Emerging Technologies and Marketing Innovation

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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