Revisit: Social and Big Data


Social Media and Big Data in Marketing, special issue of Service Industries Journal, Edited by Mark Durkin, Aodheen McCartan and Mairead Brady; Deadline 30 Apr

The Service Industries Journal has revised the call for papers for the special issue on social media and big data in marketing. The new information is as follows:

Guest Editors

Professor Mark Durkin and Dr Aodheen McCartan, University of Ulster; Professor Mairead Brady, Trinity College, Dublin

Updated Call for Papers:

The extent to which social media (e.g. social networks, blogs, micro-blogs), can add value within various service contexts is not well understood. It would seem that a direct and immediate interactive communication channel with customers and stakeholders would be of benefit in terms of relationship management and marketing processes, but the integration of new media with more traditional marketing activities is not without difficulty. Many organisations appear seduced by the capabilities of new technological communication channels, but evidence suggests that those same organisations may have limited sensitivity to the appropriateness of employing social media to add value to the customers’ service experiences. Launching social media initiatives is low cost and fairly straightforward, technically, but managing the subsequent interactions and engagement appropriately can often be beyond a firm’s resources and competencies.

Accordingly, the aim of this Special Issue is to develop a set of papers which explores the challenges of managing at the interface between various service contexts (including B2C and B2B), and increasing social media adoption.

Topics within service contexts include but are not limited to:

  • Impact of social media on marketing strategy development and tactical implementation
  • Impact of big data on marketing decision-making processes
  • Talking ‘with’ the empowered customer – exploring issues of conversational content and appropriateness
  • Managing the customer’s expectations and perceptions through social media
  • Impact of social media in managing public relations within health services
  • Appropriate interventions of social media in the customer search-buy process
  • Use of social media in customer acquisition, engagement and advocacy activities
  • Managing relationships between the increasingly empowered external customer and the internal customer
  • Managing a brand in the socially networked world
  • Managing the integration of social media into the full-service advertising agency business model
  • Enhancing service innovation processes through social media channels including sharing and discussion platforms
  • Co-creation and /or co-destruction of value through social media adoption and utilisation
  • Exploring company motivations for adoption of social media; influence of firm size on adoption processes employed
  • Impact of social media on network development / management / enhancement in small service firms
  • Developing a social media strategy in large firms – influence and impact of employee characteristics
  • Adopting social media – exploring human resources issues including staff competency and capability

All papers will go through the regular double-blind review process to ensure relevance and quality, and must follow the SIJ Style Guidelines:

Papers should be submitted online at Please select the tab for the special issue on "Social Media" when you submit your paper through the online platform.

Important Dates

  • Deadline for online submission of manuscripts: 30 April 2014
  • Planned date of publication of the Special Issue is in 2015


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