hot recent future research topics in marketing to reseach

Introduction

Recent advancements in the business environment have led marketing scholars to explore new and emerging topics. This synthesis focuses on identifying hot and future research topics in marketing, drawing insights from recent studies.

Key Insights

Sustainability in Marketing:
- Key areas include citizenship behavior, stakeholder theory, corporate performance, and the triple bottom line.
- Future research should focus on external-internal focus, social-environmental emphasis, legal-ethical-discretionary intent, marketing assets, and financial performance.
Emerging Markets:
- Important topics include market efficiency, risk-adjusted returns, risk premia, exchange rate volatility, and firm-level exposures.
- Other areas of interest are classification systems, clusters and networks, firm-level internationalization, international business strategy, attracting and benefiting from FDI, corporate and institutional governance, and behavioral perspectives.

Conclusion

Future research in marketing should prioritize sustainability, focusing on areas such as citizenship behavior, stakeholder theory, and the triple bottom line. Additionally, emerging markets present numerous opportunities, including market efficiency, risk management, and international business strategies. These areas are crucial for advancing the field and addressing contemporary challenges in marketing.

Hot recent future research topics in marketing to reseach

Summary

Introduction

Key Insights

Conclusion

Sources and full results

The structure of sustainability research in marketing, 1958–2008: a basis for future research opportunities

Sustainability research in marketing focuses on citizenship behavior, stakeholder theory, corporate performance, and the triple bottom line, with five key topics to consider for future research.

Emerging Markets Research: Trends, Issues and Future Directions

Emerging markets research highlights areas of greatest interest and those that have received little attention, suggesting areas for future research in data, methods, market efficiency, risk premia, exchange rate volatility, and corporate governance.

In search of relevance and rigour for research in marketing

Enhancing the relevance and rigour of marketing research by identifying "hot" topics and fostering research rigour can improve the discipline's future development and status.

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

Blockchain, artificial intelligence, and live streaming are key emerging technologies in marketing, reinforcing the importance of data-driven marketing.

Research on Innovation: A Review and Agenda for Marketing Science

This review identifies 16 key marketing science research topics in innovation, categorizes them into five research fields, and highlights key concepts and challenges in each area.

The Impact of Advancing Technology on Marketing and Academic Research

Advances in technology, such as biometrics and GPS tracking, can significantly impact existing markets and shape future marketing strategies.

Seeking sustainable futures in marketing and consumer research

This paper proposes a new research agenda for marketing and consumer research to address sustainability challenges and promote a sustainable future.

Topic modeling in marketing: recent advances and research opportunities

Topic modeling in marketing has made significant progress, but future research should focus on integrating multiple dynamic data sources and combining exploratory topic models with predictive marketing models.

Advancing knowledge on emerging markets: Past and future research in perspective

Emerging markets research has been resilient and impactful, but may have been oversimplified and overlooked undesirable developments in some emerging markets.

Sustainability Marketing Strategy: An Analysis of Recent Literature

This study reviews the literature on Sustainability Marketing Strategy (SMS) and provides a roadmap for future research, highlighting the need for significant contributions in this emerging field.

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