Digital Marketing & eCommerce Conference

3rd Edition 2022 – June 29th and 30th


The recent pandemic has brought significant shifts to ecommerce and digital marketing. Retailers seek to remain as competitive as ever in a rapidly changing landscape by truly embracing digital channels. The most resilient and adaptive brands and retailers will set the tone and thrive for years to come in the context of omnichannel business models. New trends on retailing and ecommerce will definitely arise in the aftermath of COVID-19, as adopting them is likely to increase brand reputation and even survival rates. Brands are expected to lean heavily into video shopping (e.g., Instagram story-style shopping, one-on-one virtual consultations). Also, customers are more likely to purchase from (and identify with) purpose-driven companies, and this trend shows no signs of slowing down. Accordingly, social impact plays a significant role on this trend equation, and particularly independent retail brands try to adjust their cultural positioning. Brand authenticity is also a key variable here, as the perception of authentic content could be seen as a gateway to a far more personalized shopping journey. Additionally, the use of nudging techniques in the digital world is on the rise, as influencing consumer behavior in a subtle manner is vital in an omnichannel context. Moreover, the role of sales associates will adapt to this increasingly digital reality, while continuing to guide customers along their shopping journey through text, chat and video, thus greatly expanding their sphere of influence beyond the walls of the brick-and-mortar stores.

Papers on any digital marketing and ecommerce-related topic are welcome. However, topics related to this conference edition’s main subject are particularly welcome, such as:

  • Trends in omnichannel retailing and social media marketing
  • Brand authenticity in omnichannel retailing and social media marketing
  • Consumer behavior in omnichannel retailing
  • Sustainability issues in ecommerce and digital marketing
  • Social dimension and social impact in ecommerce and digital marketing
  • The power of nudge in ecommerce and digital marketing
  • The role of disruptive technologies in ecommerce and digital marketing
  • The role of sales associates in ecommerce and digital marketing
  • Influencers and social media marketing
  • Customer privacy and security protection on social media

A selection of the best papers presented at the conference will be invited to prepare extended, full paper versions to eventually appear, after a successful review process, in a special issue to be published in the Electronic Commerce Research (Springer journal), and co-edited by the conference chairs and the Editor-in-Chief of the journal.