Appels à communication

CIM & ICCEM Conférence _Numéro spécial _ Revue Macromarketing

Date limite de soumission : 30/09/2024

Call for Papers “Empowering the Future: Innovations in Data-Driven Macromarketing and Transformative Technologies” – Special issue of Journal of Macromarketing 4th Edition of International Management Conference (CIM, 2024) and the 2nd Edition of International Conference on Customer Experience and Marketing (ICCEM 2024), Marrakesh, Morocco, 30-31 May 2024.

The Journal of Macromarketing invites submissions for a special issue focused on the intersection of data-driven decision-making and integrating emerging technologies in macromarketing strategies. This special issue explores how data analytics, artificial intelligence, machine learning, and other emerging technologies are reshaping macromarketing strategies and operations, emphasizing sustainability, ethical considerations, and the broader societal impact.


  • to advance understanding of how data-driven insights can optimize macromarketing strategies.
  • to explore the transformative potential of emerging technologies in macromarketing, including AI, IoT, blockchain, Metaverse, and others.
  • to assess the ethical, societal, and environmental implications of data-driven and technology-enabled macromarketing practices.
  • to encourage interdisciplinary research that bridges macromarketing with technology, ethics, sociology, and environmental science.

For this special issue aiming to delve into the realms of data-driven insights, emerging technologies, and their implications in macromarketing, identifying literature gaps becomes crucial for guiding the potential contributions of authors.

Despite the vast amount of available data, there is still a gap in understanding how advanced analytics can be integrated into macromarketing strategies to address global challenges, such as market inequalities and sustainable development goals (Shapiro et al., 2021). Research at the intersection of AI, IoT, and micromarketing has flourished recently (Vlacic et al., 2021). Still, the potential of these emerging technologies to develop macromarketing practices is an underexplored area. Potential contributors to this special issue are invited to propose empirical research on the application and outcomes of AI and IoT technologies in macromarketing that provide real-world evidence of their impact on market structures, consumer behavior, and global trade practices are needed.

Although blockchain and other Web3 technologies are praised for their ability to improve transparency, interoperability, and trust in marketing practices (Park et al., 2023), there is limited research examining their use in macromarketing and their impact on ethical marketing practices and consumer trust on a larger scale. The potential effects of immersive virtual worlds, such as the Metaverse, on consumer behavior, macromarketing methods, and societal norms are still underexplored (Barrera & Shah, 2023; Kraus et al., 2023). Contributions to this special issue should prioritize examining the impact of these technologies on consumer involvement, privacy issues, and the development of virtual marketplaces.

There is a significant lack of interdisciplinary research that links macromarketing with technology, ethics, sociology, and environmental science, particularly in the area of studying the sociological, ethical, and environmental consequences of marketing practices facilitated by technology (Klein & Laczniak, 2021). While sustainability and ethics are increasingly discussed, contributors to this special issue could focus on how data-driven and technology-enabled macromarketing practices can genuinely contribute to sustainable development and ethical consumerism (Gupta & Sheth, 2023).

With the global nature of digital marketing, research is needed to address the challenges of consumer privacy and data protection across different regulatory environments, and how these challenges can be navigated in macromarketing strategies (Malgieri, 2023).

Thematic Areas
We welcome empirical and conceptual papers related to, but not limited to, the following thematic areas:

  • Strategic Data-Driven Insights for Macromarketing Challenges: Exploring how data analytics and AI are used to understand and address macromarketing challenges with a significant societal impact.
  • Artificial Intelligence (AI) and Machine Learning (ML) in Consumer Ethics and Sustainability: Investigating the role of AI and ML in promoting sustainable consumption patterns, ethical marketing practices, and the development of products and services that contribute to citizens’ well-being.
  • The Role of Emerging Technologies in Shaping Market Systems: Examining how technologies like blockchain and the Internet of Things (IoT) are redefining market structures, transparency, and consumer trust at a macroeconomic level.
  • Digital Transformation and Societal Well-being: Analyzing the impact of digital transformation initiatives driven by data analytics and emerging technologies on societal well-being, including economic, social, and environmental dimensions.
  • Technology-Enabled Solutions for the Promotion of Environmental Challenges: Exploring innovative macromarketing strategies that leverage technology to address environmental challenges.
  • Ethics of Big Data and Consumer Privacy in Macromarketing: Analyzing the ethical considerations surrounding big data, consumer privacy, and data protection in the context of macromarketing strategies.
  • Emerging Technologies and the Future of Work in Marketing: Exploring how AI, Metaverse, and other technologies are transforming the marketing profession, skill requirements, and the future of work in the marketing sector.

Drawing from these thematic areas, this call for papers seeks empirical contributions that are theoretically sound and conceptual contributions that critically analyze macromarketing strategies. We welcome manuscripts that address the list of thematic areas and papers exploring new methods to conduct macromarketing research and analyze data in light of technological disruptions.

Special issue workshop
A manuscript development workshop will be organized for this special issue during the 4th Edition of the International Management Conference (CIM, 2024) and the 2nd Edition of the International Conference on Customer Experience and Marketing (ICCEM 2024), Marrakesh, Morocco, 30-31 May 2024. This workshop aims to create a knowledge-sharing space where guest editors and authors of articles presented at this conference exchange ideas for further manuscript development and submission to this special issue.


  • Manuscript submission deadline: September 30, 2024;
  • Initial acceptance/rejection of manuscripts: November 30, 2024;
  • Revision due: January 31, 2025;
  • A special issue will be published in Spring 2025.

For further information, please contact the Special Issue Guest Editors.
We look forward to receiving your contributions and advancing the research on data-driven and technology-enabled marketing strategies for a transformative future.

Guidelines for authors
The Journal of Macromarketing publishes manuscripts, based on a double-blind peer review process. Interested contributors should format their manuscripts based on the guidelines, available at Manuscripts need to be submitted online at:

All submissions will undergo the journal’s standard peer-review process. Authors are invited to select this special issue: “Empowering the Future: Innovations in Data-Driven Marketing and Transformative Technologies” from the online drop-down menu, while they submit the manuscript online.

Guest Editors

  • Dr. Wissal Ben Arfi, Paris School of Business, France, e-mail:
  • Dr. Karim Ben Slimane, Excelia Business School, France:
  • Dr. Alexandru Capatina, Faculty of Economics and Business Administration, “Dunarea de Jos” University of Galati, Romania, e-mail:
  • Dr. Farid Chaouki, Faculty of Economics and Law of Marrakech, University Cadi Ayyad, Morocco, e-mail:

Barrera, K. G., & Shah, D. (2023). Marketing in the Metaverse: Conceptual understanding, framework, and research agenda. Journal of Business Research, 155, 113420.
Gupta, S., & Sheth, J. (2023). Mindful consumption: Its conception, measurement, and implications. Journal of the Academy of Marketing Science, pp. 1-19.
Klein, T. A., & Laczniak, G. R. (2021). Laudato si’–a macromarketing manifesto for a just and sustainable environment. Journal of Macromarketing, 41(1), 75-87.
Kraus, S., Kumar, S., Lim, W. M., Kaur, J., Sharma, A., & Schiavone, F. (2023). From moon landing to metaverse: Tracing the evolution of Technological Forecasting and Social Change. Technological Forecasting and Social Change, 189, 122381.
Malgieri, G. (2023). In/acceptable marketing and consumers’ privacy expectations: four tests from EU data protection law. Journal of Consumer Marketing, 40(2), 209–223.
Park, A., Wilson, M., Robson, K., Demetis, D., & Kietzmann, J. (2023). Interoperability: Our exciting and terrifying Web3 future. Business Horizons, 66(4), 529-541.
Shapiro, S., Beninger, S., Domegan, C., Reppel, A., Stanton, J., & Watson, F. (2021).
Macromarketing pedagogy: Empowering students to achieve a sustainable world. Journal of Macromarketing, 41(1), 104-115.
Vlacic, B., Corbo, L., e Silva, S. C., & Dabic, M. (2021). The evolving role of artificial intelligence in marketing: A review and research agenda. Journal of Business Research, 128, 187-203.

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