International Journal of Marketing, Communication and New Media

The academic journal International Journal of Marketing, Communication and New Media, property of the Instituto Superior de Entre Douro e Vouga (ISVOUGA), is a periodic publication on the web that represents a constant commitment to support research activity. Its foremost objective is to give incentive to research in the areas of marketing, communication and new media.






José Alberto Claro, Universidade Federal de São Paulo, Brazil

Inês Amaral, Universidade de Coimbra, Portugal

Jorge Remondes, ISVOUGA, Portugal

Paulo Madeira, ISVOUGA, Portugal


Social Media Marketing is the best defined in the context of the previous industrial media paradigm (Zarrella, 2010). With the democratization of internet access and the popularization of social networks such as Facebook, Twitter and Instagram, our ways of communicating and relating to both people and brands have changed a lot. New ways and platforms for marketing have emerged. 

Tuten & Solomon (2017) show some items that should be addressed by those who intend to conduct research in this field of knowledge. They are: the social media environment, the digital natives, the social media infrastructure, monetization, and especially the careers needed in this area (Tuten & Solomon, 2017). The issue regarding the segmentation of consumer audiences should also be the subject of relevant studies by the academy.

Shareef et al. (2019) conducted a study to conceptualize the value of advertising and consumer attitudes toward advertising. In this case, another interesting strand for research.

In the studies of Prasad & Saigal (2019), it is understood that creating well-structured content that consumers can share with each other to help a company grow its customer base and increase brand visibility. However, different social media platforms have different target audiences and, therefore, to be successful, marketers must have a complete understanding of the tools and techniques needed to attract different groups of customers. Another research focus that the academy should not forget.

Social media and big data have become ubiquitous keywords in everyday life. According to Fuchs (2018), critical marketing studies are based on the understanding that marketing has devoted much attention to improving itself as an instrumental science, with the corollary emphasis on knowledge production for the 'marketing organization', not for the broader stakeholders. His text leads us to critically understand social media and the political economy of big data. It describes the main classical texts, contemporary texts, and future directions of research that can help us reach the goal. Based on it, we researchers should focus on the analysis of the political economy of social media based on various approaches to critical theory.

Hence, the International Journal of Marketing Communication and New Media invites researchers to submit original, previously unpublished and complete manuscripts, prepared according to the journal’s guidelines. Accepted languages include English, French, Portuguese, and Spanish. Possible topics for this special number include but are not limited to:

-       Social media marketing strategy;

-       Investment in social networks;

-       Social media for business-to-business marketing;

-       Social commerce;

-       Consumer behavior on social networks;

-       Social networking;

-       Public relations and social networks;

-       Social advertising;

-       Social media, notoriety and reputation;

-       Internal social networks;

-       Social media trends.


Deadline for submission: December 30, 2019

Acceptance notification:  February 28, 2020

Publication: April 30, 2020


Fuchs, C. (2018). Social media, big data, and critical marketing. In The Routledge Companion to Critical Marketing(pp. 467-481). Routledge.

Prasad, P., & Saigal, P. (2019). Social Media Marketing: Tools and Techniques. In Application of Gaming in New Media Marketing (pp. 202-214). IGI Global.

Shareef, M. A., Mukerji, B., Dwivedi, Y. K., Rana, N. P., & Islam, R. (2019). Social media marketing: Comparative effect of advertisement sources. Journal of Retailing and Consumer Services46, 58-69.

Tuten, T. L., & Solomon, M. R. (2017). Social media marketing. Sage.

Zarrella, D. (2009). The social media marketing book. "O'Reilly Media, Inc.".

Posted: 2019-10-22
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Vol 7, No 13 (2019)

Table of Contents


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