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Marketing communication trends: a systematic review of market research data

Huu Thanh Nguyen & Suong Huynh Thi Thu

Journal for Global Business Advancement2025https://doi.org/10.1504/jgba.2025.152721article
AJG 1
Weight
0.50

What the paper says

Global market volatility in recent years has highlighted the need for businesses to stay updated on emerging marketing communication trends. Marketers must carefully consider trends to make the right decisions during difficult times to ensure business success. This study examines the latest marketing strategy trends by analysing 44 market research reports published in 2023 and 2024. Additionally, Google Trends data on keyword search trends over the past five years are incorporated to assess and compare prominent search trends. Key findings are the growing significance of content marketing, emphasising artificial intelligence (AI) applications, short-form videos, influencer marketing, and personalised, creative, authentic and socially responsible messaging. Social media trends encompass search marketing, integration, social listening, commerce, and AI utilisation. AI applications are also gaining prominence across content, digital, social media and retail marketing. Understanding these trends empowers marketers to make informed strategic decisions, effectively engaging target audiences, fostering brand loyalty and driving business growth in the ever-evolving marketing landscape.

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Cite this paper

https://doi.org/https://doi.org/10.1504/jgba.2025.152721

Or copy a formatted citation

@article{huu2025,
  title        = {{Marketing communication trends: a systematic review of market research data}},
  author       = {Huu Thanh Nguyen & Suong Huynh Thi Thu},
  journal      = {Journal for Global Business Advancement},
  year         = {2025},
  doi          = {https://doi.org/https://doi.org/10.1504/jgba.2025.152721},
}

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Marketing communication trends: a systematic review of market research data

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Evidence weight

0.50

Balanced mode · F 0.40 / M 0.15 / V 0.05 / R 0.40

F · citation impact0.50 × 0.4 = 0.20
M · momentum0.50 × 0.15 = 0.07
V · venue signal0.50 × 0.05 = 0.03
R · text relevance †0.50 × 0.4 = 0.20

† Text relevance is estimated at 0.50 on the detail page — for your query’s actual relevance score, open this paper from a search result.