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Journal of Theoretical and Applied Electronic Commerce Research (JTAER)

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Impact Factor:
4.6
Publisher:
MDPI
ISSN:
0718-1876
Viewed:
29763
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Call For Papers

Journal of Theoretical and Applied Electronic Commerce Research (JTAER) is an academic journal published by MDPI. (ISSN 0718-1876, impact factor 4.6).

Aims Journal of Theoretical and Applied Electronic Commerce Research (JTAER; ISSN 0718-1876) is an international peer-reviewed open access journal to allow researchers, academicians and other professionals an agile and flexible channel of communication in which to share and debate new ideas and emerging technologies concerned with this rapidly evolving field. Business practices, social, cultural and legal concerns, personal privacy and security, communications technologies, mobile connectivity are among the important elements of electronic commerce and are becoming ever more relevant in everyday life. JTAER will assist in extending and improving the use of electronic commerce for the benefit of our society. Scope The intended audience includes academicians, researchers and professionals in computer science, information management, telecommunications, business administration, sociology, law, financial services, as well as specialists in the field of electronic commerce.
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Special Issues

Special Issue on Emerging Technologies on Digital Platforms Submission Date: 2026-06-15 Special Issue Information Dear Colleagues, The rapid rise in emerging technologies—such as generative AI, blockchain, immersive interfaces, and algorithmic intelligence—is accelerating structural change across digital platforms. These technologies are redefining how platforms facilitate value creation, coordinate interactions, and shape user behavior. Yet, their theoretical and practical implications remain insufficiently examined, making it timely and necessary to dedicate a Special Issue to this topic. This Special Issue aims to advance understanding of how emerging technologies transform platform innovation, governance, digital commerce ecosystems, and socio-technical outcomes. It aligns closely with JTAER’s core domains of Data Science, AI, and e-Commerce Analytics, focusing on algorithmic recommendations, AI-enabled services, and predictive platform intelligence; and Entrepreneurship, Innovation, and Digital Business Models, emphasizing how novel technologies reshape platform-based innovation, ecosystem development, and new digital business models. It also connects with Immersive Commerce and Emerging Technologies, addressing metaverse environments, AR/VR-enabled commerce, and IoT-driven interactions. Publishing this Special Issue in JTAER is highly appropriate given the journal’s leadership in electronic commerce scholarship and its strong emphasis on emerging technologies and platform research. By bringing together frontier theoretical and empirical studies, this Special Issue will contribute to deeper academic insight and guide practitioners navigating the next wave of digital platform transformation. Prof. Dr. Xiaofei Zhang Dr. Xiumei Ma Guest Editors Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords emerging technologies digital platforms generative AI platform governance digital commerce innovation
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Special Issue on Emerging Technologies and Innovations in Electronic Commerce Submission Date: 2026-06-30 Special Issue Information Dear Colleagues, Innovations in emerging technologies (ETs), such as artificial intelligence (AI), blockchain, cloud computing, data analytics, autonomous systems, and robotics, are driving the rapid advancement of electronic commerce. These technologies are transforming business operations, reshaping consumer experiences, and redefining competition within e-commerce ecosystems. Despite receiving increasing academic and practical attention, there remains a gap in understanding how ETs interact and integrate within e-commerce, their interdependencies, and their collective influence on business models, platform governance, and customer engagement. Thus, this Special Issue aims to explore the transformative role of ETs in shaping the future of electronic commerce. It focuses on the opportunities and challenges these technologies present in improving operational efficiency, enabling new forms of value co-creation and collaboration, and fostering sustainable and responsible e-commerce practices. We especially encourage interdisciplinary research that bridges technology, business, policy, and societal perspectives. Both empirical and theoretical contributions are welcome. Prof. Dr. Ruiliang Yan Dr. Zhi Pei Guest Editors Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Both theoretical modeling and empirical data analysis research articles are invited. For planned papers, a title and short abstract (about 100 words) can be sent to the Editorial Office for announcement on this website. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access quarterly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords artificial intelligence (AI) machine learning (ML) blockchain cloud computing big data analytics chatbots augmented reality (AR) and virtual reality (VR) internet of things (IoT) robotics social commerce and livestream shopping
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Special Issue on Digital Intelligence Empowering the Dual Carbon Strategy and E-Commerce Submission Date: 2026-07-24 Special Issue Information Dear Colleagues, The convergence of digital intelligence and environmental sustainability is reshaping the landscape of electronic commerce. As nations pursue carbon peaking and neutrality goals—the so-called “dual carbon” strategy—emerging digital technologies such as artificial intelligence (AI), big data, blockchain, and the metaverse are fundamentally transforming business models, operational practices, and value creation in e-commerce. This Special Issue on “Digital Intelligence Empowering the Dual Carbon Strategy and E-Commerce” aims to explore the theoretical foundations, practical applications, and policy implications of integrating smart technological innovations with sustainable, low-carbon commerce. We encourages interdisciplinary investigations into how intelligent systems are accelerating the green transformation of e-commerce ecosystems, enhancing inclusivity, resilience, and ecological responsibility. We welcome original research and practical applications related to (but not limited to) the following areas: Intelligent marketing and carbon-conscious consumer engagement Generative AI in commerce: green innovation and content creation Digital commerce transformation under carbon-neutrality goals Metaverse commerce and its environmental and social implications AI-driven consumption and behavior-based emission reduction Cross-border e-commerce and sustainable global value chains Digital trade governance in the context of green regulation Rural e-commerce as a tool for equitable and low-carbon development Supply chain resilience and carbon-aware logistics systems Green e-commerce practices and carbon accounting frameworks Sustainable commerce infrastructure and platform energy efficiency Low-carbon e-commerce models: metrics, strategies, and best practices Inclusive e-commerce for vulnerable and underrepresented populations We look forward to receiving your valuable contributions. Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Deadline for manuscript submissions: 30 June 2026. Prof. Dr. Fei Fan Dr. Xionghe Qin Dr. Song Wang Guest Editors Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords intelligent marketing e-commerce sustainability carbon neutrality artificial intelligence green innovation
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Special Issue on Pioneering Predictive Analytics: AI-IoT Synergies for Adaptive and Sustainable Distribution Models in E-Commerce Supply Chains Submission Date: 2026-07-31 Special Issue Information Dear Colleagues, With the advancement of IoT and the latest AI models, a sustainable supply chain can be achieved by adopting predictive analysis for integrating environment, social, and financial aspects. This Special Issue explores the use of IoT sensors and AI models to monitor carbon footprints, optimize energy use, and support green logistics of variolous distribution channels. The Special Issue aims to enable carbon neutrality and alleviate climate change. Through in-depth studies, it helps to examine the latest research in minimizing adverse environmental impacts and consider the holistic integration of supply chain operations so as to achieve profitable and efficient business. We welcome original research and practical applications related to (but not limited to) the following areas: Real-Time carbon footprint prediction using edge-computing IoT and AI models; AI-driven demand forecasting for adaptive omni-channel distribution in volatile markets; Predictive maintenance with agentic AI for hyper-efficient, low-emission supply chain operations; Dynamic optimization of reverse logistics through big data analytics and blockchain integration; Integrated AI frameworks for circular economy transformations in e-commerce ecosystems; Generative AI for scenario-based predictive distribution and climate-adaptive demand forecasting; IoT-enabled smart sensors in real-time optimization of green distribution networks with urban micro-fulfillment; Disruptive distribution models in emerging e-commerce sectors; Theoretical models for AI-IoT convergence in ESG-compliant distribution practices; Overcoming barriers in data security, interoperability, and scalability for next-gen AI-IoT systems in green logistics; Empirical investigations of AI-personalized distribution strategies. Dr. Carman K.M. Lee Dr. K. L. Keung Dr. Shuzhu Zhang Guest Editors Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords IoT AI sustainable supply chain predictive analytics
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Special Issue on Digital Promotion Effectiveness and Brand Loyalty in Social Commerce: Brand Authenticity as a Boundary Condition for Customer Engagement Outcomes Submission Date: 2026-08-31 Special Issue Information Dear Colleagues, This Special Issue examines how brand authenticity enhances social commerce engagement and loyalty. Moreover, emphasizing the role of peer influence and community dynamics in increasing promotion effectiveness, it shifts the focus from traditional e-commerce transactions to trust-based environments. We seek empirical studies that test how brand authenticity moderates the impact of digital promotions on loyalty via engagement mechanisms. The focus is on social commerce platforms—defined by user-generated content, influencer collaborations, live-streaming, and community-driven purchasing—which differ significantly from traditional e-commerce (Dwivedi et al., 2021). A range of methodologies, including behavioral analytics, controlled experiments, and cross-cultural comparisons, are invited to participate in this Special Issue to produce theoretical contributions that go beyond descriptive applications. We encourage studies using advanced analytical techniques (e.g., moderated mediation, multilevel modeling, and machine learning) to explore psychological and behavioral mechanisms in social commerce. With an emphasis on social commerce features like peer endorsements and real-time interaction helps differentiate authenticity assessments from general digital marketing, studies that (1) test moderated-mediation frameworks with authenticity as a boundary condition, (2) show strong validity, and (3) advance knowledge of trust-building in digital marketplaces are given priority. The Issue complements JTAER’s previous work on social commerce by highlighting authenticity as a key factor in the effectiveness of digital promotion, and by providing new theoretical insights and advanced methods that differentiate social commerce from traditional e-commerce and general digital marketing. This Special Issue pursues three primary objectives: (1) Examine how brand authenticity affects engagement and promotional efficacy in social commerce, focusing on theoretical developments that go beyond simple correlations and investigating how social commerce modifies conventional promotion-loyalty dynamics. (2) Encourage thorough empirical research that goes beyond managerial insights using a variety of approaches, such as experiments, digital trace data, and cross-cultural comparisons. To foster loyalty and trust in digital environments, we seek evidence-based frameworks for evaluating authenticity and conducting credibility audits. (3) Develop a research agenda that focuses on the effects of social components, community dynamics, influencer ecosystems, and platform factors on promotional outcomes and perceptions of authenticity in online marketplaces to understand how authenticity distinguishes social commerce from traditional e-commerce. As the crucial component that determines the routes to engagement, loyalty, and promotional efficacy, brand authenticity is the primary focus of this issue. We encourage studies on moderated mediation frameworks that demonstrate how brand authenticity—driven by sincerity, transparency, and consistency—validates promotional signals. Further, we welcome studies examining the increase in indirect effects on loyalty through behavioral engagement (e.g., Changani & Kumar, 2024; Kumar & Kaushik, 2022). Strong techniques, such as long-term studies and experiments, should be used in social commerce research to examine promotion, engagement, and authenticity. Understanding complexities requires layered analysis and the development of trust. While machine learning and network analysis can advance theory, a mixed-methods approach that incorporates digital analytics, behavioral data, and qualitative insights can improve validity. Research on social commerce should examine how features, such as live streaming, sharing, and commenting, influence engagement and trust. Determining authenticity and lowering skepticism requires an understanding of social influence mechanisms, such as influencers and peer endorsements. These will show significant differences when compared to traditional e-commerce and algorithmic effects on engagement. Utilizing platform-specific data and realistic experimental designs will ensure findings accurately represent social commerce ecosystems. Empirical contributions related to the following themes and topics are welcome in the Special Issue: Moderated-Mediation Frameworks in Social Commerce Brand authenticity, customer engagement, and loyalty boost in social commerce by moderating the impact of digital promotions. Psychological processes validating promotion signals through perceptions of authenticity in peer-influenced purchasing contexts. The conditions of engagement transition from transactional behavior to relational commitment in social commerce. Trust Dynamics and Consumer Skepticism in Interactive Environments Focus Consumer skepticism about promotion content varies between user-generated and brand-generated posts in social commerce. Mechanisms foster trust in interactive digital settings. Psychological barriers that distinguish authentic engagement from perceived manipulation in community-driven commerce. Influencer Marketing and Authenticity Transfer in Social Commerce Focus Effectiveness of micro-influencers vs. macro-influencers in building authentic brand relationships through social commerce platforms. Credibility audit frameworks for evaluation of authenticity in influencer-brand collaborations Boundary conditions and influencer authenticity transfer to brand loyalty outcomes. Engagement-to-Loyalty Pathways and Behavioral Outcomes Promotion exposures translate into behavioral engagement, which subsequently leads to emotional commitment and loyalty. Stages of brand authenticity in moderating the engagement-to-loyalty progression. Cross-platform or cross-cultural variations affect the effectiveness of the engagement pathway. Methodological Innovations in Social Commerce Research Focus Digital trace data illuminates real-time engagement behaviors in social commerce. Create experiments that shift how people perceive authenticity in social commerce contexts. Cross-cultural studies reveal variations in perceptions of authenticity across different social commerce ecosystems. The current Special Issues can be found at: https://www.mdpi.com/journal/jtaer/special_issues. References: Changani, S., & Kumar, R. (2024). Social Media Marketing Activities, Brand Community Engagement and Brand Loyalty: Modelling the Role of Self-brand Congruency with Moderated Mediation Approach. Global Business Review. https://doi.org/10.1177/09721509241245558 Dwivedi, Y. K., Ismagilova, E., Hughes, D. L., Carlson, J., Filieri, R., Jacobson, J., Jain, V., Karjaluoto, H., Kefi, H., Krishen, A. S., Kumar, V., Rahman, M. M., Raman, R., Rauschnabel, P. A., Rowley, J., Salo, J., Tran, G. A., & Wang, Y. (2021). Setting the future of digital and social media marketing research: Perspectives and research propositions. International Journal of Information Management, 59, 102168. https://doi.org/10.1016/j.ijinfomgt.2020.102168 Kumar, Vikas, & Kaushik, Arun K. (2022). Engaging customers through brand authenticity perceptions: The moderating role of self-congruence. Journal of Business Research, 138, 26–37. Dr. George Spais Guest Editor Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords digital promotion effectiveness brand authenticity boundary conditions social commerce platforms customer engagement brand loyalty e-loyalty moderated mediation behavioral analytics digital trace data cross-cultural authenticity experimental design longitudinal analysis
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Special Issue on Exploring Consumer Resistance to Digital Marketing Tactics and Technology Submission Date: 2026-09-30 Special Issue Information Dear Colleagues, Organisations are progressively transitioning their consumer influence paradigms from traditional marketing tactics towards highly sophisticated, digitally driven, and artificial intelligence (AI)-based tactics. This shift is demonstrated by substantial financial allocation, e.g., £28.7 billion (in the UK) for digital marketing expenditure in 2024 (Inspire, 2024). Globally, decision-makers plan to increase their budget by 27% for digital experience, i.e., the technology category (Forrester, 2025). The rapid evolution of data analytics and AI technologies necessitates a fundamental re-engineering of customer engagement models, making AI adoption a critical priority that must preserve consumer trust, as affirmed by 68% of consumers (Salesforce, 2025). Additionally, to mitigate scepticism and enhance brand image, organisations strategically incorporate ethics and social good through CSR and specialised green marketing mixes (Suparjo & Dana, 2024; Aldaihani, Islam, Saatchi & Haque, 2024), while intensifying investment in content marketing and influencer strategies (CreatorIQ, 2025), including human and AI endorsers (Pan, Blut, Ghiassaleh & Lee, 2025; Feng, Chen & Xie, 2024), and leveraging engaging prosumer-generated content (Malodia, Filieri, Otterbring & Dhir, 2024). More recently, companies are prioritising a digital orientation and value creation to enhance consumer experiences and strengthen their overall brand competitiveness (Manjunath, Padigar & Pedada, 2024). However, for these strategies to maintain influence, compliance is essential. Organisations are strategically adapting their business models to comply with global consumer data protection laws, such as the GDPR, to manage risks and retain consumer trust (Farhad, 2024). Against these efforts, consumer responses to contemporary marketing are complex, involving both engagement and scepticism across various channels. Traditional advertising frequently encounters consumer resistance, where individuals actively employ strategies to counter persuasive attempts (Fransen, Verlegh, Kirmani & Smit, 2015). Consumers react positively to green strategies, such as green products and promotions, which boost green purchase intention (Aldaihani, Islam, Saatchi & Haque, 2024). However, they severely punish greenwashing practices, leading to a damaged brand image due to perceived deception or unethical actions (Bladt, van Capelleveen, and Yazan, 2023). Similarly, adverse reactions to dynamic pricing lead to price confusion and perceptions of price unfairness, thereby significantly increasing the intention to spread negative word of mouth (WOM) (Bambauer-Sachse & Young, 2024). Consumers are also reacting to AI marketing. Responses to AI tactics are twofold: while AI-driven personalisation can generate trust and perceived usefulness, positively impacting consumer engagement (Teepapal, 2025; Bhuiyan, 2024), it may also engender adverse effects like privacy concerns, perceived risks, and consumer alienation (Barari, Ferm, Quach, Thaichon & Ngo, 2023). Furthermore, attempting to humanise AI with conversational fillers like "hmm" can backfire by triggering suspicion of unknown motives and decreasing purchase intentions (Liu, Liu & Zhu, 2025). Also, both human and AI influencers are effective, with human influencer characteristics (such as communication) strongly influencing purchase behavior and follower characteristics (such as social identity) driving engagement [Pan, Blut, Ghiassaleh & Lee, 2025]. Yet, AI influencers face difficulties as consumer robophobia and a perceived lack of authenticity may limit trust and acceptance in commercial contexts (Feng, Chen & Xie, 2024). Consumer resistance to marketing tactics and technologies could undermine brand reputation, hinder sales, and lead to significant negative consequences, such as damaged brand equity, reduced financial returns, and the proliferation of adverse information. It could also generate a feeling of deception and broken promises (Bladt, van Capelleveen & Yazan, 2023). Resistance to advertising causes the entire marketing investment to fail, as consumers actively employ strategies to counter the persuasive message (Fransen, Verlegh, Kirmani & Smit, 2015). In digital domains, the "dark side of AI" results in negative effects on customers' cognitive, affective, and behavioural responses (Barari, Ferm, Quach, Thaichon & Ngo, 2023), specifically, leading to a decline in trust and satisfaction, and feelings of customer alienation and uniqueness neglect (Barari, Ferm, Quach, Thaichon & Ngo, 2023). Furthermore, misperceived AI tactics trigger consumer suspicion of ulterior motives, which directly translates into a decrease in purchase intentions (Liu, Liu & Zhu, 2025). Against this context, it is essential to further the understanding of consumer resistance to marketing tactics and technologies. Specifically, how consumers respond to marketing tactics and interact with new technologies, particularly AI, and how firms can ethically and effectively manage complex social and commercial dynamics. Future research should prioritise a deeper understanding of consumer resistance in the evolving marketing, technological, and ethical landscape, moving beyond identifying consequences to developing robust mitigation strategies. Also, to overcome consumer resistance and mitigate negative word-of-mouth, marketers must understand current strategies that reduce consumer confusion and perceived unfairness from marketing tactics (Bambauer-Sachse & Young, 2024), so they can design more effective strategies. Studies are encouraged to empirically test the effectiveness of general counter-resistance mechanisms (Fransen, Verlegh, Kirmani & Smit, 2015) in the current multi-channel digital environment. It is also important to address ethical resistance; future studies are needed on the efficacy of recovery strategies to mitigate the severe, long-term damage to brand attitude caused by greenwashing (Bladt, van Capelleveen & Yazan, 2023). Moreover, revisiting theory is essential to investigate human-technology interaction, for instance, how consumers recognise and cope with AI persuasion tactics such as conversational fillers that trigger suspicion of ulterior motives (Liu, Liu & Zhu, 2025). Concurrently, research must focus on the development of effective strategies for the "dark side of AI", investigating design choices for AI-enhanced personalisation that actively address privacy concerns, perceived risks, and customer alienation to enhance trust and control (Barari, Ferm, Quach, Thaichon & Ngo, 2023; Teepapal, 2025). In relation to social media, an area for exploration is how to overcome the limited trust and acceptance of AI influencers in commercial settings by testing mechanisms like authenticity cues and disclosure (Feng, Chen & Xie, 2024). This Special Issue aims to advance theoretical, conceptual, and empirical knowledge on the antecedents, processes, and consequences of consumer resistance to marketing tactics and technologies by addressing these identified gaps. We welcome quantitative, qualitative, conceptual, and mixed-methods research that makes a strong theoretical contribution and provides practical insight. All manuscripts will undergo double-blind peer review. We particularly encourage submissions that align with the following (but not limited to): - The attitudinal negative responses to marketing tactics and technologies. For instance, consumers' responses to organisational unethical behaviour (e.g., violations of consumer privacy, corruption, consumer isolation, organisational sustainability practices) diffuse via technologies, e.g., social media platforms. - The negative consequences of digital technologies, including AI use in marketing, e.g., AI personalisation, and organisation marketing strategies to counter them. - Developing and testing mitigation strategies for consumer resistance to marketing tactics and technologies used by the organisation. - Designing effective brand recovery strategies for ethical failures and managing specific forms of resistance. - The complexities of social media resistance in a system using both human and AI agents. - Investigating the antecedents of trust and acceptance in the emerging landscape of AI influencers. - The consequences of sustained consumer resistance to marketing tactics and technologies. - Marketing Strategies to overcome the dark side of digital technologies (e.g., AI-powered technologies). For instance, the role of digital technologies in transparency and accountability is a trust-building antecedent. - The consequences of unethical behaviour and the development of effective recovery strategies. - Strategies to address confusion and perceived unfairness caused by marketing tactics such as pricing, aiming to reduce the intention to spread negative word-of-mouth. - Conceptual and empirical work on how consumer resistance impacts a firm’s strategic choices. Dr. Kaouther Kooli Dr. Padmi Nagirikandalage Guest Editors Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords consumer resistance consumer scepticism consumer confusion marketing strategies and tactics technology sustainability practices corporate social responsibility
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Special Issue on Global Supply Chain Management and Sustainability in E-Commerce Submission Date: 2026-09-30 Special Issue Information Dear Colleagues, Cross-border e-commerce businesses are facing unprecedented operational challenges in their supply chains, driven by global trade dynamics and evolving sustainability-related regulatory frameworks. Changes such as the removal of duty-free allowances for low-value imports, the enforcement of Extended Producer Responsibility (EPR) requirements for packaging, and mandatory Scope 3 emissions reporting present both threats and opportunities. This Special Issue seeks contributions that critically examine how e-commerce firms operating in international markets adapt their supply chain strategies and operations in response to these changes. Topics of interest include, but are not limited to, global regulatory impacts on supply chain design, sustainable supply chain and operations practices, cross-border compliance strategies, digitalization and traceability for environmental reporting, and risk management under changing trade policies. The aim is to advance scholarly understanding of the interplay between global supply chain management and sustainability within the e-commerce context, offering insights that will inform theory, practice, and policy. We invite original research, conceptual papers, and case studies that align with the journal’s scope and contribute to this timely discourse. Dr. Danny C.K. Ho Dr. Tsz Leung Yip Guest Editors Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords global supply chain management sustainability trade policy environmental policy
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Special Issue on Digital Markets and Platforms: Technological Innovation, Ecosystem Coordination and Value Creation Submission Date: 2026-10-30 Special Issue Information Dear Colleagues, This Special Issue aims to advance the current debates on the platform economy by integrating rigorous empirical methodologies with a multidimensional theoretical lens. While the existing literature has extensively examined platform dynamics and market structures, this Special Issue will deepen this discussion by addressing the emerging coordination mechanisms, data-driven value creation logics, and evolving governance models underpinning digital commerce ecosystems. The Special Issue will contribute to theory by refining our conceptual understanding of platform-enabled innovation, ecosystem orchestration, and competitive advantage in digitally mediated markets. Empirically, it will prioritise robust quantitative and qualitative evidence drawn from diverse economic contexts to identify causal drivers of platform performance, user behaviour, and strategic evolution. From a practical and policy perspective, contributions should offer actionable insights for platform managers, digital entrepreneurs, and regulators, highlighting best practices in digital governance, market design, data stewardship, and trust-building in electronic commerce environments. By bridging academic perspectives with real-world implications, this Special Issue will strengthen the strategic and regulatory foundation for inclusive, competitive, and innovation-driven platform economies. Prof. Dr. George Abuselidze Guest Editor Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords digital platforms platform economy technological innovation innovation ecosystems value creation digital transformation platform governance competition and regulation data-driven business models digital markets
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Special Issue on Digital Intimacy and Immersive Commerce: Theoretical Advances in Consumer Engagement Through Virtual and Social Technologies Submission Date: 2026-11-11 Special Issue Information Dear Colleagues, This Special Issue will explore the evolving intersections between immersive digital technologies, social media engagement, and consumer behaviour within electronic commerce. Building on recent research into para-social interaction, virtual influencers, augmented reality (AR), and AI-driven personalization, this issue will investigate how digital intimacy reshapes consumer journeys, decision-making, and brand relationships. The featured works will examine new forms of “virtual social presence”, where consumers engage emotionally and cognitively with avatars, influencers, and algorithmic agents, influencing eWOM, trust, and purchase intention. Contributions will also highlight innovations such as AI-based body scanning, sustainable fashion advocacy by edu-influencers, and emerging subcultures engaging in socially sustainable consumption online. By merging perspectives from marketing, consumer psychology, and digital technology, this Special Issue aims to advance theoretical and applied understanding of how immersive digital ecosystems transform electronic commerce. It invites interdisciplinary submissions exploring ethical, experiential, and design dimensions of consumer–technology interaction in virtual retail and social media marketplaces. Prof. Dr. Gianpaolo Vignali Dr. Eddie Ruofei Chen Prof. Dr. Daniella Ryding Guest Editors Manuscript Submission Information Manuscripts should be submitted online at www.mdpi.com by registering and logging in to this website. Once you are registered, click here to go to the submission form. Manuscripts can be submitted until the deadline. All submissions that pass pre-check are peer-reviewed. Accepted papers will be published continuously in the journal (as soon as accepted) and will be listed together on the special issue website. Research articles, review articles as well as short communications are invited. For planned papers, a title and short abstract (about 250 words) can be sent to the Editorial Office for assessment. Submitted manuscripts should not have been published previously, nor be under consideration for publication elsewhere (except conference proceedings papers). All manuscripts are thoroughly refereed through a single-blind peer-review process. A guide for authors and other relevant information for submission of manuscripts is available on the Instructions for Authors page. Journal of Theoretical and Applied Electronic Commerce Research is an international peer-reviewed open access monthly journal published by MDPI. Please visit the Instructions for Authors page before submitting a manuscript. The Article Processing Charge (APC) for publication in this open access journal is 1400 CHF (Swiss Francs). Submitted papers should be well formatted and use good English. Authors may use MDPI's English editing service prior to publication or during author revisions. Keywords virtual influencers para-social interaction AR commerce digital consumer engagement AI body scanning social sustainability immersive retail influencer marketing eWOM digital intimacy
Last updated by Dou Sun on

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