CFP: JGSMS on Re-vamping & Re-innovating the Online/Offline Shopping Experience

Re-vamping and Re-innovating the online-and-offline shopping experience

Extended Submission Deadline for Extended Abstract: January 31, 2023

Full Paper Submission Deadline: November 30, 2023

Guest editors: 

Xin-Jean Lim, Faculty of Economics and Management, Universiti Kebangsaan Malaysia, Malaysia or  

Shelly Rathee, The Diana & James Yacobucci ’73 Assistant Professor, Department of Marketing & Business Law, Villanova School of Business, Villanova University, 3044 Bartley Hall, 800 E. Lancaster Ave., Villanova, PA 19085, USA.

Jun-Hwa Cheah Norwich Business School, University of East Anglia, United Kingdom.

Tat-Huei Cham UCSI Graduate Business School, UCSI University, Malaysia.


“Happy customer, happy seller” – this is the most effective approach to influence and retain customers worldwide across the business industries. A standout and mesmerizing shopping experience is what helps a customer remember a product, brand, or services, which is the core reason why companies should focus on meeting customer needs and expectations. Despite this concept has captured remarkable attention in both marketing research and practice over the past decades, there are many online-and-offline (O2O) shopping experiences will influence on desirable and undesirable outcomes from consumers are still remained underexplored. As Becker and Jaakkola (2022) point out, a broad and deep set of research (in terms of theoretical development and conceptualization) in this area are needed to provide a unified vision in assessing the causes and effects of how consumers perceive their shopping experience.

Incredibly, customer buying journey has become more complex in the contemporary market, as when they are exposure with countless touchpoints in interaction with retailers (Lemon and Verhoef, 2016). In addition to the bricks and mortars store, retailers are also confronted with accelerating media and channel fragmentation, while omnichannel management is the new norm (Lim et al., 2022; Sheth, 2021; Grewal et al., 2021). The existence of social media also reflected the fact that retailers have far less control over the overall shopping experience, as this platform has facilitated the establishment of peer-to-peer marketing (Sykora et al., 2022). While retailers have begun to invest massively in the AI interface with the aim of increasing efficiency, but how and to what extent this innovation has an impact on the in-store shopping experience and their associated purchasing practices is another crucial concern in the future of retailing (Moore, Bulmer, and Elms, 2022).

Against this background, this special issue invites submissions that tackle questions related to delivering impactful insight on O2O shopping experience, and we open to both conceptual and empirical work. Priority will be given to submission that delivered a strong theoretical and managerial implications.

Possible topic includes, but not limited to: 

• How can innovative selling technologies (i.e., augmented reality, omni-channel system, virtual reality, livestreaming, smart chatbot, metaverse) contribute to impactful shopping experience?

• In what ways can impactful shopping experience contribute to sustainable marketing strategy?

• What are the key contextual contingencies that differentiate O2O shopping experience management?

• How can O2O shopping experience be measured effectively?

• In what ways can big-data can help marketers and businesses to improve O2O shopping experience?

• Will social media influencer be dispensable by virtual influencer in creating O2O shopping experience?

• Will social marketing campaigns and ads be a good strategy in creating different O2O shopping experience?

• What are the challenges encounter by practitioners in creating O2O shopping experience?

How to submit your manuscript: 

• 2023 Global Marketing Conference at Seoul has the Consumer Behavior in a Digital Age track dedicated to author/s seeking to submit to this Special Issue of the Journal of Global Scholars of Marketing Science. Author/s submitting papers to this track must comply with the GMC review process. Discussions in the GMC Track will help author/s position and refine their paper ready for submission to the journal review process.

• Extended submission deadline for extended abstract of the 2023 GMC at Seoul: January 31, 2023

• 2023 Global Marketing Conference at Seoul:

• An open call for full-length journal papers for the Special Issue will be made soon. Any author/s may submit through the Journal of Global Scholars of Marketing Science submission system and will undergo a similar review process as regularly submitted papers. Submission for the Special Issue begins March 1, 2023, with the final deadline for submission being November 30, 2023.

• Journal of Global Scholars of Marketing Science:

• Questions pertaining to the Special Issue should be sent to any of the Guest Editors.

• Papers must be formatted in accordance with the Journal of Global Scholars of Marketing Science style sheet.

• All papers will be double-blind refereed. Post-refereeing, the Guest Editors will propose a list of publishable papers for consideration by the Editors-in-Chief of the Journal of Global Scholars of Marketing Science – whose agreement will be required prior to notifying the Authors of final acceptance.


Becker, L., & Jaakkola, E. (2020). Customer experience: fundamental premises and implications for research. Journal of the Academy of Marketing Science, 48(4), 630-648.

Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of marketing, 80(6), 69-96.

Sheth, J. N. (2021). Future of brick and mortar retailing: how will it survive and thrive?. Journal of Strategic Marketing, 29(7), 598-607.

Grewal, D., Gauri, D. K., Roggeveen, A. L., & Sethuraman, R. (2021). Strategizing retailing in the new technology era. Journal of Retailing, 97(1), 6-12.

Sykora, M., Elayan, S., Hodgkinson, I. R., Jackson, T. W., & West, A. (2022). The power of emotions: Leveraging user generated content for customer experience management. Journal of Business Research, 144, 997-1006.

Moore, S., Bulmer, S., & Elms, J. (2022). The social significance of AI in retail on customer experience and shopping practices. Journal of Retailing and Consumer Services, 64, 102755.

Lim, X. J., Cheah, J. H., Dwivedi, Y. K., & Richard, J. E. (2022). Does retail type matter? Consumer responses to channel integration in omni-channel retailing. Journal of Retailing and Consumer Services, 67, 102992.