Thought leadership as content marketing strategy in the AI era

About the Project

How are B2B marketers navigating AI tools and techniques as they develop strategies to market themselves through social media marketing channels? How have strategies evolved as the next seismic wave of technological transformation sweeps across the digital universe? We are looking for a Master’s by Research student with aspirations to move on to a PhD to assist us in examining this all-important, and under-researched, area of digital content marketing. This study starts with a systematic literature review to mine existing studies for fresh clues on typologies of thought leadership strategies. It seeks to develop theoretical insights to help marketers understand how to effectively plan, craft and distribute thought leadership content that can generate a return on investment, directly and indirectly.

The study will create an opportunity for the student to successfully complete an MRes, and work towards publishing research. It will excavate topics and themes for future research and paves the way for a PhD study that aims to advance knowledge on a content format that can be very expensive and time-consuming to generate, but can also be powerful in achieving business marketing objectives.

You will be supervised by digital content marketing experts and lecturer Dr Jackie Cameron of The Business School at Edinburgh Napier University. Jackie has a wealth of experience as digital marketing practitioners and research specialists. They have developed a suite of courses for professionals looking to upskill their capabilities and are forging new ground on the use of AI in digital marketing and digital marketing research.

Academic Qualifications:

A first degree (at least a 2.1) ideally in marketing, media and communications studies or journalism with a good fundamental knowledge of the digital content environment. Candidates from other disciplines will be considered where they can demonstrate genuine interest in the field.

English Language Requirement:

IELTS score must be at least 6.5 (with no less than 6.0 in each of the four components), other equivalent qualifications will be accepted. Full details of the University’s policy are available online.

Essential Attributes:

• Experience of fundamental search techniques.
• Competent in evaluating academic journals.
• Knowledge of though leadership content techniques and tools.
• Good written and oral communication skills
• Strong motivation, with evidence of independent research skills relevant to the project
• Good time management

Desirable Attributes:

The ideal candidate has aspirations to undertake rigorous collaborative research that has potential to be published in reputable journals and is also of relevant to marketing practitioners. The applicant ideally intends to use the MRes as a stepping stone to a doctoral degree. PhD applicants also considered or this research project.

Funding Notes

Self-funded

References

• Li, F., Larimo, J., & Leonidou, L. C. (2023). Social media in marketing research: Theoretical bases, methodological aspects, and thematic focus. Psychology & Marketing, 40(1), 124-145.
• Li, F., Larimo, J., & Leonidou, L. C. (2021). Social media marketing strategy: definition, conceptualization, taxonomy, validation, and future agenda. Journal of the Academy of Marketing Science, 49, 51-70.
• Mero, J., Vanninen, H., & Keränen, J. (2023). B2B influencer marketing: Conceptualization and four managerial strategies. Industrial Marketing Management, 108, 79-93.
• Ye, G., Hudders, L., De Jans, S., & De Veirman, M. (2021). The value of influencer marketing for business: A bibliometric analysis and managerial implications. Journal of Advertising, 50(2), 160-178