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Call for Papers: Special Issue of Marketing Science on Mobile Technologies

Submission deadline: October 31, 2016.

Mobile devices such as smartphones, tablets, wearable computing, and embedded sensors have proliferated. In many emerging markets, mobiles are the primary means by which individuals gain access online. While fundamental marketing principles continue to apply, mobile changes the tradeoffs for consumers and firms in significant ways.

Mobile technologies have already altered consumer behavior in terms of user generated content, consumption of content and advertising and purchase/consumption behavior. Marketers use mobile technologies for better pricing, advertising and more efficient forms of distribution. Mobile technologies also facilitate development of new products and services that leverage real time location and behavioral data.

Marketing Science invites papers for a special issue that improve our understanding of the opportunities and challenges for marketing as mobile technologies become ubiquitous. The goal of the special issue is to stimulate and curate papers on a broad set of issues related to the impact of mobile on marketing using diverse methodological approaches that can lay an agenda for future work. Theoretical, empirical and experimental papers are all welcome.

Research questions of interest can include, but are not limited to:

1. Impact of mobile technologies on consumer behavior

How mobile impacts content consumption, search for information and prices, the provision and usage of user generated content and other dimensions of shopping and consumption, how such behaviors differ across countries and contexts and why, the effect of wearable technologies on health related behaviors such as exercise, food consumption etc.

2. Marketing with mobile technologies

Location and real-time personalized pricing and advertising, distribution models including omni-channel strategies and new products and services such as Uber and mobile payments, facilitated and impacted by mobile technologies.

3. Effect of mobile devices on competition and market structure

Intensity of competition, vertical integration of upstream and downstream marketing functions, marketing in developing countries, mobile payments, transportation infrastructure, etc.

4. Marketing research and data analytics methodologies influenced by mobile devices

Methods for leveraging geocoded data including big data methods, social badges and other measurement of person-to-person interactions, marketing research using wearable computers, tradeoffs involved in using mobile devices to gather data, etc.

Submission deadline: October 31, 2016

The deadline for the special issue is October 31, 2016. Authors are encouraged to submit papers early and anytime till the deadline for the special issue.

Submission Procedure

Please submit your manuscript online via ScholarOne Manuscript Central at

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When choosing Manuscript Type in Step 1 of the submission process, enter Special Issue – Mobile. All papers will go through the standard review process with the standard SE and AE teams. When appropriate, guest SEs or AEs will be chosen.

For questions about the fit of a paper for the “mobile” special issue, authors can send a one page abstract to the EIC at k.sudhir@yale.edu. The EIC will comment on the fit without making any judgments on the quality and the potential publication prospects, which will be judged entirely by the review process.

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