V. Kumar, Brock University

The use of new-age tools for transformative marketing strategies is an emerging area with several unexplored dimensions. While prior research has established a conceptual foundation, significant gaps remain unaddressed. Existing studies primarily focus on theoretical frameworks or conceptual models, lacking sufficient empirical validation of how these technologies influence consumer attitudes, decision-making, and purchasing behavior.

Furthermore, there is a lack of empirical research quantifying the return on investment (ROI) of integrating these advanced technologies into marketing campaigns. Previous research has also not thoroughly examined the tension between hyper-personalized marketing enabled by GAI and consumer privacy concerns, particularly in the context of Blockchain's ability to ensure data traceability.

This special issue aims to encourage researchers to explore these critical issues and bridge the existing research gaps.

Potential topics

• Use of new-age tools for transformative marketing strategies
• Empirical validation of how technologies influence consumer attitudes, decision-making, and purchasing behavior
• Return on investment (ROI) of integrating advanced technologies into marketing campaigns
• Tension between hyper-personalized marketing and consumer privacy concerns
• Blockchain's ability to ensure data traceability in marketing contexts
• Generative AI (GAI) applications in marketing

Timeline

• August 31, 2026: Submission deadline