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Lead generation strategy refers to the marketing process of involving and capturing interest in a product or service in order to establish sales strategies and, as a result, solicit new clients. Lead generation is a common demand-creation approach that has a significantly wider reach due to its multichannel led distribution of the created message. Lead generation helps businesses increase brand recognition, create connections, and attract more new clients to fill their sales funnel. The major goal of this study will be to identify the opportunities that lead generation tactics bring to modern businesses. It examines the essential components of this topic, illustrating how organisations' importance changes, and how their worth effectively grows as a consequence of the application of tools provided by processes that are an intrinsic part of lead generation. The study will state the variables and procedures that influence the effectiveness of lead generating initiatives.

A company's corporate brand will always be representative of a favourable image. When customers, vendors, and even workers and investors have a favourable impression of a company, the company's stock price tends to rise. The corporate brand's reputation for being the most effective strategic differentiator between one company and another—and a consequential source of competitive advantage—has endured for some time now. In the actual world of business, where profits are at stake, corporations and organisations have invested heavily in building, maintaining, and defending their corporate brand. Some businesses devote enormous efforts to elevating its brand to "super-brand" status, where it quickly rises to the ranks of the best-known corporations worldwide. The study will discuss a company's brand is conceptualised as a structured entity that can be managed, marketed, and even "brought to life" by the business itself. In a more in-depth definition, "a company brand will possibly possess rich heritage, assets and capabilities, people, values and objectives, a local or global frame of reference, citizenship initiatives, and a performance record," is included.

Social network marketing is becoming a prominent marketing approach for many entrepreneurs. Follow after the well-known social media network such as Facebook and Twitter, Instagram has participated in the trend in 2010 and given another beneficial marketing platform for marketers to communicate with their clients. Instagram is an internationally used social media network, which has been employed as a marketing tool by numerous global commercial enterprises. It is a crucial marketing tool that permits corporate communication to take place. Through Instagram, marketers are able to communicate with their consumers by publishing photographs and videos and leaving comments as a method of providing information; getting comments and likes as a way of collecting feedback from customers. In this study, debate on how Instagram may be utilised as a marketing tool in social network marketing will be done

The purpose of this study will be to establish a connection between brand loyalty and the results of email marketing, thereby bridging the gap between these two fields of study and allowing us to identify its current limitations. An expanded model of brand loyalty and the impact of e-mail marketing on brand loyalty will be provided. Within this methodology, study will categories consumers into two distinct groups based on their brand loyalty. First, there is Behavioral loyalty, which looks at customers' propensity to make repeat purchases. Products with limited participation and high switching costs can benefit from this form of loyalty, and its associated metrics. The second sort of brand loyalty is known as "attitudinal loyalty," and it focuses on the interplay between a consumer's positive feelings about a brand and their propensity to make repeat purchases from that brand. Attitude-based measures of loyalty are better suited to high-involvement items since that's where customers' opinions are most likely to be formed. Both brand and customer loyalty may be impacted by how often and how usefully an email newsletter is sent out. Attitude towards a brand is the sole route via which contentment and perceived intrusiveness may affect loyalty. Attitude loyalty moderates the influence that perceived usefulness has on contentment, and pleasure in turn has a favourable effect on how often people check their e-mail. The level of perceived intrusiveness acts as a negative moderator of all other elements impacting consumers' propensity to repurchase and their overall impressions of a brand.

Long a staple of advertising strategies, product placement is pervasive in today's industry. To investigate whether consumers' capacity to perceive product placement (in terms of brand memory) is impacted by language hurdles, this thesis introduces a novel construct to the field of product placement. In addition, this study will investigate other variables like brand attitude to see if they impact viewers' capacity to recall brands in SVoD (Subscription Video On Demand) entertainment material with product placement. The product placement-concepts in this thesis are based mostly on Russell's (1998) Tripartite Typology of Product Placement study. When compiling and analysing the data, it became clear that linguistic barriers negatively affect brand memory in terms of verbal placement but had no effect on visual placements. Also, brand attitude, personal interests, and brand image all had a role in the participants' capacity to recall the placed items.

One of the most important goals of relationship marketing is to create an emotional connection between the brand and the customer. This study will look at the possibilities and limitations of attachment in protecting brands from companies' unethical behaviour, another potential advantage. Two studies, using an approach that combines motivated reasoning and attachment theories will examine how consumers' emotional investment in brands affects their evaluations of companies' commitment to ethical business practises. The investigation will show that connection dampens down moral judgements, adds to emotional ambivalence, and influences consumer decisions. A follow-up experiment will confirm these findings and demonstrates that attachment only serves as a barrier when news regarding a company's ethical practises is not highly discouraging. Management implications and future study directions are discussed with respect to the role of ethics and emotion in consumers' connections with brands.

Companies and marketers place a great value on satisfaction and loyalty as crucial and strategic notions in marketing literature. The study of this topic will suggest a gap in the function of emotional constructs in the establishment of customer loyalty, which can begin in a predictable and reasonable sequence of satisfaction. The current study will seek to answer the issue of whether emotional categories such as emotional attachment and love play a mediating role in the optimal order of moving from satisfaction to loyalty. This study chose two product categories: smartphone brands and clothes brands. According to the findings, brand love is the most powerful predictor of brand loyalty. The study validates the role of emotional brand attachment and brand love as mediators in the relationship between brand satisfaction and brand loyalty; it is one of the first to develop a conceptual model that examines the role of emotional structures in the process of transitioning from satisfaction to loyalty is one of the few studies that investigate the role of emotional structures in the form of a brand relational chain in the process of moving from satisfaction to loyalty.

Globally, the advertising sector has economic, social, and cultural influence. This study will aim to determine the perceptions of Marketing and Advertising students and professionals regarding gender issues in advertising, such as portrayals of women and men in advertising, consequences of sexist and discriminatory advertising, issues in marketing and advertising professions, media literacy, and gender equality, among others. In addition, a correlation will be examined between the gender of the respondents and their degree of literacy and knowledge regarding gender issues in advertising. The findings will be analysed according to a) Perceptions about gender, marketing, and advertising; b) Perceptions regarding the relationship between sexist advertising and purchase; and c) Perceptions regarding gender and marketing and advertising professions. It shows that male respondents had a lower degree of literacy and awareness of gender issues in advertising.

Retailers' use of social media as a marketing platform has much promise. With a focus on new product launches, social media has the potential to increase the reach and speed up the spread of information about the product through social engagement and online word of mouth. There has been a lot of study done on the effects of online word of mouth and social contact on customer behaviour. However, there is currently scant data available on how social media campaigns impact the launch of new products. Therefore, this study will aim to examine the effect of a social media campaign on the success of a new product launch by collecting and analysing survey and behavioural data. Information collected from a social media tryvertising campaign connected online community to support the launch of cutting-edge binoculars. A beneficial effect on customers' desire to buy and word-of-mouth promotion of a new product may be traced back to a variety of campaign-related elements, as shown by a mediation study. In addition, a post hoc study reveals the impact that community participation had on the new product's first reception.

The goal of this study will be to determine what aspects of advertising contribute to its success and to examine how these aspects interact. Seven elements will find to influence the success and efficacy of brand advertising, and they were: advertising message and creativity; advertising medium selection; market research; competitiveness; market share; uniqueness; and customer relationship. The study will suggest conceptual model was put through its paces with the use of path analysis and structural equation modelling (SEM). According to the findings, choosing the right advertising medium is the single most critical determinant of the success and efficiency of brand advertising. Advertising message/creativity and client relationship were ranked second and third, respectively, as most influential variables influencing advertising success. The findings will be revealed that competition, while it does affect brand advertising success and effectiveness, is the least important factor among the seven discovered in this study. Improving the likelihood of brand advertising success and effectiveness requires first establishing proper connections with customers and other stakeholders to understand their requirements and desires. As a result of these connections, businesses will be better able to tailor their marketing initiatives to the preferences of their ideal clients, elevating the overall impact of their brand promotions.