Get the Latest 2023 Dissertation Topics in Marketing

Technology improvements, shifting consumer preferences, and developing trends are all driving ongoing change in the marketing industry. Researchers will have a wide variety of fascinating dissertation topics to examine in 2023. These subjects include subjects like customised marketing tactics, the effect of social media, the significance of brand authenticity, and the implications of emotional branding. Researchers may learn more about efficient marketing strategies, customer interaction, and the creation of successful marketing campaigns in the dynamic market of 2023 by looking at these subjects.

Here are 15 marketing dissertation themes for 2023, each with pros, cons, and explanations

1: “The Effect of AI on Personalised Marketing Strategies”

Advantages:

• a relevant subject that reflects the growing importance of artificial intelligence in marketing (Lu et al., 2020).
• provide information on the efficacy of AI-powered personalised marketing methods.
• Consequences for improving consumer experiences and boosting marketing effectiveness.

Disadvantages:

• ethical issues with customer trust and data privacy.
• Potential difficulties in using AI-based tactics across many businesses.

2: “Exploring the Influence of Social Media Influencers on Consumer Behaviour”

Advantages:

• examines the expanding effect of social media influencers on consumer choice (Hanna et al., 2011).
• provide information on the efficiency of influencer marketing tactics.
• repercussions for creating relevant and effective marketing initiatives.

Disadvantages:

• challenges in determining the trustworthiness and genuine impact of influencers.
• ethical issues with relation to sponsorship disclosure and transparency.

3:  “Examining Augmented Reality’s Effectiveness in Improving Product Experiences”

Advantages:

• examines how augmented reality (AR) may be used in marketing tactics.
• reveals information on how AR affects customer perceptions and purchasing intentions.
• repercussions for creating cutting-edge, interactive marketing initiatives.

Disadvantages:

• the expense and technological challenges of adopting AR systems.
• AR technology has a small consumer acceptance and familiarity base.

4: “Investigating the Role of Brand Authenticity in Consumer Loyalty”

Advantages:

• examines how customer attitudes and behaviours are affected by brand authenticity (Batra et al., 2012).
• advises on creating genuine brand identities and encouraging brand loyalty.
• consequences for creating a powerful branding strategy.

Disadvantages:

• Brand authenticity is subjective, making it difficult to quantify and describe.
• Potential discrepancies in how consumers understand and judge a brand’s authenticity.

5: “Understanding the Impact of Gamification on Consumer Engagement and Loyalty”

Advantages:

• examines how gaming features might be used in marketing to increase customer involvement (Berger & Milkman, 2012).
• provide information on how well gamification methods work to increase brand loyalty.
• implications for creating engaging and interactive marketing campaigns.

Disadvantages:

• challenges in retaining novelty and long-term interest.
• Limited applicability across various businesses and target demographics.

6: “Examining User-Generated Content’s Impact on Brand Image”

Advantages:

• examines how user-generated content (UGC) affects a brand’s reputation and image (Kozinets et al., 2010).
• gives information on using user-generated content for brand narrative and authenticity.
• implications for creating a customer-focused marketing strategy.

Disadvantages:

• Concerns about UGC’s validity and quality control.
• Accurately assessing the effect of UGC on brand image is difficult.

7:   “Examining the Contribution of Cause-Related Marketing to Brand Equity”

Advantages:

• examines how customer sentiments and brand equity are affected by cause-related marketing (Van Doorn et al., 2010).
• gives information on how to use social responsibility to differentiate brands.
• implications for creating marketing strategies with a purpose.

Disadvantages:

• Consumer cynicism and doubt over initiatives to promote causes.
• picking social causes that are suitable while avoiding being accused of “cause washing.”

8: “Examining the Role of Emotional Branding in Consumer Decision-Making”

Advantages:

• investigates how emotional branding tactics affect customer views (Batra et al., 2012).
• reveals information on how emotions affect buying decisions and brand loyalty.
• implications for developing ads that are memorable and emotionally impactful.

Disadvantages:

• Accurately quantifying and measuring emotional reactions presents difficulties.
• Potential differences in emotional responses across people and civilizations.

9:  “Analysing the Influencer Marketing Effectiveness on Consumers in Generation Z”

Advantages:

• emphasises the distinctive traits and tastes of Generation Z customers.
• provide information on the efficacy of influencer marketing tactics for this audience.
• repercussions for creating genuine and focused influencer marketing.

Disadvantages:

• Finding and working with influencers that share the values of Generation Z might be challenging.
• Authenticity challenges and avoiding being seen as a “sell-out.” (Hanna et al., 2011).

    10: “Examining the Effects of Personalised Marketing Communications on Customer Relationships”

Advantages:

• examines how well-personalised marketing messages may help you develop relationships (De Ruyter et al., 2001).
• gives information on how data-driven tactics may improve customer experiences.
• repercussions for creating relevant and customised marketing communications.

Disadvantages:

• Concerns about privacy and moral issues around the acquisition and use of personal information.
• If personalisation is seen as being obtrusive or manipulative, there might be pushback.

11:  “Understanding the Role of the Customer Experience in Online Retailing”

Advantages:

• investigates the effect of customer experience on the success of online shopping.
• advises on how to improve the usability, design, and general satisfaction of websites.
• repercussions for improving e-commerce tactics.

Disadvantages:

• the difficulty of accurately recording and quantifying many aspects of consumer experience.
• difficulties combining privacy and personalisation in online shopping settings.

12: “Exploring the Effects of Nostalgic Marketing on Consumer Attitudes and Purchase Intentions”

Advantages:

• examines how marketing tactics that appeal to nostalgia affect customer behaviour.
• gives information on how to use nostalgia to strengthen emotional ties and brand positioning.
• implications for creating marketing initiatives that appeal to nostalgia.

Disadvantages:

• varied populations may have varied emotional reactions to nostalgia and various causes.
• little generalizability since nostalgia is a subjective experience.

13: “Analysing the Impact of Social Responsibility on Brand Perception and Consumer Behaviour”

Advantages:

• investigates the connection between brand perception and corporate social responsibility (CSR).
• provide information on how CSR activities affect customer perceptions and purchasing decisions.
• repercussions for developing socially conscious marketing tactics.

Disadvantages:

• assessing the measurable effect of CSR actions on brand perception presents challenges.

14: The study “Investigating the Role of Storytelling in Building Brand Equity and Consumer Engagement”

Advantages:

• examines the impact of narrative on customer engagement and brand communication.
• gives information on the components and methods of successful brand storytelling.
• repercussions for creating strong and captivating marketing storylines.

Disadvantages:

• customer reactions to brand tales that are subjectively interpreted and varied.
• evaluating the story’s long-term effects on brand equity presents difficulties.

15: “Examining the Influence of Social Proof on Consumer Decision-Making in Online Environments”

Advantages:

• examines how social proof methods like reviews and ratings affect purchasing decisions.
• gives information on how to use social influence to increase trust and purchasing intent.
• repercussions for developing social proof tactics for internet advertising.

Disadvantages:

• Online reviews and ratings may be biased or manipulated.
• Having a difficult time separating social proof’s genuine influence from other aspects.

Conclusion

In conclusion, the marketing dissertation themes for 2023 provide interesting directions for investigation and study in the constantly developing discipline of marketing. These subjects include a range of marketing-related issues, such as the use of new technology, the influence of social media, the value of brand authenticity, and the influence of emotions on customer behaviour. Research into these areas may increase marketing expertise, provide insightful findings, and offer marketers useful guidance for navigating the complicated environment of the contemporary marketplace.