Transforming Retail and Consumer Marketing Strategies in the Era of the Digital Economy

Call for Papers
Transforming Retail and Consumer Marketing Strategies in the Era of the Digital Economy
Journal: The International Review of Retail, Distribution and Consumer Research
Publisher: Taylor & Francis
Submission Deadline: 15 June 2026

Overview
This special issue examines how the digital economy is reshaping retailing, distribution, and consumer marketing. It focuses on the shift from traditional models to omni-channel, platform-driven, and experience-based strategies where convenience, speed, personalization, and trust matter more than ever. The issue also looks at how consumer behavior, brand engagement, and supply chain expectations are changing in response to digital transformation.

Detailed Scope
The call invites research on digital retail strategy, consumer engagement, online marketplaces, mobile commerce, social media influence, trust-building, and the role of authenticity and social responsibility in consumer decision-making. It also welcomes work on distribution systems, supply chain complexity, technology adoption, and the challenges firms face in balancing innovation with unequal access to technology and fragmented markets. Papers may explore theoretical, empirical, or practical perspectives on how businesses can adapt and create long-term value.

Submission Information
Authors should follow the journal’s instructions for authors and submit through the Taylor & Francis submission portal for the journal. The deadline for this special issue is 15 June 2026. The call emphasizes that submissions should address how retail and consumer marketing strategies are being transformed by digitalization and should provide value for academics, practitioners, and policymakers.

Guest Editors

• Dr. Aboobucker Ilmudeen — South Eastern University of Sri Lanka, Oluvil, Sri Lanka.

• Prof. Alaa A. Qaffas — University of Jeddah, Jeddah, Saudi Arabia.

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