Digital Marketing and the Evolving Consumer Experience
A section of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876).
Section Information
The digital ecosystem undergoes continuous change and transformation, challenging conventional marketing paradigms and demanding new frameworks and models to address far-reaching ramifications. This topical collection is open to high-quality, impactful papers across the broad domain of marketing that explore the vast, dynamic intersection of digital marketing strategies and the consumer experience. We particularly welcome rigorous research that investigates how diverse digital marketing schemes (from omnichannel integration, personalisation, value co-creation, and data-driven automation to innovative marketing practices in immersive realities) can cultivate optimal customer journeys, foster deep customer engagement, and build long-term brand loyalty and consumer well-being. Submissions should offer novel, groundbreaking theoretical contributions and advance marketing knowledge on contemporary digital phenomena.
Editorial Board
Special Issues
Following special issues within this section are currently open for submissions:
- Digital Marketing in Emerging Economies (Deadline: 31 July 2026)
- Interactive Marketing in Digital Commerce: Consumer Behavior, Engagement and Decision-Making (Deadline: 31 August 2026)
- Exploring Consumer Resistance to Digital Marketing Tactics and Technology (Deadline: 30 September 2026)
Topical Collections
Following topical collections within this section are currently open for submissions:
