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search engine marketing thesis

Analysis of the application of selected search engine optimization (SEO) techniques and their effectiveness on Google's search ranking algorithm

  • Masters Thesis
  • Ochoa, Edgar Damian
  • Covington, Richard G.
  • Melara, Gloria E.
  • Noga, John J.
  • Computer Science
  • California State University, Northridge
  • Search engine marketing
  • Search engine
  • Dissertations, Academic -- CSUN -- Computer Science.
  • Search algorithm
  • Search engine optimization
  • 2012-05-31T20:09:03Z
  • by Edgar Damian Ochoa
  • Includes bibliographical references (pages 123-126)
  • California State University, Northridge. Department of Computer Science.

California State University, Northridge

Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.

Grad Coach

Research Topics & Ideas: Marketing

50+ Marketing Research Topic Ideas To Fast-Track Your Project

Marketing and advertising-based research topics

Finding and choosing a strong research topic is the critical first step when it comes to crafting a high-quality dissertation, thesis or research project. If you’ve landed on this post, chances are you’re looking for a marketing-related research topic , but aren’t sure where to start. If so, you’ve come to the right place.

Here, we’ll explore a variety of marketing-related research ideas and topic thought-starters, covering both traditional marketing (offline media) and digital marketing (including social media marketing, content marketing and the like). We’ll also look at actual dissertations and theses from marketing students to give you a view of what a well-defined research topic looks like.

NB – This is just the start…

The topic ideation and evaluation process has multiple steps . In this post, we’ll kickstart the process by sharing some research topic ideas within the marketing domain. This is the starting point, but to develop a well-defined research topic, you’ll need to identify a clear and convincing research gap , along with a well-justified plan of action to fill that gap.

If you’re new to the oftentimes perplexing world of research, or if this is your first time undertaking a formal academic research project, be sure to check out our free dissertation mini-course. In it, we cover the process of writing a dissertation or thesis from start to end. Be sure to also sign up for our free webinar that explores how to find a high-quality research topic. 

Overview: Marketing-Related Topics

  • How to find a research topic (video)
  • Traditional (offline) marketing topics/ideas
  • Digital (online) marketing topics/ideas
  • Examples of actual dissertation topics
  • Free Webinar : Topic Ideation 101
  • Where to get extra help

How To Find A Research Topic

Before we look at specific research ideas and topics, it’s useful to first understand what the topic ideation process entails and how to go about finding and refining viable topic ideas. In the video below, we cover exactly that. So, if you’re a first-time researcher, be sure to watch this tutorial before jumping into the collection of marketing research topics we present below. 

Research topic idea mega list

Now that you’ve got a big-picture view of the topic ideation process, we can dive into a few research ideas to get your creative juices flowing. Please note that these research topic ideas are intentionally broad and generic, so you will need to refine them a fair deal using the techniques we discussed in the video above.

To make life a little easier for you, we’ve grouped the topic ideas based on two main categories – traditional marketing and digital / online marketing . For the latter, we’ve divided it up into a few subcategories, including social media marketing, content marketing and search marketing. That said, there is naturally some overlap between topics, so keep this in mind.

Research Ideas: Traditional Marketing

  • The perceived effectiveness of different types of direct mail campaigns (e.g., postcards, catalogues, brochures) among small business owners in New York
  • The perception and use of traditional marketing in creating and nurturing customer loyalty and retention among UK Financial Firms.
  • The impact of demographic targeting on traditional marketing performance among green businesses
  • The perception of different types of sales promotion (e.g., discounts, coupons, contests) among GenZ consumers
  • The continued use of celebrity endorsements in traditional marketing campaigns, post-2020.
  • Exploring factors related to outdoor advertising recall in India
  • Measuring the ROI of traditional marketing efforts: a review of current methods
  • Comparing the effectiveness of different traditional media channels (e.g., television, radio, print) in driving engagement and conversions among established brands
  • The use of public relations in traditional marketing campaigns among large insurance companies
  • The role of event marketing in building brand awareness and engagement: perceptions among marketing professionals in the UK

Free Webinar: How To Find A Dissertation Research Topic

Research Ideas: Digital/Online Marketing

Social media marketing

  • The use of artificial intelligence in social media marketing among online fashion companies in Sweden
  • The impact of social media on public relations and media relations: a Case Study of Nandos
  • The role of Twitter in crisis communication and reputation management: a discourse analysis
  • The impact of social media influencer presence on brand loyalty and customer retention among Gen X.
  • The use of social media for market research and consumer insights among SMEs in Kenya
  • The impact of social media on consumer buying behaviour of fast food in Italy
  • The challenges and opportunities of social media in global and multicultural marketing: perceptions of marketing departments in large corporations
  • The relationship between social media engagement and website traffic: an analysis of fitness brands
  • The effectiveness of influencer marketing on social media platforms for household cleaning products in the UK
  • The perceptions and understanding of paid vs organic social media advertising among Gen Z consumers in San Francisco

Content marketing

  • The use and understanding of micro-moments in creating personalized content experiences among content creators in the USA
  • Comparing the effectiveness of methods of personalization of content marketing: an evaluation of best practice
  • The experiences and use of SEO in content marketing strategy among small online businesses
  • The use of social media influencers in content marketing campaigns: a Case Study of Hello Fresh
  • Comparing different content distribution channels for different types of content: perceptions of best practices among content marketing experts
  • The use of user-generated content in building brand trust and engagement among green companies in the UK
  • Measuring the ROI of content marketing efforts among luxury brands
  • The perception and use of Chat GPT in content creation among small online businesses
  • The perceptions of interactive and immersive content formats (e.g., virtual reality, augmented reality) in marketing among consumers: an experimental study
  • Comparing image and text-based content formats in driving engagement and conversions on social media: a multi-case study of NGOs

Research topic evaluator

Search engine marketing

  • The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations
  • The impact of search engine algorithm updates on Search Engine Marketing performance – who are the winners and losers?
  • The perception and use of AI and machine learning in Search Engine Marketing strategy and bidding optimization within a UK marketing agency
  • The use of voice search and its impact on Search Engine Marketing among food retailers in Switzerland
  • The role of local SEO in driving brick-and-mortar sales: a case study of a local fashion outlet in France
  • The impact of mobile optimization on Search Engine Marketing performance and conversion rates in Nigeria
  • Comparing analytical tools for measuring ROI of Search Engine Marketing campaigns
  • The effectiveness of different types of keywords and search queries in driving traffic towards restaurants in Italy
  • The use of remarketing and retargeting in search engine marketing campaigns among marketers
  • The understanding and use of schema markup and structured data in improving Search engine marketing performance among Start-Ups

Research Topic Kickstarter - Need Help Finding A Research Topic?

Email marketing

  • The perception and use of AI and machine learning in email marketing among NGOs: a focus on personalized content and dynamic segmentation
  • The effectiveness of email subject line strategies in driving open and click-through rates: an experimental study
  • Comparing A/B testing and multivariate testing in improving email marketing performance: a case study
  • The use of personalization on email marketing performance among craft bloggers
  • The impact of automated email marketing among local online retailers on customer loyalty and retention
  • The use of automation and triggered emails in increasing engagement and conversion rates for online courses
  • The perception and understanding of GDPR and other data privacy regulations on email marketing among SMEs
  • The role of mobile optimization in email marketing targeting Gen Z consumers
  • The challenges of measuring the ROI of email marketing campaigns: perceptions of SMEs
  • The effectiveness of different email formats (e.g., text-based, HTML, interactive) in driving engagement: A/B testing for a small online retailer

Marketing-Related Dissertations & Theses

While the ideas we’ve presented above are a decent starting point for finding marketing-related research topic, they are fairly generic and non-specific. So, it helps to look at actual dissertations and theses to see how this all comes together.

Below, we’ve included a selection of research projects from various marketing-related degree programs to help refine your thinking. These are actual dissertations and theses, written as part of Master’s and PhD-level programs, so they can provide some useful insight as to what a research topic looks like in practice.

  • The Influences of Brand Personality, Culture, and Social Media on Iconic Brand Preferences (Whelan, 2021)
  • Customer Success and the Transformation of Customer Relationships (Raines, 2022)
  • The Effects of Online Incentivized Reviews on Organic Review Ratings (Jeong, 2020)
  • Are You For Real? The Consumption-Driven Self-Authentication Process And Its Effects On Perceived Brand Authenticity (Kuchmaner, 2020)
  • You Are What You Eat: How Food Texture And Packaging Influence Consumer Well-Being (Ning, 2020)
  • Social Dialogic Listening: Connecting Marketing Activity To Strategy (Collins, 2020)
  • Millennials’ Attitudes Towards Influencer Marketing And Purchase Intentions (Yu, 2019)
  • Cannibalization between Two Mercedes-Benz Models and Consumer Behavior (Ma, 2020)
  • Selling and Buying Aspects of Used Products That Are Brand Anthropomorphized (Kim, 2019)
  • Global Identity: Conceptualization, Measurement, And Implications For Marketing Strategy (Yoruk, 2022)
  • The Intersection of Organizational Frontline Marketing and a High-Tech World (Krotz, 2021)
  • The Unexplored Impacts of Communication Elements in Marketing (Trinh, 2022)
  • Founder Social Identity As A Predictor Of Customer And Competitor Orientation In Small And Medium-Sized Enterprises (Rutherford, 2021)

Looking at these titles, you can probably pick up that the research topics here are far more specific and narrowly-focused , compared to the generic ones presented earlier. This is an important thing to keep in mind as you develop your own research topic. That is to say, to create a top-notch research topic, you must be precise and target a specific context with specific variables of interest . In other words, you need to identify a clear, well-justified research gap.

Fast-Track Your Research Topic

If you’re still feeling a bit unsure about how to find a research topic for your marketing dissertation or thesis, check out our 1-on-1 private coaching services below.

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search engine marketing thesis

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  1. Critical Components of Search Engine Marketing

    search engine marketing thesis

  2. What is Search Engine Marketing (SEM)?

    search engine marketing thesis

  3. Search Engine Optimization

    search engine marketing thesis

  4. How to do Keyword Research for SEO a beginner's guide

    search engine marketing thesis

  5. Apa Pengertian dari Search Engine Marketing, Cara Kerja, Kelebihan dan

    search engine marketing thesis

  6. Master's Thesis: The benefits of search engine optimization in Google

    search engine marketing thesis


  1. How Can I Start With Search Engine Marketing as a Beginner?

  2. How to search the thesis list your specific department, LRC-UMT

  3. What is search marketing with example

  4. Using SEO With Psychological Principles of Persuasion

  5. DM 02 Introduction to Search engine Marketing

  6. Essential Websites for Research!!!


  1. Development of a search engine marketing model using the application of a dual strategy. [0182]

    PDF | On Jul 1, 2017, Wouter Thomas Kritzinger and others published Development of a search engine marketing model using the application of a dual strategy. [0182] | Find, read and cite all the ...

  2. PDF © Copyright by Xue Bai 2013. All Rights Reserved

    Its Potential Impact on Online Information Search . A THESIS . SUBMITTED TO THE FACULTY OF . UNIVERSITY OF MINNESOTA . BY . Xue Bai . IN PARTIAL FULFILLMENT OF THE REQUIREMENTS ... predicted that the North American search engine marketing industry will grow by 16% in 2011 to a value of $19.3 billion, up from $16.6 billion in 2010. Most ...

  3. Effectiveness of Online Marketing Tools: A Case Study

    Springer G. V. (2013) remarked 'Performance marketing consist of measures where object has to get a measurable reaction of customers'. Kozinets (2002) observed '…search engine marketing is a part of online marketing and includes all measures to reach customers on basis of online searching tools'. However, search engine marketing has ...

  4. PDF Search Engine Optimization and the connection with Knowledge Graphs

    I Abstract Title: Search Engine Optimization and the connection with Knowledge Graphs Level: Thesis for Master's Degree in Business Administration Authors: Milla Marianna Hietala and Oliver Marshall Supervisor: Ehsanul Huda Chowdhury Examiner: Maria Fregidou-Malama Date: 28-01-2021 Aim: The aim of this study is to analyze the usage of Search Engine Optimization and

  5. PDF Search Engine Optimization

    As a result, search engine marketing (SEM) in general and search engine optimization (SEO) in particular is an essential tool that can be applied to develop and improve the visibility of business's website and branding on the Internet. The aim of this thesis is to study what search engine optimization is and how it can be implemented

  6. PDF Search Engine Optimization in Digital Marketing

    Bachelor's Thesis Date: 28 April 2023. Abstract Author(s): Binod Kc Title: Search Engine Optimization in Digital marketing Number of Pages: 48 pages + 12 appendices ... 2.5.4 Search engine marketing 10 2.5.5 Search Engine Advertising (SEA) 10 2.5.6 Search Engine Optimization (SEO) 11

  7. Search Engine Optimization Marketing Re- search on the ...

    The main purpose of this thesis project is to apply search engine marketing and search engine optimization to the case website by combining theory with case analysis. This thesis first ana-lyzes the current condition of the website, and then concretely implements the case web-


    There is a large amount of different search engines available online where millions of searches are made every day (Chris, 2018). The top four search engines in the world dominate the market with a combined share of astonishing 98,35%, where Google is in the lead with 73,73% of the total market share.


    Thus, search engine marketing and search engine optimization will continue to be a high priority for higher education institutions who desire to highlight among competitors, remain on top, and develop competitively in the global market. ... This Bachelor's thesis describes the definition of search engine optimization for an international

  10. The Role of Search Engine Optimization in Search Marketing

    The search engine acts as an intermediary between consumers and websites, through which consumers can select between organic and sponsored links (Berman & Katona, 2013; Kritzinger & Weideman, 2013 ...

  11. PDF Study of The Effectiveness of Online Marketing on Integrated Marketing

    marketing online effectiveness can be measured using a number of metrics including consumer interaction on site, number of repeated visit, sales volume and profits among others. The researcher also discovered that the trending online marketing tools employed by most organisation includes, e-mail marketing, social media marketing, search engine

  12. EBSCO Open Dissertations

    EBSCO Open Dissertations is a collaboration between EBSCO and BiblioLabs to increase traffic and discoverability of ETD research. You can join the movement and add your theses and dissertations to the database, making them freely available to researchers everywhere while increasing traffic to your institutional repository. EBSCO Open ...

  13. Analysis of the application of selected search engine ...

    The results of this research confirm and extend results of earlier SEO research. This paper provides a thorough analysis and step-by-step implementation of selected search engine optimization techniques that are shown to increase visibility, get more visitors and achieve higher rankings in search results for a general class of website.

  14. PDF Marketing: Selected Doctoral Theses

    Marketing: Selected Doctoral Theses ... The fourth chapter investigates channel coordination in search advertising. Given that consumers have limited attention, there are only a limited number of advertising slots on search engine platforms that can attract positive number of clicks. A manufacturer can sponsor retailers to advertise its ...

  15. PDF Harnessing Search Engine Optimization experience to enhance the

    SERPS refer targeted traffic to the websites. Search Engine Optimization (SEO) enables websites to become visible in search engines during search sessions for featured products or services. SEO is a complex technique which is directly affected by the ranking algorithms of search engines such as Google. Bearing in mind that

  16. Search Engine Optimization in Digital Marketing

    Search engine visibility is optimized by implementing both On-page and Off-page SEO factors and strategies. A successful search engine optimization campaign begins with choosing the right keywords or key phrases. After combining the findings of the research, the author concluded that SEO is a process rather than a project that takes a long time.

  17. PDF Exploring Search Engine Optimization (SEO) Techniques for ...

    Master Thesis . Computer Science . Thesis no: MCS-2011-10 . March, 2011 _____ Exploring Search Engine Optimization (SEO) Techniques for Dynamic Websites . Wasfa Kanwal . School of Computing Blekinge Institute of Technology SE - 371 39 Karlskrona Sweden . This thesis is submitted to the School of Computing at Blekinge Institute of Technology ...

  18. OATD

    You may also want to consult these sites to search for other theses: Google Scholar; NDLTD, the Networked Digital Library of Theses and Dissertations.NDLTD provides information and a search engine for electronic theses and dissertations (ETDs), whether they are open access or not. Proquest Theses and Dissertations (PQDT), a database of dissertations and theses, whether they were published ...

  19. Research Topics In Marketing (+ Free Webinar)

    Search engine marketing. The effectiveness of different ad formats (e.g., text ads, shopping ads, video ads) in Search Engine Marketing for tourist destinations ... Marketing-Related Dissertations & Theses. While the ideas we've presented above are a decent starting point for finding marketing-related research topic, ...

  20. (PDF) BSc. Marketing Dissertation

    Marketing Dissertation. March 2016; DOI: ... interest, desire, search, action and share from the students than did celebrity endorsement. ... Improved Search engine results . Search engines such ...

  21. PDF AI adaption in digital marketing

    of AI in search engine marketing, and more specifically Google SEM. This decision ... But since AI has very broad applicability in the field of marketing. For this thesis, the investigated theory considers the applicable properties that AI has on search engine marketing or in short SEM. SEM is a strategy used to increase the

  22. PDF Search Engine Optimization Strategy and Implementation

    This thesis focuses on Search Engine Optimization (SEO) for She Matters' website, the aim of the thesis is to boost website visibility in Search Engine ... gain brand awareness with the help of Search Engine Marketing. In addition to that this product will discuss and create an international SEO strategy as the organization is going

  23. Thesis Search Engine Marketing

    Thesis Search Engine Marketing | Best Writing Service. Area. 1344 sq ft. 100% Success rate. ID 28506. 12 Customer reviews. ID 6314.