GMC 2025
Introduction
Journal of Interactive Advertising SI at the Global Marketing Conference, Hong Kong, 24-27 Jul 2025; Deadline 15 Jan
INTEREST CATEGORY: MARKETING COMMUNICATIONS
POSTING TYPE: Revisits
Posted by: Kyung Hoon Kim
Call for Papers
JIA Special Issue on the Changing Landscape of Influencer Advertising
泭Journal of Interactive Advertising
Extended Abstract Submission to 2025 GMC at Hong Kong Deadline: January 15, 2025
Full Paper Submission to Journal Deadline: August 15, 2025
Guest Editors:
Jhih-Syuan (Elaine) Lin (National Chengchi University, Taiwan)
Chen Lou (Nanyang Technological University, Singapore)
The Journal of Interactive Advertising (JIA) is seeking submissions for its Special Article Collections Section on The Changing Landscape of Influencer Advertising, which will also be the paper track title at the 2025 Global Marketing Conference (GMC) at Hong Kong (July 24-27, 2024). Papers presented at this JIA track of the conference will be considered for publication in the Special Section in the JIA.
This Special Section aims to feature papers that examine the rapidly evolving landscape of influencer advertising. Despite appearing saturated, the field is increasingly influenced by technological innovations, shifting consumer preferences, and emerging ethical considerations (Aw and Agnihotri 2023; Byun and Ahn 2023; Tanwar, Chaudhry, and Srivastava 2022). As interactive media platforms continue to diversify, the role of influencers in delivering engaging, persuasive, and interactive content has expanded significantly (Carter and Hoy 2024; Chan, Hung, and Tse 2023; Lou, Taylor, and Zhou 2022) The integration of technologies such as virtual reality, artificial intelligence (AI), and predictive analytics has enabled brands and organizations to create personalized, real-time interactions between influencers and audiences, fundamentally altering the scope and impact of influencer advertising (e.g., Khan and Shalini 2024; Li and Ma 2023; Looi and Kahlor 2024; Lou et al. 2022; Purba and Tan 2023).
While these technological advancements in influencer advertising present new opportunities, they also introduce significant challenges. For instance, the rise of AI-driven content and virtual influencers has generated fresh questions about trust, credibility, and ethical standards in advertising. Research on the persuasiveness of influencers across communication contexts has identified the need to delve deeper into the underlying processes, performance metrics, and unintended consequences of such campaigns, particularly in terms of how followers may be influenced (Goodwin et al. 2023; Han and Balabanis 2024; Leung et al. 2022; Lou, Zhou, and Xu 2024; Riedl, Lukito, and Woolley 2023). With the influencer industry experiencing marked expansion, understanding how influencer brands and related practices can be professionalized and regulated becomes imperative. Additionally, examining global trends in influencer advertising can provide valuable insights into the diverse strategies and outcomes shaped by cultural differences. Thus, we invite original manuscripts for this Special Section Article Collection dedicated to exploring these emerging yet understudied issues. The following topics are suggested, though additional topics are welcome.
- Consumer Behavior and Persuasion
o泭泭 eWOM and Social Proof in Interactive Influencer Advertising
o泭泭 Shifts in Consumer Behavior and Persuasion in Influencer Campaigns
o泭泭 Emotional Engagement in Interactive Influencer Content
o泭泭 Trust and Credibility in Influencer Advertising
- Technology and Innovation
o泭泭 Virtual and Augmented Realities in Influencer Advertising
o泭泭 Chatbots, Virtual Assistants, and Influencers in Interactive Media
o泭泭 Interactive Shopping and Short-Form Videos in Influencer Marketing
o泭泭 Diversification of Social Media Platforms in Influencer Advertising
- Industry Development and Professionalization
o泭泭 The Evolution of Influencer Advertising as a Profession
o泭泭 Regulatory Developments
o泭泭 Predictive Models and Engagement Metrics in Influencer Advertising
- Challenges and Negative Effects of Influencer Advertising
o泭泭 Ethics and Persuasion in the Influencer Industry
o泭泭 Influencer Fatigue and Burnout
o泭泭 Well-being and Societal Impact
- Global Trends and Emerging Topics
o泭泭 Long-Term Influencer Partnerships in Interactive Media
o泭泭 Influencers and Political/Social Causes
o泭泭 Diversity and Representation in Influencer Media
o泭泭 Influence of Asian Markets on Influencer Advertising
o泭泭 Global Trends in Interactive Influencer Campaigns
Extended Abstract Submission to 2025 GMC JIA Track
–泭泭泭泭泭泭泭 Deadline: January 15, 2025 (Check GMC website for any updates)
–泭泭泭泭泭泭泭 Authors should submit an extended abstract including everything, which should be less than 5 pages (single-spaced, Times New Roman, 12 pt. font, 1-inch margin on all sides).
–泭泭泭泭泭泭泭 How to submit: Check the GMC website for the link and instructions. Be sure to select the The Changing Landscape of Influencer Advertising JIA track.
–泭泭泭泭泭泭泭 All papers will be reviewed for their fit, theoretical and methodological rigor, and contribution to both theory and practice.
–泭泭泭泭泭泭泭 Submission Guidelines of the 2025 GMC at Hong Kong:
–泭泭泭泭泭泭泭 2025 GMC at Hong Kong Submission Link:
Full Paper Submission to the Journal
–泭泭泭泭泭泭泭 Deadline: August 15, 2025
–泭泭泭泭泭泭泭 Manuscripts must be electronically submitted through .
–泭泭泭泭泭泭泭 Authors should select SPECIAL SECTION: The Changing Landscape of Influencer Advertising as the manuscript type. Please also note in the cover letter that it is for the Special Section.
–泭泭泭泭泭泭泭 All submissions are subject to the formal double-blind review process of JIA.
Inquiries should be directed to:
Special Issue/Section Co-Editors:
Jhih-Syuan (Elaine) Lin, National Chengchi University, Taiwan, jslin@nccu.edu.tw
Chen Lou, Nanyang Technological University, Singapore, chenlou@ntu.edu.sg
Jooyoung Kim, Editor-in-Chief, Journal of Interactive Advertising, jykim@uga.edu