Digital Markets and Consumers

by Charles Hofacker


Special issue of International Journal of Management Practice; Deadline 25 Jul 2020


Author: Belem Barbosa

Call for Papers

International Journal of Management Practice

Special Issue on: “Digital Markets and Consumers”

Guest Editors:

  • Dr. Pankaj Deshwal, Netaji Subhas University of Technology, India
  • Dr. Belem Barbosa, University of Aveiro, Portugal

This special issue focuses on digital markets and consumer. 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.

Subject Coverage

Suitable topics include, but are not limited, to the following:

  • Digital markets
  • Consumer behaviour
  • Advanced technologies for retailing
  • Online immersive experience
  • Omnichannel experience
  • E-commerce
  • Social e-commerce
  • Consumer engagement
  • Online consumer culture
  • Managing service design and online customer experience
  • Service encounters and online customer experience
  • Open innovation, co-creation and customer engagement approaches in experience design
  • Key drivers and consequences of online customer experience (virtual perspectives)

Notes for Prospective Authors

Submitted papers should not have been previously published nor be currently under consideration for publication elsewhere. (N.B. Conference papers may only be submitted if the paper has been completely rewritten and if appropriate written permissions have been obtained from any copyright holders of the original paper).

All papers are refereed through a peer review process.

All papers must be submitted online. To submit a paper, please read our Submitting articles page.

If you have any queries concerning this special issue, please email Dr. Pankaj Deshwal at pankajdeshwal@gmail.com.

Important Dates

  • Manuscripts due by: 25 July, 2020
  • Notification to authors: 25 December, 2020
  • Final versions due by: 25 February, 2020