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CALL FOR PAPERS

A Special Issue of the Journal of Consumer Behaviour on

Consumer Behaviour and Social Media

Submission deadline 15th January 2019

Guest Editors

Yogesh K. Dwivedi

Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, UK. y.k.dwivedi@swansea.ac.uk
Mahmud Akhter Shareef
School of Business & Economics, North South University, Bangladesh. mahmud_akh@yahoo.com

Vinod Kumar
Sprott School of Business, Carleton University, Canada. vinod_kumar@carleton.ca

Emma L. Slade
School of Economics, Finance and Management, University of Bristol, UK. emma.slade@bristol.ac.uk

Nripendra P. Rana
Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, UK. n.p.rana@swansea.ac.uk

Hatice Kizgin
Emerging Markets Research Centre (EMaRC), School of Management, Swansea University, UK. hatice.kizgin@swansea.ac.uk

Consumer Behaviour and Social Media

Consumer behaviour is a complicated issue dependent on several correlated cognitive, affective, and conative components of human attitude (Chu, 2011; Shareef et al., 2017a). Marketing researchers have investigated multidimensional and intertwined consumer behaviour for many years; nevertheless, it is still an interesting and ongoing research agenda. Marketing, social, and psychological researchers have agreed that human behaviour as ‘consumer’ is dynamic, robust, and heterogenic, and continuously changing (Dwivedi et
al., 2015; Ertmer & Newby, 1993; Pelling & White, 2009; Shareef et al., 2015; 2017b; Taylor et al., 2011). The reasons they cited for such heuristic behaviour are: it depends on several conflicting issues of marketing; nowadays, technology has substantial impact on shaping consumer behaviour; and consumer behaviour reflects a complicated interaction or combination of cognitive and affective attitude. The trade-off between these two components of attitude is extremely complicated; product promotion has a severe overarching effect on pursuing consumer behaviour and product promotion is significantly different in different media considering the association of modern information and communication technology.

Consumer behaviour on social media is more dynamic, unique, and significantly customized (Barnes & Mattson, 2009; Shareef et al., 2016b). Many researchers (Hayes & King, 2014; Logan et al., 2012; Pietro & Pantano, 2012; Schulze et al., 2014; Shareef et al., 2017) have explored consumers’ behavioural requirements for social network advertisement. Researchers (Kapoor et al. 2017; Pietro & Pantano, 2012; Schulze et al., 2014; Shareef et al., 2017a) agreed that due to differences of social media from traditional media in terms of scope of interaction, pursuing favorable attitude, forming group behaviour, creating impact of reference group, generating and sharing product promotional activities etc., the effect of social media on consumer behaviour requires thorough exploration. As marketers are becoming keen to deploy social media for promoting products and creating widespread image of their brand and/or organization (Hayes & King, 2014; Kim & Ko, 2012; Shareef et al., 2015/2016a), they have a keen interest in investigating and understanding the group interactions of consumer behavior on social media. Many researchers have already explored consumer behaviour for social media but literature on this topic is still in its early stage of evolution. There is the scope and need to develop a comprehensive theoretical paradigm to understand consumer behaviour on social media. Therefore, this special issue of Journal of Consumer Behaviour will attempt to unfold this behavioural paradox of social media.

Gradual theoretical analysis, systematic literature review, and successive empirical studies on consumer beliefs, attitude, perception, behavioural intentions, and final behaviour can address, connect, and develop conceptual paradigms for social media consumer behaviour. Special consideration and priority will be given to the studies focused on distinct theory and empirical studies of psychological characteristics for social media reflecting consumers’ social, technological, and organizational behaviour. Consumers’ self-concept, image, and personality can also be investigated in this context.

Ideas, issues, and concepts of submission may include but are not limited to:

• advertising on social media
• adoption behaviour of social media
• aspirational references and viral advertising
• associative references and viral advertisements
• business promotion on social media
• communication in social media marketing
• communication tools for product promotion on social media
• competitive advantage through social media marketing
• consumers’ attitudes towards viral marketing
• consumers’ affective attitudes and social media
• consumers’ behavioural attitudes and social media
• consumers’ cognitive attitudes and social media
• consumers’ involvement and business promotion on social media
• consumer learning on social media
• consumer trust of viral marketing
• credibility of advertising on social media
• decision making and social media
• effects of opinion leaders on social media
• future marketing scope on social media
• group behaviour on social media
• marketing on social media
• new advertising concepts on social media
• personalization of viral marketing
• persuasive attitude development on social media
• privacy issues of viral marketing
• product promotion on social media
• online consumer behaviour and social media
• reference groups and social media
• relationship marketing and social media
• reliability of social media advertisement
• self-service technology and social media marketing
• social media and consumer characteristics
• social media metrics and marketing
• source derogation and viral marketing
• strategies for viral marketing
• technological behaviour and viral marketing
• traditional consumer behaviour and social media
• viral marketing
• virtual marketing in social media

Submission Instructions

Prospective authors are invited to consider and submit high-quality original work that has neither appeared in, nor is under consideration by, any other journals.

Submissions should not be more than 6,000 words in length (including references). For further information and style guidance, please visit the JCB author guidelines online at

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Manuscripts should be submitted to the journal through the online submission system

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All the submissions will be reviewed by the Guest Editors/Editorial Desk initially to determine the suitability and scope of appropriateness to be published in this special issue. Papers that either lack originality and clarity in presentation or fall outside the scope of the special issue will not be sent for blind review and the authors will be promptly informed. Final acceptance of manuscripts depends on their quality and review reports.

Important Dates

• Paper submission deadline 15th January 2019
• Initial review report 15th March 2019
• Revised manuscript due 30th April 2019
• Second round of review report 15th June 2019
• Final acceptance notification 30th July 2019

ÂÜÀòÉç¹ÙÍøt the Guest Editors

Yogesh K. Dwivedi is a Professor of Digital Marketing and Innovation, Dean of Academic Leadership (REF Research Environment and Interdisciplinary Research), and Director of the Emerging Markets Research Centre (EMaRC) in the School of Management at Swansea University, Wales, UK. His research interests are at the interface of Information Systems (IS) and Marketing, focusing on issues related to consumer adoption and diffusion of emerging ICT-based applications, electronic/digital government, and digital marketing particularly in the context of emerging markets. He has published more than 250 articles in a range of leading academic journals and conferences. He has co-edited/co-authored more than 20 books on technology adoption, e-government, IS theory, eWOM and social media which have been published by international publishers such as Chandos Publishing (an imprint of Elsevier), Springer, Chapman and Hall/CRC Press, Routledge and Emerald. He has acted as co-editor of 19 journal special issues; organised tracks, mini-tracks and panels in leading conferences; and served as Programme Co-Chair of the 2013 IFIP WG 8.6 Conference on Grand Successes and Failures in IT: Public and Private Sectors and as Conference Chair of the IFIP WG 6.11 I3E2016 Conference on Social Media: The Good, the Bad, and the Ugly. He is Editor in Chief of International Journal of Information Management, an Associate Editor of the European Journal of Marketing and Government Information Quarterly and Senior Editor of the Journal of Electronic Commerce Research. Professor Dwivedi is the founding editor of the recently established Springer Book Series on Advances in Theory and Practice of Emerging Markets ( More information about Professor Dwivedi can be found at: .

Mahmud A. Shareef is a Professor of School of Business & Economics, North South University, Bangladesh. He was a visiting faculty in DeGroote School of Business, McMaster University, Canada during his post-doctorate research. He has done his PhD in Business Administration from Sprott School of Business, Carleton University, Canada. He received his graduate degree from both the Institute of Business Administration, University of Dhaka, Bangladesh in Business Administration and Carleton University, Ottawa, Canada in Civil Engineering. His research interest is focused on online consumer behaviour and virtual organizational reformation. He has published more than 100 papers addressing consumers’ adoption behaviour and quality issues of e-commerce and e-government in different refereed conference proceedings and international journals. He was the recipient of more than 10 academic awards including 3 Best Research Paper Awards in the UK and Canada.

Vinod Kumar is a Professor of Technology and Operations Management of the Sprott School of Business (Director of School, 1995–2005), Carleton University. He received his graduate education from the University of California, Berkeley and the University of Manitoba. Vinod is a well-known expert sought in the field of technology and operations management. He has published over 150 papers in refereed journals and proceedings. He has won several Best Paper Awards in prestigious conferences, Scholarly Achievement Award of Carleton University for the academic years 1985–1986 and 1987–1988, and Research Achievement Award for the years 1993 and 2001. Vinod has given invited lectures to professional and academic organizations in Australia, Brazil, China, Iran, and India among others.

Emma L. Slade is a Lecturer in Management at the University of Bristol, UK. She has a PhD and MSc with distinction in Business Management. Emma’s research and teaching interests revolve around digital technologies and consumer behaviour. Emma has published articles in several highly regarded journals such as Psychology & Marketing, Computers in Human Behavior, Information Systems Frontiers, and Public Management Review. In 2016 Emma was selected to participate in CHERISH-DE’s inaugural Digital Economy Crucible funded by the EPSRC and in 2017 was selected to participate in a workshop on Fintech Research in Emerging Economies under the British Council’s Researcher Links scheme offered within the Newton Fund. Emma was also Programme Co-Chair of the 15th IFIP I3E Conference on Social Media: The Good, the Bad, and the Ugly.

Nripendra P. Rana is an Associate Professor in the School of Management at Swansea University, UK. With an academic and professional background in Mathematics and Computer Science and with a PhD in Information Systems, his current research interests focus primarily upon adoption of emerging and cutting-edge technology, such as e-government, m-government, e-commerce and m-commerce systems. His work has been published in leading academic journals including European Journal of Marketing, Information Systems Frontiers, Government Information Quarterly, Production Planning & Control, Journal of Business Research, Public Management Review, Annals of Operations Research, International Journal of Production Research and Computers in Human Behavior. He has also presented his research in some of the prominent international information systems conferences across the world.

Hatice Kizgin is a Lecturer in Marketing at Swansea University, UK. Her research has investigated immigrants’ consumer behaviour and their acculturation trends. Her special research interest is into the non- Western communities with a strong positivist approach to research. She is actively involved in consultancy projects in the Netherlands, particularly projects that are quantitative in nature. Hatice has published articles in Journal of Business Research and Information Systems Frontiers and has presented her research in some of the prominent international conferences of marketing.

References

Chu, S.-C., (2011). Viral advertising in social media: Participation in Facebook groups and responses among college-aged users. Journal of Interactive Advertising, 12(1), 30–43.

Dwivedi, Y. K., Kapoor, K. K. & Chen, H. (2015). Social media marketing and advertising. The Marketing Review, 15(3), 289-309.

Ertmer, P. A., & Newby, T. J. (1993). Behaviourism, cognitivism, constructivism: Comparing critical features from an instructional design perspective. Performance Improvement Quarterly, 6(4), 59-71.

Hayes, J. L., & King, K. W., (2014). The social exchange of viral ads: Referral and coreferral of ads among college students. Journal of Interactive Advertising, 14(2), 98-109.

Kapoor, K. K., Tamilmani, K., Rana, N. P., Patil, P., Dwivedi, Y. K., & Nerur, S. (2017). Advances in social media research: Past, Present and Future. Information Systems Frontiers, 1-28. DOI:

Kim A. J., & Ko, E. (2012), Do social media marketing activities enhance customer equity? An empirical study of luxury fashion brand. Journal of Business Research, 65(10), 1480–86.

Logan, K., Bright, L. F., & Gangadharbatla, H. (2012). Facebook versus television: Advertising value perceptions among females. Journal of Research in Interactive Marketing, 6(3), 164– 179.

Pelling, E. & White, K. M. (2009), The theory of planned behaviour applied to young people’s use of social networking websites. Cyberpsychology & Behaviour, 12, pp. 755-759.

Pietro, L. Di & Pantano, E. (2012), An empirical investigation of social network influence on consumer purchasing decision: The case of Facebook. Journal of Direct, Data and Digital Marketing Practice, 14(1), 18-29.

Schulze, C., Scholer, L., & Skiera, B. (2014), Not all fun and games: viral marketing for utilitarian products. Journal of Marketing, 78, 1-19.

Shareef, M. A., Dwivedi, Y. K., & Rana, N. P. (2015). Consumer behaviour in the context of SMS-based marketing. The Marketing Review, 15(2), 135-160.

Shareef, M. A., Dwivedi, Y. K., & Kumar, V. (2016a), Exploring multichannel: strategy and consumer behavior. The Marketing Review, 16(3), 235-263.

Shareef, M. A., Dwivedi, Y. K., & Kumar, V. (2016b). Mobile Marketing Channel: Mobile Phone SMS & Online Consumer Behavior, Springer, USA.

Shareef, M. A., Mukerji, B., Dwivedi, Y.K., Rana, N. P., & Islam, R. (2017a), Social media marketing: Comparative effect of advertisement sources, Journal of Retailing and Consumer Services (in press). Available at

Shareef, M. A., Dwivedi, Y. K., Kumar, V. & Kumar U. (2017b). Content design of advertisement for consumer exposure: Mobile marketing through short messaging service. International Journal of Information Management, 37(4), 257–268.

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