Research in Marketing and Digital Business within the Marketing Research Cluster focuses on three key areas: digital marketing strategies, engagement with the digital economy and social media; consumer behaviour research explores consumer identity, customer engagement and retention strategies, and transformative consumer research (TCR); and integrated marketing communication research which explores company strategies for persuasive brand communications programmes over time with consumers, customers, employees, associates and other targeted audiences. Research themes are as follows:
- Digital marketing including social media – socio-cultural aspects of consumption, identity, virtual worlds, virtual methodologies, young people and social media.
- Consumer behaviour including socio-cultural perspectives – the study of consumer culture theories, the socio-historic patterning of consumption and innovative consumers.
- Service logic, value and relationships – service has become the key factor whether organisations are selling products or services in western economies. The value chain has been reversed so the customer and their perception of value is the start of the value chain.
- Innovation and the role of networks areas of innovation and the role of networking with a particular focus on how a firm’s innovation performance is affected by the position it occupies in the network
- Integrated Marketing Communications (IMC) investigating both theory and practice
- Creating a research-enabled Marketing curriculum – Researching current practice and existing best practice in marketing learning and teaching