Journal of Global Marketing

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

The Journal of Global Marketing invites submissions for its Special Issue on "Netnography at the Cultural Crossroads: Global Consumers, Markets, and Methods."

This Special Issue explores the growing role of netnography as a rigorous qualitative research method for understanding consumer behavior, digital cultures, and global markets. As marketing increasingly unfolds across digital platforms where local and global cultures intersect, the issue seeks innovative research that examines how identities, meanings, and market practices are negotiated across nations, online communities, and institutions.

The editors welcome empirical, conceptual, methodological, and practice-oriented contributions that advance netnographic research while offering meaningful theoretical, methodological, and managerial insights for global marketing. Researchers from diverse regions, multilingual teams, and studies addressing emerging markets and cross-cultural perspectives are particularly encouraged to contribute.

Topics of Interest

Submissions may address, but are not limited to:

• Consumer culture and identity across borders

• Refugee, migrant, and diaspora consumption

• Cross-national online communities and fandoms

• Global brands, digital platforms, and creator ecosystems

• International entrepreneurship and innovation

• Digital activism and public interest movements

• Decolonial, Indigenous, and ethical perspectives in netnography

• Multi-sited and multilingual netnographic research

• Virtual reality, metaverse, and immersive digital environments

• International education, mobility, and digital nomadism

• Cross-border travel, tourism, and consumer experiences

• Methodological innovations in netnographic research

Submission Guidelines

• The journal welcomes empirical, conceptual, theoretical, methodological, and policy/practice-oriented manuscripts.

• Manuscripts should clearly contribute to global or international marketing theory, methods, and practice.

• Recommended manuscript length is 7,000–9,000 words, including references, tables, and figures.

• Shorter research notes and methodological primers are also welcome.

• All submissions will undergo the journal's double-blind peer-review process.

• Manuscripts must follow the Journal of Global Marketing author guidelines and be submitted through the journal's online submission system.

Important Dates

• Manuscript Submission Deadline: 15 December 2026

• Editorial Decisions: Rolling basis

• Expected Publication: End of 2027 or Early 2028

Special Issue 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

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