When you’re working on a dissertation on digital marketing, it’s easy to feel like everything’s already been done. But if you zoom in on what’s actually happening online right now, there are so many angles that still feel fresh. You could dig into how brands are using AI to personalise content, why short-form video is dominating attention, or how online communities on platforms like Reddit or Discord quietly shape buying decisions. Even things like “dupe culture,” viral TikTok reviews, or creator–brand collaborations can turn into serious research if you frame the right questions.
Another useful way to think about your dissertation is to start from a problem instead of a topic. For example: Why do people still ignore most ads? Why do some brands bounce back from controversy while others don’t? What makes one loyalty program feel rewarding and another just… spammy? If you build your dissertation on digital marketing around questions like these, you’re not just filling pages — you’re trying to understand real behaviour in a space we all live in every day. That’s what makes the research both interesting and relevant.