New Media Marketing
A special issue of Administrative Sciences (ISSN 2076-3387).
Deadline for manuscript submissions: closed (31 March 2019) | Viewed by 366
Special Issue Editor
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
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