Segmentation, Targeting, an frameworks in marketing strategy. It helps organizations divide markets into meaningful groups, choose which groups to serve, and build a clear place for their offer in the minds of selected audiences. Although the model was developed in an earlier era of mass media and relatively stable market categories, its relevance has not disappeared. On the contrary, the growing use of artificial intelligence in marketing, customer analytics, content generat

Author:  A. Kareem Affiliation:  Independent Researcher Abstract The rapid evolution of digital marketing has fundamentally transformed how brands communicate with global audiences. In recent years, multi-influencer campaigns—particularly those involving globally recognized figures—have emerged as a dominant strategy for achieving massive visibility and engagement. A notable example is the recent advertising campaign by LEGO, featuring globally influential athletes such as Li

Author:  A. Morgan Affiliation:  Independent Researcher Abstract Generative AI systems are rapidly becoming a first-stop “answer layer” for consumers who previously relied on search engines, maps, review sites, or social media discovery. For many users—especially younger adults—asking an AI assistant where to go, what to buy, and which provider to trust  now feels easier than comparing dozens of links. This shift changes the competitive environment for small businesses. Inste

Author: Nadia Karim – Independent Researcher Abstract Global marketing is no longer about simply exporting a product and translating a slogan. As brands move across borders, they enter complex cultural fields shaped by history, power, class, and institutions. This article examines how culture influences global marketing strategies by integrating three major sociological perspectives: Bourdieu’s theory of capital and fields, world-systems theory, and institutional isomorphism.

Author:  Dr. Nadia Fernández Affiliation:  Independent Researcher Abstract Marketing and consumer behavior have become more deeply interconnected than ever before, especially with the rise of digital platforms, artificial intelligence (AI), and data-driven decision-making. Consumers today live in an environment defined by constant connectivity, algorithmic curation, and rapid trend cycles. Marketers, in response, use sophisticated tools that track behavior, predict preference