The Future of Analytics in Digital Marketing and Electronic Commerce

How Digitalization and Sustainability Affect Consumers, Firms, and Policymakers

5th Digital Marketing & eCommerce Conference

Digital marketing and electronic commerce are constantly evolving, driven by ongoing digitization. Furthermore, environmental developments, such as consequences due to climate change, crises, and wars, are massively influencing economies worldwide. As a result, there is an increasing relevance for analyzing both digitalization and sustainability. Numerous research papers related to digitization and have been published in recent years. These publications focus on examining specific perspectives, sometimes overlooking the interplay between different stakeholders, such as consumers, firms, and policymakers. However, precisely this interplay is enormously essential for mastering the tremendous upcoming challenges of our society. If firms know how to respond appropriately to changing consumer demand and policymakers create the conditions for a sustainable society, for example by integrating more climate-friendliness into economic thinking, society can benefit substantially in the future from the ongoing developments in e-commerce and digital marketing. Given this increasing relevance and the lack of relevant research, this special issue aims to encourage researchers to focus their analytical research on the future of e-commerce and digital marketing, with an emphasis on consumers, firms, or policymakers.

The 2024 DMeC Conference is devoted to the digitalized and sustainable future of our society in order to positively influence the future of digital marketing and electronic commerce for consumers, firms, or policymakers. Given the many different ways of addressing this special issue topic, we strongly welcome interdisciplinary research.

Contributions can focus on the following topics from the non-exhaustive list:

  • Analytical approaches to better match economic and sustainable goals
  • Marketing analytics considering digitization and sustainability in electronic commerce and digital marketing
  • Sustainable technology analytics in electronic commerce and digital marketing
  • Change for consumers, firms, or policymakers through the increasing need for sustainability in electronic commerce and digital marketing analytics
  • Natural language processing systems in the future of sustainable electronic commerce
  • Inclusion of sustainability in profit-driven economies
  • Analysis of the interplay of sustainability and economic efficiency
  • Sustainability in VR, AR, and the metaverse
  • Sustainable development goals (SDG) in electronic commerce and digital marketing
  • Digitalization and sustainability in tourism marketing
  • Regulation in virtual reality
  • Challenges in digital marketing and electronic commerce through mixing fiction and reality for consumers, firms, or policymakers
  • Opportunities and threats for digital marketing through AI for consumers, firms, or policymakers
  • Trust in digital marketing in times of generative AI for consumers, firms, or policymakers

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 Journal of Marketing Analytics and co-edited by Philipp Brüggemann, Luis F. Martinez and Francisco J. Martínez-López.

In any case, beyond this specific topic we pay attention to this 2024 edition, particularly interesting for those wanting to target its related special issue too, all papers on any digital marketing and ecommerce-related topic are always welcome.