Digital Intimacy and Immersive Commerce: Theoretical Advances in Consumer Engagement Through Virtual and Social Technologies

Dear Colleagues,

This Special Issue will explore the evolving intersections between immersive digital technologies, social media engagement, and consumer behaviour within electronic commerce. Building on recent research into para-social interaction, virtual influencers, augmented reality (AR), and AI-driven personalization, this issue will investigate how digital intimacy reshapes consumer journeys, decision-making, and brand relationships. The featured works will examine new forms of “virtual social presence”, where consumers engage emotionally and cognitively with avatars, influencers, and algorithmic agents, influencing eWOM, trust, and purchase intention.

Contributions will also highlight innovations such as AI-based body scanning, sustainable fashion advocacy by edu-influencers, and emerging subcultures engaging in socially sustainable consumption online. By merging perspectives from marketing, consumer psychology, and digital technology, this Special Issue aims to advance theoretical and applied understanding of how immersive digital ecosystems transform electronic commerce. It invites interdisciplinary submissions exploring ethical, experiential, and design dimensions of consumer–technology interaction in virtual retail and social media marketplaces.

Prof. Dr. Gianpaolo Vignali
Dr. Eddie Ruofei Chen
Prof. Dr. Daniella Ryding
Guest Editors

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 submissions that pass pre-check are 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 250 words) can be sent to the Editorial Office for assessment.

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-anonymized peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI.

Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). 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.