Digital Market Ecosystems: AI-Driven Intersections of E-Commerce, Branding, and Consumer Behavior
A special issue of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876).
Deadline for manuscript submissions: 28 February 2027 | Viewed by 198
Special Issue Editors
Interests: marketing management; international marketing management; digital marketing; customer behavior
Special Issues, Collections and Topics in MDPI journals
Interests: supply chain management; inventory
Special Issues, Collections and Topics in MDPI journals
Special Issue Information
Dear Colleagues,
Digital market ecosystems are undergoing a profound transformation driven by artificial intelligence, reshaping the interplay among e-commerce platforms, branding strategies, and consumer behavior. This Special Issue of the Journal of Theoretical and Applied Electronic Commerce Research (JTAER) invite original, theory-informed and methodologically rigorous research on how AI-enabled technologies—such as generative AI, predictive analytics, and autonomous shopping agents—are reconfiguring digital commerce and brand–consumer relationships.
A central motivation for this issue is the urgent need for ethical and responsible AI deployment. While AI offers unprecedented opportunities for personalization and efficiency, it also presents significant challenges related to fairness, transparency, and long-term sustainability. This Special Issue therefore seeks contributions that critically examine and offer solutions for these complex issues.
The Special Issue welcomes: (i) theoretical contributions that develop or extend models explaining AI’s role in dynamic and sustainable e-commerce ecosystems; (ii) empirical studies that examine branding outcomes (e.g., authenticity, engagement, loyalty, and brand equity) under AI-mediated personalization, with a focus on ethical implications; and (iii) applied research that directly addresses consumer trust, privacy, transparency, bias, and the responsible and accountable deployment of AI. This includes institutional and regulatory considerations for building ethical AI-enabled commerce. We particularly encourage cross-country and cross-regional evidence (including Global North–South comparisons) and work that theorizes how institutional contexts shape AI-enabled branding and consumer decision-making in a globally responsible manner.
By bridging e-commerce theory with applied innovations, this Special Issue aims to advance actionable and socially responsible insights for designing resilient, inclusive, and sustainable digital markets. Submissions should align with JTAER’s focus on emerging technologies and societal benefits by clarifying theoretical contributions, demonstrating robust empirical evidence where appropriate, and articulating practical implications with global relevance, scalability, and a clear commitment to ethical principles.
This summary should articulate the motivation behind the issue, clearly outline the main topics and areas to be covered, and state its overall aims. It must serve as a clear guide for potential authors and align closely with the journal's scope.
The current Special Issues can be found at: https://www.mdpi.com/journal/jtaer/special_issues
Prof. Dr. Shui Lien Chen
Prof. Dr. Chih-Te Yang
Dr. Retno Widowati
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-blind 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.
Keywords
- AI in e-commerce
- generative AI personalization
- agentic AI shopping
- consumer trust AI
- digital branding
- e-commerce
- branding
- consumer behavior
- ethical AI
- sustainability
- AI governance
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