Journal of Marketing Studies https://carijournals.org/journals/index.php/JMS <p>Journal of Marketing Studies is an open access journal that publishes high-quality research on marketing topics. It aims to provide a platform for scholars, practitioners, and policy makers to share their insights and perspectives on marketing theory and practice. The journal is hosted by CARI Journals and indexed in several databases. It offers a rigorous peer-review process, fast publication, high visibility, and global recognition. Authors retain the copyrights of their articles and can receive certificates, links, and pdf copies of their publications. They can also order hardcopy prints on demand. Publishing in Journal of Marketing Studies is a great opportunity for researchers and practitioners who want to contribute to the advancement of knowledge and practice in the field of marketing.</p> CARI Journals Limited en-US Journal of Marketing Studies 2791-3252 <p>Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a <a href="https://creativecommons.org/licenses/by/4.0/">Creative Commons Attribution (CC-BY) 4.0 License</a> that allows others to share the work with an acknowledgment of the work’s authorship and initial publication in this journal.</p> Balancing Performance and Brand Marketing Goals: A Synergistic Approach to Sustainable Growth https://carijournals.org/journals/index.php/JMS/article/view/1650 <p><strong>Purpose</strong>: The pursuit of sustainable growth in today's competitive landscape necessitates a delicate balancing act between performance marketing, focused on immediate conversions and ROI, and brand marketing, emphasizing long-term brand building and customer loyalty. Businesses face the pressure to drive immediate sales through performance marketing, yet also recognize the critical role of brand marketing in building long-term customer loyalty and resilience.</p> <p>This paper challenges the conventional view of performance and brand marketing as rivals. Instead, it proposes a paradigm shift: acknowledging them as additional forces.</p> <p><strong>Methodology</strong>: The methodology used for attaining a balanced approach includes ideas and real life example from the Edtech industry to effectively incorporate both perspectives. By viewing them as interconnected gears in the growth engine, we can unlock synergistic potential.</p> <p><strong>Findings</strong>: Performance marketing, often characterized by its focus on quantifiable metrics like conversions and return on investment (ROI), has become a dominant force in the marketing landscape</p> <p><strong>Unique contributor to theory, policy and practice:</strong> Creating competition between brand building and performance marketing leads to a zero-sum game, where both strategies suffer and overall marketing impact diminishes.</p> Ananya Jha Copyright (c) 2024 Ananya Jha https://creativecommons.org/licenses/by/4.0 2024-01-30 2024-01-30 7 1 1 7 10.47941/jms.1650 An Approach to Optimize Conversion Rate using Behavioral Economics https://carijournals.org/journals/index.php/JMS/article/view/1680 <p>Purpose: This paper explores the integration of behavioral economics into the digital marketing landscape, emphasizing its potential to enhance conversion rates.</p> <p>Methodology: It highlights the significance of understanding human decision-making, incorporating behavioral elements into user profiles, and implementing a comprehensive conversion rate optimization framework.</p> <p>Findings: However, ethical considerations are crucial in this context, necessitating transparency, user autonomy, and responsible data handling to build enduring trust.</p> <p>Unique contributor to theory, policy and practice: As technology evolves, particularly with the rise of AI, establishing and reinforcing ethical guidelines becomes imperative for organizations to navigate the digital landscape with integrity and responsible behavioral economics practices.</p> Sneha Satish Dingre Copyright (c) 2024 Sneha Satish Dingre https://creativecommons.org/licenses/by/4.0 2024-02-13 2024-02-13 7 1 8 14 10.47941/jms.1680 Beyond Echo Chambers: Unraveling the Impact of Social Media Algorithms on Consumer Behavior and Exploring Pathways to a Diverse Digital Discourse https://carijournals.org/journals/index.php/JMS/article/view/1799 <p><strong>Purpose</strong>: This study delves into the intricate dynamics of how social media algorithms cultivate echo chambers, with a focus on their profound influence on consumer behavior.</p> <p><strong>Methodology</strong>: Through an exhaustive review of existing literature and detailed case studies, we explore the mechanisms by which personalized content delivery systems on social media platforms not only reinforce users' pre-existing beliefs and preferences but also significantly impact their consumption patterns, decision-making processes, and overall perception of reality.</p> <p><strong>Findings</strong>: Our analysis reveals that while these algorithms are designed to enhance user engagement and satisfaction, they inadvertently foster digital polarization, diminish exposure to diverse viewpoints, and contribute to the spread of misinformation. The paper further investigates the broader societal implications of these echo chambers, including decreased public trust in traditional information sources and the erosion of democratic discourse. To counteract these effects, we propose a multifaceted approach encompassing increased algorithmic transparency, user empowerment through digital literacy education, and policy interventions aimed at encouraging content diversity.</p> <p><strong>Unique Contribution to Theory, Policy and Practice</strong>: Our recommendations are designed to mitigate the echo chamber effect and foster a more inclusive and well-informed online public sphere. By addressing these challenges, we underscore the need for a concerted effort among stakeholders—including policymakers, educators, and technology developers—to navigate the complexities of the digital landscape and ensure a more diverse and resilient digital environment.</p> Tarun Gupta Supriya Bansal Copyright (c) 2024 Tarun Gupta, Supriya Bansal https://creativecommons.org/licenses/by/4.0 2024-04-07 2024-04-07 7 1 15 37 10.47941/jms.1799