Interactive Marketing in the Digital Era

Dear Colleagues,

Interactive marketing, characterized by bi-directional value creation and exchange through active customer engagement, has evolved significantly with advancements in digital technology, artificial intelligence, and social media (Wang, 2021; Wang, 2023). This topic aims to explore emerging trends in, theoretical advancements in, and practical applications of interactive marketing in contemporary business practices. In the digital age, interactive marketing has become integral to customer connection and engagement, transforming traditional marketing practices. This topic will focus on how contemporary interactive marketing theories and new knowledge can be applied to real-world business scenarios. We welcome multidisciplinary contributions that demonstrate innovative thinking, rigorous methodologies, and insightful implications for practice. For more details about interactive marketing themes and content, please read the recent JRIM editorial (Wang, 2024).

We invite submissions that align with the themes and objectives of this topic, offering empirical, methodological, or conceptual insights into the dynamic field of interactive marketing. Potential topics include, but are not limited to, the following:

1. Emerging trends in interactive marketing;
2. The role of AI and machine learning in customer engagement;
3. Social media strategies for brand management;
4. E-commerce and mobile marketing innovations;
5. Big Data applications in marketing analytics;
6. Privacy, security, and ethical considerations in digital marketing;
7. Psychological mechanisms of interactive consumer behavior;
8. Customer journey mapping in the digital age;
9. Personalization and customization in interactive marketing;
10. Virtual reality and augmented reality in marketing;
11. Influencer marketing and its impact on consumer behavior;
12. Gamification in interactive marketing strategies;
13. Interactive content and its role in customer engagement;
14. Omnichannel marketing strategies and consumer experience;
15. Customer feedback and data-driven marketing decisions;
16. The impact of mobile apps on consumer engagement;
17. Interactive advertising and consumer response;
18. The role of chatbots and virtual assistants in customer service;
19. Collaborative consumption in a sharing economy;
20. Proximity marketing and dynamic customer interactions;
21. The influence of digital storytelling on brand perception;
22. Social commerce and its implications for interactive marketing;
23. Consumer trust and transparency in interactive marketing;
24. User-generated content and its influence on brand reputation;
25. Ethical considerations in data collection and usage;
26. Psychological responses to interactive advertising;
27. Multi-platform strategies for cohesive brand messaging;
28. The role of interactive marketing in sustainable business practices;
29. Psychological foundation of consumer social presence and immersive experience;
30. Cross-cultural perspectives on interactive marketing.  

References:

1. Wang, C. L. (2021), New frontiers and future directions in interactive marketing: Inaugural Editorial, Journal of Research in Interactive Marketing, 15 (1), 1-9. https://doi.org/10.1108/JRIM-03-2021-270
2. Wang, C. L. (2023), Interactive Marketing is the New Normal. In Wang, C.L. (ed.), The Palgrave Handbook of Interactive Marketing, Springer-Nature International Publishing. pp. 1-12. https://link.springer.com/book/10.1007/978-3-031-14961-0
3. Wang, C.L. (2024), "Editorial - What is an interactive marketing perspective and what are emerging research areas?" Journal of Research in Interactive Marketing, Vol. 18 No. 2, pp. 161-165.

Prof. Dr. Chenglu Wang
Prof. Dr. Jiaxun He
Prof. Dr. Fue Zeng
Prof. Dr. Rui Guo
Dr. Morgan Yang
Prof. Dr. Andy Hao
Dr. Hongfei Liu
Topic Editors