Journal of Interactive Advertising
Special Issue on Interactive Advertising and Digital Communications in Fashion
Shu-Chuan (Kelly) Chu, DePaul University, USA
Yoo-Kyoung Seock, University of Georgia, USA
Extended Abstract Submission to GFMC Deadline: Jan. 15, 2019
Full Paper Submission Deadline: Sep. 9, 2019
The Journal of Interactive Advertising (JIAD), owned and published by the American Academy
of Advertising, is a refereed publication designed to promote our understanding of interactive
advertising, marketing, and communication in a networked world. The Journal will publish
a special issue on ¡°Interactive Advertising and Digital Communications in Fashion¡± with papers
presented in ¡°Interactive Advertising and Digital Communications in Fashion¡± track at the 2019
Global Fashion Marketing Conference at Paris (http://gammaconference.org/2019/).
This special issue examines the intersection of interactive advertising and fashion consumer behavior.
Over the past several years, interactive advertising has provided new opportunities for fashion brands
and products to connect with their target customers more personally and innovatively. For example,
Chanel and Burberry have been recognized as the most influential luxury brands on social through
its digital strategies. Meanwhile, Instagram has become the most influential source for fashion insight
and the top social media site for fashion brand followers.
As interactive technologies continue to evolve, newer platforms such as artificial intelligence (AI),
augmented reality (AR), virtual reality (VR), and voice/image recognition technology have vastly
changed fashion consumer behavior. It is undoubtedly that research related to interactive advertising
and fashion consumer behavior is needed given the growth of young fashion consumers along with new
trends in interactive media.
The landscape of interactive advertising has been changed over the past decade. Today, interactive
advertising encompasses a variety of forms such as search, email, display, mobile, digital video, audio,
programmatic, social, advergaming, interactive billboard, and behavioral advertising (Interactive
Advertising Bureau, https://www.iab.com/). With the advent of new technologies, interactive advertising
presents tremendous opportunities for consumer to consumer and consumer to brand exchanges through
¡°communication, interaction, control, change, and creation via computer-mediated experiences¡±
(Daugherty et al. 2017). How do fashion marketers use interactive advertising to connect with their
consumers? How has interactive advertising changed and impacted fashion consumer behavior?
This special issue seeks to answer these questions with academic research on interactive advertising
and consumer behavior toward fashion.
Potential topics may include, but are not limited to the following:
Interactive advertising effectiveness related to fashion brands
Internet advertising and fashion consumer behavior
Social media and fashion/luxury brands (e.g., Facebook, Twitter, Instagram, Snapchat, WeChat, Weibo, Pinterest)
Fashion influencers, bloggers, and vloggers
Personalization and customization in fashion advertising strategy
Relationship marketing and fashion consumers
Electronic word-of-mouth (eWOM) and fashion marketing
Online product reviews and user-generated content (UGC) for fashion brands
Online community for fashion consumers
Native advertising in the fashion industry
Consumer engagement for fashion brands in interactive environments
Fashion brand management through interactive advertising
Big data and fashion consumer behavior
Ethical, societal, diversity and policy considerations related to fashion interactive advertising
Corporate social responsibility and sustainability via interactive advertising for fashion brands
Media technologies (e.g., AR, VR) and fashion brand experience
Artificial Intelligence (AI) in fashion (e.g., Stitch Fix, online styling subscription service)
Local and location-based fashion interactive advertising
Cultural and global perspective of interactive advertising and fashion
Extended Abstract Submission to GFMC JIAD Track
Deadline: January 15, 2019 (Check GFMC website for any updates)
Submission must be done by emailing to firstname.lastname@example.org. Email subject should be: ¡°GFMC Extended Abstract for JIAD track, Author Name.¡± Authors will receive an automatic receipt acknowledgement.
Authors should express their intentions to publish their papers in this JIAD special issue when submitting their Extended Abstract to the track chairs.
Authors must follow the submission guidelines of GFMC: http://gammaconference.org/2019/
Full Paper Submission
Deadline: September 9 (Monday), 2019
Manuscripts must be electronically submitted through https://mc.manuscriptcentral.com/ujia.
Authors should select ¡°SPECIAL ISSUE: Interactive Advertising and Digital Communications in Fashion¡± as manuscript type. Please also note in the cover letter that it is for the special issue.
All papers should be formatted according to the JIAD Submission Guidelines: (https://www.tandfonline.com/loi/ujia20)
For papers initially submitted to the 2019 GFMC, those selected by the special issue co-editors will be invited for submitting full papers to this special issue. Authors of those papers will be notified of submission to the JIAD shortly following the conference.
Papers presented at the GFMC JIAD track and invited by the co-editors will receive priority consideration for publication in the special issue.
All submissions are subject to the formal double-blind review process of the JIAD.
Special Issue Editors:
Shu-Chuan (Kelly) Chu, Ph.D.
Public Relations and Advertising
College of Communication
Chicago, IL 60604, USA
Yoo-Kyoung Seock, Ph.D.
Associate Professor of Merchandising
Textiles, Merchandising and Interiors
College of Family and Consumer Sciences
The University of Georgia
Athens, GA 30602, USA
Daugherty, T., Djuric, V., Li, H. & Leckenby, J. (2017) Establishing a Paradigm:
A Systematic Analysis of Interactive Advertising Research, Journal of Interactive Advertising, 17:1, 65-78.