Special Issue "New Media Marketing"

A special issue of Administrative Sciences (ISSN 2076-3387).

Deadline for manuscript submissions: closed (31 March 2019)

Special Issue Editor

Guest Editor
Prof. Dr. Goetz Greve

Department of Marketing & Sales, Hamburg School of Business Administration, 20457 Hamburg, Germany
Website | E-Mail
Interests: customer relationship managemen; sales management and online marketing

Special Issue Information

Dear Colleagues,

The emergence of new media has transformed today’s marketing in significant ways. New media marketing centers on promoting brands and selling products and services through established and emerging online channels, harnessing these elements of new media to engage potential and existing customers. New media marketing encompasses many different instruments, including display advertising, social media, mobile advertising, and customer engagement to get consumers to interact with the brand. Yet, another development due to the rapid usage of these new media channels is the increasing amount of data available. Data are now available on a large scale of transactions of millions of customers. These data can be used for targeting customers, build relationship and engage with customers, budget allocation decision making across marketing instruments, etc.

The purpose of this Special Issue is to publish research that contributes to our insights into the practice and use of new media marketing by consumers, as well as by companies. Possible topics of this Special Issue include, but are not limited to:

  • Consumer behavior in new media channels
  • Consumer response to owned, paid, and earned social media
  • Consumer response to and effectiveness of engagement strategies on social media
  • Consumer response to and effectiveness of advertising strategies on social media
  • Effect of new media channels on other marketing channel
  • Attribution modeling across new media channels
  • Digital budget allocation decision making

We welcome both empirical and conceptual papers for this Special Issue. Papers in this special issue may use a broad variety of methods, including qualitative methods, surveys, observation, laboratory or field experiments, as well as econometric methods, social network analysis, text mining, machine leaning and other techniques. To be considered, papers should examine significant decision-making problems in any of the application areas represented by Management Science.

Prof. Dr. Goetz Greve
Guest Editor

Manuscript Submission Information

Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All papers will be peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website.

Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Administrative Sciences is an international peer-reviewed open access quarterly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions.

Published Papers

There is no accepted submissions to this special issue at this moment.
Adm. Sci. EISSN 2076-3387 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
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