di Redazione,
July 4, 2018

Guest Co-Editor: Silvia Ranfagni, University of Florence, Italy

Online marketing research is going through a period of rapid change. This is especially due to technology: A case in point is the advent of Web 2.0, which has started turning consumers into active individuals in creating online content within multiple virtual settings (blogs, forums, social networks, etc.).


The latter include contexts that consumers spontaneously animate through their narratives by expressing opinions and perceptions, and by exchanging information (Muniz & O’Guinn, 2001 Kosinets, 2002;). They act as a rich source of data on personal tastes, desires and needs, thus becoming interesting environments for analysing possible interactions that consumers develop with products and brands (De Valck, 2005; Keller, 2009; Ramaswamy & Ozcan, 2016). Since consumers are no longer mere receivers of company messages, they can act as real co-creators of brand meanings which managers cannot ignore (Gensler, Volckner, Liu-Thompkins, & Wiertz, 2013). Moreover, the virtual settings which they use to tell their stories are digital, visible, ubiquitous, available in real time (Hennig-Thurau et al., 2010). Consequently, the impact these stories have on the market can be highly pervasive. New technologies, new market contexts, and a new role of online consumers are some of the factors that tend to influence the way of doing marketing research... [continue]

  • Expressions of interest and abstract – 25 July 2018

  • Initial screening of abstracts and informing of those selected to proceed –  10 August 2018

  • Deadline for submission of full paper – 15 December 2018

  • Feedback from first-round reviews –  31/01/2019

  • Final manuscripts due: 15/04/2019

Rubrica: Highlights
  • ISSN1121-4228
  • E-ISSN 2612-2073
  • Periodicity four-monthly


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