Rethinking Marketing and Communication in the Digital Era: Innovation, Sustainability, and Inclusion in Focus

Abstract

In today’s rapidly evolving global landscape, digital technologies and cultural transformations are profoundly reshaping the fields of marketing and communication. The emergence of artificial intelligence, the emphasis on value co-creation, innovations in vocational education, and the growing focus on inclusive and sustainable tourism are not merely trends—they signal a fundamental shift in how organizations operate, engage with stakeholders, and define strategic priorities. These shifts demand more than technical adaptation; they require a rethinking of business models, communication practices, and the role of data and analytics in decision-making (Cosa, 2024; Dutt et al., 2024; Omol, 2024).

This Special Issue of the International Journal of Marketing, Communication and New Media, titled “Transformative Insights for Marketing and Communication in the Digital Era,” brings together thirteen peer-reviewed papers originally presented at the fifth edition of the International Conference on Applied Business and Management (ICABM2024). The conference was held on 20 and 21 June 2024 at ISAG – European Business School, in collaboration with the Research Center in Business Sciences and Tourism (CICET-FCVC) of Consuelo Vieira da Costa Foundation.

With 85 presentations delivered by national and international researchers from over 18 countries—including Algeria, Argentina, Chile, Colombia, Spain, France, Italy, Mexico, Nigeria, Pakistan, Poland, Portugal, Saudi Arabia, Tunisia, Turkey, the United Kingdom, and Vietnam—ICABM2024 provided a dynamic forum for critical dialogue and applied research across the fields of business, management, tourism, marketing, and innovation.

The thirteen articles featured in this Special Issue reflect the diversity of themes, methodological approaches, and practical implications that defined the conference. Collectively, these contributions explore the transformative impact of digitalisation on consumer engagement, branding strategies, stakeholder communication, and sustainable development. In particular, the role of artificial intelligence in generating deep consumer insights and supporting data-driven marketing strategies is examined as a critical frontier for innovation and competitiveness (Rupigaa & Syahputra, 2025).

In the editorial that follows, we outline the thematic structure of the selected papers and highlight their relevance for advancing contemporary debates in marketing and communication within the digital era.

DOI: https://doi.org/10.54663/2182-9306.2025.SpecialIssueMBP.1-5