Topical Collection "The Connected Consumer"


Prof. Dr. Inma Rodríguez-Ardura
E-Mail Website1 Website2
Guest Editor
Faculty of Economics and Business, Universitat Oberta de Catalunya, Barcelona, Spain
Interests: consumer’s immersive experiences online; social e-commerce; marketing for e-learning
Special Issues and Collections in MDPI journals
Dr. Gisela Ammetller
E-Mail Website
Guest Editor
Faculty of Economics and Business, Open University of Catalonia, 08035 Barcelona, Spain
Interests: digital marketing; consumer behavior; entrepreneurship; marketing/e-learning interface

Topical Collection Information

Dear Colleagues,

The profound changes that have taken place and are taking place in the digital ecosystem are transforming the motivation and behavior of what is now known as the connected consumer and their complex psychological interplay with brands, marketing communication and e-retailers. Connected consumers are people who use digital technologies, communicate through digital media and make use of artificial intelligence to help in their purchase decisions. They are more passionate about choosing what to buy, they look for seamless and more immersive experiences and, at the same time, feel more empowered in their relationships with brands.

In parallel, marketers and managers strive to design digital marketing programs that attract and engage consumers. However, the success of these initiatives depends, to a large extent, on having an in-depth knowledge of consumers’ new emotional needs, how they build their perception about products and brands, and the new ways they interact within the digital ecosystem.

This Topical Collection is open to a diversity of disciplinary views, methodological designs and industrial approaches that look closely at the main targets for the digital marketing initiatives: connected consumers. We invite researchers to submit original papers about the transformative dynamics of connected consumers, the inner processes that make consumer experiences especially engaging and enjoyable, the new windows of opportunity for brands to engage consumers, and their impact on purchasing decisions and brand loyalty.

Prof. Dr. Inma Rodríguez-Ardura
Dr. Gisela Ammetller
Guest Editors

Manuscript Submission Information

Manuscripts should be submitted online at 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 collection 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. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access quarterly 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 1000 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.


  • connected consumer
  • consumer empowerment
  • consumer engagement
  • consumerism
  • customer co-creation
  • customer experience
  • customer relationship management (CRM)
  • customer service
  • customer value proposition
  • eWOM
  • immersive experience
  • online consumer behavior

Published Papers

This collection is now open for submission.
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