International Journal of Marketing, Communication and New Media

How is marketing theory and practice being reshaped by artificial intelligence, platform ecosystems, and data-driven decision systems?

Marketing in the digital era has evolved beyond the integration of online channels to become a structurally transformed discipline embedded within intelligent, data-rich ecosystems. Digital transformation redefines how firms create, deliver, and capture value across interconnected platforms where algorithms, automation, and network effects increasingly determine competitive advantage (Verhoef et al., 2021; Jacobides et al., 2021).

Recent research highlights the strategic centrality of artificial intelligence and generative AI in marketing processes. AI-enabled systems support predictive analytics, dynamic personalization, automated content creation, and decision augmentation, fundamentally altering managerial capabilities and customer interaction models (Huang & Rust, 2024; Dwivedi et al., 2024). Generative AI, in particular, introduces new forms of algorithmic creativity, human–machine collaboration, and scalable personalization, while simultaneously raising critical concerns regarding transparency, bias, and governance (Davenport et al., 2020; Grewal et al., 2024).

From a theoretical perspective, Service-Dominant Logic frames digital markets as resource-integrating ecosystems where value is co-created among multiple actors (Vargo & Lusch, 2016). Consumer engagement research further emphasizes interactive, participatory, and community-based dynamics in digital environments (Hollebeek et al., 2019). Contemporary studies extend this perspective by examining AI-mediated engagement, social commerce, immersive experiences, and influencer-platform interdependencies (Dwivedi et al., 2024; Sheth & Parvatiyar, 2024).

The customer journey paradigm remains central to understanding how consumers navigate omnichannel ecosystems characterized by seamless transitions across digital touchpoints (Lemon & Verhoef, 2016). However, the increasing reliance on algorithmic infrastructures introduces institutional and ethical challenges. Data governance, digital trust, privacy regulation, and responsible AI implementation have become foundational concerns in marketing scholarship and practice (Martin & Murphy, 2017; Grewal et al., 2024).

Moreover, sustainability considerations are increasingly embedded within digital marketing strategies. Organizations face growing expectations to align technological innovation with environmental responsibility, stakeholder legitimacy, and long-term societal value (Hult et al., 2021; Sheth & Parvatiyar, 2024). The intersection of digitalization and sustainability opens new research avenues linking marketing strategy, stakeholder theory, and responsible innovation.

In this rapidly evolving context, advancing marketing scholarship requires theoretically rigorous and methodologically innovative contributions capable of explaining how organizations and consumers adapt within intelligent digital ecosystems.

Hence, the International Journal of Marketing, Communication and New Media invites 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 issue include, but are not limited to:

• Artificial intelligence and generative AI in marketing strategy;
• Algorithmic decision-making and marketing automation;
• Omnichannel ecosystems and customer journey orchestration;
• Consumer engagement, value co-creation, and digital communities;
• Platform governance and digital business ecosystems;
• Influencer economies and social commerce dynamics;
• Data-driven marketing and advanced analytics;
• Personalization, privacy, trust, and AI ethics;
• Sustainable digital marketing and stakeholder value creation;
• Immersive technologies (AR/VR, metaverse) and experiential branding;
• Cross-cultural digital strategy and global platform competition;
• Methodological innovations in AI-enabled marketing research.

Both theoretical and empirical contributions are welcome, provided they offer significant and original advances to marketing, communication, and new media scholarship. All submissions will undergo a rigorous double-blind peer review process.

IMPORTANT DATES

Deadline for submission: May 30, 2026
Acceptance notification: July, 30, 2026
Publication: September 30, 2026

REFERENCES 

Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48(1), 24–42.

Dwivedi, Y. K., Hughes, L., Baabdullah, A. M., et al. (2024). Artificial intelligence (AI): Multidisciplinary perspectives on emerging challenges and research agenda. International Journal of Information Management, 74, 102716.

Grewal, D., Noble, S. M., Roggeveen, A. L., & Nordfält, J. (2024). Retailing and digital engagement: Strategy, technology, and research directions. Journal of Retailing, 100(1), 1–18.

Hollebeek, L. D., Srivastava, R. K., & Chen, T. (2019). S-D logic–informed customer engagement. Journal of the Academy of Marketing Science, 47(1), 161–185.

Huang, M.-H., & Rust, R. T. (2024). Artificial intelligence in marketing: Strategic implications and future research directions. Journal of the Academy of Marketing Science, 52(1), 3–18.

Hult, G. T. M., Morgeson, F. V., & Zhang, Y. (2021). Marketing strategy and stakeholder theory. Journal of the Academy of Marketing Science, 49(1), 1–10.

Jacobides, M. G., Cennamo, C., & Gawer, A. (2021). Towards a theory of ecosystems. Strategic Management Journal, 42(5), 741–765.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69–96.

Martin, K., & Murphy, P. (2017). The role of data privacy in marketing. Journal of the Academy of Marketing Science, 45(2), 135–155.

Sheth, J. N., & Parvatiyar, A. (2024). Sustainable marketing in the digital era. Journal of Macromarketing, 44(1), 5–21.

Vargo, S. L., & Lusch, R. F. (2016). Institutions and axioms: An extension of service-dominant logic. Journal of the Academy of Marketing Science, 44(1), 5–23.

Verhoef, P. C., Broekhuizen, T., Bart, Y., et al. (2021). Digital transformation: A multidisciplinary research agenda. Journal of Business Research, 122, 889–901.

Wedel, M., & Kannan, P. K. (2016). Marketing analytics for data-rich environments. Journal of Marketing, 80(6), 97–121.