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Research Paper

Leverages current methodologies in qualitative research to allow introverts to express their thoughts and perceptions in an online and offline paired interview setting in Pakistan.

Research Paper

This article explores how a multiplatform advertising strategy enhances brand perceptions and performance in the fast-digitizing Chinese market.

Case Study

Inorbit Malls, a chain of malls in India, connected with women in India by supporting female entrepreneurs with a competition for rent-free retail space promoted in digital, social media and radio ads.

Article

This article explains how financial services brands can protect themselves from fintech disruption by digitally evolving.

Article

This article explains how the gap between consumers and technology, such as Artificial Intelligence and machine learning, is closing ever more rapidly and affecting how we buy.

Article

This article reviews three real-world cases that have demonstrated positive business impact and ROI achieved by following clearly defined guidelines when using AR and VR.

Article

This article describes what it would actually mean for adtech and martech to come together and the hurdles that would have to be overcome.

Article

This short article examines In Your Creative Element: The Formula for Creative Success in Business by Claire Bridges.

Article

This article examines how companies need to restructure themselves in order to market more effectively in the digital age.

News

GLOBAL: Design is not about mere decoration, but is a marketing tool whose primary purpose is to create common ground between a brand and a consumer, according to a leading industry figure.

Article

This article explores some of the research behind the contentious claim that a sophisticated suite of data analytics helped Donald Trump to win the 2016 US election.

Article

This article details how marketers can use personalisation effectively, including which media work best and why a two-way conversation with the consumer is essential.

Research Paper

This paper predicts that, with technological advances of bots, AI and VR in delivering customer experience (CX), there will be an unprecedented demand for human care and personal relationships across customer journeys.

Research Paper

This study aims to analyze the potential ability of sponsorship to create shareholder wealth on the basis of how the announcement of global sports sponsorships affects sponsoring companies' stock market prices.

Article

This Company Profile from Euromonitor provides key details and analysis of Unilever, the owner of brands such as Dove, Sunsilk, Axe and Pond's.

Research Paper

Filmmakers increasingly depend on trailers as advertising and to generate word of mouth (WOM). This study investigates the extent to which trailers influence WOM in the prerelease context by testing a conceptual model separately on the three most popular movie genres.

Case Study

This case study explains how Adidas, the sports brand, used an inspiring message targeting teens around the world to launch its new NMD shoes.

News

CANNES/BEIJING: Western companies have the opportunity not only to grow in China but to embrace some of the elements that have made China grow at incredible pace, particularly its tech sector, according to the President of Nielsen Greater China.

Case Study

This case study describes how Indian broadband provider ACT Fibernet, used animated content to gain audience attention and increase engagement on its Facebook page.

Case Study

This case study describes how soft drink brand Pepsi created a digital soap opera to build brand love and grow in Colombia.

Research Paper

This paper examines the integration of survey data and user data over three case studies, to achieve better insights, media planning and activation in the APAC region.

Research Paper

This paper looks at the potential insights that can be gained from confronting the data gathered through machine learning with behavioural science principles.

News

NEW YORK: A majority of marketers intend to increase spending on public relations both internally and externally over the next five years, as the discipline takes a more important role within the marketing mix, a new report shows.

Research Paper

This paper explores the evolution of digital ethnography tools and their value in providing semiotic insight into cultural activity that is often difficult to access in Dubai.

Research Paper

This paper explores how Etihad Airways, a UAE airline, looked at digital adoption in the Middle East and how it will change understandings of consumers.