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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:
33743
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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.
Last updated by Dou Sun on

Special Issues

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
Last updated by Dou Sun on
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
Last updated by Dou Sun on
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
Last updated by Dou Sun on
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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