Focus and Scope

I-MARKED (International Journal of Marketing Studies and Environments of Digital Business) is a peer-reviewed international scientific journal dedicated to advancing theoretical, methodological, and empirical knowledge at the intersection of marketing, digital business environments, and emerging technological ecosystems. The journal provides an interdisciplinary academic forum for scholars, researchers, policymakers, and industry practitioners worldwide to examine and document the transformation of contemporary markets driven by emerging technologies, changing consumer behavior, and evolving market structures.

I-MARKED welcomes high-quality original research articles employing rigorous quantitative, qualitative, or mixed-method approaches, as well as substantive conceptual and theoretical manuscripts. The journal’s scope is organized around, but is not limited to, the following four interconnected areas:

1. Digital Marketing and Consumer Behavior Dynamics

Topics of interest include, but are not limited to:

  • Data-Driven and Omnichannel Strategies: Empirical research on programmatic advertising, omnichannel integration, social media marketing, digital customer engagement, and marketing performance measurement.
  • Influencer and Content Marketing: Research on Key Opinion Leader (KOL) credibility, parasocial interactions, live-stream commerce, content marketing, and algorithm-driven content dissemination.
  • Consumer Psychology in Digital Spaces: Studies of the cognitive and affective mechanisms underlying online consumer behavior, including impulse buying, hedonic and utilitarian motivations, Fear of Missing Out (FOMO), brand engagement, and post-purchase evaluation.
  • Theoretical Frameworks in Immersive Contexts: Applications and extensions of established theoretical paradigms, such as the Stimulus-Organism-Response (S-O-R) framework, Theory of Planned Behavior (TPB), Dual-Process Theory, and Technology Acceptance Models (TAM), in live-stream commerce, augmented reality (AR), virtual reality (VR), and immersive digital retail environments.

2. Digital Business Environments and Algorithmic Management

Topics of interest include, but are not limited to:

  • Algorithmic Governance and Artificial Intelligence: The role and impact of algorithmic decision-making, automated recommendation systems, and generative artificial intelligence (AI) on organizational operations, marketing processes, and consumer decision-making.
  • Platform Economics and Ecosystem Evolution: Research on the development of e-commerce infrastructures, multi-sided platforms, collaborative consumption, and digital sharing economies.
  • Market Competition, Regulation, and Policy: Studies addressing industry dynamics, competition and antitrust issues, platform governance, regulatory compliance, and public policy in digital business ecosystems.

3. Strategic Innovation and Digital Business Models

Topics of interest include, but are not limited to:

  • Corporate and Enterprise Transformation: Research on digital transformation pathways across multinational corporations (MNCs), small and medium-sized enterprises (SMEs), and digital-native startups.
  • Business Model Disruption: Studies on the design, implementation, adaptation, and scaling of innovative platform-based, subscription-based, marketplace, and decentralized business models.
  • Emerging Technologies for Competitive Advantage: Strategic applications of Big Data analytics, blockchain, the Internet of Things (IoT), and machine learning to enhance organizational performance, innovation, and sustainable competitive advantage.

4. Sustainability and Ethics in Digital Business

Topics of interest include, but are not limited to:

  • Green Marketing and Digital CSR: Environmental marketing communication, digital corporate social responsibility (CSR), and transparent sustainability reporting through digital channels.
  • Platform-Driven Sustainable Consumption: The role of digital platforms in promoting circular economy practices, waste reduction, responsible consumption, and sustainable product life cycles.
  • Inclusive and Responsible Business Practices: Research on digital inclusion, social equity, fair platform-based labor practices, and environmentally responsible business practices within the digital economy.
  • Data Privacy and AI Ethics: Issues concerning consumer surveillance, data protection and privacy regulations, digital trust, cybersecurity risks, and ethical considerations related to automated and AI-driven business systems.

I-MARKED particularly encourages interdisciplinary and cross-contextual research that offers meaningful theoretical contributions, methodological rigor, and practical implications for understanding the rapidly evolving relationship between marketing, technology, consumers, and digital business environments.