CALL FOR PAPERS

The 2nd International Conference on Advances in Theory and Practice of Digital Marketing

Digital Marketing and Innovation in Emerging Markets: Challenges, Opportunities and Research Agenda

14-15 April 2019
Motilal Nehru National Institute of Technology (MNNIT)
Allahabad, Uttar Pradesh, India

Rapid emergence and widespread adoption of information and communication technologies (ICTs) and digital media is having a significant impact on the way people communicate and fulfil their socio-economic, emotional and material needs. ICTs and digital media, such as emails, search engines, websites and social media sites, are already being used widely by individuals for a range of activities including searching daily news and updates on critical events; connecting with family and friends; reviewing products, services and places; selling and buying goods; accessing transportation, tourism, and personal financial services; and workplace management (Kapoor et al. 2017). Furthermore, radical increase in both temporal and geographical reach is empowering consumers to exert influence on brands, products, and services (Plume et al., 2016). These technologies are also being harnessed by businesses for various purposes including distribution and selling of goods, retailing of consumer services, customer relationship management, and influencing consumer behaviour by employing digital marketing practices (AlAlwan et al. 2017; Aswani et al., 2018; Dwivedi et al. 2015, 2017; Ismagilova et al. 2017; Kapoor et al. 2016, 2017).

Technological advancement has resulted in evolution of consumer behaviour through “digital metamorphosis” leading to the formation of “Digital Consumer Culture”, which is a novel and largely unexplored area presenting fertile ground for academics, researchers, and practitioners interested in understanding this unfolding phenomenon. Following the first successful event of this series in 2018 at Swansea University, UK, this 2nd International Conference on Advances in Theory and Practice of Digital Marketing (Conference theme – Digital Marketing and Innovation in Emerging Markets: Challenges, Opportunities and Research Agenda) aims to bring together a variety of disciplines and a scholarly community for the advancement of knowledge regarding practice and research related to digital and social media marketing. To achieve this goal, systematic literature reviews leading to theory development and empirical papers employing quantitative, qualitative, and/or critical methods are welcomed. Consideration will be given to submissions focusing on digital marketing and digital innovation specific theory building/development, measurement development and validation, and testing of existing marketing and information systems theories and models for evaluating their suitability for extending knowledge in this emerging academic domain.

Themes of submission related to Digital Marketing may include but are not limited to:

• Acculturation and Digital Marketing
• Adoption, Usage and Impact of Digital Marketing
• Advertising Systems
• Affiliate Marketing
• Benchmarking in Digital Marketing
• Blogs and Microblogs for Digital Marketing
• Building and Sustaining Customer Loyalty and Retention through Digital Marketing
• Communication in Digital Marketing
• Competitive Advantage through Digital Marketing
• Computational Advertising
• Consumer Trust in Digital Marketing
• Contextual Advertising
• Conversion Rates in Digital Marketing
• Customer Engagement through Digital Marketing
• Demographic Differences and Digital Marketing
• Digital Advertising Effectiveness
• Digital Marketing – (Big) Data Acquisition, Management, Analytics and Insight
• Digital Marketing and Customer Relationship Management
• Digital Marketing – Financial Management, Budget Control, and Costs
• Digital Marketing Strategy
• Display Advertising
• E-Mail Marketing
• Economic and Social Effects of Digital Marketing
• Electronic Word of Mouth (eWom)
• Facebook Marketing/Advertising
• Impact of Digital Marketing on Consumer Behaviour
• Impact of Digital Marketing on Purchase Intention and Purchase Behaviour
• Advertising Campaign
• Decision Making in Digital Marketing
• Digital Marketing Curriculum Development, Education and Training
• Quality Control in Digital Marketing
• Sponsored Searches
• Integrated Marketing Communication Strategies and Digital Marketing
• Fraud and Unethical Practices in Digital Marketing
• Marketing of Health Services
• Mobile Marketing and Mobile Advertising
• Network Science
• Online Brand Communities
• Online Marketing and Online Advertising
• Online Public Relations
• Online Video Advertising
• Pay-Per-Click Advertising
• Pedagogical Development related to Digital Marketing Teaching and Learning
• Personalizations in Digital Marketing
• Privacy Issues in Digital Marketing
• Profitability and Return on Investments (RoI) in Digital Marketing
• Public Policy and Regulation of Digital Advertising
• Real-time Bidding in Digital Marketing
• Remarketing, Retargeting and Behavioral Retargeting
• Search Engine Marketing and Search Engine Advertising
• Search Engine Optimization (SEO)
• Social Media Marketing
• Stealth Marketing
• Viral Marketing

This conference also invites submissions addressing issues related to Digital Innovations in both public (government, health, education) and private sector (finance, human resources, marketing, operations & supply chain) organisations. Themes of submission related to Digital Innovation may include but are not limited to:

• Adoption, Usage and Impact of Digital Innovations
• Application, performance and consequences of “Robo-advice”
• Automated wealth managers (robo-advisors)
• Crowdfunding models
• Cryptocurrencies
• Cyber security
• Digital Business
• Digital Citizen
• Digital Collaboration
• Digital Democracy
• Digital Education
• Digital Enterprise
• Digital Entrepreneurship
• Digital Exclusion and Inclusion
• Digital Finance
• Digital Government
• Digital Health
• Digital HR
• Digital Identity
• Digital Innovations
• Digital Insurances
• Digital Investment
• Digital Money
• Digital Operations
• Digital Participation
• Digital Payment Methods – Adoption, Use and Impact
• Digital Recruitment
• Digital Supply Chain
• Digital Tourism
• Digital Transformation
• Electronic Commerce
• Electronic Government (E-Government)
• Electronic invoicing, electronic factoring, electronic leasing
• FinTech Applications
• FinTech – Challeges and Opportunities
• Government e-Marketplace (GeM)
• Innovation in Digital Marketing
• Issues related to cryptocurrency exchanges
• Mobile Payment Systems – Adoption, Use and Impact
• Mobile Commerce
• Mobile Government (M-Government)
• Mobile Shopping
• Mobile Wallets
• Peer-to-peer (P2P) mobile payments
• P2P consumer/business lending
• Real-time payments and digital currency solutions
• Smart Cities
• Social Inclusion and Social Exclusion in Digital Era
• Use and impact of Emerging Technologies (such as Artificial Intelligence, Big Data, Blockchain, Internet of Things, Machine Learning, Multimedia Systems, Recommender Systems, Sentiment Analysis and Virtual Reality) in various domains

IMPORTANT DATES

• Paper Submission: 15 November 2018
• Authors Notification: 30 January 2019
• Revised Submission: 15th February 2019
• Final Acceptance Notification: 25th February 2019
• Early Bird Registration: 28 February 2019
• Conference dates: 14-15 April 2019

PAPER SUBMISSION AND PROCEEDINGS

Authors should submit one of the following two types of original, unpublished research papers for consideration to this conference: (1) full papers should contain completed research and have 12 or more pages; (2) short papers can consist of conceptual, theoretical, position or viewpoint types of contributions and have a maximum of six pages. Please note that submissions should not be under consideration for any other conference or journal outlet.

Selected papers will be published in the form of an Edited Book (entitled Digital and Social Media Marketing – Emerging Applications and Theoretical Development) under the Emerging Markets book series by Springer Nature, USA. Authors of selected papers will be informed of further details including formatting guidelines. The submissions that are not selected for inclusion in the aforementioned volume will be published in another Edited Book, which will have ISBN number.

Authors of few selected papers will also be invited to submit an extended and revised version of their paper for fast track review and publication in International Journal of Information Management. Further information will soon be made available on the conference website.

CONFERENCE COMMITTEE

FOUNDING CHAIR

Yogesh K. Dwivedi, Emerging Markets Research Centre, School of Management, Swansea University, UK

CONFERENCE CHAIR

G. P. Sahu, Professor and Head, School of Management Studies, Motilal Nehru National Institute of Technology Allahabad, India

CONFERENCE CO-CHAIRS

• Tanuj Nandan, Professor, School of Management Studies, MNNIT Allahabad, India
• P. Vigneswara Ilavarasan, Associate Professor, Dept. of Management Studies, Indian Institute of Technology Delhi, New Delhi, India
• Arpan Kar, Associate Professor, Dept. of Management Studies, Indian Institute of Technology Delhi, New Delhi, India
• Nripendra P. Rana, Emerging Markets Research Centre, School of Management, Swansea University, UK
• Emma L. Slade, Department of Management, University of Bristol, UK

PROGRAM CO-CHAIRS

• Tripti Singh, Associate Professor, School of Management Studies, MNNIT Allahabad, India
• Babita Gupta, Professor, California State University Monterey Bay, USA
• Nitish Singh, School of Business, Saint Louis University, USA
• Hatice Kizgin, Emerging Markets Research Centre, School of Management, Swansea University, UK

ORGANIZATION CO-CHAIRS

• Vibhuti Tripathi, Assocuiate Professor, School of Management Studies, MNNIT Allahabad, India
• Manoj K. Singh, MJP Rohilkhand University, Bareilly, India

MARKETING AND PROMOTION

• Pushp P. Patil, Emerging Markets Research Centre, School of Management, Swansea University, UK
• Kuttimani Tamilmani, Emerging Markets Research Centre, School of Management, Swansea University, UK
• Rakesh Kumar, School of Management Studies, MNNIT Allahabad, India
• Monika Singh, School of Management Studies, MNNIT Allahabad, India
• Subiya Rahman, School of Management Studies, MNNIT Allahabad, India

CONFERENCE ADMINISTRATOR

• Sonal Agarwal, School of Management Studies, MNNIT Allahabad, India
• Naveen K Singh, School of Management Studies, MNNIT Allahabad, India
• Rahul Bodhi, School of Management Studies, MNNIT Allahabad, India
• Vishnu Kumar, School of Management Studies, MNNIT Allahabad, India
• Saumya Gupta, School of Management Studies, MNNIT Allahabad, India

LOCATION

This 2nd International Conference on Advances in Theory and Practice of Digital Marketing will be held at Motilal Nehru National Institute of Technology (MNNIT) Allahabad, Uttar Pradesh, India. Allahabad is one of the oldest cities in India. It is crowned in ancient scriptures as ‘Prayag’, ‘Prayagraj’ or ‘Teertharaj’ and is considered the holiest of pilgrimage centres of India. It is situated at the confluence of three rivers- Ganga, Yamuna and the invisible Saraswati .

Allahabad city is situated in the north part of India in the Oudh region of state of Uttar Pradesh. It is well connected with flights, rail and road transport to other parts of India. Daily trains, buses and flights are available from major cities in India. Allahabad domestic airport named Bamrauli Airport, is 21 km away from MNNIT Allahabad and is connected to cities like New Delhi, Lucknow, Indore, Patna, and Nagpur. Allahabad is well connected to all major cities in India through rail and road networks.

About MNNIT Allahabad

Motilal Nehru National Institute of Technology Allahabad (MNNIT) is an Institute with total commitment to quality and excellence in academic pursuits. With over 55 years of experience and achievements, in the field of technical and Management education, it has traversed a long way. The Institute has been granted the status of Institution of National Importance in India. The Institute offers nine Undergraduate programmes (B.Tech.), twenty five Postgraduate Degree Programmes including M.Tech., MCA, MBA, and M.S.C. programmes. The Institute offers Ph.D. degree programme in all fourteen academic departments.

References

AlAlwan, A., Rana, N.P., Dwivedi, Y.K. and Algharabat, R. (2017). Social Media in Marketing: A Review and Analysis of the Existing Literature. Telematics and Informatics, 34(7), 1177-1190.

Aswani, R., Kar, A.K., Ilavarasan, P.V. and Dwivedi, Y.K. (2018). Search Engine Marketing is not all gold: Insights from Twitter and SEOClerks. International Journal of Information Management, 38(1), 107–116.

Dwivedi, Y.K., Kapoor, K.K. and Chen, H. (2015). Social Media Marketing and Advertising. The Marketing Review, 15(3), 289-309.

Dwivedi, Y.K., Rana, N.P. and Alryalat, M. (2017). Affiliate Marketing: An Overview and Analysis of Emerging Literature. The Marketing Review, 17(1), 33-50.

Ismagilova, E., Dwivedi, Y.K., Slade, E.L. and Williams, M.D. (2017). Electronic Word of Mouth (eWOM) in the Marketing Context: A State of the Art Analysis and Future Directions. Springer International Publishing.

Kapoor, K.K., Dwivedi, Y.K. and Piercy, N. (2016). Pay-per-click Advertising: A Literature Review. The Marketing Review, 16(2), 183-202.

Kapoor, K.K., Tamilmani, K., Rana, N.P., Patil, P., Dwivedi, Y.K. and Nerur, S. (2017). Advances in Social Media Research: Past, Present and Future. Information Systems Frontiers. 20(3), 531–558.

Plume, C., Dwivedi, Y. and Slade, E. (2016) Social Media and the Marketing Context: A State of the Art Analysis and Future Directions. Chandos Publishing, Elsevier.

---