CFP: IJCS on Digital Consumer Behavior

13 Sep 2022
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Call For Papers:

Special Section of International Journal of Consumer Studies

‘Digital Consumer Behavior in the Age of Tech Transformation’

Submission Deadline of Extended Abstract: January 16, 2023

Submission Deadline of Full Paper: Aug. 15th, 2023


The 2023 Global Marketing Conference (GMC) at Seoul in collaboration with the International Journal of Consumer Studies is inviting submissions for a special section on “Digital Consumer Behavior in the Age of Tech Transformation”.

The accelerated profusion of digital technologies has revolutionized both business practices and consumer behavior to an extent where it has become an essential component of mainstream consumption (Güngör and Çadırcı, 2022). In such trends, the widespread availability of digital networks has transformed the existing role of consumers across a wide range of industry sectors, fostering increased purchase, participation, and communication (Chae and Ko, 2016). The digital transformation has brought about wide array of changes and information which has the strategic and managerial implications aimed towards digital consumers (Mehra, Rajput & Paul, 2022; Sagkaya & Ozansoy, 2022).

Tech transformation is generally defined as the adoption of any digital technology in the process of interacting with a business service or product, influencing the activities, the exchange of value, communication, and purchase intention of digital consumers (Gomes, 2022; Hoffman et al., 2022). Indeed, many companies are pursuing various tech transformation such as digitizing of end-user experience, scaling data and analytics, enhancing IT architecture, and modernizing infrastructure, which are typically expensive but inevitable to thrive in the age of tech transformation (Dhasarathy et al., 2020). To help orchestrate a successful tech transformation, academics and business decision-makers face the continuous challenge of understanding consumer behaviors in the diversified scope of digital technologies, while aiming to develop them into strategic opportunities.

Some prior research has validated the influential role these technologies and tech transformation play on digital consumer behavior, including topics such as big data analytics for behavior targeting (Chintagunta et al., 2016; Park et al., 2021; Rust and Huang, 2014), machine learning for personalized recommendations (Huh et al., 2022; Volkmar et al., 2022), artificial intelligence and Chatbot for customer management and consumer experiences (Chung et al., 2020; Puntoni et al., 2021), and augmented reality and virtual reality to enhance online experience and encourage purchase (Jung et al., 2021; Hilken et al., 2017; Tan, Chandukala, and Reddy, 2021). The rising popularity and adaptation of relatively new technologies such as the metaverse, blockchain, and non-fungible tokens (NFTs) in a global scale have also transformed the established boundaries of digital retailing environments, as customer participation is enhanced through the co-creation of value during the buying experience (Gadalla, Keeling, and Abosag, 2013).

Similarly, Mobile Apps and smartphones have evolved to be among the most important objects in peoples' daily lives. However, little knowledge exists on users' relationships with such new technologies (Chakraborty & Paul, 2022; Karampournioti, 2022).

The 2023 GMC at Seoul has created a special track seeking manuscripts that explore a theoretical and empirical understanding of ‘Digital Consumer Behavior in the Age of Tech Transformation’.

While current literature on technological transformations have provided significant insight towards digital consumer behavior, the aim of this special issue is to extend such body of knowledge to enable more efficient and up-to-date academic and managerial approaches to the newly emerged complexities of the area. Submissions that examine theoretical, managerial, and technical perspectives of diverse digital technologies are highly encouraged, while different methodological approaches are embraced. The list of possible topics for this special issue includes, but is not limited to:

  • How various tech transformations shape consumer experience and behaviors 
  • The use of digital technologies to increase perceived brand experience and purchase intention
  • The use of digital technologies, such as AI, chatbot, metaverse, etc., during various stages of customer experience to improve brand engagement and increase customer relations
  • The role of machine learning (ML) and artificial intelligence (AI) to improve customer experience and provide personalized marketing
  • Branded NFTs to promote brand awareness and manage customer relations
  • The effectiveness of Metaverse and cloud service as a new marketing environment towards younger generation consumers
  • Cultural differences in the adaptation of new technologies and their effects on consumers and businesses
  • How to enhance consumer loyalty and repeat purchase in the era of tech transformation
  • The synergy between technological transformation and different components of marketing communications
  • The roles of humans and AI/ML in important business decision-making and consumer behavior
  • How can brands engage with consumers via advanced technology
  • How to expedite consumers’ adoption of new technology
  • Comparisons of the effectiveness of various digital technology in brand management, business performance, multichannel strategy, etc.

A formal double-blind peer review process will be applied to all of the submissions.


Submission Deadline of Extended Abstract: January 16, 2023

- Authors should submit their extended abstracts to the Track Chair of “Digital Consumer Behavior in the Age of Tech Transformation” at the 2023 GMC at Seoul to be qualified for the formal full-paper submission to the International Journal of Consumer Studies.

- Submission Guidelines of the extended abstract to 2023 GMC at Seoul can be found at:

- Track Chairs: Prof. Eunju Ko (Yonsei University),, Prof. Sue Ryung Chang (Yonsei University),

Submission Deadline of Full Paper: August 15, 2023

- Only the papers that are accepted, registered, and presented at the 2023 GMC at Seoul will be eligible for the full-paper submission.

- The track chairs will select the best papers presented at the 2023 GMC at Seoul and invite the authors to submit their full papers to the International Journal of Consumer Studies Special Section on “Digital Consumer Behavior in the Age of Tech Transformation” for formal review.

- All papers should be formatted according to the International Journal of Consumer Studies Submission Guidelines ( and submitted through its submission system. Please also note in the cover letter that the submission is for the Special Section on “Digital Consumer Behavior in the Age of Tech Transformation” based on the 2023 GMC extended abstract.

- All selected full papers are subject to the formal double-blind review process of the International Journal of Consumer Studies. The invitation to submit a full paper does not guarantee either its conditional acceptance or publication.

Submissions and inquiries should be directed to:

Guest Co-Editors of this International Journal of Consumer Studies Special Section: Prof, Eunju Ko (Yonsei University),, Prof. Sue Ryung Chang (Yonsei University),


Chae, H., & Ko, E. (2016). Customer social participation in the social networking services and its impact upon the customer equity of global fashion brands. Journal of Business Research, 69 (2016) 3804–3812.

Chakraborty, D., & Paul, J. (2022). Healthcare apps’ purchase intention: A consumption values perspective. Technovation, 102481.

Chintagunta, P., Hanssens, D. M., & Hauser, J. R. (2016). Marketing science and big data. Marketing Science, 35(3), 341-342.

Chung, M., Ko, E., Joung, H., & Kim, S. J. (2020). Chatbot e-service and customer satisfaction regarding luxury brands. Journal of Business Research, 117, 587-595.

Dhasarathy, A., Gill, I., Khan, N., Sekar, S., & Van Kuiken, S. (2020). How to become ‘tech forward’: A technology-transformation approach that works. McKinsey & Company, 7.

Gadalla, E., Keeling, K., & Abosag, I. (2013). Metaverse-retail service quality: A future framework for retail service quality in the 3D internet. Journal of Marketing Management, 29:13-14, 1493-1517

Gomes, M.A., Marques, S. & Dias, Á. (2022) The impact of digital influencers’ characteristics on purchase intention of fashion products. Journal of Global Fashion Marketing, 13:3, 187-204, DOI: 10.1080/20932685.2022.2039263

Güngör, A. S., & Çadırcı, T. O. (2022). Understanding digital consumer: A review, synthesis, and future research agenda. International Journal of Consumer Studies, 00, 1-30.

Hilken, T., de Ruyter, K., Chylinski, M., Mahr, D., & Keeling, D. I. (2017). Augmenting the eye of the beholder: exploring the strategic potential of augmented reality to enhance online service experiences. Journal of the Academy of Marketing Science, 45(6), 884-905.

Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The Rise of New Technologies in Marketing: A Framework and Outlook. Journal of Marketing, 86(1), 1-6.

Huh J., Whang, C. & Kim, HY. (2022) Building trust with voice assistants for apparel shopping: The effects of social role and user autonomy. Journal of Global Fashion Marketing, DOI: 10.1080/20932685.2022.2085603

Jung, J., Yu, J., Seo, Y., & Ko, E. (2021). Consumer experiences of virtual reality: Insights from VR luxury brand fashion shows. Journal of Business Research, 130, 517-524.

Kasilingam, D., & Krishna, R. (2022). Understanding the adoption and willingness to pay for internet of things services. International Journal of Consumer Studies, 46(1), 102-131.

Park, Y., Ko, E., & Kim, S. (2021). Fashion brand collaboration strategy and avatar image type in metaverse. Global Fashion Management Conference, 28–28.

Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and Artificial Intelligence: An Experiential Perspective. Journal of Marketing, 85(1) 131-151.

Rust, R. T., & Huang, M. H. (2014). The service revolution and the transformation of marketing science. Marketing Science, 33(2), 206-221.

Karampournioti, S.E., Wiedmann, K. P., & Fritz, W. (2022). The sources of the many faces of consumer smartphone attachment: A value‐in‐use perspective. International Journal of Consumer Studies, 46(4), 1399-1412.

Mehra, A., Rajput, S., & Paul, J. (2022). Determinants of adoption of latest version smartphones: Theory and evidence. Technological Forecasting and Social Change, 175, 121410.

Sağkaya Güngör, A., & Ozansoy Çadırcı, T. (2022). Understanding digital consumer: A review, synthesis, and future research agenda. International Journal of Consumer Studies.

Tan, Y., Chandukala, S. R., & Reddy, S. K. (2021). Augmented Reality in Retail and Its Impacts on Sales. Journal of Marketing, 86(1), 48-66.

Volkmar, G., Fischer, P. M., & Reinecke, S. (2022). Artificial Intelligence and Machine Learning: Exploring drivers, barriers, and future developments in marketing management. Journal of Business Research, 149, 599-614.

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