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Special Issue "Digital Markets and the Consumer"

A special issue of Sustainability (ISSN 2071-1050). This special issue belongs to the section "Economic, Business and Management Aspects of Sustainability".

Deadline for manuscript submissions: 31 December 2019

Special Issue Editors

Guest Editor
Prof. Dr. Inma Rodríguez-Ardura

Faculty of Economics and Business, Universitat Oberta de Catalunya, Barcelona, Spain
Website 1 | Website 2 | E-Mail
Interests: entrepreneurial digital marketing; consumer’s immersive experiences online; social e-commerce; marketing for e-learning
Guest Editor
Prof. Dr. Maria del Mar Pàmies

Department of Business Management, Universitat Rovira i Virgili, Reus, Spain
Website | E-Mail
Interests: consumer behavior; waiting for services; children as consumers; online consumer behavior

Special Issue Information

Dear Colleagues,

The digital market landscape is already in transformation mode by consumers’ use of conventional and social e-commerce tools, the growing importance of online recommendation agents in purchase decision processes, and consumers’ engagement in omnichannel communication and distribution environments. However, even more disruption is in sight. The marketing applications of big data and predictive analytics, as well as more recent digital advances (artificial intelligence assistants, 3D printing, robots, blockchain, etc.), suggest that consumption experiences in digital markets are on the verge of radical change. For example: It is expected that consumers, by way of digital mechanisms and a service dominant logic, will be increasingly empowered in their interplay with brands; they will progressively appreciate multisensorial, highly hedonic, and compelling consumption experiences when they look for experience products; and they will be expecting to go through very efficient, convenient, and frictionless consumption experiences—if they search for functional, frequently purchased products. Furthermore, consumer behavior is likely to be omnichannel, highly fragmented, and show diverse levels of engagement, so the notion of lineal consumer journeys might not be useful anymore, and consumers’ willingness to engage with value propositions will vary across product categories and brands. Paradoxically, the more heartily consumers adopt digital technologies in their consumption experiences and the more interconnected they are, the more willing they will be to express their personal identities, engage in social interactions and humanized purchase contexts, and benefit from individualized solutions and highly personalized customer service.

This Special Issue welcomes a diversity of disciplinary approaches, sectorial views, and methodological frameworks that bring new knowledge about the transformative dynamics of consumers in digital markets and the new business opportunities available to brands to improve the value and the interplay they provide to consumers.

Prof. Dr. Inma Rodríguez-Ardura
Prof. Dr. Maria del Mar Pàmies
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 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 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. Sustainability is an international peer-reviewed open access semimonthly 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 1700 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.


  • digital markets
  • consumer behavior
  • advanced technologies for retailing
  • online immersive experience
  • omnichannel experience
  • e-commerce
  • social e-commerce
  • consumer engagement
  • online consumer culture

Published Papers

This special issue is now open for submission.
Sustainability EISSN 2071-1050 Published by MDPI AG, Basel, Switzerland RSS E-Mail Table of Contents Alert
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