain-imaging methods may only be employed for medical or scientific research or in the framework of judicial expertise"(Spence, 2020 ).

In fact, NM is used to produce more appealing goods and advertisements, but not to control people's thoughts.(Stanton et al., 2017 ). According to Ariely and Berns ( 2010a , 2010b ), The use of NM methods in harmful advertising campaigns (e.g., cigarettes, alcohol, etc.) to promote profit rather than the well-being of customers led to a rise in concerns, and therefore, the discussion of the possible ethical difficulties of NM. The Malaysian Communication and Multimedia Commission has prohibited these sorts of advertisements (MCMC) (Isa et al., 2019 ). Therefore, ethical concerns should be carefully explored (Pop et al., 2014 ). Thus, businesses must comply with government regulations and ethical standards (Arlauskaitė et al., 2013 ). In this context, several scientists and academics have identified the following ethical considerations for corporations and researchers: (i) privacy and secrecy; and (ii) independence(Isa et al., 2019 ).

Confidentiality and privacy

They are regarded as one of the most critical challenges, including maintaining participant data's confidentiality and anonymity. Due to the fact that neurophysiological procedures might reveal sensitive information that, if disclosed to the general public or marketing agencies, could be abused and breach ethical standards, these techniques are not permitted. Consequently, NM approaches may threaten people's privacy if this technology can efficiently and precisely interact with the consumer's brain (Murphy et al., 2008 ). Others, however, have stated that these concerns are probably unwarranted since current imaging technology does not provide exact forecasts of consumer choices (Brammer, 2004 ; Neurology, 2004 ). Therefore, the ethical dimension poses the greatest obstacle to the application of NM techniques. The protection of experiment participants is one of the top ethical concerns in NM research, as identifying the neural correlates of emotional and cognitive processes of interest for advertising can produce crucial information about consumer behavior (i.e., decision-making) and, thus, may compromise the participants' privacy (Hubert & Kenning, 2008 ; Javor et al., 2013 ; Murphy et al., 2008 ; Ulman et al., 2015 ), the risks associated with data confidentiality (Flores et al., 2014 ).

It is people's right that must make choices without external influence. However, some opponents have argued that the neuro marketer may employ NM tactics to influence customer decisions and disregard their autonomy in selecting items or commercials (Dierichsweiler, 2014 ). For instance, it conducted an experiment to explore the influence of the frequent presentation (without their conscious knowledge of the brand) of a Dasani water bottle on customer decisions, in which participants were instructed to pick one bottle from four distinct brands. The majority of participants selected the Dasani water bottle above others, indicating that regular exposure to a product, brand, or commercial may influence the consumer's brain and decision-making (Stanton et al., 2017 ). According to detractors, this is improper and immoral since it demonstrates that consumer autonomy has been undermined by repeated exposure to a certain product (Isa et al., 2019 ). However, the critics' argument that repeated exposure to a particular product, marketing, or brand plays a major role in affecting decision-making is not entirely accurate since the human brain is not that straightforward. It may be accurate to say that frequent exposure will lead to the prioritization of this product at the point of purchase but not necessarily to a purchase decision. Furthermore, decision-making processes in the brain are not easily measured or predicted because they are interconnected with numerous brain processes (e.g., emotional and cognitive processes). It has openly challenged what they define as a rush to embrace neurophysiology and explain all human brain activities, prompting him to invent the word "neuromania" to represent all of these concerning elements (Cherubino et al., 2019 ).

Based on an evaluation of relevant literature, the number of publications both yearly and cumulatively, has risen since 2004. The PRISMA framework recommended by Moher et al. ( 2015 ) was used to determine the appropriate papers for this study, as mental processes must be considered in advertising research. Among all publications, more than half were produced by three nations: Spain, Italy, and the United States. Spain was the most prolific, with eleven papers and 96 citations by the end of 2020, while Italy only released eight papers. The study employed bibliometric analysis to identify global trends in the subject area of interest. The most prolific journals with at least two publications each were located in six nations, including Switzerland, Spain, England, Poland, Netherland, and Italy. Frontiers in Psychology, with eight papers, was the most productive journal in NM and advertising, followed by Comunicar and Frontiers in Neuroscience, each with four papers. Additionally, the most-cited paper was "Neuromarketing: The New Science of Consumer Behavior," published by Morin ( 2011 ) in the journal Society, with over 152 citations.

According to this study, inner and extrinsic emotional responses, endogenous and exogenous attentional processes, memory, perception, motivational attitudes, and reward processing are the most important brain functions to be addressed in advertising research. The authors revealed that the right dlPFC plays a vital role in the motivational attitudes of customers, which in turn influences customer behavior to approach or avoid the advertisement, product, or even brand. At the same time, the gyrus regions have a key role in emotional valence and arousal responses such as pleasure/displeasure and high arousal/low arousal, wherein the inferior frontal and middle temporal gyri are related to pleasant and unpleasant responses. At the same time, the right superior temporal gyrus and middle frontal gyrus are associated with the intensity of arousal, i.e., high and low. In terms of memory and attention, the occipital lobe (OL) is important for both endogenous and exogenous attention processes, whereas the hippocampus (HC) plays a critical role in memory processes. Other brain regions, such as the amygdala and frontotemporal regions, are associated with remembering/un-remembering information. The ventral striatum (VS) in the basal ganglia plays a central role in reward processing, with components like the putamen, caudate nucleus, and nucleus accumbens (NAcc) involved in assessing consumer expectations versus actual reward. The ventral tegmental area is also considered part of the reward system, transmitting dopamine to other brain regions to influence goal-seeking behavior. The anterior cerebral hemispheres are important for withdrawal/approach motivation, with activity in the right prefrontal cortex (PFC) associated with withdrawal behavior and activity in the left PFC linked to approach behavior (Cherubino et al., 2015 ; Davidson, 2004 ). The orbitofrontal cortex (OFC) and ventromedial prefrontal cortex (vmPFC) are crucial in perceiving reality and perceived value (Daw et al., 2006 ).

Implications for theory and practice of the study findings

Theoretically, neuroscientific tools and methods allow the measurement of brain and body activity signals that indicate consumers' reactions to advertising campaigns. These signals can include emotions, attention, memory, perception, reward processing, and motivation. For example, neurophysiological instruments such as fMRI, EEG, and fNIRS can record the neural signals of mental responses, such as advertising recall and recognition, while physiological instruments like ET, GSR, EMG, and ECG can provide valuable information on physiological responses like pupil dilation, heart rate, and so forth. By identifying the strengths and weaknesses of advertising campaigns before implementation, advertisers can develop more effective campaigns and rectify negative aspects that generate a negative attitude towards advertising. Furthermore, researchers can use the neural and physiological correlates of emotions, attention, memory, reward processing, motivation, and perception to predict consumer behavior following advertising campaigns, such as in response to presenter features like celebrities, gender voice, commercial appeal, social efforts like anti-smoking campaigns, and public health. Practically, this study can provide insight into how advertising works in customers' minds, which can be applied to develop appealing advertising in various sectors, including political, social, and commercial.

General Conclusion

Neuromarketing is a field with enormous potential to address commercial issues such as advertising effectiveness and budget waste and to develop more impactful advertising campaigns in the social, political, and public health domains to increase public awareness. With intense competition in the advertising industry, each agency seeks to discover the most advantageous strategies to outperform rivals and become the consumer's top choice. Therefore, advertisers and marketers have employed neuroscientific methods and techniques to explore, analyze, explain, and predict consumers' mental and physiological responses to marketing stimuli, especially advertising. They can increase advertising effectiveness by identifying the most important mental and physiological processes involved in advertising research (as described above in Sect. 3.3). The majority of advertising research studies have focused on these primary mental processes.

The results indicated that neuroscientific approaches and procedures are crucial for capturing and recording consumers' mental and physiological reactions to marketing stimuli, including but not limited to advertising research. For instance, neurophysiological instruments allow for measuring and recording the brain's activity signals, while physiological tools may record bodily reactions such as eye movements, perspiration levels, and fixation. We think this study gives a complete review of the current and most important neuroscientific approaches used in advertising research and the most important mental processes to be addressed in advertising research. Furthermore, we think that this study will assist researchers in identifying the appropriate mental processes for obtaining accurate and high-quality outcomes.

Limitations and future directions

The aim of this study was to reduce errors in methodology, but there are constraints that offer opportunities for further academic research. The study focused exclusively on empirical papers in advertising within the neuromarketing context, published in English, and using physiological and neurophysiological instruments, ignoring non-English books, conference papers, proceeding books, and chapter books, resulting in some bias. To overcome these obstacles in future studies, including the high cost of instruments and research, inadequate facilities in Business Schools, time consumption in data interpretation, experiment design, and participant recruitment, as well as increased funding in NM research and instruments (Ahmed et al., 2023a ). The authors suggest investigating the effect of ads on consumer persuasion, attractiveness, engagement, and enthusiasm, as well as the contributions of NM research to other areas, such as social sciences, public health, politics, and stocks. Additionally, researchers from developing countries are invited to publish in this field. To obtain accurate results, researchers and practitioners must use the appropriate instruments for their research.

Data Availability

Not applicable.

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Acknowledgements

The authors would like to thank Universiti Teknologi Malaysia, Azman Hashim International Business School; King Faisal University, College of Business Administration; Al-Hussein Bin Talal University, College of Business Administration and Economics; King Faisal University, for supporting this study.

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Alsharif, A.H., Salleh, N.Z.M., Alrawad, M. et al. Exploring global trends and future directions in advertising research: A focus on consumer behavior. Curr Psychol 43 , 6193–6216 (2024). https://doi.org/10.1007/s12144-023-04812-w

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Advertising Research Paper Topics

Advertisement Campaign Management
Advertising as Persuasion
Advertising Effectiveness
Advertising Ethics
Advertising Frequency and Timing
Advertising Strategies
Cross-Cultural Advertising
Direct-to-Consumer Advertising
Emotions in Advertising
Endorsement in Advertising
Measurement of Advertising Effectiveness
Segmentation of the Advertising Audience

History of Advertising

Since the dawn of time, sellers have been seeking to attract attention and present their wares in ways that encourage sales. A contemporary classified ad for a second-hand bicycle is substantively the same as an ad for a Roman chariot 2,000 years ago. Media have changed, notably broadcast and digital, and our understanding of how ads work has changed, but advertising itself has changed much less. Advertising has always provided information, used emotional appeals to sell to us, and re minded us. But it used to be less pervasive than it is today because of the limited media and the limited number of goods then available for trading. Advertising agencies have existed since at least the eighteenth century but their formal standing as experts dates from the mid-nineteenth century in developed markets and the late twentieth century in the late developers. The importance of small start-up agencies is as great as it ever was but globalization has also promoted mergers of the larger, more mature, agencies into perhaps half a dozen multinationals. This is significant because with classic packaged goods, or fast-moving consumer goods, advertisers have shifted budgets from advertising to promotions, but the slack has mostly been taken up by new advertisers such as financial services and government. As a share of world GDP, however, advertising appears to have grown ( https://www.warc.com/ ).

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Measurement techniques have become more sophisticated partly in response to advertiser demands to see quantified results and partly as advertisers and their agencies have taken a more scientific approach to understanding how advertising works. Content has increased in variety with more entertainment and appeals to emotion but this has largely been driven by the wish to exploit new media. Perceptions of different advertising styles may be seen as evolutionary by those involved but the changes in style also reflect the fashion cycles that are necessary to maintain the appearance of novelty (McDonald & Scott 2007).

The Advertiser’s Perspective

In recent years, the brief from client to agency setting out requirements has been increasingly formalized. The briefing itself is an interactive process as the agency brings its own experience and negotiating skills, typically, to making the goals easier to achieve and the budget bigger. What should emerge from the process is a clear identification of the target market and the changes the advertising should achieve. The brief should not describe the means, i.e., what the ad should contain, but the end, i.e., challenge the agency with what the campaign should achieve.

Ads work in two stages: they change brand equity (what is in consumer heads) and brand equity, at a later date, changes consumer behavior. That may imply that the goals for the ad campaign should be set by changes in brand equity (intermediate) metrics and the budget made available in those terms. In practice few advertisers formalize brand equity measurement in that way. Furthermore, the correlation between intermediate and behavioral metrics can be poor so clients typically prefer the latter, e.g., sales or penetration or profit, where advertising can measurably deliver those goals.

Media neutral planning (MNP; Saunders 2004) as well as → integrated marketing communications (IMC; Schultz 1993) share the idea that communications should be planned from the consumer’s perspective. The target market should ultimately determine the relevant media both in terms of readership and in providing the appropriate context for the copy. Thus, media considerations are less driven by reach (how many people see it), frequency, or the cost per 1,000 readers (or viewers) than the relevance of the media and whether, in that context, the message is likely to work.

This leads to the question of how the ads might be expected to work. For a new product or brand, the primary aim is, typically, achieving awareness. Thereafter, advertising works mostly through two approaches, broadly classified as either active or central processing, involving argument and logic, or passive peripheral processing, which relies on cues.

Pre-testing is a contentious topic. Predictiveness is dubious and ads are rarely pre-tested against the particular goals for the campaign. Post-campaign assessment, on the other hand, is not contentious in principle although there are various competing approaches. Post-campaign assessment usually takes the form of ‘tracking,’ i.e., the key brand equity metrics are consistently monitored over time, for example, on a monthly basis (for a summary see White 2005).

The Consumer’s Perspective

From as early as the first half of the nineteenth century, there has been public ambivalence toward advertising. It is seen as manipulative, intrusive, and seeking to persuade us to buy what we do not need (such as lottery tickets) or to buy what is bad for us (such as alcohol, tobacco, or fatty foods). Because brand leaders are typically more expensive than their private label equivalents, some argue that advertising causes us to pay more than we should.

On the other hand, advertising pays for the media we enjoy such as television, newspapers, and the Internet. Quite often we enjoy the ads themselves which enter into general parlance such as ‘It does what it says on the tin’.

Finally, we should note that the consumer’s attitude towards advertising is driven by television advertising rather than all media (Jin & Lutz 2013).

The Social Perspective

Opponents of advertising claim that it commercializes culture, undermines values, and leads to less happiness as society is reminded of what it cannot afford. Supporters argue that advertising merely mirrors society as it is. They see it as a necessary part of a healthy market and contend that it has contributed to the growth of GDP and widespread prosperity (O’Guinn & Faber 1991).

Advertising in itself is neither good nor bad, but it can be good or bad in the way it is used. Accordingly, most countries have developed regulation as a means to control ‘bad,’ or potentially harmful, advertising while allowing ‘good’ advertising a reasonably free rein. Regulation, much of it self-regulation, has grown rapidly since the 1960s to meet increasing cultural sensitivities but also to dissuade governments from interfering. Self-regulation is seen as being more flexible and responsive to consumer protection than legal rules, but governmental wish to control the industry has led to ‘co-regulation,’ i.e., government retaining the right to intervene when they deem it necessary.

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Jin, H. S. & Lutz, R. J. (2013). The Typicality and Accessibility of Consumer Attitudes Toward Television Advertising: Implications for the Measurement of Attitudes Toward Advertising in General. Journal of Advertising 42(4), 343-357.
McDonald, C. & Scott, J. (2007). Brief history of advertising. In G. J. Tellis & T. Ambler (eds.), The Sage handbook of advertising. Thousand Oaks, CA: Sage.
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White, R. (2005). Tracking ads and communications. Admap, 460, 12–15.

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a) Exploring Social Media's impact on brand recognition

b) The role and function of Social Media in Digital Marketing

c) Measuring the effectiveness of Social Media advertising

d) Influence of mobile technology on Social Media Marketing

e) Optimising Social Media presence through SEO strategies

f) Leveraging Big Data for insights into Social Media Marketing

g) Enhancing customer engagement through Social Media Marketing

h) Positioning Content Marketing within Social Media strategies

i) Evaluating the effectiveness of Social Media Marketing strategies

j) Understanding Social Media's influence on consumer shopping behaviour

k) The integration of Artificial Intelligence in Social Media Marketing

l) Utilising video content for effective Social Media Marketing

m) Analysing the impact of Social Media Marketing on sales

n) Role and impact of Influencer Marketing in Social Media

o) Effectiveness of Email Marketing in Social Media context

p) Fostering customer loyalty through Social Media Marketing

q) Utilising Social Media analytics for strategic insights

r) Integrating voice search in Social Media Marketing strategies

s) Measuring Social Media Marketing's Return on Investment (ROI)

t) The role of automation in Social Media Marketing

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5) Exceptional Marketing Research Topics

Given below are Research Topics for Exceptional Marketing:

a) Offshore marketing and evaluating optimal distribution strategies for new companies

b) Marketing distribution channels and potential mistakes to avoid

c) Examination of online shopping in China, discussing its influence and opportunities

d) Explanation of the concept of Artificial Intelligence in marketing

e) Discussion of the components of a competitive marketing strategy

f) Impact assessment of augmented reality on the marketing experience

g) Pricing and positioning strategies for marketing effectiveness

h) Description of the role of Social Media in lead generation

i) Development and execution of investment banking in developing markets

j) Impact analysis of European financial supervision on cross-border financial investment

k) Consumer purchase decision and the influence of e-marketing

l) Customer buying behaviour and the role of sensory marketing

m) Gender influence on business startups

n) Analysis of the significance of leadership and culture in organisational change

o) Case study of Nike, evaluating the role of CSR

p) Analysis of the use of Omni-channel tracking in marketing

q) Comparison of Augmented Reality (AR) and Immerse Technologies in Marketing

r) Comparison of the use of User-Generated Content and Content Mapping in Marketing

s) Application of Progressive Web Apps (PWAs) in marketing

t) Pros and cons of using Predictive Analytics and Browser Push Notifications in marketing

6) Unique Marketing Research Topics

Here’s a list of unique Marketing Research Topics:

a) Analysing the impact of cultural shifts on consumer behaviour

b) Unveiling the power of neuro-marketing in understanding consumer choices

c) The role of augmented reality in enhancing market research

d) Green marketing: sustainability as a critical factor in consumer preferences

e) Cross-cultural marketing: navigating diverse global markets

f) The influence of gamification on market research strategies

g) Ethical considerations in contemporary market research practices

h) Examining the role of blockchain in revolutionising marketing data security

i) VOC analysis: Strategies for effective implementation

j) The impact of virtual events on market research dynamics

k) Harnessing the potential of chatbots in gathering customer insights

l) Understanding the psychology of brand loyalty in changing market landscapes

m) Market research in the age of privacy concerns: navigating regulatory challenges

n) Evaluating the effectiveness of experiential Marketing Research

o) Innovations in mobile market research: adapting to the smartphone era

p) The intersection of market research and artificial intelligence

q) Measuring emotional engagement in Marketing Research

r) The role of predictive analytics in anticipating market trends

7) Premium Marketing Research Topics

Here, we discuss the premium Marketing Research Topics in the contemporary world:

a) Crafting an exclusive brand experience: Beyond digital channels

b) Strategic utilisation of luxury influencers in marketing

c) Innovative approaches to premium Content Marketing

d) Augmented reality in premium branding strategies

e) Customised user journeys: Personalisation in Premium Marketing

f) Blockchain technology in ensuring brand authenticity for premium products

g) Neuro-Marketing: Understanding the premium consumer's mind

h) Exclusive partnerships and collaborations in premium branding

i) Data privacy and security concerns in premium customer relationships

j) Sustainability as a premium brand value: Strategies and challenges

k) The role of experiential marketing in premium product launches

l) Psychological pricing strategies for premium goods

m) Virtual reality experiences for premium brand engagement

n) Ultra-personalisation: Tailoring premium services to individual needs

o) Emerging trends in premium customer retention strategies

p) Cultivating a sense of exclusivity: Membership programs in premium marketing

q) The impact of limited-edition releases on premium brand image

r) Luxury branding in the digital age: balancing tradition and innovation

s) Premium market positioning: Differentiating in a crowded landscape

t) Strategies for niche market penetration in premium sectors

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8) Interesting Marketing Research Ideas

Discussed below are a few interesting Marketing Research ideas:

a) Utilising pillar content for sales growth: An exploration of effective strategies

b) Examining the roles of Mobile Marketing in driving business success

c) The intersection of internet security and its implications for online marketing

d) Determining the optimal social media platform for marketing baby products

e) The role of social media in business survival and growth

f) The importance of competitor analysis in shaping brand marketing strategies

g) Political campaigns as a factor in brand marketing dynamics

h) Assessing the viability of centralised marketing for international brands

i) Exploring brand salience and its impact on in-store branding

j) Social class distinctions and their influence on company service perception

k) Exploring commonly used methods for predicting consumer behaviour

l) Investigating the influence of advertising during economic recession periods

m) Strategies employed in the marketing landscape of the fashion industry

n) In-depth exploration of targeted marketing using paid search engine ads

o) Assessing the impact of television advertisements on consumer moods

9) Relevant Marketing Research Topics

Here’s a list of relevant Marketing Research Topics:

a) Impact of Covid-19 on the marketing initiatives of the organisation

b) Effect of the Covid-19 emergence on business communities

c) Influence of the Covid-19 emergence on marketing operations

d) Examination of the impact of brand promotion and celebrity usage on ROI

e) Analysis of how lockdown situations impact an organisation's PR activities

f) Significance of the marketing mix on organisational performance

g) Discussion on the importance of STP analysis for any business entity

h) Analysis of the impact of Covid-19 and subsequent lockdown on the hospitality sector

i) Effects of Covid-19 and subsequent lockdown on the aviation industry

j) Importance of an environmental audit for formulating effective marketing strategies

k) Impact of Covid-19 and the subsequent lockdown on the service sector

l) Exploration of the impact of Covid-19 and the subsequent lockdown on the sports industry

m) "Just Do It" - one of the most successful environmentally conscious advertising taglines

n) Examination of the successful marketing strategies of Apple, Southwest Airlines, and Budweiser

o) Importance of personalisation in marketing

10) Impressive Marketing Research Topics

Listed below are some of the impressive Marketing Research Topics:

a) Impact of consumers' implicit and explicit knowledge on their purchasing behaviour

b) Implementation of centralised global marketing

c) Integration of IoT, wearables, or smart devices for automated customer service

d) Definition and application of e-CRM in marketing

e) Interconnection between brand awareness and repeat purchases

f) Establishing a company's brand image through Guest Blogging

g) Strategies for managing marketing and company reputation effectively

h) Examination of Corporate Social Responsibility as a marketing tactic

i) Optimal social media approaches to enhance customer engagement

j) Analysis of social media marketing's influence on customer behaviour

k) Relationship dynamics between influencer marketing and lifestyle branding

l) Technologies pivotal in improving customers' online decision-making processes

m) Exploring efficient marketing strategies to mend a damaged reputation

n) Human Resource Management and the motivational factors crucial for future leaders

o) Influence and importance of performance management in large and diverse organisations

Conclusion

Marketing Research Topics vary from how Digital Marketing influences what we buy to whether traditional methods still work. You can also explore Social Media's role, how online ads perform, and the impact of loyalty programs. Other areas include product placement, celebrity endorsements, and how pricing affects what consumers choose. Regardless of the topic, thorough and organised research is crucial for accurate and reliable findings.

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Advertising Research Topics: Exploring Strategies for Effective Marketing

In today’s fast-paced and highly competitive business landscape, effective advertising plays a crucial role in capturing the attention of target audiences and driving business growth. To ensure your advertising efforts are successful, it is essential to conduct thorough research and gather insights that can inform your marketing strategies.

This article dives deep into the realm of advertising research topics, uncovering a wide range of strategies and techniques that can help you gain a competitive edge in the market.

Advertising Research Topics: Uncovering the Key Elements for Success

1. advertising research: an overview.

To kickstart our exploration of advertising research topics, let’s begin with an overview of what advertising research entails. This section provides a brief introduction to the concept of advertising research, highlighting its importance in understanding consumer behavior, measuring advertising effectiveness, and optimizing marketing strategies.

2. Understanding Consumer Behavior: Key to Effective Advertising

Consumer behavior lies at the heart of successful advertising campaigns. By comprehending the motivations, preferences, and decision-making processes of your target audience, you can create compelling advertisements that resonate with them. This section explores advertising research topics related to understanding consumer behavior, including psychological factors, buying patterns, and the influence of social media.

3. Market Segmentation: Unlocking Targeted Advertising Opportunities

One size does not fit all when it comes to advertising. Market segmentation allows you to divide your target market into distinct groups based on demographics, psychographics, and other relevant criteria. This section delves into advertising research topics centered around market segmentation, highlighting the benefits of targeting specific consumer segments and tailoring your advertising messages to their unique needs and preferences.

4. Advertising Message and Creative Development

Crafting a compelling advertising message is a crucial aspect of effective marketing. This section explores advertising research topics related to message and creative development, including copy testing, concept testing, and the impact of different advertising appeals. Discover how to create captivating advertisements that resonate with your target audience and drive favorable consumer responses.

5. Media Planning and Strategy: Optimizing Advertising Reach

To maximize the impact of your advertising efforts, it is essential to develop a robust media planning and strategy. This section explores advertising research topics focused on media planning, such as media selection, media scheduling, and media effectiveness measurement. Learn how to choose the right channels, optimize reach and frequency, and evaluate the performance of your media investments.

6. Measuring Advertising Effectiveness: Metrics that Matter

In the realm of advertising research topics, measuring advertising effectiveness is a critical aspect of evaluating the success of your campaigns. This section delves into the various metrics used to measure advertising effectiveness, including brand awareness, brand recall, purchase intent, and return on investment (ROI). Gain valuable insights into tracking and analyzing the impact of your advertising efforts.

7. Digital Advertising: Trends and Innovations

As the digital landscape continues to evolve, digital advertising has become an indispensable part of marketing strategies. This section explores advertising research topics specific to digital advertising, including programmatic advertising, social media advertising, influencer marketing, and search engine marketing. Stay up-to-date with the latest trends and innovations in the digital advertising space.

FAQ 1: What are some common research methods used in advertising research?

Research methods employed in advertising research include surveys, focus groups, in-depth interviews, eye-tracking studies, and data analytics. These methods provide valuable insights into consumer preferences, perceptions

Read More: Affiliate Marketing Business Plan: A Step-by-Step Guide to Success

Was this helpful?

More Advertising Spend Projected In 2024

After several lean post-pandemic years, most advertising and agency executives reported budget increases for 2024. Digital advertising is expected to constitute around two thirds of total ad spend among advertisers, while social media is the most desired allocation of spend for brand-focused advertising, with search engine marketing and social media tied with the lead for performance advertising.

Cookie Deprecation Only Draws Moderate Concern

With the end of third-party cookies looming, advertisers believe they are more prepared than previously anticipated. Many are already shifting to embrace first-party customer data strategies. Other emerging approaches include contextual and cohort-based targeting, machine-learning systems and CPC/CPA models.

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“It’s no surprise AI has emerged as the key theme on advertisers’ minds in this study,” said Jackie Cutrone, CMO of NewtonX, in a statement. “We’ve harnessed the power of AI to gather and analyze this data, and along with our partners at Material, we’re committed to leveraging AI technology to provide business insights that help advertisers and brands navigate the challenges of 2024 and beyond.”

To learn more about the findings in the “The Digital Lead: 2024 Advertising Insights & Tech Trends Report,” check out the full report now.

Posted in: Industry News

Tagged with: advertising , AI

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We're entering advertising's new era

This post originally appeared in the Insider Today newsletter.
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Almost Friday! Hopefully, you have fun plans for the weekend. But even if you don't, you can do better than jumping on the PowerPoint party trend .

In today's big story, we're looking at the biggest topic at this year's TV upfronts , and how it's a sign of advertising's new era.

What's on deck:

Markets: Morgan Stanley's new wealth boss outlines the bank's playbook for hitting $10 trillion in client assets.

Tech: Wall Street analysts share their predictions for Apple's earnings report today .

Business: Young people are fueling a Botox boom . Blame social media.

But first, Don Draper's got a new remit.

If this was forwarded to you, sign up here.

The big story

Data for the small screen.

At one of the biggest annual events in advertising, it's all about the data.

US TV upfronts are when networks vie for ad dollars. The courting process typically involves networks showing off their best shows and then haggling over prices.

"Come check out this new show of ours. Wouldn't your ad look great running alongside it?"

It's a high-stakes game, with nearly $18.8 billion in ad spend up for grabs.

But when things kick off later this month, advertisers have another priority beyond keeping their ad rates low. Business Insider's Lara O'Reilly and Lucia Moses report that some advertisers are more focused on the data they can get, specifically from retailers .

Information on consumers' shopping trends can ensure their ads reach the right people and prove they ultimately lead to sales.

That concept isn't new in the age of digital advertising, to be clear. But, the rise of e-commerce means an increased focus on the valuable information retailers have about their shoppers.

Consumer privacy initiatives have also contributed to the shift. Sensitivities around data sharing and the upcoming death of the third-party cookie have forced advertisers to work directly with companies with data on their customers.

As a result, the so-called retail media space has exploded, ballooning to $128 billion last year .

You might be wondering what retail data has to do with television advertising.

It just so happens one tech giant has its foot in both worlds. Amazon is one of the world's largest retailers and also has a streaming service, Prime Video, that just started selling ads .

Couple that with the success of its new series "Fallout" and the fact retail media's rise is at the expense of rival Google, and you start to see how well-positioned Amazon is.

Perhaps that's why CEO Andy Jassy highlighted Prime Video in his recent annual letter to shareholders.

Amazon holds an incredible advantage, but that hasn't stopped others from combining retail and streaming (Roku-Best Buy, Disney-Kroger, Walmart-Vizio ).

Such a big shakeup will also impact what we see as viewers. Maybe it's unique in-game advertising for live sports, an area Big Tech is aggressively pursuing .

More drastic changes could include "shoppable media," where viewers can make purchases from the comfort of their couch.

3 things in markets

The man with the (wealth) plan at Morgan Stanley. The bank's new wealth chief, Jed Finn, took over a thriving business after his former boss, Andy Saperstein, was promoted. But there's still work to be done — about $3 trillion worth — to reach the bank's goal of $10 trillion in client assets across wealth and asset management. He told BI how he plans to do it .

Joseph Stiglitz sounds off. The famed economist discussed with BI the legacy of trickle-down economics. (The share of total net worth held by the richest Americans went from 22.8% in 1989 to 30.3% today.) It's part of the Nobel laureate's argument for why it's time to issue a verdict on whether free-market policies have been successful .

The Fed keeps interest rates steady once again. On Wednesday, the central bank kept borrowing costs at their current level, the sixth straight meeting in which it has left rates unchanged. Chair Jerome Powell said rate cuts will be on the table only if there is better inflation data or "unexpected" labor market weakness .

3 things in tech

Google says immigration rules are making it hard to hire top AI talent. The company says its need for AI roles will "increase significantly" in the next few years. As such, it told the US Department of Labor the list of roles considered scarce must be broadened .

All eyes on Apple. With the company reporting earnings this afternoon , Wall Street is looking for its iPhone sales in China. With weak sales in the country, Wells Fargo said Apple faces a "tough near-term setup."

Microsoft's CTO was "very worried" about Google's AI efforts. In a 2019 email that was made public on Tuesday as part of the Department of Justice's antitrust case against Google, Kevin Scott told Satya Nadella and Bill Gates that "auto-complete in Gmail" was "getting scarily good" — potentially setting the stage for Microsoft's massive investment in OpenAI .

3 things in business

Gen Zers have a new status symbol: Botox. In an age of remote work, young people no longer need to show off their bags or cars. Instead, they're showcasing their face — and driving a boom in "tweakments" like Botox and lip filler.

Everything to know about Skydance's bid for Paramount. The film studio is vying to buy Shari Redstone's controlling stake in Paramount. Sources told BI how much Redstone may get and what Paramount would look like if it happens.

Trump Media makes no sense. Its shares, which have been on a roller-coaster ride in recent months, tanked again on Wednesday. Don't bother trying to understand why — meme stocks don't respond to reason , BI's Peter Kafka writes.

In other news

Disney just named 2 new top execs to advise on strategy and M&A as it considers its future: Read the memo .

These 70 House Democrats and 21 Republicans voted against a bill to crack down on antisemitism on college campuses .

Russia may not start an all-out war with NATO, but already has plans to destroy it from within .

Starbucks says it's launching boba-inspired drinks this summer .

Columbia's student radio station was the main source of information for the protests. Here's why that matters .

Japan just spent billions to boost the flailing yen — and the US may get involved too .

What's happening today

Today's earnings: Apple, Coinbase, and other companies are reporting .

The Insider Today team: Dan DeFrancesco , deputy editor and anchor, in New York. Jordan Parker Erb , editor, in New York. Hallam Bullock , senior editor, in London. George Glover , reporter, in London.

Watch: Weather data gives brands insights into what their customers need

Main content

Rescheduling Marijuana and its Impact on Healthcare and the Economy

The United States is on the verge of one of the biggest, if not the biggest, transformations to marijuana policy in the last 50 years. According to an Associated Press report, the Drug Enforcement Administration (DEA) is expected to reschedule marijuana from a Schedule I drug to a Schedule III drug under the Controlled Substances Act (CSA). This decision comes after the United States Department of Health and Human Services (HHS) recommended to the DEA in August of 2023 that marijuana be rescheduled. The move is set to happen imminently, but it still must be approved by the White House Office of Management and Budget. Once approved, the DEA will conduct a 30 to 60-day public comment period on the proposal before issuing a final rule, meaning the full transition is still likely months away. [i] While rescheduling marijuana will not completely legalize it on the federal level, it does demonstrate the growing acceptance of marijuana, and the potential of having it fully legalized on the federal level in the future.

Even though it is not legalized nationwide, this expected DEA decision should have a profound impact. The expected rescheduling will affect the healthcare industry and the economy in general. The following are some impacts we should expect in the near future.

Medical Research and Healthcare

One of the most significant impacts of rescheduling marijuana to a Schedule III drug under the CSA is the potential of more medical research involving marijuana. Previously, marijuana was classified alongside drugs such as heroin and LSD, which are considered to have no accepted medical use and a high potential for abuse. In light of the proliferation of state medical marijuana programs around the country, it has long been understood that this classification was no longer suitable for marijuana, and there has been a push for it to be rescheduled. The present classification severely restricted research opportunities due to federal regulations on Schedule I drugs. With the expected rescheduling to a Schedule III drug, marijuana is now acknowledged to have accepted medical use, which will lead to less stringent regulations. Consequently, it will only be logical to expect an expanded use of marijuana for research into the potential medical benefits, especially for the treatment of certain conditions such as chronic pain, various forms of cancer and epilepsy.

Other implications on the expected rescheduling will allow for marijuana to be prescribed by appropriately licensed healthcare practitioners as a Schedule III drug. This was originally not allowed at the federal level when it was considered a Schedule I drug, which is why most state medical marijuana programs call for qualified providers to “recommend” the drug, not “prescribe” it. Further, the expected rescheduling will ostensibly open the door to cannabis-derived drugs and other products to be approved by the Food and Drug Administration (FDA), and become reimbursable by Medicare and Medicaid, as well as state worker’s compensation programs and the US Department of Veterans Affairs. This is encouraging news to patients and practitioners alike, as it removes many of the barriers to receiving treatment for medical conditions using marijuana.

Economic Impact

With the growing number of states legalizing marijuana for recreational or medical use, the expected rescheduling of marijuana is welcome news for those already in, and those seeking to enter, the marijuana industry. For one, while there will still be regulations on marijuana businesses, rescheduling marijuana will open up the door to cross-state transportation of marijuana, advertising and for marijuana businesses to do business with federally insured banks, which was almost impossible while it was a Schedule I drug. Additionally, marijuana businesses will no longer be restricted by Section 280E of the Internal Revenue Code (IRC). Section 280E prevents businesses that are engaged in the sale of Schedule I or II drugs from deducting business expenses on federal tax filings. This has long been an impediment to marijuana businesses, but this is now expected to be rectified.

We will not fully understand the gravity of rescheduling until after it happens, but we do know the landscape is changing for all those involved. Should you have questions about the expected DEA decision or other matters pertaining to the cannabis industry, please contact your Dinsmore attorney.

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Adverse Event Reports Involving Delta-8 Tetrahydrocannabinol (THC) Products from the FDA CFSAN Adverse Event Reporting System (CAERS), 2021

2023 FDA Science Forum

Cannabis products containing delta-8 THC, a psychoactive and intoxicating isomer of delta-9 THC, became readily available in late 2020 and rapidly gained popularity among consumers. The FDA is aware of the growing concerns surrounding delta-8 THC products and first issued a Consumer Update1 in September 2021 to notify the public about the serious health risks of delta-8 THC. Many delta-8 products sold online and in stores currently are being marketed as foods and dietary supplements, although these products have not been evaluated by the FDA for safe use in any context. Furthermore, since the natural amount of delta-8 THC in hemp is very low, manufacturers convert other cannabinoids in hemp, like cannabidiol (CBD), into delta-8 THC, using potentially harmful chemicals. Little data exist on the toxicity of delta-8 THC products, and real-world data from adverse events can be a useful tool in providing safety information. The FDA CFSAN Adverse Event Reporting System (CAERS) is a post-marketing surveillance system that receives and monitors adverse event and product complaint reports for foods, dietary supplements, cosmetics, and infant formula. In 2021, CAERS received 77 reports involving delta-8 THC-containing products from consumers, law enforcement, and health care professionals. In this study, we performed a descriptive analysis of the delta-8 THC related reports CAERS received in 2021. Of the 77 delta-8 THC reports received, 58 (76%) were adverse events only, 6 (8%) were product complaints only, and 13 (17%) were for both adverse events and product complaints. Of the 77 delta-8 THC reports, 54 reports appertained to delta-8 THC-containing food products (e.g., brownies, cookies, and candy bars), and 23 reports pertained to products marketed as dietary supplements. Thirteen (17%) reports were submitted by law enforcement, 58 (75%) by consumers, and 6 (8%) by health care professionals. The top four reasons reported for using delta-8 THC products were for anxiety relief/relaxation, insomnia, recreation, and pain relief. A summary of System Organ Classes (SOC) for the adverse events associated with delta-8 THC products indicated these adverse events span a wide range of organ systems. While the reports submitted to CAERS vary in quality, review of these adverse event reports may help increase our understanding of potential health effects associated with delta-8 THC products.

Adverse Event Reports Involving Delta-8 Tetrahydrocannabinol (THC) Products from the FDA CFSAN Adverse Event Reporting System (CAERS), 2021

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COMMENTS

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The evolution of advertising research through four decades: a
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Advertising research brings together two strategies together to help improve your marketing from two different approaches. It takes a 360-degree view to maximize the lessons you can take from each marketing campaign. The first is about laying the foundations for good marketing: understanding your audience. The second is a retrospective look at ...
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Qualitative methods have been used in marketing research for a long time to measure the consumer's attitudes and behaviors toward advertising campaigns, which is actually measuring consumers' awareness behavior such as attitudes and perceptions (Carrington et al., 2014).Therefore, advertisers and marketers resorted to the use of neuroscientific methods or techniques such as functional ...
Advertising and Marketing Communication
Explores and shares research on advertising and marketing - providing methods and applications to policymakers, start-ups, and practitioners to accelerate the pace of advertising research. ... Research Topics See all (7) Learn more about Research Topics. Footer. Guidelines. Author guidelines; Editor guidelines; Policies and publication ethics ...
Full article: The power of advertising in society: does advertising
However, Michel et al. (Citation 2019) note that recent research exploring subjective well-being has given little attention to the role of advertising, suggesting the link between advertising and individual well-being is not well understood. The authors propose that how advertising affects well-being may operate through two conflicting approaches.
Frontiers in Communication
Explores and shares research on advertising and marketing - providing methods and applications to policymakers, start-ups, and practitioners to accelerate the pace of advertising research. ... Research Topics; Type at least 3 characters 7 Research Topics Guest edit your own article collection Suggest a topic. Submission. null. Submission
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JAR is published four times a year for the Advertising Research Foundation by WARC. Both subscribers and ARF members can access recent issues of JAR via this site. A larger JAR archive is accessible at WARC, alongside case studies, best practice guides, marketing intelligence, consumer insight, industry trends and latest news from around the world.
Urgent topics for advertising research: addressing critical gaps in the
This article examined advertising research topics categorized by connections and tensions between central actors in the advertising ecosystem (advertising industry and advertisers) and other key ...
Advertising Research Paper Topics
Advertising Research Paper Topics. See our list of advertising research paper topics . Advertising has been defined as "any paid form of non personal communication about an organization, product, service, or idea by an identified sponsor" (Alexander 1965, 9). Advertising intrudes into our lives and is not always welcome.
Top Marketing Research Topics: A Guide for Marketers
Marketing Research Topics are the specific questions that guide the collection and analysis of data to provide insights and recommendations for various marketing decisions. These topics cover a wide range of areas, such as product development, pricing, promotion, distribution, customer satisfaction, loyalty, segmentation, branding, and more.
Advertising Research Topics: Exploring Strategies for Effective
4. Advertising Message and Creative Development. Crafting a compelling advertising message is a crucial aspect of effective marketing. This section explores advertising research topics related to message and creative development, including copy testing, concept testing, and the impact of different advertising appeals.
New Research: AI Poised To Be 'Greatest Influence' On The Future Of
59% of participants saw AI as the greatest influence on the future of advertising; 56% of agencies and advertisers expected their budgets to increase in the next year; 48% of respondents said strengthening their national advertising is the top priority for 2024, followed by 26% whose top focus was improving local advertising; and
At One of the Biggest Events in Advertising, It's All About the Data
"Come check out this new show of ours. Wouldn't your ad look great running alongside it?" It's a high-stakes game, with nearly $18.8 billion in ad spend up for grabs.
Research Finds Gender Equity in Advertising Leads to Sales Lift
"Our research clearly demonstrates that — apart from contributing to a more inclusive media and marketing landscape — advancing gender equality in advertising is a business imperative for any ...
Rescheduling Marijuana and its Impact on Healthcare and the Economy
Medical Research and Healthcare One of the most significant impacts of rescheduling marijuana to a Schedule III drug under the CSA is the potential of more medical research involving marijuana.
Adverse Event Reports Involving Delta-8 Tetrahydrocannabinol (THC
The FDA CFSAN Adverse Event Reporting System (CAERS) is a post-marketing surveillance system that receives and monitors adverse event and product complaint reports for foods, dietary supplements ...
'The next frontier of emergency medicine': House calls following
(SACRAMENTO) UC Davis Health has launched an innovative program that provides adult patients with care at home following certain emergency department visits.. The initiative is part of UC Davis Health's efforts to bring care to patients' homes. It comes less than a year after the health system started delivering in-home urgent care for adults with a range of illnesses and injuries.

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Mapping research in marketing: trends, influential papers and agenda for future research

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1. Introduction

2. Methodology

2.1 Search strategy

2.2 Selection process and final data set

2.3 Final data set

2.4 Data analysis

3. Results and discussion

3.2 Most influential articles

3.3 Source impact

3.4 Contributing authors

3.5 Co-occurrence analysis

4. Conclusions and future research agenda

4.1 RQ1: knowledge structure

4.2 RQ2: current research trends

4.3 RQ3: future research agenda

5. Conclusions and limitations

Acknowledgements

Corresponding author

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