Market research Unit

Topic 2022

Contents
“Re-imagining Marketing in a Post-Pandemic World: Challenges, Strategies, and Solutions” .............. 1
New Marketing Dynamics ................................................................................................................ 1
Transformative And Emergent Consumer Behaviour ...................................................................... 1
Technological Interference For Marketing Worldwide .................................................................... 1
References: ...................................................................................................................................... 2
Artificial intelligence application in interactive marketing ........................................................................ 2
References ....................................................................................................................................... 2
Service research in an age of crises: (re)building sustainable services ................................................. 3
References ...................................................................................................................................... 3
“The Effect of the Physical Context on Customer Experience”............................................................... 5
Branding and Positioning Strategies in Industrial and B2B Markets....................................................... 6
References ....................................................................................................................................... 7

“Re-imagining Marketing in a Post-Pandemic World: Challenges,

Strategies, and Solutions”

New Marketing Dynamics

1. Challenges and impacts of the pandemic in marketing strategies
2. Strategies for services and tourism in the post-pandemic world
3. Post-pandemic resilience and recovery in services and tourism
4. Marketing strategies for new attitudes and behaviours formed during the pandemic
5. Multidisciplinary alliances in marketing
6. Health, safety, and sustainability – reimagining marketing responses and strategies
7. Sports marketing, including team sports, branding, and product marketing
8. Effective marketing communication
9. Marketing research methodology
10. Crisis communication and strategic planning
11. Space management and adaptations to new social norm
Transformative And Emergent Consumer Behaviour
1. Changing Trends and new behaviours?
2. Luxury goods, brands, products, and fashion
3. Changing needs and marketing strategies
4. New avenues in shopping behaviours
5. Strategies for the hospitality and tourism industry to adopt in the post-pandemic changes
6. Handling stress and trauma during the crisis
7. New markets, new trends, new segments
Technological Interference For Marketing Worldwide
1. Marketing strategies for online shopping
2. Education-based marketing – shifting to a hybrid education system
3. Marketing strategies – adapting to new technology and innovation
4. Effective social media marketing strategies and their implications
5. Connecting the Dots between Marketing, Information, and Customer Experience

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References:
• Kea Hartwig & Frank Jacob (2021): Capturing marketing practices for harnessing value-in-
use, Journal of Marketing Theory and Practice, DOI: 10.1080/10696679.2021.1895671
• Jagdish Sheth (2021) New areas of research in marketing strategy, consumer behavior, and
marketing analytics: the future is bright, Journal of Marketing Theory and Practice, 29(1), 3-
12, DOI: 10.1080/10696679.2020.1860679
• Mehta, S., Saxena, T., & Purohit, N. (2020). The New Consumer Behaviour Paradigm amid
COVID-19: Permanent or Transient?. Journal of Health Management, 22(2), 291-301.

Artificial intelligence application in interactive marketing

Potential topics include, but not limited to, the followings (Mustak et al., 2021; Wang, 2021):

1. Applying newly developed AI technologies in interactive marketing;

2. Investigating the impact of AI on customer behaviors and interactivities in social media
networks and varying electronic platforms;
3. Looking into AI interactive marketing experience in online, multichannel, and omnichannel
activities;
4. Inspecting the influence of AI on customer engagement, relationship, and experience;
5. Understanding the strategic applications of AI in different stages of customer journey;
6. Using AI for brand management and understanding consumer sentiments;
7. Measuring and evaluating the effectiveness of AI across varying business practices and
activities in the context of interactive marketing;
8. Identifying and exploring emerging issues and newly developed applications associated with
the rapidly expanding field of AI in the context of interactive marketing;
9. Scrutinizing the potential dark side of applying AI interactive and personalized technologies
that influence privacy, security, and consumerism;
10. Developing cost-effective AI-enabled marketing strategies.

Artificial intelligence is defined as “the ability of a system to correctly interpret external data, learn
from such data, and use these learnings to achieve specific goals and tasks through flexible
adaptation” (Kaplan and Haenlein 2019, p.17). Artificial intelligence not only brings new opportunities,
but also faces new challenges. It will have a huge impact on the future of the business world and
society at large (Kaplan and Haenlein 2020).
For example, with the support of artificial intelligence, chatbots have been recognized as one of the
key innovations in interactive marketing that marks a new era in how brands interact with consumers
(Tsai et al., 2021). Chatbots are highly interactive and have become an indispensable part of today's
interactive marketing practice. They can not only provide 24/7 service to respond to consumers in real
time, but also provide personalized content to engage consumers on a deeper level. Artificial
intelligence applications and improvements enable companies to remain competitive, therefore, many
companies have invested in it to facilitate various marketing-related tasks, such as chatbots, customer
journey optimization, customer relationship management, image recognition, profiling, and strategic
planning (Hsieh and Lee, 2021; Mustak et al., 2021; Tsai et al., 2021). This is an important topic that
is currently being explored more by both academia and practitioners.
Despite the increasing research on AI, marketers still lack a cohesive understanding of how artificial
intelligence is applied and how it should be applied in the future in interactive marketing. Extant
marketing studies use AI as an umbrella term covering machine learning, service robots, automation,
big data, neural network, natural language processing, and the Internet of things (IoT) (Mustak et al.,
2021). To seek current and in-depth understandings of important topics in this area, this special Issue
calls for artificial intelligence application within the domain of interactive marketing. All submissions to
this special issue must have a focus on artificial intelligence application in the context of interactive
marketing.

References
• Flavián, C., Ibáñez-Sánchez, S. and Orús, C. (2019), “The impact of virtual, augmented and
mixed reality technologies on the customer experience”, Journal of Business Research, Vol.
100, July, pp. 547-
560. https://www.sciencedirect.com/science/article/pii/S0148296318305319

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• Hsieh, S.H. and Lee, C. T. (2021), Hey Alexa: examining the effect of perceived socialness in
usage intentions of AI assistant-enabled smart speaker, Journal of Research in Interactive
Marketing, Vol. 15 No. 2, pp. 267-294. https://doi.org/10.1108/JRIM-11-2019-0179
• Kaplan, A. and Haenlein, M. (2019) Siri, Siri in my Hand, who is the Fairest in the Land? On
the Interpretations, Illustrations and Implications of Artificial Intelligence, Business Horizons,
62(1), 15-25.
• Kaplan, A. and Haenlein, M. (2020) Rulers of the world, unite! The challenges and
opportunities of artificial intelligence, Business Horizons, 63 (1), 37-50.
• Mustak, M., Salminen, J., Plé, L. and Wirtz, J. (2021), “Artificial Intelligence in Marketing:
Bibliometric Analysis, Topic Modeling and Research Agenda”, Journal of Business Research,
124 (4), 389-404.
• Tsai, W.-H.S., Liu, Y. and Chuan, C.-H. (2021), "How chatbots' social presence
communication enhances consumer engagement: the mediating role of parasocial interaction
and dialogue", Journal of Research in Interactive Marketing, Vol. ahead-of-print No. ahead-of-
print. https://doi.org/10.1108/JRIM-12-2019-0200
• Wang, C. L. (2021), " New frontiers and future directions in interactive marketing", Journal of
Research in Interactive Marketing, 15 (1), 1-9.

Service research in an age of crises: (re)building sustainable services

1. How can we conceptualise the nature and concept of crisis in service research and service
contexts?
2. How can we address crises by drawing on notions of value co-creation and service
ecosystems?
3. What is the role of service innovation in creating a sustainable society?
4. How can we understand value in the age of crisis? What are the roles of value-in-use and
value-in-exchange?
5. What is the role of conflict and power in addressing the current crises? How can we better
understand crises by drawing on notions of power and conflict?
6. How can we use different enabling theories in service research to address the many crises
we face?
7. How can novel empirical studies shed light on the crises we encounter and contribute to
solving them?
8. How do social inequalities pertaining to gender, race, class, etc. surface in service sectors,
and what can be done to create equal opportunities?
9. How can service researchers address issues of economic inequality?
10. How can service researchers contribute with conceptual or empirical-based solutions to
climate change?
11. What alternatives can service researchers propose to markets?
12. What are the consequences of low-tech enabled service in marginalised and bottom-of-the-
pyramid contexts?

References
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Downey, H., Mende, M., & Rapp, J. M. (2016). Responsibility and well-being: Resource
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Spanjol, J. (2021). Consumers on the job: Contextualization crafting in expert
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service systems and public policy: A transformative refugee service experience

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“The Effect of the Physical Context on Customer Experience”

Topics

1. Urban life following the Covid-19 pandemic.

2. The effect of climate and weather on customer experiences.
3. Temporary changes to places and spaces, such as festivals, pop-up events, restorations, and
settings adopting temporary themes (e.g. Halloween).
4. The reinvention of the suburb as the hub of the city.
5. Customer experiences in local, regional and national contexts.
6. Historic, new and unusual tourism locations.
7. The loss of familiar places.
8. Managing outdoor and unbounded service contexts, such as natural parks.
9. Customer experience in smart cities.
10. The role of the home as a location for work, exercise and leisure.
11. Exploring third places.
12. Space, place and gender.
13. Reimagining the servicescape.
14. The intersection of digital and physical contexts; for example, the gamification of places.
15. Customer experiences of vulnerable individuals and groups.

Recent services marketing research has shown a growing focus on digital and virtual services.
However, despite the relentless pace of technological innovation available to and adopted by service
providers and their consumers, private and public sector organisations continue to invest in physical
service environments. Take, for example, the newly built $4.3bn Resorts World super-hotel in Las
Vegas, or the $19.3m investment in 2017 by the New South Wales government in state-of-the-art
school facilities (Reid, 2017). Ultimately, while technological advancement will eventually replace
some aspects of services, sectors as diverse as healthcare, leisure and travel will continue to require
some form of physical setting to deliver meaningful and valued service propositions.

The physical context of a service influences the customer experience, a construct which has been
hailed as the fundamental basis for effective marketing management (Lemon and Verhoef, 2016).
Defined in multi-dimensional terms as comprising a customer’s accumulated cognitive, affective,
behavioural, social and sensorial responses to their interactions with a firm or its offering (Verhoef et
al., 2009), a service’s physical context presents a wealth of stimuli, likely to provoke multiple
responses (Becker and Jaakkola, 2020). However, despite a wealth of research exploring service
customer experiences, the physical context of the service is rarely the main focus. Consequently, in
this special issue we invite submissions that specifically explore the effect of the physical context on
customer experience.

Prior services marketing research has explored the impact of the servicescape (Bitner, 1992) on
customers’ appraisals of their service interactions (e.g. Kumar et al., 2020; Lin, 2010). More broadly
however, scholars from a diversity of disciplines have highlighted how a place or a setting (or specific
aspects of that environment) impacts individuals and groups. For instance, neuroscientific studies

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exploring people’s cognitive responses to places have generated recommendations for the design of
healthcare centres, with a view to optimising care provision for those suffering from mental health
problems (Liddicoat et al., 2020; Eberhard, 2009). Also focusing on health and wellbeing, studies of
ecotherapy, which entails structured activities in managed outdoor spaces, evidence benefits to
individuals and to public health (Burls, 2007). Within the social sciences, behavioural scientists have
highlighted the impact of sites and settings on the behaviours of individuals and groups (Scott, 2005),
highlighting responses such as territoriality and privacy seeking (Brown and Zhu, 2016; Kaya and
Weber, 2003). Urban ecologists have explored ecological patterns and processes within urban
locations (Niemalä, 1999), applying lenses such as niche theory to understand interactions between
humans and ecological processes (Alberti, et al., 2008). Within the design domain, feminist scholars
from the fields of architecture (Adams, 2004) and urban design (Kern, 2020) have highlighted the
contrasting experiences of women and men in specific buildings and cities.

Building on this foundation of knowledge, this special issue seeks submissions that focus on physical
service context in developing theoretical knowledge of customer experience and articulating
contributions to services marketing theory. What can we learn from individuals’ and groups’
interactions with and responses to physical contexts? What variations in customer experiences arise
between individuals, groups or cultures? The recent Covid-19 pandemic has resulted in extended
periods of isolation for many people globally, with detrimental impacts on physical and mental
wellbeing. As the pandemic recedes and people are increasingly able to leave their homes to work,
shop, exercise and socialise, how might customer experiences of physical contexts support the
recovery of health, wellbeing and economies?

We welcome submissions that cover the variety of the services field, including services marketing and
services management. We encourage multi-disciplinary works and those from fields outside services.
However, contributions must be specific to the services domain. State of the art literature reviews will
be considered.

Branding and Positioning Strategies in Industrial and B2B Markets

1. Possible topics include, but are not limited to:

2. Positioning or branding decision making approaches and/or employment of positioning
strategies
3. Linking firm positioning or branding strategies/activities and relationship with target audiences’
perceptions
4. Firm value propositions and positioning or branding strategies and outcomes
5. Application of positioning or branding strategies and impact on firm performance
6. Congruence between suppliers’ positioning or branding strategies, firms’ positioning/branding
strategies and target audiences’ decision making (e.g., why target audiences buy)
7. Evaluation of firm positioning initiatives and/or re-positioning and outcomes
8. Relationship between market orientation and positioning or branding
9. Firms’ characteristics and positioning or branding strategies
10. Measuring – development and validation of scale measuring positioning or branding
strategies
11. Determinants and outcomes of positioning or branding capabilities in industrial/B2B
12. Branding and positioning interface in industrial/B2B markets
13. Case studies of how firms engage in branding, create brands or acquire positioning
capabilities in industrial/B2B markets
14. Employment of positioning strategies or branding strategies in SME within industrial/B2B
markets
15. How and why firms develop or adapt, or change their branding or positioning capabilities
16. Marketing practices outcome following the employment of branding strategies or positioning
strategies
17. Positioning or branding activities of firms in the context of cross-cultural environment
18. Issues about firm ethical and/or CSR pursuits and branding or positioning strategies

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