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.

Special Issue on AI-Based Disruption, Innovations, and New Business Models in E-Commerce: Empirical Research, Case Studies and Current Trends
Día de Entrega: 2026-02-28

Special Issue Information

Dear Colleagues,

We are pleased to announce a call for papers for an upcoming Special Issue focusing on the transformative role of artificial intelligence (AI) in the evolving landscape of electronic and mobile commerce. As AI technologies continue to advance, they are fundamentally reshaping e-commerce by enabling personalized experiences, intelligent automation, and innovative business models.

This Special Issue welcomes original research and conceptual papers that explore the impact of AI on digital commerce, with an emphasis on cutting-edge applications and strategic implications. We particularly encourage submissions addressing, but not limited to, the following topics:

    AI-driven personalization and recommendation systems;
    Conversational AI and intelligent chatbots in customer engagement;
    AI-based predictive analytics and consumer behavior insights;
    AI-enabled dynamic pricing and revenue optimization;
    Novel AI-based business models and digital innovations in e-commerce;
    AI for sustainable and ethical e-commerce practices.

There are two ways to participate in this JTAER Special Issue:

    Authors can directly submit through the MDPI submission platform for the regular fee.
    Authors could also participate in the 9th International Workshop on Entrepreneurship, Electronic, and Mobile Business, taking place in Istanbul, Turkey (October 9–10, 2025) to qualify for a discount. Selected papers from the IWEMB workshop will be invited to submit to this JTAER Special Issue and receive a 50% discount when accepted by JTAER for publication. Please visit the IWEMB website for information on participation and workshop deadlines (https://iwemb.org/).

Prof. Dr. Stephan Böhm
Dr. Sid Suntrayuth
Prof. Dr. Müge Klein
Prof. Dr. Ela Sibel Bayrak Meydanoğlu
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

    artificial intelligence
    e-commerce
    business models
    digital disruption
    innovation

Special Issue on Emerging Technologies and Marketing Innovation
Día de Entrega: 2026-02-28

Special Issue Information

Dear Colleagues,

In the digital era, companies are facing more difficulties in holding competitive advantages; in particular, advanced technologies not only bring opportunities but also challenges in how to use them to ensure that marketing innovations attract more and more scholars’ attention. This Special Issue invites research that explores emerging technologies’ impacts on marketing innovations, e.g., AI chatbots for online marketing services, augmented reality (AR) and virtual reality (VR) for live streaming as well as marketing activities, and blockchain for marketing fraud prevention. It mainly covers the following topics:

(1) The new challenges of marketing innovations in the digital era, especially emerging technologies’ impact on marketing innovations.

(2) Advanced technologies changing methods of marketing, e.g., the application of AI eases market analysis and customers’ behavior analysis, as well as marketing activities. Therefore, it is crucial to explore the new characteristics and advanced tech’s impacts on marketing activities and performance.

(3) As we know, digital marketing innovation impacts sustainable consumption; how to develop and promote production/services through new technologies and methods should be investigated further. Therefore, it is valuable to study digital marketing innovation systems with new technologies/methods.

Prof. Dr. Hong Zhao
Prof. Dr. Zongshui 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

    emerging technologies
    marketing innovation
    AI and marketing activities
    blockchain and marketing fraud
    digital innovation ecosystem
    digital marketing

Special Issue on Electronic Commerce and Information Management Towards the Digital Era
Día de Entrega: 2026-03-31

Special Issue Information

Dear Colleagues,

About the Special Issue

In an era of rapid digital transformation [1], electronic commerce (e-commerce) and information management are pivotal in driving economic development [2,3]. Businesses and economies worldwide increasingly rely on data-driven decision making [4], digital infrastructures [5], and innovative technologies to foster economy growth [6], efficiency [7], and resilience [8]. This Special Issue aims to explore cutting-edge research at the intersection of e-commerce and information management [9], offering new insights into how digital strategies [10], platforms, and technologies contribute to long-term economic and psychological wellbeing [11].

We invite scholars, practitioners, and policymakers to contribute their latest research, theoretical advancements, case studies, and technological innovations that align with the principles of economic development through digital commerce and information systems.

Keywords:

digital commerce; digital economy and psychological wellbeing; consumer psychology in E-commerce; AI and ethical decision making in digital markets; behavioral economics and consumer choices; trust and ethical AI in online transactions

    Digital Commerce for Economic and Psychological Sustainability

    E-commerce models and business strategies that integrate economic and psychological wellbeing.
    Green supply chain management and e-logistics innovations that prioritize the efficiency.
    AI-driven practices in online retail: balancing automation, personalization, and ethical concerns.
    The impact of digital commerce on consumer stress, cognitive overload, and decision fatigue.
    Online shopping addiction and the ethical responsibility of digital commerce platforms.

    Smart Information Management, Data-Driven Decision Making, and Digital Ethics

    Data governance and ethical AI in e-commerce: consumer rights, privacy, and autonomy.
    Blockchain technology for transparent, eco-friendly, and psychologically secure supply chains.
    Big data analytics for responsible business and consumption patterns: balancing efficiency with ethical concerns.
    Cybersecurity, trust, and digital wellbeing: how online safety influences consumer behavior and mental health.
    Algorithmic bias and fairness in digital commerce: ethical considerations in AI decision making.
    The impact of AI-driven automation on human decision making and the need for transparency in recommendation systems.

    Digital Financial Inclusion, Socioeconomic Equity, and Psychological Resilience

    The impact of fintech and mobile banking on consumer financial literacy.
    Cryptocurrency, decentralized finance, and their psychological influence on trust and perceived risk.
    Digital payment systems and financial inclusion: bridging economic inequalities while ensuring consumer confidence.
    The role of behavioral finance in digital lending platforms and microfinance initiatives.
    Psychological barriers to financial technology adoption and strategies for improving user trust and engagement.
    The emotional impact of debt accumulation in digital finance: ethical considerations for fintech platforms.

    Innovations in Digital Marketing, Consumer Psychology, and Behavioral Economics

    Digital marketing and its role in fostering responsible and ethical consumer behavior.
    AI-driven customer personalization.
    The influence of social media on purchasing decisions.
    Gamification and behavioral economics.
    The psychology of digital persuasion: ethical considerations in advertising and consumer engagement strategies.
    Online reviews, brand perception, and digital word of mouth.

    Policy, Governance, and Ethical Frameworks for a Human-Centered Digital Economy

    Regulations and policies for ensuring ethical e-commerce ecosystems.
    Ethical concerns in AI-driven e-commerce and automated decision making from a psychological and social perspective.
    The role of governments and international organizations in promoting ethical digital commerce.
    Global trade policies through digital means: balancing economic growth with human needs.
    The future of human–AI collaboration in digital commerce: governance strategies to ensure fairness and inclusivity.

References

    Guthrie, C., Fosso-Wamba, S., & Arnaud, J. B. (2021). Online consumer resilience during a pandemic: An exploratory study of e-commerce behavior before, during, and after a COVID-19 lockdown. Journal of Retailing and Consumer Services, 61, 102569. https://doi.org/10.1016/j.jretconser.2021.102569
    Khrais, L. T. (2020). Role of artificial intelligence in shaping consumer demand in e-commerce. Future Internet, 12(12), 226. https://doi.org/10.3390/fi12120226
    Kowal, J., Duda, E., Dunaj, K., Klebaniuk, J., Mäkiö, J., Pańka, E., & Soja, P. (2023). Digital Innovations for Sustainable Development in the Time of Crisis. International Journal of Pedagogy, Innovation and New Technologies, 9, 2-20.
    Miao, M., Jalees, T., Zaman, S. I., & Khan, S. (2022). The influence of e-customer satisfaction, e-trust, and perceived value on consumer's repurchase intention in B2C e-commerce segment. Asia Pacific Journal of Marketing and Logistics, 34(5), 1072–1090. https://doi.org/10.1108/APJML-03-2021-0221
    Oláh, J., Kitukutha, N., Haddad, H., Pakurár, M., & Máté, D. (2018). Achieving sustainable e-commerce in environmental, social and economic dimensions by taking possible trade-offs. Sustainability, 11(1), 89. https://doi.org/10.3390/su11010089
    Obracht-Prondzyńska, H., Duda, E., Anacka, H., & Kowal, J. (2022). Greencoin as an AI-based solution shaping climate awareness. International Journal of Environmental Research and Public Health, 19(18), 11183. https://doi.org/10.3390/ijerph191811183
    Parajuly, K., Fitzpatrick, C., Muldoon, O., & Kuehr, R. (2020). Behavioral change for the circular economy: A review with focus on electronic waste management in the EU. Resources, Conservation & Recycling, 161, 104933. https://doi.org/10.1016/j.resconrec.2020.104933
    Sima, V., Gheorghe, I. G., Subić, J., & Nancu, D. (2020). Influences of the industry 4.0 revolution on the human capital development and consumer behavior: A systematic review. Sustainability, 12(10), 4035. https://doi.org/10.3390/su12104035
    Tran, L. T. T. (2021). Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, 102287. https://doi.org/10.1016/j.jretconser.2020.102287
    Wang, Y., Xiang, D., Yang, Z. Y., & Ma, S. S. (2019). Unraveling customer sustainable consumption behaviors in sharing economy: A socio-economic approach based on social exchange theory. Journal of Cleaner Production, 227, 928–939. https://doi.org/10.1016/j.jclepro.2019.04.026
    Weichbroth, P., Wereszko, K., Anacka, H., & Kowal, J. (2023). Security of cryptocurrencies: A view on the state-of-the-art research and current developments. Sensors, 23(6), 3155. https://doi.org/10.3390/s23063155

Prof. Dr. Jolanta Kowal
Dr. Paweł Weichbroth
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

    digital commerce
    digital economy and psychological well-being
    consumer psychology in E-Commerc
    AI and ethical decision-making in digital markets
    behavioral economics and consumer choices
    trust and ethical AI in online transactions

Special Issue on Emerging Digital Technologies and Consumer Behavior
Día de Entrega: 2026-03-31

Special Issue Information

Dear Colleagues,

Emerging technologies have the potential to enhance consumer experience but also present challenges, such as how the impact of emerging technologies on consumer behavior remains mixed and largely uncharted. This Special Issue invites academic research to explore the nexus between emerging digital technologies and consumer behavior. The aim is to invite academic research on both the opportunities and challenges these technologies present and their resulting influence on consumer behavior, with a particular focus on their impact on spending, living, and health/well-being, in line with sustainable development goals. Examples of emerging technologies include AI and machine learning in pathology, medical imaging, and diagnosis; the Internet of Things; data analytics in agriculture and farming; blockchain technologies in financial services and banking; and augmented reality (AR) and virtual reality (VR) in the metaverse for retail and shopping experiences. The impact on consumers is not limited to these examples. Discourse is diverse on how information technology such as AI, big data, the Internet of Things, and blockchain can enhance or impede consumer journeys and profoundly influence consumer behavior. Integrating multiple devices connected to consumers shapes how they access, use, and dispose of information, shaping their expectations through the consumer experience journey.

Dr. Jashim Khan
Prof. Dr. Russell Belk
Dr. Na Zuo
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

    blockchain
    AR &VR
    metaverse
    AI & facial recognition
    digital financial services
    livestream commerce
    IoT

Special Issue on Artificial Intelligence-Generated Content (AIGC) in Electronic Commerce: Innovations, Applications and Implications
Día de Entrega: 2026-03-31

Special Issue Information

Dear Colleagues,

The emergence of artificial intelligence-generated content (AIGC) has brought transformative changes to electronic commerce. By automating the generation of a range of content—such as product descriptions, personalized recommendations, and virtual interactions—AIGC is reshaping how businesses operate and how consumers make decisions. However, its adoption raises critical questions around ethics, privacy, misinformation, and cultural dynamics.

This Special Issue aims to explore the impact of AIGC in electronic commerce by addressing its technological, behavioral, and societal implications. We seek to foster interdisciplinary research that connects the technology with business innovation while providing actionable insights for industry practitioners and policymakers.

This Special Issue aims to investigate how AI technologies are revolutionizing electronic commerce processes, including marketing, customer engagement, and business operations; analyze the implications of AI for user behavior, trust, and decision-making in electronic commerce; explore the transformative role of AI in electronic commerce; address challenges such as misinformation, intellectual property, and ethical considerations associated with AI in electronic commerce; and explore the emerging applications of AIGC in immersive technologies, such as AR/VR/MR, within the e-commerce landscape.

We invite the submission of high-quality, original contributions that explore the following themes within the context of electronic commerce and marketing:

1. AIGC-Driven Innovation in E-Commerce:

    Automated content generation for product descriptions, advertising, and customer interactions.
    Personalization techniques that use AIGC to enhance consumer experience.
    Applications of AIGC in cross-border and multicultural e-commerce.

2. User Behavior and Decision-Making:

    The influence of AIGC on consumer trust and purchasing decisions in e-commerce.
    Ethical concerns related to AI-generated content in e-commerce.

3. Network Security and Privacy:

    Mitigating the risks of AIGC in terms of spreading misinformation and fake content.
    Ensuring data privacy and addressing intellectual property issues in AIGC.
    Strategies to safeguard e-commerce platforms from AIGC-related threats.

4. Emerging Applications in Immersive Technologies:

    The integration of AIGC into AR/VR/MR technologies for virtual shopping experiences.
    Enhancing storytelling and consumer engagement through AI-generated multimedia content.

5. Future Trends and Challenges:

    The societal and legal implications of AIGC in the e-commerce ecosystems.
    Multicultural and cross-cultural analysis of AIGC adoption in global markets.
    Assessing the sustainability of AIGC technologies in digital commerce.

Submissions may include, but are not limited to the following:

    AIGC platforms and tools (e.g., ChatGPT, MidJourney, DALL-E) in e-commerce marketing and education.
    Behavioral and psychological studies on interactions with AIGC.
    AIGC applications in digital marketing and business strategy.
    Ethical and regulatory frameworks for the use of AIGC in e-commerce.
    Cross-cultural studies on AIGC’s impact on consumer behavior and learning experiences.
    Artificial intelligence.
    Artificial intelligence-generated content.
    AIGC in AR/VR/MR/XR.
    Effects on AIGC.
    The Influence of AIGC on behavior.
    AIGC-related topics.

Target Audience:
This Special Issue will appeal to researchers, academicians, professionals, and policymakers working in electronic commerce, marketing, consumer behavior, and artificial intelligence.

We look forward to receiving your contributions.

Prof. Dr. Chih-Hung Wu
Prof. Dr. Yen-Chun Jim Wu
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

    artificial intelligence
    e-commerce
    marketing
    innovation

Special Issue on Human–Technology Synergies in AI-Driven E-Commerce Environments
Día de Entrega: 2026-04-15

Special Issue Information

Dear Colleagues,

In recent years, the development of e-commerce has expanded globally, providing consumers with a more convenient shopping experience and a wider range of product choices. However, this growth does not guarantee profitability for all e-commerce businesses, which still face numerous challenges, including the absence of online identity verification, poor customer experience, lack of competitor analysis, reliance on outdated sales methods, high cart-abandonment rates, difficulties in customer loyalty management, intense price and shipping competition, and data security concerns. These challenges often arise due to insufficient business, product, and service information management.

The applications of big data and artificial intelligence (AI) have become a crucial factor driving innovation in e-commerce. By analyzing business operations, product information, and customer behavior, AI can accurately predict market trends, consumer demand, and competitor strategies, helping businesses offer highly personalized shopping experiences. Additionally, AI-driven technologies such as self-learning algorithms, natural language processing (NLP), and intelligent recommendation systems enable e-commerce businesses to adapt marketing strategies more flexibly, improving customer engagement and loyalty.

Moreover, the advent of live streaming e-commerce has revolutionized the digital retail landscape by creating an immersive, interactive shopping ecosystem. Through real-time video broadcasting, consumers now engage in dynamic two-way communication with hosts, instantly posing product inquiries and receiving tailored demonstrations that transcend static product listings. AI-driven algorithms further amplify this experience by curating personalized recommendations based on individual browsing patterns and purchase histories, effectively bridging the gap between mass marketing and bespoke service. The integration of social media dynamics transforms passive viewers into active participants, as KOL endorsements and user-generated content fuel viral product discovery while fostering emotional connections.

This Special Issue centers on big data and AI-driven e-commerce management, investigating innovative strategies for digital commerce to adapt and thrive amidst dynamic market shifts. It seeks to establish an interdisciplinary forum for cutting-edge research and industry practices that address emerging challenges in intelligent commerce ecosystems, while fostering resilient and ethical frameworks for technology-enhanced retail operations in the digital age.

Topics of Interest

We welcome original research and practical applications related to (but not limited to) the following areas:

    Natural Language Processing (NLP) in E-Commerce
        Applications of NLP in personalized shopping experiences;
        Sentiment analysis and opinion mining for product/service feedback;
        Text summarization and content generation for marketing automation;
        Voice and chatbot-based intelligent customer service systems;
        Multilingual processing for global e-commerce platforms.
    NeuroIS and Consumer Behavior in Digital Commerce
        Neurophysiological approaches to understanding online decision making;
        Brain–computer interfaces (BCIs) in e-commerce experiences;
        Emotional AI and its role in customer trust and engagement;
        Cognitive load and attention analysis in online shopping;
        Neuromarketing applications in interface and content design.
    AI and Big Data Applications in E-Commerce
        AI-powered recommendation systems and customer profiling;
        Machine learning for dynamic pricing and inventory optimization;
        Predictive analytics for consumer behavior and sales forecasting;
        Data-driven segmentation and personalization strategies;
        Privacy-preserving AI and ethical data use in digital commerce.
    Intelligent Interaction and UX in Digital Commerce
        Conversational commerce and deep learning-based chatbots;
        Emotion-aware interfaces and adaptive user experiences;
        Human–computer interaction design in online retail;
        Cross-platform personalization and multi-device user tracking;
        Gamification and immersive experiences in online shopping;
        User or consumer psychology and behavior in AI-assisted service.
    Emerging Trends in Technology-Enhanced E-Commerce
        Integration of NLP, AI, and NeuroIS in virtual commerce;
        Affective computing and real-time feedback systems;
        Digital twins and simulations in consumer journey modeling;
        Explainable AI (XAI) for transparency in recommendation and decision support;
        Hybrid models combining symbolic reasoning and neural learning in e-commerce.

Dr. Chienliang Lin
Dr. Wuke Zhang
Dr. Sung-Wen Yu
Dr. Hanqing Xu
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

    natural language processing (NLP) in e-commerce
    artificial intelligence applications
    neuroIS and consumer behavior
    intelligent customer service
    sentiment analysis
    user interaction and experience
    personalized recommendation systems
    emotional AI and neuromarketing

Special Issue on Emerging Technologies on Digital Platforms
Día de Entrega: 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

Special Issue on Emerging Technologies and Innovations in Electronic Commerce
Día de Entrega: 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

Special Issue on Digital Intelligence Empowering the Dual Carbon Strategy and E-Commerce
Día de Entrega: 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

Special Issue on Pioneering Predictive Analytics: AI-IoT Synergies for Adaptive and Sustainable Distribution Models in E-Commerce Supply Chains
Día de Entrega: 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

Special Issue on Digital Promotion Effectiveness and Brand Loyalty in Social Commerce: Brand Authenticity as a Boundary Condition for Customer Engagement Outcomes
Día de Entrega: 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

Special Issue on Exploring Consumer Resistance to Digital Marketing Tactics and Technology
Día de Entrega: 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

Special Issue on Global Supply Chain Management and Sustainability in E-Commerce
Día de Entrega: 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

Special Issue on Digital Markets and Platforms: Technological Innovation, Ecosystem Coordination and Value Creation
Día de Entrega: 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

Special Issue on Digital Intimacy and Immersive Commerce: Theoretical Advances in Consumer Engagement Through Virtual and Social Technologies
Día de Entrega: 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