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Open research questions in Marketing and Advertising Strategies

34 unresolved questions extracted from the limitations and future-work sections of 1,735 Marketing and Advertising Strategies papers in our library. Each links back to the study that raised it.

What the literature leaves open

  • governance transformation, alumni and Future studies should extend the model by including service quality, tuition affordability, academic reputation, employability outcomes, networks, digital institutional stakeholder relationships. Longitudinal or panel designs could test whether advertising precedes sustained changes in competitive advantage, while multisource data from students, administrators and institutional records could reduce commonmethod bias. Researchers should also incorporate control variables and assess predictive relevance using Q² and PLSpredict.

    Effect of Advertising on Competitive Advantage Among Private Universities in Uganda · 2026 · DOI

  • Future research should consider multiple imputation or maximum likelihood estimation to retain larger samples, and should employ mixed mode data collection (digital and physical) to reduce digital non response bias and ensure broader representation of the SME population. Future research could explore whether a more parsimonious model would suffice. The Digital Marketing Capability Maturity Framework should be validated in other contexts before broad application.

    <b>Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities </b> · 2026 · DOI

  • Based on the findings, the following recommendations are offered: 1. Capital market intermediaries should allocate a minimum of 30% of marketing budgets to digital channels-including social media, search engine marketing, and mobile app advertising-to reach previously untapped investor segments beyond Nairobi. 2. At least 25% of marketing budgets should be directed specifically to investor education programming rather than purely promotional activities, recognizing that capability building drives sustainable participation while promotional campaigns generate only temporary awareness spikes. Intermediaries should establish or support community-based investment clubs to leverage Kenya's social trust networks, particularly in rural areas where digital-only approaches face connectivity constraints. 3. 4. Marketing content should be culturally adapted to reflect Kenya's linguistic diversity, religious considerations, and communal social structures rather than importing Western individualistic marketing templates misaligned with local cultural contexts. 5. The Capital Markets Authority should implement regulatory frameworks restricting misleading financial marketing on social media platforms to ensure that legitimate intermediary communications are not overwhelmed by fraudulent scheme promotions. Vol. 23, No.

    Influence of Marketing Innovation by Capital Market Intermediaries on Retail Investor Participation in the Nairobi Securities Exchange · 2026 · DOI

  • A limitation of this study is its limited scope to SMEs, which may not adequately capture the dynamics in larger organizations. The inconsist- ency of research results related to competitive intensity, both directly and indirectly as a moderating variable on marketing performance, should be further investigated in future research.

    Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective · 2026 · DOI

  • Due to the increase in competition in almost all industries, the importance of marketing communication for organizations keeps rising, for both corporate, non-profit and public sectors, especially for an integrated approach in planning and realizing activities Although there is no consensus in literature when it comes to a unique definition of integrated marketing communications, this concept includes combining promotional tools, planned, as well as unplanned messages in order…

    Impact of Advertising Appeals on Purchase Intention · 2016 · DOI

  • While there are those who encourage and embrace the use of the Internet in the educational process (Moore and Milliman 1995; “Using electronic mail…” 1982), many of the limitations of the use of the Net in marketing education have not been addressed directly.

    Using the Internet and World Wide Web in Marketing Education: An Examination of the Copyright Act of 1976 · 1998 · DOI

  • Informants identified problems on both the company’s and retail chains’ sides – lack of time, insufficient knowledge, communication often being tactless or informal, and ineffective management of information overload, which reduces efficiency.

    Improving the company’s communication strategy with retailers · 2025 · DOI

  • At the moment, digital marketing is mostly considered at the micro level, while it is functioning at the level of the entire economy, and the systemic interaction between digital marketing and other social subsystems are not well understood.

    Structure and Constituents of Digital Marketing Systems · 2020 · DOI

  • The current study is conducted to fill up the research gap on the inconsistent findings of the ability of market orientation in enhancing marketing performance through inserting the techno-resonance innovation capability and product innovativeness as factors to leverage marketing performance.

    TECHNO-RESONANCE INNOVATION CAPABILITY FOR ENHANCING MARKETING PERFORMANCE: A PERSPECTIVE OF RA-THEORY · 2020 · DOI

  • Future research could examine mail-order retailer catalogs from retailers to provide evidence of product information communicated to consumers during the years preceding this study.

    Textile product information in advertisements:<i>Mademoiselle</i>magazine 1942–1977 · 2017 · DOI

  • Thus, considering the actual trends toward international markets and the existing gap in literature, the paper sections will treat the culture components in relation with marketing program activities developed for a new product launch.

    THE INFLUENCE OF CULTURE ON MARKETING PROGRAMS FOR NEW PRODUCTS LAUNCH · 2014

  • The skills measured in previous research have varied and lacked definition, thus no consensus has formed over the particular soft skills that are most vital in the industry.

    Soft Skills: The Difference between Leading and Leaving the Advertising Industry? · 2013 · DOI

  • Since, consumer empowerment may imply switching suppliers in search of better value propositions, business cannot afford to ignore it, justifying the need for further research of both elements.

    The internet, consumer empowerment and marketing strategies · 2006 · DOI

  • Given the resources required for staffing a marketing theory course, together with the need for leading-edge courses in quantitative methods and specialty courses that correspond to particular research interests, perhaps the absence of marketing theory courses is warranted.

    Ruminations on Theory and Research Scholarship in Marketing · 2005 · DOI

  • Further study of the impact of different environmental and intracompany factors on the costs and benefits of the various international positions and the implications of different inter national orientations is needed.

    Guidelines for Developing International Marketing Strategies · 1973 · DOI

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34 open questions have been extracted from the limitations and future-work passages of 1,735 Marketing and Advertising Strategies papers in our library. Each one below links back to the study that raised it, so you can read the original claim in context.

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