𝗡𝗲𝘁𝗻𝗼𝗴𝗿𝗮𝗽𝗵𝘆 𝗮𝘁 𝘁𝗵𝗲 𝗖𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗖𝗿𝗼𝘀𝘀𝗿𝗼𝗮𝗱𝘀: 𝗚𝗹𝗼𝗯𝗮𝗹 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀, 𝗠𝗮𝗿𝗸𝗲𝘁𝘀, 𝗮𝗻𝗱 𝗠𝗲𝘁𝗵𝗼𝗱𝘀

𝗖𝗔𝗟𝗟 𝗙𝗢𝗥 𝗣𝗔𝗣𝗘𝗥𝗦

𝗡𝗲𝘁𝗻𝗼𝗴𝗿𝗮𝗽𝗵𝘆 𝗮𝘁 𝘁𝗵𝗲 𝗖𝘂𝗹𝘁𝘂𝗿𝗮𝗹 𝗖𝗿𝗼𝘀𝘀𝗿𝗼𝗮𝗱𝘀: 𝗚𝗹𝗼𝗯𝗮𝗹 𝗖𝗼𝗻𝘀𝘂𝗺𝗲𝗿𝘀, 𝗠𝗮𝗿𝗸𝗲𝘁𝘀, 𝗮𝗻𝗱 𝗠𝗲𝘁𝗵𝗼𝗱𝘀

𝗝𝗼𝘂𝗿𝗻𝗮𝗹:
Journal of Global Marketing

𝗣𝘂𝗯𝗹𝗶𝘀𝗵𝗲𝗿:
Taylor & Francis Group

𝗠𝗮𝗻𝘂𝘀𝗰𝗿𝗶𝗽𝘁 𝗗𝗲𝗮𝗱𝗹𝗶𝗻𝗲:
15 December 2026

𝗔𝗯𝗼𝘂𝘁 𝘁𝗵𝗲 𝗦𝗽𝗲𝗰𝗶𝗮𝗹 𝗜𝘀𝘀𝘂𝗲

As global marketing increasingly unfolds in digital spaces, netnography has emerged as a powerful qualitative methodology for understanding how local and global cultures interact in real time. This Special Issue seeks contributions that explore, apply, and extend netnographic methods to investigate global consumer experiences, cross-cultural interactions, and evolving digital marketplaces.

The issue aims to advance rigorous, ethical, and insightful netnographic inquiry while encouraging contributions from scholars across diverse cultural perspectives, emerging markets, and underrepresented regions. Studies examining how identities, meanings, and market practices are negotiated across nations, platforms, and institutions are particularly encouraged.

𝗧𝗼𝗽𝗶𝗰𝘀 𝗼𝗳 𝗜𝗻𝘁𝗲𝗿𝗲𝘀𝘁

Submissions may address, but are not limited to:

• Consumer culture, identity, and digital belonging across borders
• Refugee, migrant, and diaspora consumption practices
• Cross-border shopping, medical tourism, and international financial behaviours
• Global brand communities and transnational fandoms
• Cultural hybridity, glocalization, and intersectionality in digital markets
• Platform affordances, algorithms, and global digital ecosystems
• Influencer and creator economies in international marketing strategy
• Migrant and transnational entrepreneurship
• Digital activism and consumer movements across countries
• Decolonial, Indigenous, and critical perspectives in global marketing research
• Multi-sited and multilingual netnographic collaborations
• Immersive, VR, AR, and metaverse research contexts
• Methodological innovations in data collection, analysis, and interpretation
• International education markets and cross-border learning communities
• Study-abroad experiences, digital nomadism, and hypermobile lifestyles
• Border-crossing experiences and transnational consumer journeys

𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗧𝘆𝗽𝗲𝘀

• Empirical studies, including qualitative netnographies and multi-method designs
• Conceptual and theoretical papers
• Methodological and reflective contributions, including protocols and tutorials
• Policy and practice papers supported by grounded evidence

𝗦𝘂𝗯𝗺𝗶𝘀𝘀𝗶𝗼𝗻 𝗚𝘂𝗶𝗱𝗲𝗹𝗶𝗻𝗲𝘀

• All submissions will undergo a double-blind peer review process.
• Papers must clearly contribute to global and international marketing theory, methods, and practice.
• Recommended manuscript length: 7,000–9,000 words (including references, tables, and figures).
• Shorter research notes and methodological primers are also welcome.
• Authors should select “Special Issue: Netnography at the Cultural Crossroads” during submission via the journal’s online portal.

𝗞𝗲𝘆 𝗗𝗮𝘁𝗲𝘀

• Manuscript Submission Deadline: 15 December 2026
• Feedback and Editorial Decisions: On a rolling basis
• Target Publication: End of 2027 or Early 2028

𝗚𝘂𝗲𝘀𝘁 𝗘𝗱𝗶𝘁𝗼𝗿𝘀

• Robert V. Kozinets – University of Southern California, USA
• Lena Cavusoglu – Pacific University, USA
• Ulrike Gretzel – IMC Krems, Austria
• Rossella Gambetti – Università Cattolica del Sacro Cuore, Italy

𝗤𝘂𝗲𝗿𝗶𝗲𝘀

For enquiries regarding the Special Issue, please contact:

Robert V. Kozinets
Email: rkozinets@usc.edu

𝗣𝗼𝘀𝘁𝗲𝗱 𝗼𝗻 𝗦𝗲𝗿𝘃𝗶𝗰𝗲𝗦𝗲𝘁𝘂 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰𝘀 — 𝗣𝗿𝗲𝗺𝗶𝗲𝗿 𝗣𝗹𝗮𝘁𝗳𝗼𝗿𝗺 𝗳𝗼𝗿 𝗔𝗰𝗮𝗱𝗲𝗺𝗶𝗰 𝗢𝗽𝗽𝗼𝗿𝘁𝘂𝗻𝗶𝘁𝗶𝗲𝘀 & 𝗥𝗲𝘀𝗲𝗮𝗿𝗰𝗵 𝗖𝗼𝗹𝗹𝗮𝗯𝗼𝗿𝗮𝘁𝗶𝗼𝗻

Visit official website of the publisher