Journal of Internet Commerce
Scope & Guideline
Navigating the Future of Online Business Strategies
Introduction
Aims and Scopes
- Consumer Behavior in Digital Environments:
Research exploring how consumers interact with digital platforms, including their purchasing intentions, trust in e-commerce, and responses to personalized marketing communications. - Technological Innovations in Marketing:
Studies focusing on the role of artificial intelligence, chatbots, and big data analytics in shaping marketing strategies and influencing consumer behavior. - Social Media and Influencer Marketing:
Examination of the effects of social media platforms and influencers on brand equity, consumer engagement, and marketing effectiveness. - E-commerce Strategies and Best Practices:
Insights into effective strategies for enhancing customer-brand engagement, online shopping experiences, and service quality in e-commerce. - Emerging Trends and Challenges in E-commerce:
Research addressing contemporary issues in online commerce, such as digital manipulation, dark patterns, and the implications of the COVID-19 pandemic on consumer behavior.
Trending and Emerging
- AI and Machine Learning in Marketing:
There is a notable increase in research exploring the implications of AI technologies in marketing, particularly how they influence consumer behavior through personalized recommendations and chatbots. - Consumer Engagement in Digital Platforms:
Research focusing on strategies to enhance customer engagement, including the role of brand communities and interactive marketing techniques, is trending as companies seek to foster loyalty. - Impact of Social Media Influencers:
The role of social media influencers in shaping consumer attitudes and behaviors is a rapidly growing area of interest, highlighting the importance of credibility and engagement in digital marketing. - Sustainability and Ethical Consumerism:
Emerging themes around sustainability practices in e-commerce and consumer awareness of ethical considerations are gaining attention as consumers become more socially responsible. - Big Data Analytics in Consumer Insights:
An increasing emphasis on utilizing big data analytics to derive insights about consumer behavior and preferences is becoming a key research focus, reflecting the data-driven nature of modern marketing.
Declining or Waning
- Traditional Retail Dynamics:
Research that focuses on brick-and-mortar retail strategies is becoming less prevalent, as the emphasis shifts towards online and hybrid shopping experiences. - Static Marketing Models:
The use of traditional marketing models that do not account for the dynamic nature of online consumer behavior and technology adoption is seeing a decrease. - Generalized Consumer Trust Studies:
While trust remains a critical factor in e-commerce, studies that do not delve into the specific dynamics of trust in online settings are becoming less frequent. - Conventional Advertising Techniques:
Research associated with traditional advertising methods is waning, as there is a growing focus on innovative digital marketing strategies and influencer dynamics.
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