Revisit: Digital Marketing


Advances in Theory and Practice of Digital Marketing, Research Workshop and Special Issue, Swansea University, 10 Jul 2018; Proposal deadline 15 Jun


A Research Workshop and Special Issue on Advances in Theory and Practice of Digital Marketing


Workshop Co-Chairs and Guest Co-Editors:

Yogesh K. Dwivedi | School of Management, Swansea University, UK, Email:


Nripendra P. Rana | School of Management, Swansea University, UK, Email:


Emma L. Slade | School of Economics, Finance and Management, University of Bristol, UK, Email:


Nitish Singh | School of Business, Saint Louis University, USA, Email:


Hatice Kizgin | School of Management, Swansea University, UK, Email:

Rapid emergence and widespread adoption of information and communication technologies (ICTs) and digital media is having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. ICTs and digital media, such as emails, search engines, websites and social media sites, are already being used widely by individuals for a range of activities including searching daily news and updates on critical events; connecting with family and friends; reviewing products, services and places; selling and buying goods; accessing transportation, tourism, and personal financial services; and workplace management (Kapoor et al. 2017). Furthermore, radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services (Plume et al., 2016). These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices (Dwivedi et al. 2015, 2017; Kapoor et al. 2016, 2017).

Technological advancement has resulted in evolution of consumer behaviour through “digital metamorphosis” leading to the formation of “Digital Consumer Culture”, which is a novel and largely unexplored area presenting fertile ground for academics, researchers, and practitioners interested in understanding this unfolding phenomenon. This research workshop, edited volume by Springer Nature (entitled Digital and Social Media Marketing – Emerging Applications and Theoretical Development), and special issue of the Journal of Retailing and Consumer Services aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. To achieve this goal, systematic literature reviews leading to theory development and empirical papers employing quantitative, qualitative, and/or critical methods are welcomed. Consideration will be given to submissions focusing on digital marketing specific theory building/development, measurement development and validation, and testing of existing marketing and information systems theories and models for evaluating their suitability for extending knowledge in this emerging academic domain.    

Themes of submission may include but are not limited to:

·        Acculturation and Digital Marketing

·        Adoption, Usage and Impact of Digital Marketing

·        Advertising Systems

·        Affiliate Marketing

·        Benchmarking in Digital Marketing

·        Blogs and Microblogs for Digital Marketing

·        Building and Sustaining Customer Loyalty and Retention through Digital Marketing

·        Communication in Digital Marketing

·        Competitive Advantage through Digital Marketing

·        Computational Advertising

·        Consumer Trust in Digital Marketing

·        Contextual Advertising

·        Conversion Rates in Digital Marketing

·        Customer Engagement through Digital Marketing

·        Demographic Differences and Digital Marketing

·        Digital Advertising Effectiveness

·        Digital Marketing (Big) Data Acquisition, Management, Analytics and Insight

·        Digital Marketing and Customer Relationship Management

·        Digital Marketing Financial Management, Budget Control, and Costs

·        Digital Marketing Strategy

·        Display Advertising

·        E-Mail Marketing

·        Economic and Social Effects of Digital Marketing

·        Electronic Word of Mouth (eWom)

·        Facebook Marketing/Advertising

·        Impact of Digital Marketing on Consumer Behaviour

·        Impact of Digital Marketing on Purchase Intention and Purchase Behaviour

·        Innovation in Digital Marketing

·        Advertising Campaign

·        Decision Making in Digital Marketing

·        Digital Marketing Curriculum Development, Education and Training

·        Quality Control in Digital Marketing

·        Sponsored Searches

·        Integrated Marketing Communication Strategies and Digital Marketing

·        Fraud and Unethical Practices in Digital Marketing

·        Marketing of Health Services

·        Mobile Marketing and Mobile Advertising

·        Online Brand Communities

·        Online Marketing and Online Advertising

·        Online Public Relations

·        Online Video Advertising

·        Pay-Per-Click Advertising

·        Pedagogical Development related to Digital Marketing Teaching and Learning

·        Personalizations in Digital Marketing

·        Privacy Issues in Digital Marketing

·        Profitability and Return on Investments (RoI) in Digital Marketing

·        Public Policy and Regulation of Digital Advertising

·        Real-time Bidding in Digital Marketing

·        Remarketing, Retargeting and Behavioral Retargeting

·        Search Engine Marketing and Search Engine Advertising

·        Search Engine Optimization (SEO)

·        Social Media Marketing

·        Stealth Marketing

·        Use of Emerging Technologies (such as Artificial Intelligence, Blockchain, Internet of Things, Machine Learning, Multimedia Systems, Recommender Systems, Sentiment Analysis and Virtual Reality) for Digital Marketing

·        Viral Marketing


Workshop Participation

Interested authors are invited to submit a three-page proposal of the paper they intend to develop for this special issue or a full draft paper if it is ready in the first instance by 15th June 2018. The proposal should be submitted to Professor Yogesh K. Dwivedi as an attachment via email /  

The proposal should clearly articulate the research problem; specify aims and objectives; and present a succinct literature review, theoretical framework, methodology, main findings, key theoretical contributions and implications to digital marketing practice, conclusions and key references. Feedback on suitability and rigor will be provided during the workshop.

At least one author from each proposal is expected to attend the proposal feedback workshop that will be held on 10th July 2018 at the School of Management, Swansea University, Wales, UK. A virtual presentation can be requested if the presenter is unable to travel.

For any further details or clarification about the proposal feedback workshop or special issue please feel free to contact via email /


Workshop Registration Fee 

·        Attending (in person) and presenting in the workshop: £100

·        Virtual presentation: £50

·        Registration due date: 30th June 2018


Journal Special Issue Submission Instruction

Authors are encouraged to submit high-quality, original work that has neither appeared in, nor is under consideration by, other journals. The manuscript should be submitted to EVISE through the Elsevier system portal link The editorial office and guest editors will make an initial determination on the suitability and scope of all submissions. Papers that either lack originality and clarity in presentation or fall outside the scope of the special issue will not be sent for review and the authors will be promptly informed. Final acceptance of manuscripts will be based on their qualities and recommendations of the reviewers.


Contributions for Springer Book

An edited volume entitled Digital and Social Media Marketing – Emerging Applications and Theoretical Development will be published under the Emerging Markets book series by Springer Nature. Following the research workshop, authors of selected proposals will be invited to submit one of the following two types of contributions for consideration to this edited volume: full chapters should contain completed research and have 12 or more pages; and short chapters can consist of conceptual, theoretical, position or viewpoint types of contributions and have a maximum of six pages. Invited authors will be informed of further details including formatting guidelines after the workshop.


Important Dates

Proposal submission deadline

15th June 2018

Workshop registration

30th June 2018

Research workshop (for feedback on proposals)

10th July 2018

Paper submission deadline

15th Sep 2018

Initial review report

30th Oct 2018

Revised manuscript due

15th Dec 2018

Second round of review report

15th Jan 2019

Final acceptance notification

28th Feb 2019


About Workshop Co-Chairs/Guest Co-Editors

Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation, Dean of Academic Leadership (REF Research Environment and REF Interdisciplinary Research), and Director of the Emerging Markets Research Centre (EMaRC) in the School of Management at Swansea University, Wales, UK. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging ICT-based applications, electronic/digital government, and digital marketing particularly in the context of emerging markets. He has published more than 250 articles in a range of leading academic journals and conferences. He has co-edited/co-authored more than 20 books on technology adoption, e-government, IS theory, eWOM and social media which have been published by international publishers such as Chandos Publishing (an imprint of Elsevier), Springer, Chapman and Hall/CRC Press, Routledge and Emerald. He has acted as co-editor of 19 journal special issues; organised tracks, mini-tracks and panels in leading conferences; and served as Programme Co-Chair of the 2013 IFIP WG 8.6 Conference on Grand Successes and Failures in IT: Public and Private Sectors and as Conference Chair of the IFIP WG 6.11 I3E2016 Conference on Social Media: The Good, the Bad, and the Ugly. He is an Associate Editor of the European Journal of Marketing and Government Information Quarterly and Senior Editor of the Journal of Electronic Commerce Research. Professor Dwivedi is the founding editor of the recently established Springer Book Series on Advances in Theory and Practice of Emerging Markets ( More information about Professor Dwivedi can be found at:

Nripendra P. Rana is an Associate Professor in the School of Management at Swansea University, UK. With an academic and professional background in Mathematics and Computer Science and with a PhD in Information Systems, his current research interests focus primarily upon adoption of emerging and cutting-edge technology, such as e-government, m-government, e-commerce and m-commerce systems. His work has been published in leading academic journals including European Journal of Marketing, Information Systems Frontiers, Government Information Quarterly, Production Planning & Control, Journal of Business Research, Public Management Review, Annals of Operations Research, International Journal of Production Research and Computers in Human Behavior. He has also presented his research in some of the prominent international information systems conferences across the world.

Emma L. Slade is a Lecturer in Management at the University of Bristol, UK. She has a PhD and MSc with distinction in Business Management. Emma’s research and teaching interests revolve around digital technologies and consumer behaviour. Emma has published articles in several highly regarded journals such as Psychology & Marketing, Computers in Human Behavior, Information Systems Frontiers, and Public Management Review. In 2016 Emma was selected to participate in CHERISH-DE’s inaugural Digital Economy Crucible funded by the EPSRC and in 2017 was selected to participate in a workshop on Fintech Research in Emerging Economies under the British Council’s Researcher Links scheme offered within the Newton Fund. Emma was also Programme Co-Chair of the 15th IFIP I3E Conference on Social Media: The Good, the Bad, and the Ugly.

Nitish Singh is a Professor of International Business at the Boeing Institute of International Business, Saint Louis University. He holds a Ph.D. in Marketing and International Business from St. Louis University and MBA and MA from Universities in India and the UK. His research interests span the areas of global e-commerce, localization, cross-cultural consumer behavior, sustainability and ethics. He has published more than 60 papers in top academic journals such as Journal of International Business Studied, Journal of Business Research, Journal of Business Ethics, Psychology & Marketing, Journal of International Marketing, International Marketing Review and others. He has also published three books with leading publishers such as Cambridge University Press and Praeger. His research/educational outreach efforts have been supported by many organizations including the US Department of Education, Qatar Foundation, Adobe, AT&T, Nestle Purina. More information at

Hatice Kizgin is a lecturer in Marketing at Swansea University, UK. Her research has investigated immigrants’ consumer behaviour and their acculturation trends. Her special research interest is into the non- Western communities with a strong positivist approach to research. She is actively involved in consultancy projects in the Netherlands, particularly projects that are quantitative in nature. Hatice has published articles in Journal of Business Research and Information Systems Frontiers and has presented her research in some of the prominent international conferences of marketing.



Dwivedi, Y.K., Kapoor, K.K. and Chen, H. (2015). Social Media Marketing and Advertising. The Marketing Review, 15(3), 289-309.

Dwivedi, Y.K., Rana, N.P. and Alryalat, M. (2017). Affiliate Marketing: An Overview and Analysis of Emerging Literature. The Marketing Review, 17(1), 33-50.

Kapoor, K.K., Dwivedi, Y.K. and Piercy, N. (2016). Pay-per-click Advertising: A Literature Review. The Marketing Review, 16(2), 183-202.

Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K. and Nerur, S. (2017). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers. Available at

Plume, C., Dwivedi, Y. and Slade, E. (2016) Social Media and the Marketing Context: A State of the Art Analysis and Future Directions. Chandos Publishing, Elsevier.