Marketing Dissertation Topics 2026-27: 176 Researcher-Crafted Ideas

The best marketing dissertation topics for 2026 connect to live regulatory and academic shifts. The DMCC Act 2024, in force April 2025, lets the CMA fine misleading green claims, fake reviews and drip pricing up to 10% of global turnover, creating dozens of unstudied research questions across UK sectors.

Strong marketing dissertation topics for 2026 cluster around four live areas: AI and personalisation, social media and influencer trends, consumer behaviour and sustainability, and brand management. The most significant 2026 development is the Digital Markets, Competition and Consumers Act 2024, which from April 2025 gave the CMA power to fine misleading green claims, fake reviews and drip pricing up to 10% of global turnover (CMA guidance, 18 November 2025).

Updated: June 2026 · For Academic Year 2026-27

Premier Dissertations is a UK-based academic support service founded in 2010, offering researcher-crafted marketing dissertation topics across digital marketing, consumer behaviour, brand management, pricing, and sustainability research. Every topic on this page is reviewed and approved by an active PhD researcher who has published in Scopus-indexed journals, and the service holds a verified rating. Students can request three free custom marketing dissertation topics delivered within 24 hours.

UK non-food social commerce is projected to reach £9.1 billion in 2025, with 43% of Gen Z trusting creators more than brands (ESM Magazine, 4 December 2025). The problem is that AI tools now produce the same recycled marketing topic lists in seconds, which is exactly why supervisors reject so many of them. Our researcher-crafted marketing dissertation topics have been reviewed by active PhD academics since 2010. If you'd rather skip the scrolling, our free service delivers three custom marketing dissertation topics to your inbox within 24 hours. Everything below is organised by level, method, and theme, so you can go straight to what fits your scope.

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Want more ideas? Explore our full dissertation topics library.

What UK Marketing Researchers Are Actually Studying Right Now

Top 10 Trending Marketing Topics 2026-27

Topics Emerging From Current Academic Research

These topics come from marketing journals that published after any AI model's training cutoff. That's the whole point: they're invisible to any tool that scraped the web before the papers appeared, so a dissertation grounded here signals that you've read the current field, not a cached snapshot of it.

New Researcher-Crafted Topics for 2026-27

Direct Answers to Student Questions

"Marketing dissertation topics pdf" (Google PAA)

Students searching for a PDF of marketing dissertation topics usually want one of three things: a printable list for shortlisting with a supervisor, a formatted document to attach to a proposal form, or a referenced resource for a literature review. Our free custom topic service delivers three researcher-crafted topics with aims and justification by email within 24 hours, which you can save or print as a PDF. If you'd rather work from an existing list, print or save this page using your browser's "Save as PDF" option, which captures every topic and its research aim together.

"Best marketing dissertation topics" (Google PAA)

There's no single best topic, there's the best topic for your level, your methodology comfort and your sector interest. Supervisors most often approve topics that have a specific question (not a general theme), a stated UK or named-country scope, a named theoretical framework, and an achievable method. The top ten trending topics in this page's T1 to T10 section meet all four criteria for 2026-27.

"Marketing dissertation topics 2022" (Google PAA)

Topics from 2022 are now dated for most live research questions because the regulatory environment (DMCC Act 2024, in force April 2025), the technology environment (generative AI adoption 2023 to 2026), and the Gen Z consumption environment have all shifted. If a 2022 topic is a strong fit, reframe it with current data and a 2026 policy anchor so the literature review doesn't look stale.

"Digital marketing dissertation topics" (Google PAA)

Digital marketing has its own dedicated topics page on this site with full subject-specific guidance. For a dissertation that sits inside digital but needs a wider marketing frame, pick from the Topics by Theme section under AI and Personalisation or Privacy and First-Party Data on this page.

"Marketing dissertation project pdf" (Google PAA)

A marketing dissertation project PDF is usually what your university supplies as a template; we don't substitute for that. What we do supply free is three researcher-crafted topics with aims and justification, which fit directly into most project-proposal templates under the "proposed topic" and "research aim" sections.

"MBA dissertation topics" (Google PAA)

MBA dissertations in marketing typically run shorter than master's dissertations and expect a managerial decision frame. Topics 36 and 39 in the existing numbered list, plus T1, N-F, and E-B among the new topics, are all suitable for MBA scope and reflect current UK practice.

"Dissertation topics PDF" (Google PAA)

General dissertation topic PDFs don't help much because the topic that works for you depends on your subject and level. Our free custom topic service sends three subject-specific researcher-crafted topics by email in 24 hours, which gives you something usable to shortlist from.

"How to find topic for dissertation" (Google PAA)

Start with what you've already read that genuinely interested you, not with a blank list. From that reading, pick two concepts that intersect (a theory and a sector, a method and a phenomenon). Search Google Scholar for the two together, limit to 2024 to 2026, and read five abstracts. The gap you can see across those five is your topic.

"I'm planning my Bachelor's thesis, and want to focus on Consumer Behaviour, as I'm a marketing student. I am having a hard time with deciding on a topic. I am from Prague, and I have already chosen a ZW company to collaborate with." (Reddit)

Having a company partner is a big advantage because you'll have data access most undergraduates don't. Lean into it: write a single-firm case study with the company as unit of analysis, which gives supervisors a clearly bounded scope. Narrow consumer behaviour to one named construct (perceived value, purchase intention, repeat-purchase probability) rather than consumer behaviour in general. For a Prague-based undergraduate, a strong structure is a mixed-methods case study: six to eight interviews with the firm's marketing team plus a customer survey of 100 to 150 respondents. The firm's own CRM gives you the sampling frame. Supervisors like this because scope is defined by the firm, the method is modest, and the contribution is practical.

"Could you please provide decent marketing thesis topics with lots of references?" (Quora)

Topics with lots of references usually mean topics that sit on established theory with recent empirical additions. Pick a long-standing framework (Theory of Planned Behaviour, Stimulus-Organism-Response, S-D Logic) and apply it to a 2025 to 2026 phenomenon. You get fifty years of citations on the framework plus current relevance from the phenomenon. Any of the T-series topics in this page are built this way. T3 (£9.1bn social commerce) sits on S-O-R and purchase intention theory with 2025 UK-specific data. T5 (switching black box) sits on commitment-trust theory with a 2026 JAMS gap statement.

"Im a marketing student who is struggling to find a interesting Dissertation title. Any ideas?" (The Student Room)

Interest comes from specificity, not breadth. "The impact of social media on consumer behaviour" is dull because the answer is "yes, there is one." Try "Does the TikTok de-influencing trend reduce purchase intent for UK Gen Z beauty consumers?" Same subject area, specific question, testable, interesting to defend. Pick a brand, platform, segment and outcome, then write a title that names all four. If your supervisor can predict your findings from the title, the question isn't sharp enough yet.

"I am an old k-pop fan doing my dissertation on marketting in the kpop industry and I would love it if anyone could take 5 minutes to do it!" (Reddit)

K-pop marketing is a strong niche because fandom marketing is now a recognised sub-field (parasocial relationships, brand communities, fan-owned IP). Narrow it to one specific marketing mechanism: fan-driven streaming campaigns, lightstick merchandising, Weverse community design, or official versus bootleg merchandise strategy. One company (HYBE, SM, YG, JYP) as case keeps scope manageable. For references, search Journal of Consumer Research and Journal of Business Research with "fan community" and "parasocial" from 2022 onwards. Add a UK or Western-market angle to differentiate from Korean-language sources.

"I know theres still some time for us final years to work on our dissertation but I would like to spend the summer thinking about possible topics related to Marketing (Im doing Business Management and have to research on a topic related to Marketing, being my specialisation)." (The Student Room)

Summer is the right time, because the best preparation isn't choosing a topic, it's reading five recent Journal of Marketing or Journal of Marketing Management articles end-to-end. The gaps authors state in their own future-research sections become your dissertation shortlist. Section 4 of this page (E-A to E-F) shows how that works. Build a reading list of 15 articles across three themes you find interesting, then shortlist topics based on what the field itself says it needs next.

"I want to write a master's thesis on the marketing dimensions of social responsibility with another variable. What are your suggestions?" (Quora)

Pair CSR with one specific moderator or mediator from current research. Strong 2026 pairings include CSR x perceived corporate hypocrisy (a 2024 to 2026 construct with growing citations), CSR x Gen Z scepticism (links to the Emarsys loyalty recession data), CSR x employee advocacy on LinkedIn (ties internal and external marketing), and CSR x regulatory compliance signalling under the DMCC Act's green claims provisions. Use a mixed-methods design: scenario-based online experiment to establish the main effect, plus 10 to 12 interviews to explain the mechanism. Supervisors prefer this at master's level because it demonstrates both methodological breadth and theoretical depth.

"I'm a doctoral candidate pursuing a Marketing PhD program. I've grown a bit jaded with reading research on pricing, profit maximization, etc. from the perspective of corporations. Is there any stream of research within marketing that can lead to a meaningful change in the world, eg. related to healthcare, education, or some such." (Reddit)

Transformative Consumer Research (TCR) is exactly this stream. It's an established sub-field of marketing scholarship explicitly oriented toward consumer and societal wellbeing rather than firm profit. Core outlets include Journal of Consumer Research, Journal of the Association for Consumer Research, and Journal of Macromarketing. Topic directions that fit: marketing to patients with chronic illness, marketing of educational access to under-resourced communities, consumer wellbeing in the gig economy, financial-decision marketing for low-income consumers, intersectional targeting (Topic T10 above draws from this literature directly, following Uduehi, Saint Clair and Crabbe 2025). Also look at the Journal of Marketing's July 2026 special issue on "Analyzing Trade-Offs and Advancing Solutions to Society's Challenges," which is an active call for exactly this kind of work.

Current Marketing Topics for 2026-27 (Masters and MBA level)

1. Analysing Voice Search Optimization Strategies for E-Commerce Success in the UK: A Consumer-Centric ApproachThis marketing dissertation aims to explore and analyze the effectiveness of voice search optimization strategies in enhancing the visibility and performance of e-commerce businesses in the UK market. Through a consumer-centric lens, the study seeks to understand the evolving behaviors and preferences of UK consumers in utilizing voice-activated devices for online shopping, providing insights for developing targeted marketing strategies using a mixed-methods approach.
2. Revolutionizing Personalized Marketing through AI: Evaluating the Impact of Customer Data Analysis on Targeted Messaging in the UKThis research topic in marketing aims to assess the transformative role of AI algorithms in marketing strategies within the UK, specifically focusing on the analysis of extensive customer data to uncover patterns and trends. The study seeks to understand how AI-driven personalized messaging influences audience response and consumer behavior, employing a comprehensive mixed-methods approach that combines quantitative data analytics with qualitative insights gathered through interviews with marketing professionals in the UK.
3. Evaluating the Impact of Virtual Reality and Augmented Reality Integration on Consumer Engagement in the UK: Marketing in the Digital AgeThis marketing research topic aims to explore the integration of Virtual Reality (VR) and Augmented Reality (AR) in marketing strategies within the UK, investigating their influence on consumer engagement and brand perception. The study seeks to understand how immersive experiences contribute to marketing effectiveness, employing a mixed-methods research approach that combines quantitative analysis of consumer responses with qualitative insights from UK consumers through interviews and surveys.
4. Analysing the Potential of Conversational Marketing through Chatbots: Exploring the Future of UK MarketingThis dissertation aims to explore the evolving landscape of marketing in the UK, specifically focusing on the impact of conversational marketing facilitated by chatbots. This marketing thesis seeks to understand how businesses can leverage chatbots to enhance customer interactions and drive marketing success, employing a mixed-methods approach that integrates quantitative analysis of consumer responses with qualitative insights obtained through interviews and surveys within the UK market.
5. Examining Strategic Content Marketing in the UK: Exploring the Impact of Informational Transparency on Consumer Perceptions in 2026-27This thesis in marketing aims to investigate the role of content marketing in creating a sense of knowledge and transparency for UK consumers in 2026-27, in the context of the Digital Markets, Competition and Consumers Act 2024's transparency provisions. The study seeks to understand how informational transparency in content influences consumer perceptions and loyalty, utilizing a mixed-methods research approach that integrates quantitative analysis of consumer responses with qualitative insights obtained through interviews and content analysis.

Top Quality Research Topics in Marketing

1. The Impact of Street Guerrilla Marketing on Customer Engagement in the Digital AgeThe research attempts to examine the perspectives of marketing practitioners on street guerrilla marketing practices. The study uses professionals' views working for firms that have developed or executed operations using street guerrilla marketing collected from structured interview questions. The study evaluates the responses using narrative analysis.
2. Investigating Guerrilla Marketing in SME's and its Impact on Consumer Purchase DecisionThe research aims to examine guerrilla marketing techniques used in small and medium businesses and their impact on consumer purchase decisions. The study is mong the top marketing thesis topics, which incorporates the mediation variables of brand awareness and the moderator of technology when analysing this relationship. The study uses quantitative data collection techniques, particularly Likert-like questionnaire surveys. Lastly, the analysis is conducted using PLS-SEM.
3. Documenting and Analysing the Changing Trends of MarketingMarketing techniques have changed drastically from their historical inception to the modern era. The primary aim of the study is to analyse long-term trends that have revolutionised marketing and have forced marketing managers to change their methods radically. The research uses structured interview questions focusing on the technological, geopolitical, and socioeconomic factors impacting long-term marketing trends. Marketers and marketing managers from various companies make up the sample being studied. The analysis is conducted using thematic analysis.
4. Analysing the Boom of Text and Texting Data on Market InsightThe study aims to examine marketplace interaction using online reviews, customer service calls, press releases, and interactive textual data. The research develops a framework that can then be used by marketers to effectively use this data using automated textual analysis to produce marketing insights. The study discusses and reflects on the quality of text producers and the impact that it may have on the audience.
5. The Impact of Digital Platforms on International MarketingThe study analyses the impact of digital platforms, specifically social media, on international marketing. The research uses the variables of value creation in marketing: activation, acceptance, affordability, access, and awareness to comprehend how they impact international marketing trends. The study is one of the digital marketing research topics, which is empirical in nature and uses survey questionnaires for data collection. The analysis of the data is completed using inferential statistics.
6. Examining the Relationship between Ethical Marketing and Cultural PerspectivesThe study examines the effect of cultural perspectives on organisational processes with regard to the ethical dimensions of marketing a product. The research is conducted using qualitative techniques under a case study. The data is analysed using thematic analysis.
7. The Impact of Personalised Mobile Marketing Strategies on Consumer BehaviourThe study looks to analyse marketing strategies traditionally centred around the marketing mix model to influence consumer behaviour. The study examines case studies in which Chinese mobile manufacturing companies are studied for variables such as mobile product, mobile price, mobile promotion, mobile place, and mobile prediction in Western marketplaces.
8. What Have Learnt From Big Data; Analysing the Marketing Related Data from Facebookprimary aim of this study is to analyse the key findings from the Big Data of Facebook. The researcher highlight the most influential methods and techniques being used to increase the sales volume of entrepreneurs.
9. Comparative Investigation on Convenience of Internet Marketing against Traditional Forms of MarketingThe research aims to analyse the convenience of internet marketing against traditional marketing. The study analyses factors using a systematic literature review against the preferences of marketing styles. The research is a mixed-method design that incorporates both quantitative and qualitative research techniques.
10. Cost-of-Living Crisis and the Shift from Brand to Performance Marketing Budgets in UK FMCGThis dissertation examines how UK FMCG marketing directors reallocated budgets between long-term brand building and short-term performance marketing during the 2023 to 2026 cost-of-living period, and what that reallocation did to brand-health metrics. The study uses 15 semi-structured interviews with FMCG marketing directors and triangulates with public brand-tracking data from WARC's Marketing Mix Modelling Index, analysed through reflexive thematic analysis.
11. How Can Stores Comply with Consumer Polygamy: A Qualitative StudyWhen it comes to clients' relationships with brands, customers often prefer to be polygamous. The study covers different ideas that can build loyalty among polygamous customers.
12. Study on The Factors Influencing Customer's Shopping DecisionsThis study aims to examine factors that impact consumer purchasing decisions. The research covers the various elements that influence customers' decision-making while shopping or buying things, the significant categories like social, psychological, and situational influence the buyers' purchasing decisions.
13. Analysing Customer-Centred Campaign Tactics to Achieve Strategic Benefits and Maintain Sales GrowthOrganizations devise and execute customer-oriented marketing plans in the dynamic industrial world of today. These techniques are designed to consider client behaviour, patterns, customer tastes, and dynamics. Businesses determine whether their company is effective by considering this and several other factors relevant to consumers. This report explores the various consumer characteristics to be learned and how appropriate strategies help the business achieve strategic advantages and benefits.
14. The Role of Information Technology in Revolutionizing Marketer's Approaches to Deceptive PublicityThe new digital or media globe also offers an efficient and broad forum for marketing and advertising. The platform can, however, also be used for consumer handling using frustrating marketing tactics. The key objective is to explore the role of IT in revolutionizing marketers' manipulation approach to advertising. The report also addresses how advertisers leverage new media platforms to mislead clients and hurt the organization's credibility.
15. Ethical Marketing Practices: A Consumer ProspectiveThe primary aim of this study is to investigate the intentions of consumers to consider marketers' commitment to ethics issues.
16. The Application of Search Engine Optimisation as a Form of Increasing Online SalesKeyword marketing, SEO (Search Engine Optimization), click patterns, search trends and Google Ads are ways of finding out if customers are looking online for a specific brand, product, service or website. The search requests have been critical for the business's future, with more enterprises working online and relying so much on digital marketing. This study concentrates on how companies will determine and gain from digital search queries.
17. The Influence Of Brand Relationship, Brand Satisfaction, And Perceived Price Towards Brand LoyaltyThe cost-to-brand loyalty relationship will be evaluated in this study. In this study, the researcher focuses on the impact of price hikes by brands on brand loyalty and the consequences of the brand image on consumers' purchase decisions. The study aims to understand the relationship between a brand, its loyal consumer base and how competitors can impact the buying decisions of the brand-loyal consumers.
18. Analysing the Changing Trends of Fashion MarketingMarketing techniques have changed drastically over some time from their historical inception to the modern era. The primary aim of the study is to analyse long-term trends that have revolutionised marketing and have forced marketing managers to change their methods radically. The research is conducted using structured interview questions that focus on the technological, geopolitical, and socioeconomic factors impacting long-term fashion marketing trends. Marketers and marketing managers from various companies, particularly in the fashion industry (any industry can be selected), make up the sample being studied. The analysis will be conducted using thematic analysis.
19. Uniformity VS Adaptability: Which Marketing Strategy Produces the Best Results?This research aims to explore the adequacy and the impact of the marketing strategy of uniformity VS adaptability. The researcher aims to conduct qualitative and quantitative analyses of the two strategies and produce recommendations for the practitioners of the corporate sector of the United Kingdom.
20. Analysing the Export Companies' Resource-Based Vision (RBV) and Marketing Strategy: The Export Industry's Performance Implications of the UKThis international marketing dissertation topic analyses the effect of available export resources (due to their size, expertise, and structure) and the worldwide export marketing plan using the resource-based vision (RBV).
21. The Implications and Growth Opportunities for Luxury Fashion Brands in Chinese Digital Marketing Platform "WeChat"This social media dissertation topic explores the platform of the Chinese social media app WeChat concerning e-commerce and social media marketing for international luxury brands. The researcher aims to collect data from 10 significant international luxury brands and present findings related to the growth opportunities and the marketing strategies beings used in the platform.
22. International Brands in China: Use of Advertising Through Social MediaThis study demonstrates that international brands, who want to penetrate the Chinese market, must consider Chinese cultural particularities to create their strategy for advertising in social media and get optimum results. This digital marketing dissertation topic's research highlights critical characteristics that may be used to build successful approaches to social media advertisement.
23. Assessment of Social and Cultural Factors Affecting Consumer Purchases Decisions in the UK: A Case Study of Clothing Fashion BrandsThe study evaluates cultural variables affecting consumer clothing purchasing behaviours in the United Kingdom. This marketing dissertation topic on consumer behaviour is mainly designed to investigate customers' purchasing decisions and evaluate economic, cultural, and personal variables that influence the shopping behaviour of clothing in the UK.
24. Customer Interaction Driven by TechnologyThis dissertation aims to analyse the impact of technology on customer interaction opportunities. In addition, it analyses how efficacious technology has been compared with traditional methods in promoting customer involvement and potential interactions (lead generation).
25. Examining the Influence of Social Media Marketing by the Luxury Brands on Consumer Engagement: Big Data Analysis And Language ProcessingThis social media marketing dissertation topic uses big data to examine consumer involvement in a social media luxury brand. This research investigates the impact of the brand's social media content in terms of entertainment, interactivity, trends and the consequent development of purchasing behaviours.

Top Trending Marketing Thesis Topics

1. Investigating the Impact of Entrepreneurial Marketing on Business Performance: A Case of Small and Medium-Sized Enterprises (SMEs)The study aims to establish and examine the relationship between entrepreneurial marketing and firm performance using the moderating effects of network structure, environmental variables, firm size, and market turbulence. The study is one of the marketing project topics, which establishes a structural framework using the domain and conceptualisation of entrepreneurial marketing. The data for the proposed study is conducted using a mixed-methods research approach using surveys and structured interview questions. The research analysis is conducted using narrative analysis and partial least squares analysis.
2. Analysing the Impact of Neuromarketing Techniques on Sustainable Product Marketing through Application of the Fuzzy Decision-Making ApproachThe study aims to examine factors influencing marketers' decision to use neuromarketing techniques in sustainable product marketing through the analytical hierarchy process. The study also explores the methods with which marketers conceptualise consumer behaviour and decision-making using neuromarketing. The primary sample for conducting the research is taken from marketing managers in various companies who work with sustainable product marketing. The data is then analysed using structural equation modelling.
3. The Impact of Storytelling Styles on Consumer Attitudes and RetentionThe research proposes to examine the use of storytelling using neuromarketing tools to comprehend the impact of consumer attitude changes and consumer retention. The relationship is to be studied using empirical analysis using tools such as biometrics data, eye tracking, and facial expressions of consumer respondents. The data collected is then analysed using area of interest analysis and heat maps to better understand the effectiveness of storytelling on attitudinal changes of consumers.
4. Analysing the Impact of Cross-Cultural Perspectives on Influential Marketing DepartmentsThe study aims to develop a theoretical model that analyses the impact of national cultural variations of influential marketing department levers. The study is one of the marketing topics for the dissertation, which uses variables such as innovativeness, accountability, and integration to conduct the research. A purely empirical research approach is used, with data collected using surveys distributed to various firms in Western and African countries. The data is analysed using inferential statistics.
5. Examining the Relationship between Social Responsibility and Environmental Emphasis on Marketing PlanningThe proposed study intends to analyse companies involved in the forestry-wood value chain with regard to their social responsibility inclusion in marketing plans. The research organises and categorises the companies based on their responsibility values using the variables of customer sustainability and governmental balancing markets. The study is conducted using qualitative research methods for data collection and analysis.
6. The Necessity for Business-To-Business (B2B) Brand Management in the Development of OrganizationsThis research aims to assess the necessity of branding in a business-to-business corporate relationship and to measure success choices via adopting a quality Brand Management policy. The business marketing dissertation topic comprises quantitative and qualitative pilot investigation. A primary quantitative survey should be formulated and distributed amongst industry practitioners.
7. An Ethical Representation of International Marketing CommunicationThis study gives an ethical analysis of views that sets forth standards for the adequacy of marketing communications and provides evident representation. This dissertation topic in marketing communication offers a theoretically based framework for recognising and comprehending the visual depiction of ethical concerns.
8. The Utility of The Fashion Sector's Marketing Relationship: UK Membership Club Impacts on CorporationsThis research aims to explore one of the most essential components of relationship marketing, which is membership. The research focuses on the UK's fashion industry and the membership programs' influence on customers as well as on the development of corporate organizations.
9. Customer Relationship Maintenance Through Marketing Strategies: A Case Study of ASDA vs Sainsbury'sThis dissertation topic on marketing for MBA aims to focus on how ASDA interacts with its customers and how profitable its strategy has been (in terms of marketing plans) over the last 10 years. The proposed dissertation also aims to extend the research and compare the same with Sainsbury's relationship maintenance strategy.

Marketing Research Topics for Undergraduate Students in 2026-27

1. The Role of Influencer Marketing in Driving Brand Awareness Among UK Gen ZThis undergraduate dissertation examines how Instagram and TikTok influencer campaigns affect brand awareness among UK consumers aged 18 to 24. Using an online survey of 150 respondents through a Prolific UK panel and analysis through SPSS correlation and linear regression, the study tests whether follower count or perceived authenticity better predicts awareness.
2. Customer Experience and Brand Loyalty in UK E-CommerceThis dissertation measures the relationship between on-site customer experience (page speed, checkout friction, support responsiveness) and repeat purchase in UK fashion e-commerce. Data is collected through a 180-respondent survey distributed via social media and analysed using multiple regression in SPSS.
3. Social Media Advertising and UK Small Business Sales: A Systematic ReviewThis study reviews peer-reviewed and industry research from 2020 to 2026 on paid social advertising outcomes for UK SMEs, mapping effect sizes, platform differences, and attribution methods. The review follows PRISMA guidelines using Scopus and Google Scholar as primary databases.
4. Eco-Friendly Branding and UK Consumer Purchase Intention: A Qualitative StudyThis dissertation uses 10 to 12 semi-structured interviews with UK consumers aged 20 to 35 to examine how eco-friendly brand claims affect their purchase intention after the DMCC Act's green claims provisions. Analysis follows Braun and Clarke's reflexive thematic analysis.
5. Gamification in UK Digital Marketing Campaigns: A Duolingo Case StudyUsing Duolingo's UK marketing as a single case, this dissertation analyses how gamification mechanics on social channels drive user acquisition. Data combines publicly available Duolingo marketing content with a 100-respondent user survey.
6. Pricing Strategies and UK Luxury Brand Perception: A Qualitative StudyThis study uses 12 interviews with UK luxury consumers to understand how pricing strategies at Burberry and Mulberry shape perceived brand prestige. Analysis uses thematic coding of interview transcripts in NVivo.
7. Personalisation and the Online Shopping Experience in UK Fashion RetailThis dissertation surveys 200 UK online shoppers to test how perceived personalisation affects satisfaction and purchase intent at ASOS and Boohoo. Analysis uses PLS-SEM with personalisation as predictor, satisfaction as mediator and purchase intent as outcome.
8. Customer Reviews and Brand Credibility in UK Online RetailUsing a 2x2 experiment (review valence x volume) on 160 UK Prolific participants, this study tests how reviews affect perceived brand credibility in the context of the DMCC Act's fake-review provisions. Analysis uses ANOVA in SPSS.
9. Experiential Marketing and Consumer Engagement at UK Retail EventsThis dissertation studies three UK retail pop-up events through participant observation and 10 attendee interviews, examining how experiential elements drive engagement. Analysis uses thematic analysis grounded in Schmitt's experiential marketing framework.
10. Content Marketing and UK Brand Visibility: A Systematic StudyThis review maps 2022 to 2026 research on content marketing effectiveness for UK brands, synthesising findings on format, frequency and search outcomes. Databases include Business Source Complete and Scopus.
11. Celebrity Endorsement and UK Purchase Behaviour: A Qualitative StudyThis dissertation uses 10 interviews with UK consumers aged 25 to 40 to examine how celebrity endorsements shape purchase decisions in the beauty category. Analysis uses thematic analysis against source credibility theory.
12. Digital Transformation and Traditional UK Retail Marketing: A John Lewis Case StudyThis case study examines how John Lewis adapted its marketing between 2020 and 2026 toward digital-first channels, using public reports, press releases and 6 ex-employee LinkedIn interviews.
13. Mobile Marketing and Impulse Buying Among UK Online ShoppersUsing a 180-respondent survey of UK mobile shoppers, this dissertation tests how push notifications and mobile-exclusive discounts affect impulse buying. Analysis uses hierarchical regression in SPSS.
14. Cause-Related Marketing and Brand Loyalty in UK FMCG: A Systematic ReviewThis review synthesises UK and international research on cause-related marketing effectiveness, mapping which cause-brand pairings strengthen loyalty. PRISMA-compliant search through EBSCO and Scopus.
15. Brand Storytelling and Consumer Trust in UK Emerging Markets ExpansionUsing 12 interviews with marketing managers at UK brands expanding into South Asia or East Africa, this dissertation examines how storytelling adapts across markets. Analysis uses framework analysis.
16. Augmented Reality in UK Retail: An IKEA Case StudySingle-case study of IKEA's UK AR app, combining content analysis of app features with a 120-respondent user survey measuring purchase confidence and return intent.
17. Retargeting Advertising and UK Online SalesThis study measures retargeting ad effectiveness through a 160-respondent survey and in-platform analytics from a UK small-business partner. Analysis combines regression with click-through data.
18. Corporate Social Responsibility and UK Brand Image: A Systematic StudyReviews 2020 to 2026 literature on CSR-brand image links in UK contexts, mapping how DMCC Act green claims scrutiny has changed research framing.
19. Neuromarketing and UK Consumer Decision-Making: An Eye-Tracking Case StudyUsing a university lab eye-tracker with 30 UK undergraduate participants, this study measures fixation on packaging claims for UK supermarket own-label products.
20. Seasonal Marketing Campaigns and UK Retail Sales: A Qualitative StudyThrough 10 interviews with UK retail marketers, this dissertation examines Christmas 2024 and 2025 campaign planning, decision rules and post-campaign evaluation.
21. Brand Consistency Across UK Omnichannel Retail and Consumer TrustUsing a 180-respondent survey on perceived brand consistency across in-store, app and web touchpoints at a UK multi-channel retailer, this study tests the trust link via PLS-SEM.
22. Viral Marketing and UK Brand Perception: A Systematic StudyReviews UK-focused research 2022 to 2026 on viral marketing outcomes, with case clusters around Specsavers, Aldi and Innocent Drinks.
23. Subscription Models and UK Consumer Loyalty: A Gousto Case StudySingle-case study of Gousto's UK subscription marketing, combining public documents with 8 current and former subscriber interviews. Analysis uses thematic coding.
24. Interactive Advertising and UK Customer Engagement: A Qualitative StudyUsing 12 interviews with UK consumers aged 22 to 35, this dissertation examines engagement with interactive Instagram and TikTok ads. Analysis uses reflexive thematic analysis.
25. Green Marketing and UK Consumer Preferences for Sustainable ProductsThis dissertation surveys 200 UK consumers on willingness to pay for sustainable grocery products under current cost-of-living pressures. Analysis uses binary logistic regression.
26. Multi-Sensory Marketing in UK Flagship Retail: A Lush Case StudyUsing participant observation across three Lush UK stores and 8 shopper interviews, this study examines how multi-sensory design drives in-store engagement and purchase.
27. Real-Time Marketing and UK Trending Topics: A Systematic StudyReviews 2022 to 2026 research on brand real-time response to viral events, mapping outcomes across brand lift, engagement and crisis risk.
28. Affiliate Marketing and UK Startup Reach: A Qualitative StudyThrough 10 interviews with UK startup founders, this dissertation examines how affiliate programmes contributed to early-stage customer acquisition.
29. Loyalty Programmes and Repeat Purchases in UK SupermarketsUsing a 200-respondent survey of UK supermarket shoppers, this dissertation tests how perceived loyalty-programme fairness affects repeat purchase at Tesco Clubcard and Sainsbury's Nectar. Analysis uses PLS-SEM.
30. Chatbots and UK Customer Support: An O2 Case StudySingle-case study of O2's chatbot deployment, combining chatbot interaction logs (where accessible) with 10 customer interviews. Analysis uses thematic coding against service-quality dimensions.
31. Interactive Videos and UK Digital Campaign Engagement: A Systematic StudyReviews 2022 to 2026 research on interactive video advertising, synthesising engagement metrics and conversion outcomes for UK brands.
32. Location-Based Marketing and UK Retail Foot Traffic: A Qualitative StudyThrough 10 interviews with UK retail marketers using geofencing or beacon technology, this dissertation examines how location-based marketing shapes campaign planning.
33. UK GDPR and Digital Marketing Strategy: A Case StudyUsing a single UK marketing agency as case, this study examines how post-Brexit UK GDPR has shaped campaign targeting and data collection choices from 2021 to 2026.
34. Co-Branding and Brand Equity in UK Fashion: A Quantitative StudyUsing a 180-respondent survey, this dissertation measures how UK consumers perceive co-branded fashion collaborations (such as H&M designer partnerships) against standalone brand products. Analysis uses ANOVA.
35. Artificial Intelligence in UK Personalised Marketing: A Systematic StudyReviews 2023 to 2026 research on AI personalisation in UK marketing, mapping consumer response, effectiveness and ethical frameworks.
36. Cross-Channel Marketing and UK Customer Acquisition: A Qualitative StudyThrough 10 interviews with UK B2C marketers, this dissertation examines how cross-channel orchestration affects early-funnel acquisition.
37. Interactive Storytelling and Social Media Branding: A Netflix Case StudySingle-case study of Netflix's UK social-first interactive storytelling campaigns, combining public campaign documentation with 10 viewer interviews.
38. User-Generated Content and UK Brand Loyalty: A Systematic StudyReviews 2022 to 2026 research on UGC's effect on UK brand loyalty, with special focus on fashion and beauty verticals.
39. Programmatic Advertising and UK Campaign Reach: A Quantitative StudyUsing survey data from 50 UK marketing professionals plus analytics from one agency partner, this dissertation measures how programmatic ad buying affects reach and attention metrics.

Marketing Research Topics for Master's and MBA Students in 2026-27

1. Artificial Intelligence and UK Personalised Customer Experiences: A Quantitative StudyUsing PLS-SEM on 300 UK consumer responses, this master's dissertation tests how perceived AI personalisation affects satisfaction and loyalty in UK online grocery. Theoretical anchor: Stimulus-Organism-Response framework.
2. Sustainability Practices and UK Brand Loyalty: A Unilever Case StudyMixed-methods case study of Unilever's UK sustainability marketing, combining 10 interviews with marketing managers with a 200-respondent consumer survey. Analysis combines thematic coding and regression.
3. Influencer Marketing and UK Consumer Purchase Intentions: A Qualitative Study15 semi-structured interviews with UK millennials, examining how influencer-brand congruence shapes purchase intent. Analysis uses reflexive thematic analysis against source credibility theory.
4. Neuromarketing in UK Advertising Strategy: A Systematic ReviewPRISMA-compliant review of 2020 to 2026 neuromarketing research applied to UK advertising, mapping methodologies, findings and ethical constraints.
5. Augmented Reality and UK Retail Marketing: A Quantitative StudyUsing a 2x2 experiment on 200 UK Prolific participants, this master's dissertation tests how AR product visualisation (available vs not available) and product type (clothing vs furniture) affect purchase confidence and return intent. Analysis uses two-way ANOVA.
6. Social Media Algorithms and UK Small-Business Content Visibility: A Case StudyMulti-case study across 5 UK small businesses, examining how Instagram and TikTok algorithm changes 2024 to 2026 affected organic reach. Combines platform analytics with founder interviews.
7. CSR and UK Consumer Trust Post-DMCC Act: A Systematic StudyReviews 2023 to 2026 research on CSR communication under tightened green-claims regulation, synthesising findings on trust-building and risk mitigation.
8. Digital Payment Options and UK E-Commerce Sales: A Qualitative Study12 interviews with UK e-commerce marketing managers, examining how adding BNPL and digital wallets changed conversion and average order value. Thematic analysis.
9. Cross-Cultural Marketing and UK Global Brand Success: A Case StudyComparative case study of 2 UK brands' expansion into South Asia and East Africa, drawing on 12 interviews with international marketing leads and public campaign documentation.
10. Gamification and UK Customer Engagement: A Quantitative StudyUsing PLS-SEM on 250 UK consumer responses, this dissertation tests how gamified loyalty mechanics affect engagement and repeat purchase in UK quick-service restaurants.
11. Data Analytics and UK Consumer Behaviour Prediction: A Systematic ReviewReviews 2022 to 2026 UK research on predictive analytics in marketing, synthesising methods, accuracy benchmarks and privacy constraints.
12. Virtual Events and UK Brand Awareness After the Pandemic: A Qualitative Study10 interviews with UK B2B marketers who shifted events online post-pandemic, examining what worked, what was discarded and what hybrid models now exist.
13. Ethical Marketing Practices and UK Millennial Consumers: A Case StudySingle-case study of one UK ethical-brand (such as Lush or Who Gives A Crap UK) and its millennial customer base, with 15 consumer interviews.
14. Blockchain and UK Loyalty Programmes: A Quantitative StudyScenario-based online experiment with 220 UK Prolific participants testing perceived value of blockchain-based loyalty tokens versus traditional points. Analysis uses ANCOVA.
15. Mobile-First Marketing Strategies and UK User Engagement: A Systematic ReviewReviews 2022 to 2026 UK and global research on mobile-first design, synthesising engagement outcomes and conversion benchmarks.
16. Seasonal Marketing Campaigns and UK Retail Sales: A Case StudyMulti-case study of 3 UK retailers' Christmas 2024 and 2025 campaigns, using public documentation and 9 marketing manager interviews.
17. Personal Branding and UK Professional Opportunities: A Qualitative Study12 interviews with mid-career UK LinkedIn users, examining how personal branding affected professional opportunities. Thematic analysis against self-presentation theory.
18. Subscription Models and Customer Retention in UK Streaming: A Quantitative StudyUsing a 220-respondent UK streaming subscriber survey, this dissertation tests how perceived content-value, cancellation friction and price affect retention. PLS-SEM.
19. Mobile Apps and UK Customer Loyalty: A Starbucks Case StudySingle-case study of Starbucks UK's app, with 10 user interviews and public documentation. Analysis uses thematic coding against customer-engagement frameworks.
20. Real-Time Marketing and UK Consumer Trust During Crisis: A Systematic ReviewReviews UK brand real-time communication during 2020 to 2026 crisis events (pandemic, cost-of-living, political), mapping outcomes on trust.
21. Virtual Reality and UK Experiential Marketing: A Qualitative Study10 interviews with UK marketers using VR in experiential campaigns, with participant observation at 2 VR brand activations.
22. Price Sensitivity and UK Consumer Decision-Making Under Economic UncertaintyUsing a 250-respondent UK survey through Prolific, this dissertation measures price sensitivity shifts 2023 to 2026 in grocery and non-essentials. Regression analysis in SPSS.
23. Storytelling and Emotional UK Brand Connection: A Systematic ReviewReviews 2022 to 2026 research on brand storytelling and emotional attachment, synthesising measurement approaches and effect sizes.
24. Interactive Social Media Content and UK Engagement: A Qualitative Study12 interviews with UK Gen Z and millennial consumers on their engagement with interactive polls, quizzes and AR filters. Reflexive thematic analysis.
25. Brand Communities and UK Customer Loyalty: A Quantitative StudyUsing a 200-respondent survey of UK brand-community members (such as Peloton, LEGO Ideas, Rapha), this dissertation tests how community participation affects loyalty.
26. Multi-Sensory Marketing and UK Purchase Intent: A Systematic ReviewReviews 2022 to 2026 research on multi-sensory marketing in UK retail, mapping sensory dimensions to purchase outcomes.
27. Native Advertising and UK Consumer Trust: A Qualitative Study12 interviews with UK consumers aged 25 to 45, examining recognition of native advertising and effect on perceived publisher and brand trust.
28. Loyalty Programmes in UK Food Delivery: A Deliveroo Case StudySingle-case study of Deliveroo Plus and its effect on order frequency, using public documentation and 10 subscriber interviews.
29. Customer Reviews and UK E-Commerce Performance: A Quantitative StudyAnalyses scraped Trustpilot UK data (where permitted) across 20 UK e-commerce brands, correlating review patterns with reported revenue. Regression analysis.
30. Mobile Marketing and UK Impulse Purchases: A Systematic ReviewReviews 2022 to 2026 UK and global research on mobile-driven impulse buying, synthesising mechanisms and consumer-group differences.
31. Green Marketing and UK Perception of Eco-Friendly Brands: An M&S Case StudySingle-case study of M&S Plan A communications, with 10 consumer interviews and content analysis of 2024 to 2026 campaign materials. Thematic analysis.
32. Dynamic Pricing and UK Competitive Advantage: A Quantitative StudyUsing scenario-based experiment on 240 UK consumers, this dissertation tests perceived fairness of dynamic pricing in UK rail, ride-hail and streaming. Analysis uses two-way ANOVA.
33. User-Generated Content and UK Brand Perception: A Systematic ReviewReviews 2022 to 2026 UGC research in UK contexts, mapping effects on perceived authenticity, trust and purchase intent.
34. Corporate Branding and UK Employee Engagement: A Qualitative Study12 interviews with UK employees at mid-sized firms on how corporate brand communications affect engagement. Analysis uses framework analysis.
35. Social Media Influencers and UK Fashion Trends: A Quantitative StudyUsing a 200-respondent survey of UK fashion consumers, this dissertation measures how influencer-driven trends affect purchase intent. PLS-SEM.
36. Email Marketing and UK Customer Retention: A Systematic ReviewReviews 2022 to 2026 UK email marketing research, mapping segmentation, personalisation and frequency effects on retention.
37. Brand Transparency and UK Consumer Loyalty: A Qualitative Study12 interviews with UK consumers in the context of DMCC Act 2024 transparency requirements, examining how brand transparency changes loyalty. Reflexive thematic analysis.
38. Mobile Wallet Adoption and UK Consumer Spending: An Apple Pay Case StudyMulti-method case study using 10 user interviews and public UK Finance adoption data to examine how mobile wallet usage affects spending patterns.

Marketing Research Topics for PhD Students in 2026-27

1. Artificial Intelligence and UK Consumer Journey Mapping: A Qualitative StudyPhD dissertation using 25 in-depth interviews with UK marketing directors across sectors to theorise how AI reshapes the journey-mapping construct. Analysis uses grounded theory with constant comparison.
2. Gamification and UK Customer Engagement in Retail Marketing: A Starbucks UK Case StudyLongitudinal single-case study of Starbucks UK's app gamification 2020 to 2026, drawing on public documentation, 20 user interviews across two time points and app-level engagement analytics.
3. AR-Based Advertising and UK Purchase Intent: A Quantitative Study2x2x2 factorial experiment with 480 UK participants, manipulating AR availability, product type and brand familiarity. Analysis uses three-way ANOVA with planned contrasts.
4. Emotional Branding and UK Customer Relationships: A Systematic StudyPRISMA-compliant systematic review and meta-analysis of 2015 to 2026 UK and comparable-market research on emotional branding, synthesising effect sizes across construct types.
5. Sustainability Marketing and UK Millennial Purchasing: A Patagonia UK Case StudyLongitudinal case study of Patagonia UK's millennial-targeted sustainability communications, with 20 consumer interviews across two time points and brand-content analysis 2020 to 2026.
6. Cross-Channel Marketing and UK Consumer Decision-Making: A Quantitative StudyPhD study using panel survey data (n=600) from a UK consumer panel across two waves, testing cross-channel exposure effects on decision pathways. PLS-SEM with longitudinal controls.
7. Mobile Applications and UK Small Business Loyalty: A Multi-Case StudyCross-case analysis of 6 UK small-business apps across 2 industries, with 24 user interviews. Analysis uses Yin's cross-case synthesis.
8. Social Media Crisis Management and UK Brand Reputation: A Qualitative StudyPhD dissertation using 20 in-depth interviews with UK brand communications leads who managed crisis events 2022 to 2026. Reflexive thematic analysis against SCCT theory.
9. Visual Storytelling and UK Luxury Brand Perception: A Systematic StudySystematic review of 2020 to 2026 research on visual storytelling in luxury marketing, with meta-synthesis of qualitative findings and effect-size pooling from quantitative studies.
10. Hyper-Personalisation Email Marketing and UK Conversion Rates: A Quantitative StudyField experiment with a UK retailer partner, randomising 10,000 subscribers across personalisation treatment conditions. Analysis uses difference-in-differences with retailer-provided conversion data.
11. Co-Branding Strategies and UK Market Share Expansion: A Case StudyPhD multi-case analysis of 4 UK co-branded market entries 2020 to 2026, triangulating public announcements, Nielsen market-share data and 16 executive interviews.
12. CX Management and UK Repeat Purchases in Online Grocery: A Quantitative StudyLongitudinal panel analysis using UK online grocery panel data (n=800) across 12 months, testing CX constructs against repeat-purchase behaviour. Analysis uses hierarchical growth modelling.
13. Cause-Related Marketing and UK Brand Equity Among Socially Conscious Consumers: A Systematic StudySystematic review and meta-analysis of 2015 to 2026 UK and comparable-market cause-related marketing research, with moderator analysis by cause type and brand category.
14. Digital Word-of-Mouth and UK Travel Destination Selection: A Qualitative StudyPhD dissertation using 25 in-depth interviews with UK leisure travellers, examining how digital WOM shapes destination choice. Grounded theory analysis.
15. Big Data Analytics and UK Predictive Marketing Campaigns: A Case StudyPhD case study of a UK retailer's predictive marketing programme, with access to anonymised campaign data, 15 interviews across data-science and marketing teams, and comparative benchmarking.
16. Behavioural Targeting and UK Consumer Privacy Perceptions: A Quantitative StudyMulti-wave survey of a UK consumer panel (n=500) testing privacy-calculus constructs against UK GDPR and DMCC Act contexts. Analysis uses structural equation modelling with latent growth.
17. Experiential Marketing and UK Brand Communities: A Systematic StudySystematic review of 2020 to 2026 experiential-marketing research in UK contexts, with meta-synthesis of community formation and maintenance findings.
18. Virtual Influencers and UK Fashion Brand Authenticity: A Qualitative StudyPhD dissertation using 20 in-depth interviews with UK fashion consumers aged 18 to 35, examining perceived authenticity of virtual influencers (such as Lil Miquela) versus human creators. Analysis uses interpretive phenomenological analysis.
19. Interactive Content and UK SaaS Marketing: A HubSpot UK Case StudyLongitudinal case study of HubSpot's UK interactive-content strategy 2022 to 2026, with public documentation and 10 interviews with UK users.
20. Loyalty Programmes and UK Subscription Service Retention: A Quantitative StudyPanel survey analysis across 2 waves with 450 UK subscription users across 4 verticals, testing loyalty-programme design against retention. Analysis uses hierarchical linear modelling.
21. Data-Driven Marketing and UK Streaming Churn: A Systematic StudySystematic review of 2022 to 2026 data-driven churn-reduction research in UK streaming, with practice-oriented synthesis for marketing managers.
22. Location-Based Marketing and UK Retail Foot Traffic: A Qualitative StudyPhD study using 20 in-depth interviews with UK retail-marketing leads who use geofencing or beacon technology, plus participant observation at 3 flagship locations.
23. Green Marketing and UK Automotive Brand Perception: A JLR Case StudySingle-case study of Jaguar Land Rover's green marketing in the UK EV transition, with 15 consumer interviews and 2020 to 2026 campaign content analysis.
24. Seasonal Campaigns and UK Consumer Spending: A Quantitative StudyPhD study using 3 years of UK consumer panel data on seasonal spending, analysed with time-series regression and holiday-interaction effects.
25. Mobile App Gamification and UK Consumer Purchase Decisions: A Systematic ReviewSystematic review and meta-analysis of 2020 to 2026 app-gamification research in UK and comparable markets, with moderator analysis by mechanic type.
26. Cross-Border E-Commerce and UK Brand Growth into South Asia: A Qualitative StudyPhD dissertation using 20 interviews with UK brand marketers managing South Asian e-commerce expansion, examining localisation choices. Thematic analysis.
27. Collaborative Marketing and UK Community-Based Tourism: A Case StudyMulti-case study of 3 UK community-tourism destinations (such as rural Wales or Scottish islands), examining collaborative marketing models through 18 stakeholder interviews.
28. UGC and UK Tech Product Innovation: A Quantitative StudySurvey of 250 UK tech product managers plus content analysis of 2 UK tech brand communities, testing UGC influence on product innovation decisions.
29. VR and UK Experiential Marketing: A Systematic ReviewSystematic review of 2020 to 2026 VR experiential marketing research, with meta-synthesis of consumer response outcomes and cost-benefit modelling.
30. Proximity Marketing and UK Physical Store Foot Traffic: A Qualitative StudyPhD dissertation using 20 interviews with UK retailers using proximity marketing, examining operational and marketing integration. Framework analysis.
31. Brand Activism and UK Consumer Loyalty in Emerging Markets: A Quantitative StudyCross-national survey (UK and 2 emerging markets, n=600) testing brand activism against loyalty constructs under cultural moderators. Multi-group PLS-SEM.
32. AI-Powered Content Creation and UK SEO Performance: A Case StudyPhD case study of 3 UK publishers' AI content strategies 2024 to 2026, triangulating SEO visibility data (Ahrefs, SEMrush) with 12 editorial-team interviews.
33. Crowdsourced Marketing Campaigns and UK Brand Awareness: A Qualitative StudyPhD dissertation using 20 interviews with UK brand marketers who ran crowdsourced campaigns 2022 to 2026, examining brief design and outcome evaluation.
34. Subscription Business Models and UK Consumer Purchase Intent: A Systematic StudySystematic review and meta-analysis of 2020 to 2026 subscription research across UK and comparable markets, with moderator analysis by vertical and price tier.
35. Digital Loyalty Rewards and UK Brand Switching Behaviour: A Quantitative StudyScenario-based online experiment with 300 UK Prolific participants, manipulating digital reward type and timing, measuring switching behaviour. Analysis uses mixed-model ANOVA.
36. Community Building and UK Brand Engagement on Social Media: A Case StudyPhD multi-case study of 4 UK brand communities on Instagram, Discord and Reddit, with 20 member interviews and community-content analysis.
37. Real-Time Marketing During UK Live Events: A Systematic StudySystematic review of 2022 to 2026 UK brand real-time marketing during live events (sport, awards, political), with crisis-outcome analysis.
38. Social Commerce and UK Online Shopping Experience: A Qualitative StudyPhD dissertation using 25 in-depth interviews with UK Gen Z and millennial shoppers on TikTok Shop and Instagram Shop, examining experience and purchase pathway. Grounded theory.
39. Shoppable Videos and UK E-Commerce Conversion: A Quantitative StudyField experiment with a UK fashion retailer partner, A/B testing shoppable-video content against static content across 20,000 impressions. Analysis uses conversion-rate differences with Bayesian confidence intervals.
40. Nostalgia Marketing and UK Emotional Brand Attachment: A Case StudyPhD multi-case study of 3 UK brands using nostalgia marketing (such as Hovis, Marmite, Walkers), with 20 consumer interviews and campaign content analysis 2022 to 2026.

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