A. R. Shaheen Hosany, Hult International Business School

Seongsoo Jang, Cardiff University

The environmental crisis is reshaping how people consume, yet a persistent gap exists between consumers' stated sustainability values and actual behaviour. Marketing research must move beyond measuring intentions to understanding how sustainability is enacted in real-world contexts, where affordability, convenience and competing priorities constrain behavioural change.

This special issue seeks research examining the intersection of sustainability theory and practice, particularly studies exploring lived experiences of sustainable consumption and marketing's role in enabling meaningful behavioural change. The issue welcomes conceptual, qualitative, quantitative, experimental and mixed-methods contributions that connect rigorous theoretical development with real-world sustainability challenges and generate actionable implications for businesses, policymakers and communities.

Appel publié par Journal of Strategic Marketing. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Consumers, everyday practices and sustainability transitions: How climate vulnerability reshapes consumer identities, aspirations, lifestyles and consumption practices; role of social influence, norms and communities; consumer willingness to sacrifice and pay for sustainability; emergence of repair, reuse, sharing and non-consumption
• Firms, brands, innovation and circular consumption: Translating sustainability theory into products and services; designing feasible and affordable sustainable practices; marketing strategy for repair and circular consumption; systemic change beyond individual responsibility
• Sustainability, inequality and systemic transformation: Moving beyond individual behavioural change to systemic transformation; distribution of sustainability transition costs; inequalities in capacity to participate; marketing contributions to policy design
• Digital technologies, marketing communications and behavioural change: Role of digital technologies, AI and platforms in sustainable consumption; social media and influencers shaping sustainability perceptions; digital marketing facilitating behaviour change without manipulation; creating conditions for sustainable behaviour
• Real-world evidence, experimental research and new methodological approaches: Transaction and behavioural data revealing actual consumption; causal impact of sustainability marketing interventions; natural experiments from environmental disruptions; data-driven discovery and theory development; mixed-methods approaches integrating qualitative and quantitative analysis

Timeline

• September 20, 2027: Submissions open
• December 20, 2027: Manuscript deadline

Shahriar Akter, University of Wollongong

Carolyn Strong, Cardiff University

Marketing is experiencing rapid transformation through AI adoption, yet over 80% of AI initiatives fail to deliver expected financial returns. Despite most CMOs experimenting with AI, fewer than 10% have successfully scaled it across marketing workflows. The gap between AI potential and actual value creation highlights the need for marketing processes centered on humans orchestrating AI, channels, and personalization as a continuous growth engine.

This special issue seeks high-quality research examining how human-centered AI can enhance strategic decision-making in marketing. It welcomes papers addressing responsible AI principles such as beneficence, autonomy, security, justice, and explicability, alongside practical challenges in marketing-specific AI governance, security risks in autonomous agents, algorithmic bias mitigation, and the reskilling of marketing teams for effective human-AI collaboration.

Appel publié par Journal of Strategic Marketing. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Continuous insights: Using multiple data sources for segmentation, campaign execution, and analytics with AI collaboration to predict consumer behaviours
• Security in Agentic creativity: Addressing data breaches, cyberattacks, and security risks in agentic AI systems, including automatic campaign scaling and optimization
• Trust and algorithmic biases: Implementing auditing protocols to identify and correct distortions in data and models
• AI governance and ethical principles: Establishing AI governance frameworks and marketing-specific ethical guidelines for socially beneficial AI adoption
• Human-centred marketing skills: Reskilling and upskilling marketing talent in data analytics, hyper-personalisation, chatbots, and virtual assistants for strategic decision-making
• AI failures: Understanding why AI projects fail due to data quality, customer needs identification, expectations management, and cultural readiness in human-AI collaboration

Timeline

• October 30, 2026: Abstract deadline
• March 31, 2027: Manuscript deadline

Chiara Civera, University of Turin

Demetris Vrontis, University of Nicosia

Sanjit K. Roy, Edith Cowan University

Valentina Chiaudano, University of Turin

The special issue examines how emerging technologies like artificial intelligence, machine learning, and blockchain can reshape marketing strategies toward a multi-stakeholder approach in global contexts. While firms increasingly deploy advanced technologies to enhance customer engagement and personalization, there is limited understanding of how these technologies can support marketing that simultaneously addresses the interests of employees, suppliers, regulators, communities, and society. The issue seeks to bridge this gap by exploring how NATs enable stakeholder engagement, value creation, and governance across global marketing ecosystems.

Appel publié par Journal of Strategic Marketing. Lire l'appel complet sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Artificial Intelligence and Value Co-Creation in Global Marketing Ecosystems: how AI and advanced technologies reshape marketing strategies, processes, and interactions among multiple stakeholders in global markets; how NATs enable new forms of value co-creation among firms, customers, suppliers, regulators, and communities; how technology-enabled marketing infrastructures enhance transparency and coordination across global value chains
• Governance, Ethics, and Responsible AI in Marketing: ethical, governance, and organizational implications of NAT-driven marketing systems; algorithmic bias, transparency, accountability, and fairness in data-driven marketing practices; governance mechanisms and organizational capabilities for implementing responsible and transparent NAT-enabled marketing strategies; managing stakeholder tensions and trade-offs arising from NAT-supported marketing decisions
• Cross-Country Dynamics of New-age Technologies in Marketing: how institutional environments, cultural contexts, and regulatory frameworks influence the adoption and governance of artificial intelligence in global marketing; cross-country differences in implementation of NAT-enabled marketing strategies; how new-age technologies influence global marketing strategy and ecosystem coordination; how NATs support sustainable, inclusive, and responsible marketing practices in global markets

Timeline

• April 30, 2027: Manuscript submission deadline

Pham Van Hau, Unitec Institute of Technology

Carolyn Strong, Cardiff University

Park Thaichon, University of Southern Queensland

This special issue focuses on the emerging intersection of artificial intelligence and sustainable marketing. AI technologies like machine learning and predictive analytics are rapidly transforming marketing practices, while sustainability challenges demand new approaches to shift consumption patterns and market systems. The special issue seeks research examining how AI-driven marketing influences sustainability outcomes at individual, organizational, and system-wide levels.

The integration of AI in marketing presents both opportunities and challenges for sustainability. AI tools can enable personalized sustainability nudges, improve resource efficiency, and support circular economy initiatives. However, concerns include algorithmic bias, privacy issues, transparency challenges, and the risk of reinforcing unsustainable consumption through hyper-personalized marketing. Understanding these dynamics is critical to ensure AI contributes positively to sustainable futures rather than exacerbating environmental and social challenges.

Appel publié par Journal of Strategic Marketing. Lire l'appel complet sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• AI nudging and recommender systems that encourage sustainable choices
• Consumer perceptions, trust, and acceptance of AI-enabled sustainability initiatives
• AI-driven segmentation for targeting sustainable consumption behaviours
• AI insights supporting sustainable product innovation and development
• AI applications in sustainability branding and communication
• Personalised marketing and its influence on responsible consumption
• Predictive analytics for reducing waste and overproduction
• AI-enabled platforms supporting reuse, repair, sharing, and circular consumption
• Transparency, fairness, and accountability in AI-driven marketing systems
• Consumer privacy and data ethics in sustainability-focused marketing
• Governance frameworks for responsible AI use in marketing
• Generative AI and sustainability communication
• Digital platforms enabling collaborative or sustainable consumption
• AI shaping sustainability narratives and consumer engagement
• Interactions between individual behaviour change and system-level transformation
• Policy and regulatory responses to AI-driven sustainability initiatives
• Cross-cultural perspectives on AI-enabled sustainability practices
• Role of generative AI in sustainability communication and storytelling
• Risks of misinformation or greenwashing through generative AI
• Consumer responses to generative AI–generated sustainability content
• Use of generative AI in sustainable product design and innovation

Timeline

• October 30, 2026: Manuscript deadline

Ninh Nguyen, RMIT University

Ranjit Voola, The University of Sydney

M S Balaji, RMIT University

Dung Minh Nguyen, National Kaohsiung University of Science and Technology

Carolyn Strong, Cardiff University

This special issue examines how strategic marketing can advance regenerative futures. While sustainability remains important, regenerative approaches go beyond harm reduction and efficiency to actively restore social, ecological, and economic systems through business strategies, partnerships, and market practices. The issue seeks to understand how firms formulate regenerative marketing goals, develop and communicate regenerative strategies, and align commercial objectives with societal and ecological renewal.

The call invites both conceptual and empirical research exploring marketing's role in enabling restoration, renewal, resilience, and long-term stakeholder value creation. Diverse methodologies are welcome, including experiments, surveys, qualitative research, mixed methods, and multi-level or cross-cultural approaches. Papers should address strategic marketing capabilities, brand strategy, consumer behaviour, digital marketing, business models, stakeholder collaboration, and evaluation metrics related to regenerative transformation.

Appel publié par Journal of Strategic Marketing. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Strategic marketing capabilities for a regenerative future
• Regenerative marketing strategy and long-term value creation
• Brand strategy, brand purpose, and regenerative value propositions
• Consumer behaviour in relation to regenerative offerings and marketing implications
• Digital and social media marketing for regenerative transformation
• The role of emerging technologies in enabling regenerative marketing strategies
• Leveraging AI and big data for regenerative strategic marketing
• Market shaping and ecosystem orchestration for regenerative futures
• Circular, restorative, and regenerative business models from a strategic marketing perspective
• Strategic partnerships and cross-sector collaborations for regenerative value creation
• The role of communities, stakeholders, and co-creation in regenerative marketing
• Metrics, accountability, and performance evaluation in regenerative marketing strategy
• Marketing ethics, governance, and regulations related to regenerative claims and practices
• Tensions, paradoxes, and trade-offs in pursuing regenerative marketing strategies
• Strategic marketing responses to greenwashing, symbolic action, and legitimacy risks in regenerative positioning
• Strategies for inclusive restoration in emerging markets
• Strategic marketing and regenerative futures at the Base of the Pyramid

Timeline

• January 31, 2027: Manuscript deadline

Reem Khamis Hamdan, The University College of Bahrain

Marketing has evolved beyond economic value creation to encompass broader social impacts, particularly as digital technologies like artificial intelligence and big data become deeply embedded in society. These advancements enable marketing strategies that influence not only consumer behavior but also societal values and well-being, raising critical questions about ethical implications and power dynamics that remain underexplored in academic literature.

This special issue invites research examining how strategic marketing enabled by technology reshapes society and the accompanying ethical and power concerns. The editors seek both theoretical and empirical contributions that illuminate the relationship between marketing strategies and society, with particular emphasis on ethical issues, power imbalances, and societal consequences of marketing in digital environments.

Appel publié par Journal of Strategic Marketing. Voir l'appel sur le site de l'éditeur. Fiche de l'appel sur kerostig.

Potential topics

• Ethical concerns of AI marketing
• Bias and fairness of marketing algorithms
• Digital surveillance and the privacy of consumers
• Power relations and manipulation of consumers by digital marketing
• Social responsibility of influencer marketing
• Mental health/well-being of consumers
• Multidisciplinary marketing and digital inequality
• Power of platforms over consumers
• Social responsibility of marketing and ESG
• Multidisciplinary marketing of brands
• Multidisciplinary marketing in vulnerable communities
• Multidisciplinary marketing of technology and the transformation of the identity of consumers
• Multidisciplinary marketing of the attention economy
• Multidisciplinary marketing strategies during social crises/uncertainty

Timeline

• October 26, 2026: Manuscript deadline