Handbook of Interactive Marketing


Theoretical Advancement and Managerial Application, book to be published by Palgrave Macmillan; Chapter proposal deadline 15 Aug 2021

POSTING TYPE: Calls: Other

Author: Charles Wang

Call for Chapter Proposals

Handbook of Interactive Marketing: Theoretical Advancement and Managerial Application

Proposal Submission Deadline: 15 August 2021

Edited by Dr. Cheng Lu Wang,

The book is scheduled to be published by Palgrave Macmillan


Interactive marketing, as one of the fastest growing fields in contemporary business world, refers to the bi-directional value creation and mutual-influence marketing process through active customer connection, engagement, participation and interaction (Wang, 2021). Contemporary interactive marketing has moved beyond the scope of direct marketing or digital marketing, as the market is becoming a forum for conversations and interactions among connected actors or participants in platform ecosystems. The increasing use of artificial intelligence, mobile device and social media further facilitate marketers to deliver convenience and personalized content with immersive experiences that allow customers to dive in and enjoy the interactive shopping journey on a deeper level.

Spearhead by market innovation and strategic application, the booming of interactive marketing echoes the rapid development in new technologies and platform revolution (Parker, et al., 2016), participatory culture (Jenkins, et al., 2006), fandom economies (Wang, 2018), social media proliferation (Wang, 2020) and experiential consumption and experiential marketing (Wang and Jiang, 2020). Everything from virtual reality simulations, machine learning, chatbots, voice-activated content, interactive short video and livestreaming to mobile and messaging apps, interactivity has become an integral part of contemporary marketing practice (Wang, 2021). This book reflects contemporary landscape of interactive marketing, from historical overview, current theoretical and practical advancement, to emerging trends of interactive marketing. In particular, this book is dedicated to provide a timely and compressive textbook companion, a cutting-age scholarly research or course project resource and a practical guideline in interactive marketing strategies.

Suggested topics:

With a focus on all interactive marketing related areas (e.g., digital marketing, new media communication and interactive advertising, big data and mobile marketing, data mining and database marketing, AI in business applications), we also welcome chapters from a multidiscipline perspective (e.g., new technology innovations, social media and platform application, economic and cultural impacts, social and psychological analysis, management and information system, computer mediation and application). The followings are suggested (but exclusive) topics. For more information regarding potential topics, please read the editorial of Journal of Research in Interactive marketing (Wang, 2021, open access at: https://www.emerald.com/insight/content/doi/10.1108/JRIM-03-2021-270/full/pdf?title=new-frontiers-and-future-directions-in-interactive-marketing-inaugural-editorial), which outlines and delineates the advancement and changing landscape of interact marketing. We encourage suggestions for additional topics that are relevant, interesting and insightful.

Part I: How technology advancement fuels the growth of interactive marketing with powerful tools

  • Artificial intelligence and machine learning application in smart recommendation systems, optimized search engine experience, predictive analytics, personalization and customization of marketing activities
  • Chatbots and consumer-brand interaction, customer engagement and retention
  • Location-based searching and interaction with embedded device (wireless transmitters) and proximity mobile marketing
  • Mobile apps/mobile payment and seamless online surfing/shopping/buying experience
  • AI and marketing automation (AI-driven targeting, Interactive advertising and Ad optimization, content creation and generation, dynamic pricing, customized design and customer design experience)
  • AI, big data and interactive marketing research (measuring effectiveness of interactive marketing, user experience metrics)
  • Virtual reality/augmented reality and interactive shopping experience
  • Computed mediated, telepresence and immersive experience in interactive marketing

Part II: How platform revolution is forming a new business ecosystem for customer connections and interactivities.

  • Platform-orchestrated multi-sided network interactions
  • Network effect and source sharing through data-driven matchmaking
  • Interactive marketing in the sharing economy
  • Value co-creations in platforms that blur the role of sellers and buyers
  • Customer seamless experience in online, multichannel, and omni-channel activities
  • Omnichannel shopping experience with the synchronization of digital and physical worlds
  • Interactive experience at physical context in servicescapes
  • Experiential shopping, new retail and retail-tainment that transform the store experience through ominichannel marketing
  • Word-of-mouth viral marketing and word-of-click in social network cite platforms

Part III: How participatory culture, enabled by web technology, provides individuals new forms of expression and engagement in public discourse

  • Consumer participation, engagement and user generate content marketing
  • Social e-commence, customer-generated marketing or user-get-user marketing
  • Customer engagement in production, promotion and distribution
  • Democratization of KOL (influencers/micro-influencers marketing through ordinary social media user)
  • Consumer fandom and brand community in interactive brand co-building
  • Emergence of prosumers in co-production and co-creation
  • Enhancing brand-consumer interaction, brand engagement and virtual brand community
  • Changing role of consumers from passive to active, from reactive to proactive in interactive marketing process

Part IV: How omnipresence of social-media with built-in features makes the marketing truly interactive

  • Built-in interactive features of social media and mobile apps that facilitate consumer active involvement in marketing and consumption
  • Social media surfing experience and shopping experience
  • Shopping options and shoppable posts in social media that reshape consumer shopping journey
  • “Watching & purchasing” in short video and livestreaming interaction
  • gamification and entertaining experience in social media marketing
  • Telepresence, immersive experience, and consumer stickiness in interactive marketing
  • Emoji in online review, interactive communication and eWoM
  • Enhanced interactivity between bloggers and followers, streamers and audience,  YouTubers and viewers, etc.
  • The new functions and applications in interactive advertising and livestreaming
  • Differences of interactive behaviors across social media networks

Part V: Emerging trends and future research agenda in interactive marketing.

  • Emerging issues and newly developed applications associated with the rapidly expanding field of interactive marketing;
  • Omnichannel interactive marketing activities across different markets and countries
  • New technological applications and implications in interactive marketing landscape
  • Recently development and application of effective interactive marketing strategies spearheaded by practitioners’ innovations in business world
  • Measuring and evaluating interactive marketing across varying business practices and activities
  • Dark side of applying interactive and personalized technologies
  • Ethical consideration of using consumer data in interactive marketing process, personal data collection and information security
  • Face detection/recognition and privacy challenges


Jenkins, H., Clinton, K., Puroshotma, R., Robinson, A. and Weigel, M. (2006). Confronting the challenges of participatory culture: Media education for the 21st century, The MacArthur Foundation

Parker, G. G., Van Alstyne, M. W., & Choudary, S. P. (2016). Platform revolution: How networked markets are transforming the economy–and how to make them work for you, New York : W.W. Norton & Co.

Wang, C. L. (2018), “Preface,” in Wang, C. L. (ed.), Exploring the rise of fandom in contemporary consumer culture, Hershey, PA: IGI Global Inc.

Wang, C. L. (2020), “Contemporary perspectives on fandom research: An introduction,” in Wang, C. L. (ed.), Handbook of research on the impact of fandom in society and consumerism, Hershey, PA: IGI Global Inc.

Wang, C. L. (2021), “New frontiers and future directions in interactive marketing: Inaugural Editorial,” Journal of Research in Interactive Marketing, 15 (1), 1-9.

Wang, C.L. and Jiang, Y. (2020), “Examining consumer affective goal pursuit in services: When affect directly influences satisfaction and when it does not”, Asia Pacific Journal of Marketing and Logistics, 32 (6), 1177-1193.

Further suggested readings:

Graham, K.W. and Wilder, K.M. (2020), Consumer-brand identity and online advertising message elaboration: Effect on attitudes, purchase intent and willingness to share, Journal of Research in Interactive Marketing, 14(1), 111-132.

Hamzah, Z.L., Wahab, H.A., and Waqas, M. (2021), Unveiling drivers and brand relationship implications of consumer engagement with social media brand posts, Journal of Research in Interactive Marketing, 15(2), pp. 336-358.

Hsieh, S.H., and Lee, C.T. (2021), Hey Alexa: examining the effect of perceived socialness in usage intentions of AI assistant-enabled smart speaker, Journal of Research in Interactive Marketing, 15(2), 267-294.

Ho, J., Pang, C. and Choy, C. (2020), Content marketing capability building: a conceptual framework”, Journal of Research in Interactive Marketing, 14(1), 133-151.

Hu, X. and Wise, K. (2021), How playable ads influence consumer attitude: exploring the mediation effects of perceived control and freedom threat, Journal of Research in Interactive Marketing, 15(2), 295-315.

Kim, J. H., Kim, M., Park, M. and Yoo, J. (2021), How interactivity and vividness influence consumer virtual reality shopping experience: the mediating role of telepresence”, Journal of Research in Interactive Marketing, (in press).

Muda, M. and Hamzah, M.I. (2021), Should I suggest this YouTube clip? The impact of UGC source credibility on eWOM and purchase intention, Journal of Research in Interactive Marketing, (in press)

Payne, E. M., Dahl, A.J., Peltier, J. (2021), Digital servitization value co-creation framework for AI services: a research agenda for digital transformation in financial service ecosystems, Journal of Research in Interactive Marketing, 15(2), 200-222.

Qin, Y.S. (2020), Fostering brand–consumer interactions in social media: the role of social media uses and gratifications, Journal of Research in Interactive Marketing, 14(3), 337-354.

Tsai, W.-H.S., Liu, Y. and Chuan, C.-H. (2021), How chatbots’ social presence communication enhances consumer engagement: the mediating role of parasocial interaction and dialogue, Journal of Research in Interactive Marketing, (in press).

Yang, J. and Jiang, M. (2021), Demystifying congruence effects in Instagram in-feed native ads: the role of media-based and self-based congruence, Journal of Research in Interactive Marketing, (in press)

Categories of Proposed Chapter Contribution:

  1. State-of-art review of interactive marketing as well a historical overview of a particular subject area with identified key themes
  2. Theoretical development and literature foundation applicable to interactive marketing
  3. New conceptualization or proposition development stimulating further examination and/or debate in interactive marketing
  4. Robust research report of interesting findings demonstrate contributions to advancement of the interactive marketing knowledge (the focus is on insightful conceptualization and findings, instead of methodology or statistical analyses)
  5. Ethnographic research or in-depth case studies that provide new insights to interactive marketing advancement and emerging trends
  6. Executive insights or expert interview reflecting newly developed interactive marketing practices in real world business with strategic implications
  7. Introducing and/or evaluating innovative and interesting thoughts, ideas, concepts and marketing practices from either academic research or managerial application perspective
  8. Identifying frontiers in technological innovation, future directions in research and emerging trends in business practices and marketing strategies

Submission Procedure

Researchers and practitioners are invited to submit a chapter proposal of 500 to 2,000 words, on or before 15 August, 2021, clearly describing and explaining the topic and content of the proposed chapter, with a temporary title (and an author brief bio). A chapter is normally around 8,000 (6,000- 10,000) words in length. Authors will be notified before or by 30 August, 2021 about the status of their proposals. Full chapters are expected to be submitted by 28 February, 2022. All submitted chapters will be reviewed on a double-blind review basis and then revised according to reviewers’ and editor’s feedback.

To ensure the quality of the book and meeting the publication schedule, all contributors should understand:

  1. A submission should be your original work and it should not be a work that has been published, under publication consideration or going to be published by other outlets.
  2. All submissions should follow the deadlines specified above.
  3. Please remember that any 3rd party materials, including images, need to be approved in advance of delivery. Please be aware that we require a full grant of permission—world rights, all languages, all formats, all editions, all media, and promo rights—for all 3rd party materials. Because permissions are a timely and potential costly endeavor, we recommend that you trim or cut such material as you revise for final submission as much as possible. Please be aware that this applies to your own previously published materials unless you retain the full right to reuse the article in your own work in all formats or unless you rewrite the material.
  4. Good writing and readability is essential. For contributors whose native language is not English, you may enlist a copy editor to improve the English writing before the final submission.

All proposals, suggestions and inquiries can be sent to Professor Cheng Lu Wang, at cwang@newhaven.edu.

This book will be published by Palgrave Macmillan, a world-class publisher of books and journals with more than 175 years’ experience in the Humanities and Social Sciences. For additional information regarding the publisher, please visit https://www.palgrave.com/gp/about-us. This publication is anticipated to be released in late 2022 or early 2023.

Important Dates

15 August 2021: Proposal Submission Deadline
30 August 2021: Notification of Acceptance
28 February 2022: Full Chapter Submission
30 March 2022: Review Results Returned
30 April 2022, Revised Chapter Submission
15 May 2022, Final Acceptance Notification
30 May 2022: Final Chapter Submission (after final minor revision)