Multi-Channel Marketing and Attribution


The Impact of Digital Shopping Channels on Multi-Channel Marketing and Attribution in the Changing Retail Landscape, Special issue of J Res Interactive Mar, Edited by Kiseol Yang; Deadline 30 Jun 2014

Special issue call for papers from Journal of Research in Interactive Marketing

The Impact of Digital Shopping Channels on Multi-channel Marketing and Attribution in the Changing Retail Landscape

The Journal of Research in Interactive Marketing announces the call for papers for a special issue addressing the impact of
digital shopping channels on multi-channel marketing and attribution.  The deadline for submission is June 30, 2014.

Purpose of the Special Issue

Online shopping growth and the popularity of social media and mobile retailing apps have accelerated shopping channel alternatives. Consumers have become savvy and technologically empowered in their shopping journey. In an environment different from the traditional shopping journey, which was store-dependent and led by advertising, consumers are now connected via digital touch points (e.g., social media, web, mobile apps).Therefore, their shopping experiences in digital channels influence sales across channels. In responding to the changes in the retail landscape, traditional retailers are operating in multi-channels to reach more consumers and increase real-time interaction. The multi-channel model may generate more sales and profit when channel benefits are well identified and integrated to provide seamless shopping experience across channels. Thus, the success of multi-channel retailing relies on how retailers capitalize on each channel’s strength and optimize digital touch points to interact with consumers.  

The goal of this special issue is to further develop our understanding of the impact of digital channels on multichannel attribution and devise effective multi-channel marketing tactics that increase synergy effects to reach consumers across channels. The special issue approaches this topic from effective multi-channel marketing and attribution by optimizing digital channel strengths in technologically empowered consumer market.

Examples of appropriate research fitting the aim of this special issue are:

·         Reciprocal effects of online and offline shopping experiences
·         Optimizing each channel strength and attribution across channels
·         The effects of customer reviews/electronic Word of Mouth on shopping across channels.
·         Modeling multi-channel shopping behavior
·         Managing seamless shopping transactions across channels
·         The effects of mobile retailing apps/services on shopping across channels

Certainly other topic areas fit with the aims of the special issue and any questions as to the suitability of the topic should be addressed to the Guest Editor.

Format and Submission Information

Submitted manuscripts should follow the format as indicated in the author guidelines on the journal website:

As a guide, papers should be between 4,000 to 6,000 words. Papers are reviewed by the Special Issue Guest Editor and if it is judged as suitable for this publication, the manuscripts are sent to two referees for double-blind peer review.  Submissions should be made via the journal’s ScholarOne site at:

If you would be interested in reviewing other papers which have been submitted to this issue of the journal please indicate so on Step 4 of the ScholarOne submission process in the ‘Cover Letter’ box and an account will be created for you.

Others interested in reviewing should contact the Guest Editor.

Submission deadline

The deadline for electronic submission is June 30th, 2014.

Special Issue Guest Editor

For more information, please contact the Special Issue Guest Editor:
Kiseol Yang, Ph.D.


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