Call for papers: “Internet Marketing and Advertising in the Framework of New Interactive and Multimedia Developments”

For a special issue of the International Journal of Internet Marketing and Advertising.

New interactive and multimedia developments are new and quickly evolving research area that offers great challenges, but also many new opportunities for managers. Since research in this area is still premature and sparse, a greater understanding is required. The purpose of this special issue is to study and explore how managers relate to these new media platforms in regard to strategies and implementations, and to also explore managerial consequences.

This issue aims to bring together collaborative efforts from different perspectives. Accordingly, the Guest Editors welcome submissions that offer innovative and illuminating insights into how executives in marketing and advertising management can

• understand and evaluate the appropriateness of these new interactive and multimedia platforms in regard to creating and increasing consumer online relationships, involvement and persuasion;
• understand and evaluate perspectives on how digital network environments facilitate new models of community organising, communication and public relations;
• understand and evaluate the complementary roles marketers and pre/prosumers may play as they interact and collaborate on the marketing process on these new interactive and multimedia platforms;
• evaluate the new methodology challenges and uncharted areas for the advertisers and marketing researchers needed to manage these platforms;
• develop greater insight into consumers from these data-rich environments;
• develop useful guidelines and tools for these new interactive and multimedia platforms to improve marketing and advertising activities for products and services;
• design integrated marketing communication programmes and secure a holistic and consistent approach to digital network communication/marketing campaigns and their messages, content and form;
• monitor and assess digital network communication/marketing campaigns on these new interactive and multimedia platforms and respond to changes in these new environments;
• use the gained insight to complement traditional insight and develop even more powerful advertising and marketing mix programmes.

All rigorous and thoughtful conceptual papers, literature reviews, case studies, empirical studies and methodological papers on the new trends in interactive and multimedia developments are encouraged. In terms of methodological approach, we do not privilege any particular research methodology and welcome articles which are variously informed by quantitative, qualitative and behavioural experiments, data mining, case study research, or a combination of methods. Moreover, papers that delineate critical paths for future research and/or discussions on how marketing and advertising theories, strategies and practices focused on the internet are affected, and their implications for associated processes, products and services, are highly encouraged.

The special issue will carry revised and substantially extended versions of selected papers presented at the International Conference on Contemporary Marketing Issues (ICCMI) 2014. However, we also strongly encourage researchers unable to participate in the conference to submit articles for this call.

Suitable topics include, but are not limited to:

• Contemporary marketing and advertising methods on the internet
• Consumer behaviour and consumer responses through the internet
• Evolutions in web marketing
• Changes in marketing mix strategies and activities
• Customer relationship management (CRM) with emphasis on web-CRM
• Social media strategy
• Social media advertising
• Advertising using mobile phone applications
• Internet review sites
• Website optimisation using interactive and multimedia tools
• Consumer co-creation on the internet
• E-word of mouth
• Contemporary e-commerce issues
• E-communications
• Multi-channels/omni-channels
• Use of online and multimedia data
• Web analytics and measurement strategies
• Ethics in marketing and advertising through the internet
• Agents to help determine pricing strategies
• Web marketing services
• Security and privacy issues on the internet

Important Dates
Submission deadline: 27 March, 2015
Notification of acceptance: 30 June, 2015