Submission Deadlines: Abstract: 31/10/2018– Full Paper: 30/4/2019
Guest Co-Editors: Maria Rosaria Napolitano, Università del Sannio, Italy / Angelo Riviezzo, Università del Sannio, Italy
The extensive changes taking place for decades have forced a rethinking of the theoretical principles and models of marketing (Achrol and Kotler, 2012). More specifically, the distinctive features of consumption behaviour in the new Millennium (Fabris, 2009) – the centrality of emotional aspects, the involvement of the senses, the search for new forms of aggregation and sharing of experiences, the greater sensitivity towards sustainability and ethics issues – imposed a review of the basic principles of market orientation (Kohli and Jaworsky, 1990; Narver and Slater, 1990) and extended the scope of marketing beyond the ability to contribute to the generation of value for customers (Fabris, 2009; Hult et al., 2011; Laczniak and Murphy, 2012; Napolitano et al., 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.).