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A special issue of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876).

Deadline for manuscript submissions: 28 February 2026 | Viewed by 16999

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Special Issue Editors

Prof. Dr. Hong Zhao

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Guest Editor

School of Economics and Management, University of Chinese Academy of Sciences, Beijing 100190, China
Interests: marketing strategy; AI and digital marketing; innovation ecosystem

Prof. Dr. Zongshui Wang

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Guest Editor

Business School, Beijing Information Science and Technology University, Beijing 100192, China
Interests: social media marketing; brand strategy; social network analysis and knowledge discovery

Special Issue Information

Dear Colleagues,

In the digital era, companies are facing more difficulties in holding competitive advantages; in particular, advanced technologies not only bring opportunities but also challenges in how to use them to ensure that marketing innovations attract more and more scholars’ attention. This Special Issue invites research that explores emerging technologies’ impacts on marketing innovations, e.g., AI chatbots for online marketing services, augmented reality (AR) and virtual reality (VR) for live streaming as well as marketing activities, and blockchain for marketing fraud prevention. It mainly covers the following topics:

(1) The new challenges of marketing innovations in the digital era, especially emerging technologies’ impact on marketing innovations.

(2) Advanced technologies changing methods of marketing, e.g., the application of AI eases market analysis and customers’ behavior analysis, as well as marketing activities. Therefore, it is crucial to explore the new characteristics and advanced tech’s impacts on marketing activities and performance.

(3) As we know, digital marketing innovation impacts sustainable consumption; how to develop and promote production/services through new technologies and methods should be investigated further. Therefore, it is valuable to study digital marketing innovation systems with new technologies/methods.

Prof. Dr. Hong Zhao
Prof. Dr. Zongshui Wang
Guest Editors

Manuscript Submission Information

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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 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

emerging technologies
marketing innovation
AI and marketing activities
blockchain and marketing fraud
digital innovation ecosystem
digital marketing

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Published Papers (10 papers)

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Research

22 pages, 1934 KB

Open AccessArticle

The Effect of Digital Literacy on Online Purchase Intention: The Mediating Role of Social Media Use

by Hüseyin Kocarslan and Bozhana Stoycheva

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 355; https://doi.org/10.3390/jtaer20040355 - 5 Dec 2025

Viewed by 525

Abstract

The rapid advancement of information technologies and the widespread use of the Internet have profoundly transformed individuals’ daily practices and consumer behaviors. Notably, the growing influence of social media platforms has shifted a significant portion of commerce to digital environments and deeply affected online purchasing processes. In this context, the purpose of this study is to examine the direct effect of digital literacy on online purchase intention and to investigate the mediating role of social media use within this relationship. The study sample consists of 401 participants from various cities across Türkiye who actively use social media. Data were collected through an online survey and analyzed using the Structural Equation Modeling (SEM) approach. The findings reveal that digital literacy significantly predicts both online purchase intention and social media use. Moreover, social media use has a positive and statistically significant effect on online purchase intention. Importantly, it was found that social media use partially mediates the relationship between digital literacy and online purchase intention. By highlighting how digital literacy and social media jointly influence online consumer behavior in an era of emerging digital technologies and marketing innovation, this study contributes to both the academic literature and practitioners developing effective digital marketing strategies. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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30 pages, 1057 KB

Open AccessArticle

An Attention-Seq2Seq Model for New Energy Vehicle Sales Prediction

by Yanji Piao and Jiawen Wu

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 352; https://doi.org/10.3390/jtaer20040352 - 4 Dec 2025

Viewed by 189

Abstract

With worsening energy and environmental issues, new energy vehicles (NEVs) have emerged as the future of the automotive industry, as they aim to address the high energy consumption and carbon emissions of traditional fuel vehicles. However, due to the industry’s short development history, limited available data, and incomplete supporting systems, most existing NEV research focuses on theoretical analysis, which hinders the achievement of accurate sales predictions. Today, online reviews influence consumer decisions and thus provide a new perspective for sales forecasting. Based on consumer behavior theory and neural network principles, our research selects factors influencing NEV sales (covering economics, technological, policy, and consumer dimensions, including preprocessed crawled online reviews), constructs an index system screened via grey relational analysis, and establishes five models (SARIMA, GRU, Seq2Seq, Attention-GRU, Attention-Seq2Seq) for training and testing. The study supports the use of online reviews in NEV sales prediction and proves that the model based on cutting-edge technology of Attention-Seq2Seq can outperform the other four methods presented above. Through this, the current contributions advance marketing innovation by helping NEV stakeholders understand relevant information using a predictive model from online reviews, which leads to precise product improvement and optimal distribution of resources as well as precise adoption of marketing strategies. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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49 pages, 1419 KB

Open AccessArticle

Digital Nomads as Unintentional Influencers in Destination Branding: A Multi-Method Study of Ambient Influence

by Ioanna Simeli, Evangelos Christou and Chryssoula Chatzigeorgiou

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 340; https://doi.org/10.3390/jtaer20040340 - 2 Dec 2025

Viewed by 496

Abstract

This study examines how digital nomads act as unintentional brand ambassadors shaping destination image via lifestyle content. Although nomads influence place perceptions through blogs, vlogs, and social media, tourism institutions rarely acknowledge their role. We theorize this diffuse effect as ambient influence—the cumulative, non-promotional impact of lifestyle posts—and test whether nomads operate as unintentional brand intermediaries affecting destination image and travel intention. A multi-method design includes a survey of 487 international travelers modeling links among exposure, perceived authenticity, destination image, and travel intention; an experiment with 210 participants comparing nomad versus influencer videos; and interviews with 14 DMO professionals examining institutional responses. Results indicate that nomad content improves destination image and travel intention via perceived authenticity and relational trust. Relative to influencers, nomads are viewed as more credible and less commercially motivated. However, qualitative evidence shows that DMOs often overlook this influence due to ambiguity, control-oriented branding, and reliance on performance metrics ill-suited to informal media. The study formalizes ambient influence to capture the cumulative, non-promotional impact of nomad content and identifies a strategic blind spot in institutional engagement. It contributes by reconceptualizing influence beyond formal marketing and offers guidance for tourism management, including broader recognition frameworks and updated evaluation of user-generated content. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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24 pages, 4396 KB

Open AccessArticle

A Two-Stage Deep Reinforcement Learning-Driven Dynamic Discriminatory Pricing Model for Hotel Rooms with Fairness Constraints

by Xinmin Wang, Yuwei Xie, Ling Jian, Wei Liu and Wenting Lv

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 337; https://doi.org/10.3390/jtaer20040337 - 2 Dec 2025

Viewed by 367

Abstract

Big data-driven discriminatory pricing not only creates opportunities to boost hotel profits but also amplifies consumers’ negative perceptions of price fairness. Developing a dynamic discriminatory pricing model with fairness constraints helps hotel room managers formulate optimal pricing strategies. This paper proposes a dynamic discriminatory pricing model with fairness constraints that unifies four pricing models: fixed pricing, dynamic pricing, discriminatory pricing, and dynamic discriminatory pricing. It further proposes a two-stage deep reinforcement learning algorithm to efficiently solve the model and generate optimal pricing strategies. Finally, a case study is conducted to validate the proposed model and algorithm. The results show that the two-stage deep reinforcement learning algorithm can instantaneously derive optimal pricing schemes that satisfy both group and temporal fairness constraints, following a reasonably time-efficient training process. By adjusting the fairness parameters, our model can be transformed into the four types of pricing models, and the performance of the algorithm is validated for the commonly used dynamic pricing and dynamic discriminatory pricing models. Compared to traditional nonlinear programming solution algorithms, this algorithm generates optimal daily prices based on real-time market changes, making it more practically applicable. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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31 pages, 2192 KB

Open AccessArticle

How Can AI Virtual Streamers Gain Consumer Trust to Influence Purchase Intention in Live-Streaming E-Commerce?

by Xinru Shui, Shilong Bian and Peng Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 325; https://doi.org/10.3390/jtaer20040325 - 19 Nov 2025

Viewed by 1066

Abstract

Within the domain of live-streaming e-commerce, the application of artificial intelligence (AI) technologies presents novel growth opportunities. Live-streaming sales by AI streamers have attracted widespread attention as a new form. To promote the application of AI streamers in live-streaming e-commerce, this paper mainly addresses the following question: How do AI streamers in live-streaming e-commerce influence consumer trust and purchase intention? Based on this, guided by the stimulus–organism–response (SOR) theory, we construct a research model to study the impact of AI streamers’ characteristics and scenario fit on purchase intention through trust mediation. Subsequently, 410 valid samples of consumers who watch AI streamers promoting products are collected through an online questionnaire. Structural equation modeling (SEM) and fuzzy-set qualitative comparative analysis (fsQCA) are integrated to investigate both the influence mechanisms and configurational pathways affecting purchase intention. This study reveals that AI streamers’ image characteristics (cuteness, vitality) and scenario fit are positively associated with purchase intention. However, AI streamers’ ability characteristics (professionalism, responsiveness) are not positively associated with purchase intention. In addition, consumer trust partially mediates the relationship between these key factors and purchase intention. Further, consumer innovativeness significantly negatively moderates the effect of AI streamers’ characteristics and scenario fit on consumer trust. Moreover, the influence mechanisms diverge substantially between incremental and breakthrough products. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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21 pages, 1540 KB

Open AccessArticle

TikTok Marketing Strategies and Consumer Response: A Structural Equation Modeling Study on Purchase Intention in Thailand

by Niramon Rawangngam, Siwarit Pongsakornrungsilp, Pimlapas Pongsakornrungsilp, Pitchayaporn Pongsakornrungsilp and Shayesteh Moghadas

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 319; https://doi.org/10.3390/jtaer20040319 - 10 Nov 2025

Viewed by 2846

Abstract

In an era where digital ecosystems transcend national boundaries, TikTok has emerged as a globally influential platform, reshaping international marketing strategies. This study examines the factors influencing Thai consumers’ purchase intention on TikTok using the Stimulus–Organism–Response framework. Specifically, it explores how advertisement characteristics (interactivity, entertainment, informativeness) and customer brand engagement shape consumer perceptions of value and trust, which drive purchase intention. Data were collected from 400 Thai TikTok users and analyzed using structural equation modeling. The findings reveal that interactivity, informativeness, and brand engagement significantly affect perceived value, while brand engagement does not significantly influence brand trust. Moreover, perceived value contributes positively to trust, and brand trust significantly influences purchase intention. Notably, entertainment did not significantly influence perceived value, whereas brand engagement showed a meaningful positive effect. Additionally, customer brand engagement did not affect trust significantly in this context. This study focuses on a high-engagement digital platform within an emerging market and, thus, provides fresh insights into how digital advertising stimuli operate within international marketing ecosystems. The theoretical and managerial implications are discussed for global marketers aiming to optimize content strategies on dynamic platforms such as TikTok. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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21 pages, 720 KB

Open AccessArticle

Technological Empowerment and Meaning Co-Construction: The Reinforced Persuasion Mechanism of Multimodal Synergy in Smart Product Launch Events

by Huahua Dong and Junxi Yao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(4), 304; https://doi.org/10.3390/jtaer20040304 - 3 Nov 2025

Viewed by 610

Abstract

Product launch events serve as a crucial means of marketing and communication for technology brands. With the empowerment of multimodal technologies, the construction of meaning and the pathways of persuasion in these events have been reshaped. Drawing on grounded theory, this study systematically reviews and analyzes 258 smart product launch events organized by 20 leading technology brands. The findings reveal that product launch events consist of two major categories of content—namely, core information and peripheral information—which together form a reinforced persuasion mechanism, resonating with the additivity effects proposed in the Heuristic Systematic Model (HSM). Furthermore, the abundant multimodal cues embedded in these events contribute to the reinforcement mechanism through overlapping complementarity and dynamic supplementation. Finally, this study discusses the theoretical significance of the multimodality-assisted reinforced persuasion mechanism in relation to dual-process models and its appropriateness in contemporary communication contexts. By providing an in-depth investigation of smart product launch events as a novel form of content dissemination, the study conceptualizes a persuasion mechanism suitable for complex communication environments and offers practical guidance for industry marketing practice. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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22 pages, 986 KB

Open AccessArticle

Motivators and Demotivators of Consumers’ Smart Voice Assistant Usage for Online Shopping

by Müzeyyen Gelibolu and Kamel Mouloudj

J. Theor. Appl. Electron. Commer. Res. 2025, 20(3), 152; https://doi.org/10.3390/jtaer20030152 - 23 Jun 2025

Cited by 4 | Viewed by 2495

Abstract

As smart voice assistants (SVAs) become increasingly integrated into digital commerce, understanding the psychological factors driving their adoption or resistance is essential. While prior research has addressed the impact of privacy concerns, few studies have explored the competing forces that shape user decisions. This study investigates the dual role of privacy cynicism as a context-specific belief influencing both trust (reason-for) and perceived creepiness (reason-against)—which in turn affect attitudes, behavioral intentions, and resistance toward SVA usage, based on the Behavioral Reasoning Theory (BRT). The study used a convenience sampling method, gathering data from 250 Turkish consumers aged 18–35 through an online survey technique. The research model was analyzed using PLS-SEM. The findings revealed that perceived creepiness increases resistance intention but does not significantly affect attitudes toward using SVAs. Perceived cynicism was found to positively influence perceived trust, and perceived trust, in turn, increased both behavioral intentions and attitudes toward using SVAs. Furthermore, attitudes toward SVA usage decreased resistance intention but increased behavioral intention. The results emphasize consumer trust and skepticism in AI-driven marketing. The study offers both theoretical contributions by extending BRT with a novel dual-path conceptualization of privacy cynicism, and practical implications for developers aiming to boost SVA adoption through trust-building and privacy assurance strategies. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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16 pages, 685 KB

Open AccessArticle

Exploring the Effect of Live Streaming Atmospheric Cues on Consumer Impulse Buying: A Flow Experience Perspective

by Meiling Xin, Ling Jian, Wei Liu and Yingxu Bao

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 149; https://doi.org/10.3390/jtaer20020149 - 17 Jun 2025

Cited by 1 | Viewed by 5004

Abstract

With the rapid advancement of real-time interaction technologies and the continuous breakthroughs in marketing innovation, live streaming e-commerce has quickly become an essential marketing channel for brands. Its real-time and interactive nature significantly enhances consumer immersion in online shopping, thereby accelerating the decision-making process. This study investigates the impact of atmospheric cues in live streaming on impulse buying through the lens of flow experience. The findings reveal that expertise cues, interaction cues, and entertainment cues all contribute to enhancing consumers’ flow experience, which in turn, fosters impulse buying. Moreover, recognizing the importance of consumer heterogeneity, this study examines the moderating effect of self-construal. It finds that, once in a flow state, consumers with a stronger independent self-construal are more likely to engage in impulse buying than those with a more interdependent self-construal. The findings of this study provide valuable insights for brands on better leveraging live streaming e-commerce. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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30 pages, 1174 KB

Open AccessArticle

Risk Assessment of Live-Streaming Marketing Based on Hesitant Fuzzy Multi-Attribute Group Decision-Making Method

by Changlu Zhang, Yuchen Wang and Jian Zhang

J. Theor. Appl. Electron. Commer. Res. 2025, 20(2), 120; https://doi.org/10.3390/jtaer20020120 - 1 Jun 2025

Cited by 2 | Viewed by 1801

Abstract

(1) Background: With the deep integration of e-commerce and video technology, live-streaming marketing has emerged globally and maintained rapid growth. However, most of the current research on live-streaming e-commerce marketing focuses on merchants’ sales strategies and consumers’ purchase intentions, and there is relatively little research related to the risks of live-streaming e-commerce marketing. Nevertheless, with the development of live-streaming e-commerce marketing and its integration with technologies such as artificial intelligence and virtual reality (VR), live-streaming e-commerce marketing still faces challenges such as unclear subject responsibility, difficulty in verifying the authenticity of marketing information, and uneven product quality. It also harbors problems such as the ethical misbehavior of AI anchors and the excessive beautification of products by VR technology. (2) Methods: This study systematically analyzes the scenarios of live-streaming marketing to elucidate the mechanisms of risk formation. Utilizing fault tree analysis (FTA) and risk checklist methods, risks are identified based on the three core elements of live-streaming marketing: “people–products–scenes”. Subsequently, the Delphi method is employed to refine the initial risk indicator system, resulting in the construction of a comprehensive risk indicator system comprising three first-level indicators, six second-level indicators, and 16 third-level indicators. A hesitant fuzzy multi-attribute group decision-making method (HFMGDM) is then applied to calculate the weights of the risk indicators and comprehensively assess the live-streaming marketing risks in live broadcast rooms of three prominent celebrity anchors in China. Furthermore, a detailed analysis is conducted on the risks associated with the six secondary indicators. Based on the risk evaluation results, targeted recommendations are proposed. This study aims to enhance consumers’ awareness of risk prevention when conducting live-streaming transactions and pay attention to related risks, thereby safeguarding consumer rights and fostering the healthy and sustainable development of the live-streaming marketing industry. (3) Conclusions: The results show that the top five risk indicators in terms of weight ranking are: Ethical Risk of the AI Anchor (A4), VR Technology Promotion Risk (F3), Anchor Reputation (A1), Product Quality (D1), and Logistics Distribution Service Quality (D2). The comprehensive live-streaming marketing risk of each live broadcast room is Y > L > D. Based on the analysis results, targeted recommendations are provided for anchors, MCN institutions, merchants, supply chains, and live-streaming platforms to improve consumer satisfaction and promote sustainable development of the live-streaming marketing industry. Full article

(This article belongs to the Special Issue Emerging Technologies and Marketing Innovation)

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