Open research questions in Marketing and Advertising Strategies
183 gap statements mined from Marketing and Advertising Strategies papers in our 7.9M-paper local library, which holds 1,943 papers on the topic — drawn mostly from each paper's own stated research gap, future-work, challenge and limitation notes, and its abstract. The ones listed below are a selection still marked open; each names the study that raised it, with a DOI link where the paper has one.
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What the literature leaves open
Future research can examine the influence of IMC on brand equity in other Islamic banking institutions. Future research can use a qualitative approach to capture the nuances of the research topic. Future research can examine the effect of other marketing communication strategies on brand equity.
Pengaruh Integrated Marketing Communication (IMC) terhadap Brand Equity pada PT.BPR Syariah Ampek Angkek Candung · 2026 · DOIResearch specifically examining the influence of advertising, sales promotion, public relations, direct marketing, personal selling, and event and experience on brand equity in Islamic banking institutions remains limited. There is a need for more studies on the influence of IMC on brand equity in Islamic banking institutions.
Pengaruh Integrated Marketing Communication (IMC) terhadap Brand Equity pada PT.BPR Syariah Ampek Angkek Candung · 2026 · DOIRapid transformation of consumer behavior in Indonesia has further intensified competitive pressures. Companies must integrate diverse marketing strategies that address functional, emotional, and digital consumer touchpoints. Limited product innovation remains a strategic weakness that needs to be addressed.
Integrated Marketing Communication, STP, and SWOT Strategies in Enhancing Garudafood's Competitiveness · 2026 · DOIFuture research should investigate the impact of IMC, STP, and SWOT strategies on other companies in the food and beverage industry. Studies should explore the role of digital marketing and e-commerce in enhancing competitiveness.
Integrated Marketing Communication, STP, and SWOT Strategies in Enhancing Garudafood's Competitiveness · 2026 · DOIFurther studies can be conducted to analyze the marketing strategies of other small businesses in Indonesia. Future research can examine the impact of digital promotion support on customer loyalty and satisfaction.
The lack of studies on the marketing strategies of small businesses in Indonesia. The need to identify the key factors that contribute to the success of small businesses in Indonesia.
The study does not provide a comprehensive analysis of the impact of marketing communication on consumer behavior. The research is limited to a single case study, which may not be generalizable to other contexts.
Marketing Communication Strategy for Building Graha Padjadjaran Developer’s Corporate Image in Depok · 2026 · DOIThe study identifies a gap in the understanding of how marketing communication strategies can be used to build a positive corporate image in the property development industry. The research highlights the need for further study on the impact of marketing communication on consumer behavior.
Marketing Communication Strategy for Building Graha Padjadjaran Developer’s Corporate Image in Depok · 2026 · DOIThere is a need to understand the marketing communication strategies used by fashion retailers to increase sales. There is a lack of studies on the effectiveness of marketing communication strategies in the fashion retail industry.
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.
Adoption Without Strategy: The Strategy Implementation Gap in SME Digital Marketing in Zambia's Secondary Cities · 2026 · DOIFuture research can explore the use of storytelling on other social media platforms. Future research can investigate the impact of storytelling on consumer behavior.
There is a gap in the understanding of storytelling as a marketing communication strategy on TikTok. There is a need to study the use of cultural narratives and education in storytelling.
The study identifies the challenge of differential attrition, which cannot be ruled out due to limited demographic information on non-completers. It highlights the limitation of the study's power to detect small incremental effects of combined exposure. The paper also notes the challenge of establishing equivalence between formats at mean and high attitudes toward advertising.
From entertainment to persuasion: how attitudes toward advertising shape responses to brand placement and television advertising · 2026 · DOIDespite this growth, the business-to-business (B2B) sales process by which healthcare software-as-a-service (SaaS) vendors acquire clinic and hospital customers remains under-studied in the academic literature, which has focused predominantly on patient-side adoption and macro-level market sizing rather than vendor-side selling behaviour.
Sales Funnel Conversion in B2B Healthcare SaaS Selling: An Exploratory Study of India's Telemedicine Software Industry · 2026 · DOIWhile 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 · DOIThe lack of a financial 'bottom line' and the existence of multiple, diverse, intangible, and sometimes vague or conflicting objectives makes prioritization, decision making, and performance evaluation difficult for public organization managers. Public sector organizations often adopt undifferentiated strategies by default, which can fail to fully satisfy any market segment.
SMEs have limited resources and capabilities to implement effective digital media marketing strategies. The creative industry sector is highly competitive, making it challenging for SMEs to sustain a competitive edge.
Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective · 2026 · DOIThe study only examined SMEs in the creative industry sector in Indonesia. The sample size was limited to 150 respondents. The study used a descriptive quantitative methodology approach, which may not provide in-depth insights into the phenomena studied.
Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective · 2026 · DOIThe use of digital platforms can improve marketing activities and increase competitiveness.
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.
Influence of Marketing Innovation by Capital Market Intermediaries on Retail Investor Participation in the Nairobi Securities Exchange · 2026 · DOIThe shift from traditional market communication to a more dynamic, data-driven market has yet to be assessed within a conceptual framework. Recent studies indicate that language barriers still exist despite technological advances.
Future evolution of the IMC system must progress toward digitalization, predictive AI analytics, and ESG principles.
INTEGRATED MARKETING COMMUNICATIONS OF THE ASKANIA FROZEN FOODS COMPANY NETWORK ARE AIMED AT EXPORTING PRODUCTS · 2026 · DOIThe features of the synergistic combination of digital and traditional channels for promoting brands of logistics and distribution networks remain debatable. The practical dimension of optimizing IMC for promoting frozen products to the European market requires a more detailed study.
INTEGRATED MARKETING COMMUNICATIONS OF THE ASKANIA FROZEN FOODS COMPANY NETWORK ARE AIMED AT EXPORTING PRODUCTS · 2026 · DOIThe lack of a platform to aggregate astrotourism experiences in the outermost regions…
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…
Most-cited papers in Marketing and Advertising Strategies
- Market Orientation: The Construct, Research Propositions, and Managerial Implications · Journal of Marketing · 1990 · 7,343 citations
- A Paradigm for Developing Better Measures of Marketing Constructs · Journal of Marketing Research · 1979 · 4,401 citations
- The Changing Role of Marketing in the Corporation · Journal of Marketing · 1992 · 3,371 citations
- Marketing as Exchange · Journal of Marketing · 1975 · 2,175 citations
- Communication Strategies in Marketing Channels: A Theoretical Perspective · Journal of Marketing · 1990 · 1,963 citations
- Market-Based Assets and Shareholder Value: A Framework for Analysis · Journal of Marketing · 1998 · 1,916 citations
- Transaction Cost Analysis: Past, Present, and Future Applications · Journal of Marketing · 1997 · 1,896 citations
- No Pain, No Gain: A Critical Review of the Literature on Signaling Unobservable Product Quality · Journal of Marketing · 2000 · 1,682 citations
- Broadening the Concept of Marketing · Journal of Marketing · 1969 · 1,670 citations
- A Generic Concept of Marketing · Journal of Marketing · 1972 · 1,468 citations
Most recent work
- Leveraging Large-Scale Granular Single-Source Data for TV Advertising: An Identification Strategy · Marketing Science · 2026
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- Effectiveness of digital media marketing strategy in improving marketing performance in SMEs: a study with service dominant logic theory perspective · Verslas teorija ir praktika · 2026
- The impact of artificial intelligence (AI) and customer relationship management (CRM) on integrated marketing communications (IMC) · Technological Forecasting and Social Change · 2026
- The prospect of AI-enhanced agile marketing: boosting marketing ROI through customer engagement and sales performance · Marketing Intelligence & Planning · 2026
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- Age-friendly branding: a definition, review and framework for inclusivity · Journal of Product & Brand Management · 2026
- Overstimulated consumers: Burnout and the mediating role of digital avoidance and brand silencing · Journal of Marketing Communications · 2026
- The Role of Artificial Intelligence in Integrated Marketing Communications: An Evaluation of Pharmaceutical Retail Firms in Nairobi County, Kenya · European Journal of Business and Strategic Management · 2026
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