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JTAER
Special Issues
Emerging Technologies and Marketing Innovation
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Emerging Technologies and Marketing Innovation

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

Deadline for manuscript submissions: 28 February 2026 | Viewed by 2222

Special Issue Editors

Prof. Dr. Hong Zhao

E-Mail Website
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

E-Mail Website
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

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 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 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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Further information on MDPI's Special Issue policies can be found here.

Published Papers (3 papers)

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Research

22 pages, 986 KiB  
Article
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
Viewed by 501
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. [...] Read more.
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 KiB  
Article
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
Viewed by 572
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 [...] Read more.
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 KiB  
Article
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
Viewed by 463
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 [...] Read more.
(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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