Central Queensland University: Digital Marketing Research Project Plan

This research project plan focuses on digital marketing, exploring the effectiveness of platforms like Reddit for brand promotion. It outlines research questions, such as how often global enterprises use Reddit for marketing, and identifies relevant secondary data sources, including articles from the European Journal of Marketing and the Journal of Business Research. The plan includes search terms for literature identification in Google Scholar and lists peer-reviewed articles from journals like the Journal of Marketing Education, Strategy & Leadership, and Strategic Innovative Marketing and Tourism. The student aims to investigate the relationship between luxury brands' digital proficiency and brand value, addressing specific research questions and variables. The project adheres to academic standards, with a clear structure, references, and a Gantt chart for project management.

Running head: RESEARCH PROJECT PLAN
Research Project Plan
Name of the Student
Name of the University
Author Note

1RESEARCH PROJECT PLAN
1. Field of Research
The field of research for this particular project is digital marketing. The arena of digital
marketing is broad based and dynamic and ever changing and new platforms and techniques are
being developed with every passing day that makes digital marketing an increasingly lucrative
form of marketing for business owners.
2. Sources of Secondary Data
Some of the sources of secondary data that are relevant for this field of study and which shall be
consulted and referred to for this research project are as follows –
 Confos, N., & Davis, T. (2016). Young consumer-brand relationship building potential
using digital marketing. European Journal of Marketing, 50(11), 1993-2017.
 Viglia, G., Pera, R., & Bigné, E. (2018). The determinants of stakeholder engagement in
digital platforms. Journal of Business Research, 89, 404-410
Both the above sources are articles that have been published in peer reviewed journals and
their use is therefore legitimate for this research project.
3. Research Questions
The important research questions that shall be answered as part of this research are as follows
–
 How effective is the use of an online platform like Reddit for the promotion and
enhancement of brands
 How often is Reddit used as a platform for marketing and promotion by global
enterprises?

2RESEARCH PROJECT PLAN
4. Search Terms to be used in Google Scholar for Literature Identification
Some of the search terms that shall be entered into Google Scholar for literature
identification ar, “digital marketing”, “digital marketing platforms online”, and e-commerce
platforms that boost digital marketing” among others.
5. 3 Peer Reviewed Sources to be used for the Research
The peer reviewed journal articles that will be studied in-depth for this research project are as
follows –
 Spiller, L., & Tuten, T. (2019). Assessing the pedagogical value of branded digital
marketing certification programs. Journal of Marketing Education,
0273475318822686
 Theodoridis, P. K., & Gkikas, D. C. (2019). How Artificial Intelligence Affects
Digital Marketing. In Strategic Innovative Marketing and Tourism (pp. 1319-1327).
Springer, Cham.
 Hänninen, M., & Smedlund, A. (2019). On retail digital platforms suppliers have to
become responsive customer service organizations. Strategy & Leadership, 47(1), 37-
43.

3RESEARCH PROJECT PLAN
References
Confos, N., & Davis, T. (2016). Young consumer-brand relationship building potential using
digital marketing. European Journal of Marketing, 50(11), 1993-2017.
Hänninen, M., & Smedlund, A. (2019). On retail digital platforms suppliers have to become
responsive customer service organizations. Strategy & Leadership, 47(1), 37-43.
Spiller, L., & Tuten, T. (2019). Assessing the pedagogical value of branded digital marketing
certification programs. Journal of Marketing Education, 0273475318822686
Theodoridis, P. K., & Gkikas, D. C. (2019). How Artificial Intelligence Affects Digital
Marketing. In Strategic Innovative Marketing and Tourism (pp. 1319-1327). Springer,
Cham.
Viglia, G., Pera, R., & Bigné, E. (2018). The determinants of stakeholder engagement in digital
platforms. Journal of Business Research, 89, 404-410