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Journal of Promotion Management

For a Special Issue on

Social media platforms' digitalization or digital dominance? The bright, dark sides and new avenues of digital promotion strategies from different social media marketing ecosystems

Manuscript deadline
15 March 2024

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Special Issue Editor(s)

George Spais, Hellenic Open University, Greece
[email protected]

Junaid Ul Haq, Riphah International University, Pakistan
[email protected]

Varsha Jain, MICA, India
[email protected]

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Social media platforms' digitalization or digital dominance? The bright, dark sides and new avenues of digital promotion strategies from different social media marketing ecosystems

The emergence of social media and the emphasis on the consumer's experience has been one of the most significant shifts in marketing over the past several years. These days, social networks are more than just websites; they are about giving users satisfying experiences (e.g., Kuo & Chen, 2023; Karapanos et al., 2016). The social media marketing ecosystem comprises the organization, content, social media tools, social networks, blogosphere, offline events, rivals, partners, customers, wikis, and offline mass media. The notion refers to the range of tools, platforms, and marketing techniques organizations employ to engage with their clientele online and advertise their products, services, or brands on social media by fostering a positive consumer experience (e.g., Dwivedi et al., 2021). Reach, closeness, and engagement may all be included in an organization's integrated marketing communications strategy to produce extraordinary results (e.g., Rehman et al., 2022). This is possible thanks to the relationship between traditional media and online social networks. Rather than seeing these media as a component of an integrated strategy that puts the consumer's needs first, many organizations see them as distinct platforms that run independently. One of the innovations that most embodies the twenty-first century is digitalization, which offers advantages and disadvantages (Olçum & Gülova, 2023). Social media platforms continue to shape the modern world as a ubiquitous technology. In terms of connection and content exchange, social media has, in fact, greatly benefited society (e.g., McCarthy, 2023). Nowadays, it is impossible to escape digitalization; practically everyone is familiar with social media use and its wide-ranging effects (Tabuena et al., 2022). As a result, a new digital marketing era has begun, using Facebook, Instagram, and Snapchat. Consequently, organizations have realized that social media's potency surpasses traditional marketing methods (Tabuena et al., 2022). The momentum behind this shift is easily comprehensible, given the staggering number of social media users worldwide, currently at a formidable 4.2 billion (Ortiz-Ospina & Roser, 2023). Projections indicate a substantial increase in this number by 2025, solidifying social media's influence and potential in marketing. Given the rapid growth of the digital world, organizations must include these platforms in their plans to reach and engage their target audience effectively. As a result, businesses have come to understand that social media is more effective than conventional marketing techniques (Tabuena et al., 2022). Given that there are presently 4.2 billion active social media users globally, it is easy to understand the momentum driving this transition (Ortiz-Ospina & Roser, 2023). By 2025, projections show that this number will have increased significantly, demonstrating the power and promise of social media in marketing. On the other hand, "digital dominance" describes the dominant position that companies—social media platforms in particular—hold in online marketplaces (e.g., Moore & Tambini, 2021; Moore & Tambrini, 2018). They have a clear advantage over rivals thanks to their unique combination of features such as (1) the use of computer algorithms to gather and process massive amounts of personal data automatically, (2) direct, solid, and indirect network effects, and (3) operating numerous multi-sided markets around an integrated digital platform (Ong & Toh, 2023). At the same time, some of these traits are also shared by other industry titans in technology that predominantly operate in digital markets (such as online search engines, platforms for electronic commerce, and providers of online video streaming and sharing services). Expanding our knowledge of how and why operators of social media platforms retain extreme "digital dominance" positions that set them apart from other online platforms functioning in other areas of the digital economy and leading to imbalances and anomalies in social media marketing ecosystems. Based on the above, the following are some interesting themes. However, they are not exhaustive:

  • Strategic models, frameworks, and theories focused on ways digitalization influences and reinvents promotion strategies in social media marketing ecosystems.
  • New avenues of digital promotion strategies from different social media marketing ecosystems
  • Social media platforms' digitalization: Critiques of mass hyper-personalization and mass servitization in social media marketing strategies.
  • Digitalization, data-driven strategies, and promotion management
  • Consumer adoption of on-demand social media platforms and the social media marketing ecosystem
  • Integrating promotion strategies and immersive technologies in social media platforms in an organization's integrated marketing communications strategy.
  • Strategic responses to digital disruption in social media marketing ecosystems.
  • Social media marketing ecosystems: Developing communication and promotion strategies for social change.
  • Power in social media marketing ecosystems: Democratic accountability and multi-stakeholderism.
  • Bright and dark sides of digitalization, social media marketing ecosystems, and social media governance.
  • Unethical practices of digital promotions and strategies in the social media marketing ecosystem.
  • Exploring the bright and dark sides of AI-driven social media marketing techniques.
  • Regulations in the Social Media Marketing ecosystems.
  • The role of AI in the development of next-generation social media marketing ecosystems.

Manuscript types accepted, submission criteria and guidelines

  • Research articles, research method articles, systematic literature reviews, and case studies. Articles submitted to the Journal of Promotion Management must indicate how the author's study advances the theory and practice of promotion management. The article format must comply with the latest APA Publication Manual. The abstract should not exceed 200 words with 4-7 keywords. The article must be submitted as an MS Word document. The title should be no longer than 12 words. Submission must be double-spaced with 1” margins. Article length must be a maximum of 8000 (less if possible) words (including abstract, tables, figures, charts, and references). Your conclusion section should include a section on “contributions to literature”, “contributions to the theory” and another on “managerial implications”. Further, including articles from the Journal of Promotion Management related to your topic by Visiting: The reference list should only include references that are used in your article. These must be carefully checked for completeness, accuracy, and consistency. Submissions of manuscripts must not have been previously published, accepted for publication, or being considered for publication by another entity. Submission of manuscripts should follow the online JPM author guidelines at

Submission, review process, and key deadlines

Please submit your manuscript via the online submission system ( All papers submitted for publication consideration in the Special Issue will be double-blind reviewed, following the Journal of Promotion Management review process guidelines.