Innovating Branding in E-Commerce: Consumer-Centric Strategies
A Special Issue of Journal of Theoretical and Applied Electronic Commerce Research (ISSN 0718-1876) belonging to the section "Digital Marketing and the Evolving Consumer Experience".
Deadline for manuscript submissions: 15 April 2027 | Viewed by 273
Editors
Interests: e-commerce in emerging economies; agentic e-commerce; e-branding; online destination marketing
Interests: SME development; social media analysis; marketing and innovation; consumer behavior; service marketing
Special Issue Information
Dear Colleagues,
E-commerce has evolved into a dynamic ecosystem where consumer–brand interactions are data-rich and co-creative, shifting branding from firm-centric models to consumer-centric strategies. Global trends, including social commerce, livestreaming, user-generated content, and demands for authenticity, are reshaping brand discovery and value. This presents both challenges and opportunities for building lasting digital relationships.
This Special Issue addresses the urgent need for theoretically grounded, practically relevant research on consumer-centric e-commerce branding. While AI and big data enable hyper-personalization, critical gaps persist regarding ethics, trust, and sustainability. Similarly, the roles of UGC, influencers, and community narratives in fostering loyalty demand deeper exploration. We aim to bridge academic rigor with actionable insights, advancing theory while guiding practice.
We invite contributions on technology, consumer behavior, and brand management, emphasizing ethical and sustainable approaches.
Topics include, but are not limited to:
- AI-driven personalization and brand equity;
- UGC in brand co-creation;
- Social commerce and brand engagement;
- Ethical AI in branding;
- Omnichannel customer journeys and brand consistency;
- Building brand trust and loyalty in digital ecosystems;
- Data-driven brand strategy and analytics;
- Emerging technologies (AR/VR/blockchain/metaverse) in branding;
- Consumer resistance and brand avoidance;
- Sustainability and purpose-driven branding.
Dr. Robert Opoku
Dr. John Amoah
Dr. Sulemana Bankuoru Egala
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-anonymized 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
- consumer-centric branding
- e-commerce branding
- AI personalization
- user-generated content
- social commerce
- brand trust
- digital marketing
- consumer behavior
- ethical AI
- omnichannel strategy
Benefits of Publishing in a Special Issue
- Ease of navigation: Grouping papers by topic helps scholars navigate broad scope journals more efficiently.
- Greater discoverability: Special Issues support the reach and impact of scientific research. Articles in Special Issues are more discoverable and cited more frequently.
- Expansion of research network: Special Issues facilitate connections among authors, fostering scientific collaborations.
- External promotion: Articles in Special Issues are often promoted through the journal's social media, increasing their visibility.
- Reprint: MDPI Books provides the opportunity to republish successful Special Issues in book format, both online and in print.
Further information on MDPI's Special Issue policies can be found here.
