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Submit a Manuscript to the Journal
International Journal of Advertising

For a Special Issue on
How digital innovation has changed consumers, marketing, and marketing communication: The good, the bad, the ugly

Manuscript deadline
15 January 2023

Cover image - International Journal of Advertising

Special Issue Editor(s)

Barry J. Babin, University of Mississippi
[email protected]

Giuseppe Granata, University of Mercatorum Rome
[email protected]

Jean-Luc Herrmann, University of Lorraine
[email protected]

Leyland F. Pitt, Simon Fraser University
[email protected]

David J. Ortinau, University of South Florida
[email protected]

Submit an ArticleVisit JournalArticles

How digital innovation has changed consumers, marketing, and marketing communication: The good, the bad, the ugly

We are pleased to announce a special issue of International Journal of Advertising (IJA) focusing on contributions along the theme: ways digital innovation has and is changing marketing and international business.  The special issue especially invites research in a corrorborative spirit (see Babin, Ortinau, Herrmann, and Lopez, 2021).  In conjunction with the special issue, we are planning a workshop to be held at  the 2023 AMS Annual Conference. The workshop is intended to allow potential special issue authors to present their ideas in brief and get constructive feedback toward the aim of better submissions for the special issue.  The feedback received there could be very helpful in moving research along and promoting fit with the issue.

This special issue also encourages a corroborative spirit.  Recognizing that scientific knowledge is built on corroboration at least as much as novelty, the issue is particularly interested in publishing papers that replicate and extend previous impactful marketing studies that potentially represent meaningful managerial and theoretical contributions (Babin et al., 2021; Hilken et al., 2022). We encourage submissions that draw on a variety of theoretical and disciplinary approaches to the study of digital innovation and how this changes marketing. Suggested topics include, but are not restricted to:

  • Implications of digital transformation for central concepts and constructs, methodologies and theoretical frameworks of the marketing discipline
  • How have firms adapted their advertising executions to the new digital era?  What roles do traditional (nondigital) advertising vehicles play?
  • Conceptual and operational research better delineating concepts that go along with digital transformation including, but not limited to, delineating “social media” marketing communication from “digital” communication, assessing perceived and objective digital marketing communication performance, and perceived value from digital marketing and communication.
  • Challenges in the design of increasingly personalized communications, in which on= and offline media can be used in tandem
  • Advertising, and communication/promotion in general, in the age of digital transformation
  • The impact of artificial intelligence on sales and promotion
  • How and to what extent do digitalization and new technologies affect the strategies and operational aspects of marketing?
  • Meta-analyses examining important effect sizes related to digital transformation in advertising, promotion, and communication
  • Privacy in a digitally engaged marketplace
  • The adoption of mobile applications and software platforms in advertising, promotion, and marketing systems
  • Are digital tools replacing salespeople as the primary means of relational communication?
  • Systematic literature reviews related to digital communication and market performance
  • Corroborative research aimed at examining the resilience of findings from previously published empirical research that has become widely cited.  In other words, close extensions and replications (or near replications) of impactful research within this domain


The special issue especially welcomes corroborative research in the spirit of justification as well as truly exploratory research in the context of discovery.  Prospective submitters should consult a recent article outlining the approach we intend to follow in the special issue (Babin, Ortinau, Herrmann, and Lopez, 2021).  As described in the article, empirical studies based on theoretically strong conceptual developments, should be submitted through the registration process.  That is, the introduction, conceptual development, any derived hypotheses, and a detailed description of the proposed research methods should be submitted.  The decision to extend a revision or reject will be based on the registration document.[1]  Papers that are successfully revised and then proceed to conduct the study as described, are likely to be accepted.  The revisions likely would include changes to the proposed methodology.  In that way, there should be no hesitation to report statistically insignificant findings to important research questions.  All empirical studies should be reported in a manner conducive to corroborative attempts. All reviewers for the special issue will be mindful of the approach for the special issue.

[1] Submissions will be reviewed by the editorial team first to assess fit with the special issue in content and in form.  Those that fit will be sent out for review by subject-area experts. Submissions will then be rejected, invited to revise or accepted (i.e. receiving an In-Principal Acceptance (IPA)). Importantly , manuscripts will benefit from the editorial team and reviewers’ feedback before data are collected.  A submitted manuscript that receives a conditional acceptance decision is then expected to be completed in a timely fashion.  All the results of all planned analyses (as well as potential additional results from (unplanned) exploratory analyses can be referred to as such in a separate sub-section) and discussion. Manuscripts will be sent back to the original reviewers, who cannot then question the study rationale, hypotheses, method, materials, procedures and planned analyses as far as they are the same as presented in the provisionally accepted submission. At this stage, reviewers will mainly verify whether the authors respected what has been conditionally accepted, as well as whether potential unplanned exploratory analyses were justified and whether the conclusions are consistent with the data and the results.  The contribution of the work does not hinge on statistical significance (Bultez, Derbaix, Herrmann, 2022).


Babin, B.J., Ortinau, D.J., Herrmann, J.L., & Lopez, C. (2021), Science is about corroborating empirical evidence, even in academic business research journal.  Journal of Business Research, 126, 504-511.  https://doi.org/10.1016/j.jbusres.2020.06.002 .

Bultez, A., Derbaix, C., & Herrmann, J.L. (2021), Statistically significant? Let us recognize that estimates of tested effects are uncertain  Recherche et Applications en Marketing (English Edition), Epub ahead of print 29 October. https://doi.org/10.1177/205157072110407.

Broekhuizen, T. L., Broekhuis, M., Gijsenberg, M. J., & Wieringa, J. E. (2021). Introduction to the special issue–Digital business models: A multi-disciplinary and multi-stakeholder perspective. Journal of Business Research, 122, 847-852.

Cho, C.H. and Park, J.S. (2019), “Introduction to the special issue: new trends in digital and social media advertising.  International Journal of Advertising, 38, 821-823.

Erevelles, S., Fukawa, N., & Swayne, L. (2016). Big Data consumer analytics and the transformation of marketing. Journal of Business Research, 69(2), 897-904.

Gregori, G.L., Pascucci, F. (a cura di) (2019), Il digital marketing come fattore competitivo. Verso un approccio integrato "strumenti" e "strategia". Franco Angeli edizioni.

Grewal, D., Hulland, J., Kopalle, P. K., & Karahanna, E. (2020). The future of technology and marketing: a multidisciplinary perspective. Journal of the Academy of Marketing Science, 48(1), 1-8.

Hilken, T., Keeling, D. I., Chylinski, M., de Ruyter, K., Golf Papez, M., Heller, J., Mahr, D., & Alimamy, S. (2022). Disrupting marketing realities: A research agenda for investigating the psychological mechanisms of next‐generation experiences with reality‐enhancing technologies. Psychology & Marketing, 39, 1660–1671. https://doi.org/10.1002/mar.21678

Hinterhuber, A., & Nilles, M. (2021). Digital transformation, the holy greail and the disruption of business models. Business Horizons.

Kotarba, M. (2018). Digital transformation of business models. Foundations of Management, 10(1), 123–142.

Jafari Sadeghi, V., & Biancone, P. Pietro. (2018). How micro, small and medium-sized enterprises are driven outward the superior international trade performance? A multidimensional study on Italian food sector. Research in International Business and Finance, 45(October 2018), 597–606.

Lansiti, M. and Lakhani, K.R. (2014) Digital Ubiquity: How Connections, Sensors, and Data Are Revolutionizing Business. Harvard Business Review, 92, 90-99.

Rangaswamy A., Moch N., Felten C., van Bruggen G., Wieringa J.E., Wirtz J. (2020), The role of marketing in Digital Business Platforms, Journal of Interactive Marketing, 51, 72-90.

Rezaei, M., Jafari-Sadeghi, V., & Bresciani, S. (2020). What Drives the Process of Knowledge Management in a Cross-Cultural Setting: The Impact of Social Capital. European Business Review, 32(3), 485–511.

Sukumar, A., Jafari-Sadeghi, V., Garcia-Perez, A., & Dutta, D. K. (2020). The potential link between corporate innovations and corporate competitiveness: evidence from IT firms in the UK. Journal of Knowledge Management, 24(5), 965–983.

Svahn, F., Mathiassen, L., and Lindgren R. (2017). Digital innovation in incumbent firms: how Volvo cars managed competing concerns. MIS Quarterly, 41(1), pp. 239-253

Watson, R. T., Pitt, L. F., Berthon, P., & Zinkhan, G. M. (2002). U-commerce: expanding the universe of marketing. Journal of the Academy of Marketing Science30(4), 333-347.

Zou, S. & L. Teng (2020). Understanding digital advertising and branding: an introduction to the International Journal of Advertising special issue on new developments in advertising in China. International Journal of Advertising, 39, 1181-1182.

Submission Instructions

Select "Digital Innovation" issue when submitting your paper to ScholarOne.

As stated above, corroborative research is particularly encouraged.

Instructions for AuthorsSubmit an Article

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