Organizations should focus on creating relevant and personalized advertisements that are informative and not repetitive to avoid irritating consumers

The gap

Evidence profile

Sourced from the recommendations and future work of the source papers, classified as general, spanning 4 journals. Those papers have been cited 2 times in total.

Supporting evidence — 4 representative gaps

• Consumer Perception of Brands Towards Social Media Marketing (2026) · Iconic Research and Engineering Journals · doi

  Organizations should focus on creating relevant and personalized advertisements that are informative and not repetitive to avoid irritating consumers. They should actively engage with audiences through comments, messages, and interactive content to build trust and long-term loyalty. Encouraging satisfied customers to share reviews and testimonials helps promote positive word-of-mouth, while promptly addressing negative feedback maintains a strong brand image. Building an emotional connection further and through strengthens loyalty. Additionally, adopting a mobile- first strategy and using platforms like Facebook and authenticity storytelling [6] Outing, S. (2008). The social media bible: Tactics, tools, and strategies for business success. John Wiley & Sons. [7] Mangold, W. G., & Faulds, D. J. (2009). Social media: The new hybrid element of the promotion mix. Business Horizons, 52(4), 357–365. [8] Kotler, P., & Keller, K. L. (2016). Marketing [9] Management. Pearson Education. Solomon, M. R. (2018). Consumer Behavior: Buying, Having, and Being. Pearson Education. Statista. (2023). Social media from usage https://www.statista.com worldwide.

  generalrecommendations
  Keywords: social media loyalty business pearson education statista organizations focus creating relevant personalized advertisements informative repetitive
• SOCIAL IDENTITY, SELF-CONCEPT, AND PURCHASING BEHAVIOUR AMONG GTCO, OPAY, AND WEMA USERS IN NIGERIA (2026) · Zenodo (CERN European Organization for Nuclear Research) · doi

  Based on the research findings, the following recommendations are offered to optimize their market positioning and customer relationships: 1. Develop Integrated Identity-Function Value Propositions: Providers should craft brand positioning that explicitly connects functional benefits to identity outcomes, demonstrating how service features enable identity expression and social positioning. Marketing communications should show rather than simply tell how provider choice reflects users' values, aspirations, and social connections, using testimonials, user stories, and narrative advertising that illustrate identity alignment. 99 REVIEWS IN ARTS AND SOCIAL SCIENCES VOLUME 2, NUMBER 2, JUNE 2026 E-ISSN: 3141-3633 DOI: https://doi.org/10.5281/zenodo.20494430 2. Cultivate Distinctive Brand Communities: Given social identity's influence on loyalty and advocacy, providers should invest in community-building initiatives that foster interaction among users and strengthen group identification. Online forums, user events, exclusive content, and social media engagement strategies can create belongingness while generating user-generated content that authentically demonstrates brand values and user characteristics. 3. Implement Psychological Segmentation: Move beyond demographic and behavioral segmentation to incorporate identity-based customer profiling. Understanding the self- concepts and social identities of different user segments enables personalized experiences, targeted messaging, and product development aligned with specific identity configurations, potentially revealing underserved segments whose psychological needs current offerings inadequately address. 4. Cross-Cultural Comparison: Comparative studies examining identity influences on financial service choice across multiple African countries or comparing African and Western contexts would illuminate cultural variations in how identity operates as a consumption determinant, testing theoretical predictions about collectivism, status orientation, and identity salience. 5. Specific Demographic Segments: Targeted studies of particular demographic segments including rural populations, older consumers, lower-income users, and women could reveal group-specific identity dynamics and barriers not adequately captured in research focused on urban, educated, higher-income netizens. 100 REVIEWS IN ARTS AND SOCIAL SCIENCES VOLUME 2, NUMBER 2, JUNE 2026 E-ISSN: 3141-3633 DOI: https://doi.org/10.5281/zenodo.20494430

  generalrecommendations
  Keywords: identity social user segments positioning brand users demographic specific based customer providers service choice values
• Fashion Product Positioning through Marketing Narratives: A Qualitative Study (2026) · International Research Journal of Business and Social Science · doi

  the Consumer Culture Theory (CCT) provides a broader on consumption, emphasising role of cultural meanings, social practices, and identity formation (Arnould & Thompson, 2005). CCT posits that consumption is not merely a functional activity but a symbolic process through which individuals construct and communicate their identities. to integral become evident, Belk’s (1988) concept of the extended self is central to this perspective, suggesting that possessions an individual’s sense of self. In fashion, this is particularly and accessories are used to express personal style, social affiliation. Thompson and Haytko (1997) further argue that consumers actively interpret and negotiate the meanings of fashion products within cultural contexts. clothing status, group and as frameworks Marketing narratives play a crucial role in these meanings by providing shaping symbolic through which consumers can understand and use products. For instance, a brand that positions itself around inclusivity and diversity may use narratives that celebrate individuality and self-acceptance. These narratives not only influence how products are perceived but also how they are integrated into consumers’ identity projects. CCT also highlights the importance of cultural authenticity and resonance in brand communication. Narratives that align with cultural values and social trends are more likely to be effective in influencing consumer 7 Akhi et al. 2026 Fashion Product Positioning through Marketing Narratives: A Qualitative Study behaviour. In the contemporary fashion landscape, this includes themes such as sustainability, ethical consumption, and social responsibility (Joy et al., 2012). 3.4 Integrated Theoretical Model By integrating brand positioning theory, narrative this study theory, and CCT, develops a comprehensive framework for fashion marketing narratives. analysing

  generalfuture work
  Keywords: narratives fashion cultural social theory consumption meanings self consumers products marketing brand consumer role identity
• Genuine, fake, or does it matter? exploring engagement behavior driven by self-presentation (2026) · Journal of Business Research · cited 2× · doi

  • Examine how individuals use brands to signal • Study how aspirational engagement affects brand • Explore the role of deception in identity or status. accessibility and inclusivity perceptions. • Explore implications for brand message • Explore influence on brand desirability among non- control and co-creation. customers. engagement and associated ethical challenges. • Assess impact on trust in brands and user- • Assess effects on perceived brand authenticity • Examine tension between ideal self and brand use in generated content. fanciful engagement among peer networks. socioeconomically constrained contexts. • Explore risks for vulnerable groups exposed to faked behaviors. antecedents and consequences of engagement – including satisfaction, trust or commitment, perceived costs or benefits, consumption goals, and participation all associated with purchase relationships (see Brodie et al., 2011; van Doorn et al., 2010) – may not always hold for the CEB observable in social media and need to be interrogated more carefully in research settings. Third, we challenge current assumptions regarding how engagement is conceptualized and studied. Engagement research often presumes that CEBs are manifestations of genuine relational attachment to a brand rooted in purchase or usage (Brodie et al., 2011; Kumar et al., 2010; van Doorn et al., 2010). This assumption is particularly dominant in social media settings, where engagement is commonly assessed through visible behaviors—such as likes, comments, or shares—that serve as proxies for deeper psychological connection (e.g., Harmeling et al., 2017). Our research suggests that such metrics may fail to capture the true nature of consumer-brand relationships. Conflicting findings in existing research regarding the value of engagement initiatives (e.g., Beckers et al., 2018; Pansari & Kumar, 2017) may, in part, be due to this disconnect between observable CEB and consumers’ actual brand relationship. Without capturing the cognitive and emotional connections underlying CEB, engagement metrics risk misrepresenting consumer sentiment, espe- cially on social media. Fourth, our study offers important contributions to social media research, particularly around the intersection of self-presentation, engagement, and brand relationships. While prior research acknowl- edges that self-presentation can drive online engagement behaviors (e. g., Bareket-Bojmel et al., 2016; De Angelis et al., 2012; Wu et al., 2016), few studies have unpacked specific forms of these behaviors or their implications for brand relationships. Our study addresses this gap by identifying distinct types of EBSP that vary in their alignment with the self and the brand. For example, staged engagement is characterized by congruity between the actual self, the ideal self, and the brand image, despite deliberat

  generalfuture work
  Keywords: engagement brand self explore behaviors relationships social media examine brands implications among associated assess trust

Questions about this gap