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Special issue

“Crafting Shape in a Fluid World – The Intersection of Marketing and External Forces”

In coordination with the 2026 AMS Annual Conference, Savannah, Georgia (May 12-14, 2026)

Journal: Journal of Consumer Marketing

Guest Editors:  Janna Parker (James Madison University, USA), Kevin James (University of Texas at Tyler, USA) & Hyunju Shin (Kennesaw State University, USA)

Submission Window: June 15-August 15, 2026

Call for papers:

This special issue, coordinated with the 2026 Academy of Marketing Science (AMS) Annual Conference, invites scholars to explore the intersection of consumer behavior and external forces in a fluid world. Consistent with JCM’s mission to blend rigorous research with managerial relevance, we welcome conceptual and empirical work that not only advances theory but also offers actionable insights for practitioners navigating this complex landscape. We also welcome work in line with SDG 12, a United Nations goal, such as a focus on responsible consumption and production considering geopolitical dynamics (e.g., Choi et al., 2025; Gallen et al., 2025).

While broad in scope, we particularly encourage research leveraging the retail sector as a focal context for exploring these dynamics. Scholars have noted that market turbulence demands greater agility and adaptability in marketing strategies (Day, 2011; Jaworski, 2011). Digital transformation, omnichannel strategies, and consumer empowerment have disrupted traditional marketing models (Lemon & Verhoef, 2016; Kannan & Li, 2017). Research has further shown that cultural, economic, and technological externalities interact to influence brand-consumer relationships (Steenkamp, 2019; Kumar et al., 2021). To this end, retail formats, particularly, have been pressured to deliver seamless, personalized experiences while maintaining operational efficiency (Berman & Thelen, 2018; Roggeveen & Sethuraman, 2020).

Suggested Topics Include (but are not limited to):

• Consumer responses to global disruptions (e.g., inflation, supply chain fragility, climate events, tariffs, war)
• Impact of AI, automation, and platform-based ecosystems on consumer well-being and happiness
• How to enhance responsible consumption (e.g., reducing food waste and increasing adoption of green energy and public transportation)
• How to serve marginalized and disadvantaged consumers and enhance equality among gender, race, ethnicity, and socioeconomic status through marketing and equitable practices
• Evolving consumer purchase patterns and consumption practices around brand ethics, transparency, and sustainability
• How firms can navigate sociopolitical activism (e.g., Should brands take a stand or remain silent?)
• Recalibrating brand-consumer relationships in times of social and political polarization
• Cross-cultural and cross-generational consumer insights in a post-globalization era
• Retail innovation in response to external forces, trends, disruptions, and shifting consumer expectations
• Marketing strategies for enhancing trust, loyalty, and engagement in uncertain environments

Important Submission Process Notes

Full submissions only. Abstracts or proposals will not be considered.

This Call for Papers follows the Journal of Consumer Marketing (JCM) and Emerald requirements for special issues and will be submitted through the standard JCM process. On the AMS conference website, this theme will appear as part of the conference’s overarching theme, and all full paper submissions will be reviewed by the AMS Conference Co-Chairs.

Following the AMS peer review process, selected authors will receive an invitation to participate in an invitation-only closed feedback session during the AMS 2026 Annual Conference in Savannah, Georgia. The special issue editors will attend this session, and, when available, JCM editors or associate editors will also be present. These sessions will not be separate presentations but will be scheduled to allow for constructive, personalized feedback before journal submission.

After the conference, the JCM submission portal will open for two months to accept manuscripts for the special issue. All papers must be submitted through the JCM ScholarOne system and will undergo the journal’s standard peer review process. While the special issue is open to any qualified submission, authors whose papers were accepted to the AMS conference will have the advantage of incorporating targeted feedback from the conference’s closed sessions prior to submission.

Key Dates

• Submission Deadline for Initial Full Manuscripts: October 15, 2025
• AMS 2026 Annual Conference: May 12–14, 2026
• Journal Submission Window: June 15–August 15, 2026