Research Themes

Website Evaluation (e.g., website navigation, structure, and navigation). Websites are valuable communication, advertisings, and selling tools. In MARLAB we perform external analytics, user experience evaluation and conversion evaluation to provide a holistic evaluation of a company’s website performance. External analytics employs datasets and indicators often utilized for search engine optimization. The primary advantages of employing this method are that data can be accessible independently of the webhost’s assistance. Due to this, we may utilize data from comparison sites in a manner that is not possible with a Google Analytics based strategy. By exploring beyond the confines of your own website, a company significantly enhances its learning capacity. User Evaluation utilizes evaluation techniques that are frequently employed in the user experience design process, as suggested by its name. Although mostly employed during the website design phase, these strategies are also highly valuable for continuous formative feedback. This method is particularly advantageous when a website caters to a limited demographic, audience members are familiar, or website’s objective is well stated. Conversion evaluation is a commonly utilized approach by marketing agencies. It employs social media statistics, newsletter statistics, and Google Analytics data. Having a well-defined content strategy, particularly one that aligns with a typical marketing funnel, is generally advantageous. This technique is primarily linked to product websites that prioritize sales, although it can be applied more broadly.

Related MARLAB Research: https://link.springer.com/article/10.1057/jt.2010.5

Social Media Research (e.g., social media engagement, social media reviews and their impact). As social media continues to gain popularity worldwide, companies are rapidly expanding their social networks in order to foster online connection with their customers. Companies are aware of this and are increasingly investing resources in creating and distributing content on social media platforms. Nevertheless, the success of marketing efforts relies on marketers’ ability to proficiently generate and disseminate their content on these platforms to achieve their intended goals, with consumer engagement being one of the most commonly mentioned objectives. Social media research offers managers clear direction in formulating social media strategies by examining the specific impacts of different types of social media content (rational, emotional, and transactional) and considering the context in which the content is presented (platform type and content format). Additionally, it concerns active and passive as well as negative and positive engagement.

Related MARLAB Research: https://doi.org/10.1108/JSM-12-2018-0358

https://doi.org/10.1108/JSM-01-2020-0027

Sustainable Marketing (e.g., corporate social responsibility (CSR), ESG, SDGs). Sustainable marketing entails promoting products, methods, and brand values that are both environmentally and socially responsible. Sustainable marketing integrates a sense of purpose into socially conscious brands, products, and services. The objective of marketing is to establish a unique brand identity by emphasizing its mission. Sustainable brands establish a clear objective, prioritize the values of consumers and associated groups, synchronize their objective with their strategy, and include sustainability into their marketing efforts. This business strategy provides firms with a competitive advantage among consumers who actively seek out products that are in line with their personal values. MARLAB can assist businesses in assessing their CSR, ESG and/or SDGs performance and their impact on other business indicators (e.g., sales).

Brand Research (e.g., brand awareness, image, personality, attachment). Brand research, also known as brand market research, involves examining several aspects of a new or established brand in order to obtain valuable insights that might enhance the brand’s value. Brands are the result of various contributing factors. In addition to its products and services, a brand encompasses its ethos, personality, visual brand identity, vision, and the emotional response it evokes in people. However, each brand will inevitably have an optimal manifestation of its entire branding, juxtaposed with the actual perception of its customers and the wider public. Brand research will provide insights into the level of brand awareness among the target audience. From where have they acquired knowledge of my brand? What are their appraisals and evaluations of my brand? What is the progression of their affiliation with my brand, transitioning from being unfamiliar to becoming a loyal user?

New Product Development (e.g. market research for identifying needs and desires) Conducting market research for the development of a new product will provide you with insights into the requirements of your users, as well as the possible hazards and possibilities in the market. Market research for new product development might be directed towards many domains. You can conduct market research to assess the market’s viability, determine the demand for your envisioned product, identify the desired characteristics by your target demographic, and strategize the optimal positioning, pricing, communication, and marketing approach to effectively reach your target audience. You consider your rivals, market advancements, and significant trends. Regardless of whether you are conducting market research for a startup or a well-established company, it is crucial to ensure that your new goods are successful.

https://marlab.ode.uom.gr/ppt/Display-Advertising-The-Role-of-Context-and-Advertising-Appeals-from-a-Resistance-Perspective.pptx

Customer/Consumer Behavior (e.g., consumer attitudes, behaviors, loyalty, satisfaction, word-of mouth – b2b and b2c)

Customer behavior research is a specialized area of study that aims to comprehend the factors influencing individuals, organizations, and groups in their decision-making process regarding the procurement, utilization, and disposal of goods, services, ideas, or experiences. Customer behavior research aims to reveal the fundamental elements and mechanisms that impact customers’ decision-making, inclinations, and actions in the market. Key aspects of consumer behavior research include: Buying Decision-Making Processes, Psychological Factors, Social and Cultural Influences, Marketing and Advertising Effects, Technology and Online Behavior, Customer Segmentation, Customer Satisfaction and Loyalty, Ethical and Sustainable Consumption, and Cross-Cultural Analysis.

https://marlab.ode.uom.gr/black-friday-attracted-more-consumers-in-2017-but-spending-was-low-survey-shows-december-3-2017/

Tourism Marketing (e.g., tourist decision making, tourism engagement, tourist online reviews, virtual and augmented reality in tourism). Tourism market research entails more than simply comprehending travel places; it involves exploring the reasons behind individuals’ selection of specific destinations, the types of experiences they desire, and the strategies they employ to arrange their trips. Tourism market research enables organizations to comprehend the requirements, inclinations, and actions of travelers, along with the intricacies of the sector. This entails examining the motivations behind individuals’ travel, their choice of places, preferences for lodging, transportation, activities, and other elements related to travel. Its main objective is to collect and analyze feedback from travelers, which is a crucial component of market research. This feedback assists firms in comprehending their strengths and identifying areas that require enhancement. By doing so, it facilitates the recognition of present and developing patterns in the travel sector, such as the increasing popularity of eco-tourism, adventure travel, or wellness tourism. Online travel tools and services have significantly influenced the tourist industry in recent years. The advent of Digital Disruption has empowered consumers to make direct bookings with travel providers, resulting in reduced rates and the elimination of intermediaries. With the increasing use of electronic devices such as laptops, smartphones, and tablets, travel websites and apps assist passengers in choosing and managing travel arrangements, as well as checking flight and travel updates. The global popularity of online reviews, travel schedules, and ratings for different locations and services is growing rapidly.

https://www.sciencedirect.com/science/article/abs/pii/S0969698922003241?via%3Dihub

https://marlab.ode.uom.gr/ppt/Visual-abstract-Destination-Images-Social-Media.pptx

https://www.sciencedirect.com/science/article/abs/pii/S0040162523000707?via%3Dihub

https://marlab.ode.uom.gr/ppt/Augmented-Reality-in-Tourism-2023.pptx

Sport Marketing (e.g., sport fans behavior, sport sponsorship, gender issues in sports, and eSports). Sports organizations employ market research to gather valuable insights into profitable advertising and merchandising channels, understand the preferences of fans, and develop innovative methods to enhance their entire entertainment experience. Research also reveals methods to foster the growth of your fan following. The sports industry is characterized by intense competition, with the ability to effectively connect and captivate a substantial and devoted fan following being crucial for achieving success. Market research and data analytics are vital tools for sports marketers to comprehend their target audience and design efficacious marketing strategies. Sponsorship is crucial in facilitating the execution and survival of major sporting events. Evaluating the efficacy of sponsorship can be challenging as it may hinge on something as straightforward as displaying a business name prominently on a shirt, car, or sports ground. Sponsorship is anticipated to enhance brand exposure and shape brand perceptions by associating with the sport. Therefore, sponsors understandably want to determine the return on their investment. The proliferation of digital technologies assisted in the development of eSports. eSports often known as electronic sports, is a competitive activity that involves playing video games. Esports commonly manifests as structured, multiplayer video game tournaments, primarily involving skilled players, either individually or in teams.

https://marlab.ode.uom.gr/ppt/Visual-abstract-Esports-Engagement.pptx