CALL FOR PAPERS: Journal of Retailing and Consumer Services

A Special Issue on Advances in Theory and Practice of Digital Marketing

Guest Editors:

Yogesh K. Dwivedi | School of Management, Swansea University, UK, Email: [log in to unmask]

Nripendra P. Rana | School of Management, Swansea University, UK, Email: [log in to unmask]

Emma L. Slade | School of Economics, Finance and Management, University of Bristol, UK, Email: [log in to unmask]

Nitish Singh | School of Business, Saint Louis University, USA, Email: [log in to unmask]

Hatice Kizgin | School of Management, Swansea University, UK, Email: [log in to unmask]


Rapid emergence and widespread adoption of information and communication technologies (ICTs) and digital media is having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. ICTs and digital media, such as emails, search engines, websites and social media sites, are already being used widely by individuals for a range of activities including searching daily news and updates on critical events; connecting with family and friends; reviewing products, services and places; selling and buying goods; accessing transportation, tourism, and personal financial services; and workplace management (Kapoor et al. 2017). Furthermore, radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services (Plume et al., 2016). These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices (Dwivedi et al. 2015, 2017; Kapoor et al. 2016, 2017).

Technological advancement has resulted in evolution of consumer behaviour through “digital metamorphosis” leading to the formation of “Digital Consumer Culture”, which is a novel and largely unexplored area presenting fertile ground for academics, researchers, and practitioners interested in understanding this unfolding phenomenon. This special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. To achieve this goal, systematic literature reviews leading to theory development and empirical papers employing quantitative, qualitative, and/or critical methods are welcomed. Consideration will be given to submissions focusing on digital marketing specific theory building/development, measurement development and validation, and testing of existing marketing and information systems theories and models for evaluating their suitability for extending knowledge in this emerging academic domain.    

Themes of submission may include but are not limited to:

·        Acculturation and Digital Marketing

·        Adoption, Usage and Impact of Digital Marketing

·        Advertising Systems

·        Affiliate Marketing

·        Benchmarking in Digital Marketing

·        Blogs and Microblogs for Digital Marketing

·        Building and Sustaining Customer Loyalty and Retention through Digital Marketing

·        Communication in Digital Marketing

·        Competitive Advantage through Digital Marketing

·        Computational Advertising

·        Consumer Trust in Digital Marketing

·        Contextual Advertising

·        Conversion Rates in Digital Marketing

·        Customer Engagement through Digital Marketing

·        Demographic Differences and Digital Marketing

·        Digital Advertising Effectiveness

·        Digital Marketing (Big) Data Acquisition, Management, Analytics and Insight

·        Digital Marketing and Customer Relationship Management

·        Digital Marketing Financial Management, Budget Control, and Costs

·        Digital Marketing Strategy

·        Display Advertising

·        E-Mail Marketing

·        Economic and Social Effects of Digital Marketing

·        Electronic Word of Mouth (eWom)

·        Facebook Marketing/Advertising

·        Impact of Digital Marketing on Consumer Behaviour

·        Impact of Digital Marketing on Purchase Intention and Purchase Behaviour

·        Innovation in Digital Marketing

·        Advertising Campaign

·        Decision Making in Digital Marketing

·        Digital Marketing Curriculum Development, Education and Training

·        Quality Control in Digital Marketing

·        Sponsored Searches

·        Integrated Marketing Communication Strategies and Digital Marketing

·        Fraud and Unethical Practices in Digital Marketing

·        Marketing of Health Services

·        Mobile Marketing and Mobile Advertising

·        Online Brand Communities

·        Online Marketing and Online Advertising

·        Online Public Relations

·        Online Video Advertising

·        Pay-Per-Click Advertising

·        Pedagogical Development related to Digital Marketing Teaching and Learning

·        Personalizations in Digital Marketing

·        Privacy Issues in Digital Marketing

·        Profitability and Return on Investments (RoI) in Digital Marketing

·        Public Policy and Regulation of Digital Advertising

·        Real-time Bidding in Digital Marketing

·        Remarketing, Retargeting and Behavioral Retargeting

·        Search Engine Marketing and Search Engine Advertising

·        Search Engine Optimization (SEO)

·        Social Media Marketing

·        Stealth Marketing

·      Use of Emerging Technologies (such as Artificial Intelligence, Blockchain, Internet of Things, Machine Learning, Multimedia Systems, Recommender Systems, Sentiment Analysis and Virtual Reality) for Digital Marketing

·     Viral Marketing


Submission Instruction

Authors are encouraged to submit high-quality, original work that has neither appeared in, nor is under consideration by, other journals. The manuscript should be submitted to EVISE through the Elsevier system portal link The editorial office and guest editors will make an initial determination on the suitability and scope of all submissions. Papers that either lack originality and clarity in presentation or fall outside the scope of the special issue will not be sent for review and the authors will be promptly informed. Final acceptance of manuscripts will be based on their qualities and recommendations of the reviewers.

Note: Interested authors are invited to submit a three-page proposal of the paper they intend to develop for this special issue or a full draft paper if it is ready in the first instance for initial feedback on suitability and rigor by the due date specified below. The proposal should clearly articulate the research problem; specify aims and objectives; and present a succinct literature review, theoretical framework, methodology, main findings, key theoretical contributions and implications to digital marketing practice, conclusions and key references. At least one author from each proposal is expected to attend the proposal feedback workshop that will be held on 10th July 2018 at the School of Management, Swansea University, Wales, UK.

For any further details or clarifications about this special issue and proposal feedback workshop please feel free to contact the lead guest editor, Professor Yogesh Dwivedi ([log in to unmask]).

 Important Dates

Proposal submission deadline

15th June 2018

Proposal feedback workshop

10th July 2018

Paper submission deadline

15th Sep 2018

Initial review report

30th Oct 2018

Revised manuscript due

15th Dec 2018

Second round of review report

15th Jan 2019

Final acceptance notification

28th Feb 2019


Dwivedi, Y.K., Kapoor, K.K. and Chen, H. (2015). Social Media Marketing and Advertising. The Marketing Review, 15(3), 289-309.
Dwivedi, Y.K., Rana, N.P. and Alryalat, M. (2017). Affiliate Marketing: An Overview and Analysis of Emerging Literature. The Marketing Review, 17(1), 33-50.
Kapoor, K.K., Dwivedi, Y.K. and Piercy, N. (2016). Pay-per-click Advertising: A Literature Review. The Marketing Review, 16(2), 183-202.
Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K. and Nerur, S. (2017). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers. Available at
Plume, C., Dwivedi, Y. and Slade, E. (2016) Social Media and the Marketing Context: A State of the Art Analysis and Future Directions. Chandos Publishing, Elsevier.


Dr. Nitish Singh | Professor Int. Business
The Boeing Institute Of International Business
St. Louis University. USA
Co-Organizer Brand2Global Conference

Consultant IntegTree LLC Ethics & Compliance

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