Thesis topic proposal
Szabolcs Nagy
Digital Marketing


Institute: University of Miskolc
business and management
Hantos Elemér Doctoral School of Business, Management and Regional Sciences

Thesis supervisor: Szabolcs Nagy
Location of studies (in Hungarian): Miskolci Egyetem
Abbreviation of location of studies: ME

Description of the research topic:

Research topic: digital marketing as a research topic focuses on the analysis of digital consumption, digital economy and digital society as well as the interconnections between them, adapting marketing 4.0 and 5.0 approaches. Marketing 4.0 represents the transition from traditional to digital. This marketing approach combines online and offline interactions between companies and consumers. Marketing 5.0 is the application of human emulation technologies to create, communicate, deliver and add value to the customer journey. Marketing 5.0 combines elements of the two previous approaches: people-centred marketing (M 3.0) and technology-driven marketing (M 4.0).
Possible research areas:
- Data-driven marketing: the collection and analysis of large amounts of data from a variety of internal and external sources and the building of a data ecosystem to guide and optimise marketing decisions.
- Agile marketing: the use of decentralised, cross-functional teams to rapidly conceptualise, design, develop and validate products and marketing campaigns.
- Predictive marketing: the process of building and using predictive analytics, sometimes with machine learning, to predict the outcomes of marketing activities before launch.
- Contextual marketing: identifying and profiling customers using sensors and digital interfaces in the physical space and providing them with personalised interactions.
- Augmented marketing: the use of digital technology to improve the productivity of customer-facing marketers through human emulation technologies such as chatbots and virtual assistants.

Research questions:
- Investigating consumer adoption of augmentated marketing, e.g. using the technology acceptance model (TAM)
- Analysis of the consumer acceptance, ethical and legal aspects of consumer personalisation, contextual marketing (with a co-author with legal expertise in the latter)
- Predictive marketing-based analysis of customer value
- Examining the links between the digital economy and society, e.g. using Hofstede's 6D model and dominant values

Deadline for application: 2023-05-31

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