Special Issue


Call for papers for Special Issue ‘Challenge and opportunities of digital marketing in the Asian context: How to cope with this disruptive environment in the COVID-19 pandemic’


The articles in this special issue aim to illustrate some of the recent developments in the field of study.


Background and aim:

Managing customer relationship especially how to improve customers engagement by involving digital marketing strategies to sustain businesses in the disruptive environment has been on the urgent agenda for now.

As we know, the all effort we have done on marketing, it is aim to improve the sales outcome of our products or services. In 1960s, Jerome McCarthy raised 4ps (product, price, place, promotion) marketing mix, and it is the foundation of the modern marketing theories (Perreault et al., 2013). Today, the most of our content consumption takes place in the digital world, and the market has gone customer-oriented (Gil-Gomez et al., 2020). To keep up with our needs on technology, marketing has also gone digital. This shift requires our brand to have a presence in the digital world (Chylinski, 2020). In order to build a successful digital presence for our brand, it is so necessary to make a solid marketing strategy.

Recently, another challenge emerged in the global market which is the COVID-19 outbreak, which is sweeping across the world, has caused various impacts on business, economy, and society (Donthu & Gustafsson, 2020; Verma & Gustafsson, 2020). Whereas, it has been discussed the potential of digital marketing to contribute to enhance consumer-business relationships even by expanding the new horizon of marketing management with implementations of augmented reality (AR)/virtual reality (VR), Internet of things (IoT), and 3D imagery interaction (e.g., Ghazaleh & Zabadi, 2020; Habes et al., 2020; Kannappan, 2020).

When we focus on the Asian market, as Kahn et al. (2020) discussed, ASEAN region has attraction for digitalization with its speedy development, which implies the region is ‘home of the most competitive digital economies’, whereas, India has been discussed as another digital powerhouse in the digitalized era (Sikdar et al., 2020). Firman et al. (2020) joined this discussion with some empirical facts from China and other Asian region to suggest the necessity of re-conceptualization of business model for contemporary marketing.

With these issues and academic discussion trends, we call for papers for the special issue ‘Challenge and opportunities of digital marketing in the Asian context: How to cope with disruptive environment’.


Chief Guest editor:

Dr Hiroko Oe, Bournemouth University (UK), ex-Professor Yokohama National University, Japan


Guest editors:

Dr Yasuyuki Yamaoka, The Open University of Japan

Professor Takuji Takemoto, The University of Fukui, Japan

Ms Sandy Zhu (MSc), Digital marketing analysts/consultant (China/Canada)   


Topics of interest include, but are not limited to, the following:

1. A holistic discussion in the business perspectives

- The new ideas and discussions of new paradigm of marketing strategies in the “new normal”

- Business continuity planning in digital marketing strategic context

- Block Chain and information sharing to sustain businesses during and beyond the COVID pandemic

- Value co-creation in the “new normal”

- Digital transformation in the marketing scope


2. B2B perspectives

- B2B sales in the COVID-19 pandemic

- Impact of lockdown on business relationships

- Business relationship post Covid19

- Digital analytics in designing international marketing strategies

- Strategic marketing, innovativeness, and technology implementation in the global context

- communicating sustainability with B2B stakeholders

- SDGs implementation in the B2B network


3. B2C perspectives

- Data-driven approaches to enhance CRM in the post-pandemic

- Adaptive innovation and sustainability in CRM implementation

- Effective sustainable communication during and post pandemic

- Ethical decisions in international markets

- Social media and digital marketing impact for the consumers

-The relationship between advertising technologies and brand communication in the digital marketing context

-The impact of live stream and video on customers

-How digital marketing impact consumer behaviours

-Artificial intelligence impact digital marketing

-Digital marketing solution for luxury brand



Submissions Guidelines

Submissions addressing issues related to the conference themes are highly encouraged. All submissions will be subject to a double-blind review process. Authors should submit full papers (maximum 12 pages) or research note (short papers of 5 to 7 pages maximum), references not included to: academicasia2020@gmail.com. All manuscript must be written in English. Manuscripts must be original and unpublished and not under review for publication elsewhere. Article files should be written in English provided in Microsoft Word format. Please ensure that the text is in Times New Roman font style, font size 12, with 1.5 spacing.


Articles files should include:

1-A cover sheet (page 1) including the title of the paper, the author’s name(s), title(s), institutional affiliations and contact details, with the corresponding author designated.


2- A structured abstract on page 2: authors must supply a structured abstract (maximum 250 words in total) set out under 7 sub-headings. The authors’ name(s) should not be on the abstract itself.

• Purpose

• Design/methodology/approach

• Findings

• Research limitations/implications

• Practical implications

• Social implications

• Originality/value

• Keywords: authors should provide appropriate and short keywords that encapsulate the principal topics of the paper. The maximum number of keywords is 4.


3- Starting from page 3, a full paper of 12 pages maximum or a research note 5 to 7 pages in length (not including references), prepared as follows: • Introduction • Literature review • Design/methodology/approach • Findings/discussion • Research limitations/implications


Important dates

- 30 July 2021: full and short papers submission closes at midnight (UK time)

- 15 September 2021: Review decision notified to authors *If the theme is not fit for this special issue, the guest editor team and Prof Muhammad Ridwan might suggest the authors to redirect to the regular issues of Budapest International Research and Critics Institute (BIRCI-Journal) or Economit Journal.

- 31 October 2021: Second revisions submission closes at midnight (UK time)

- December/January: live online


Other information (award)

The guest editor and reviewers’ team will decide ‘Most Innovative Paper Award (BIRCI-Journal)’. It promotes members of our community of Budapest International Research and Critics Institute (BIRCI-Journal) to explore new theories and analytical scope, develop new methods and approaches, and embark on relatively under-researched topics. Initiatives like these research projects move forward the research frontier, especially during the COVID-19 outbreak phase.


The award will be decided within the guest editor and the reviewers’ team based on a fair academic evaluation. The awarded author(s) will be notified once the special issue is live online.


For further information, please contact

Dr. Hiroko Oe, Chief guest editor: hoe@bournemouth.ac.uk

Ms Sandy Zhu, guest editor: academicasia2020@gmail.com



Chylinski, M., Heller, J., Hilken, T., Keeling, D. I., Mahr, D., & de Ruyter, K. (2020). Augmented reality marketing: A technology-enabled approach to situated customer experience. Australasian Marketing Journal (AMJ) (in-printing)

Donthu, N., & Gustafsson, A. (2020). Effects of COVID-19 on business and research. Journal of business research, 117, 284.

Firman, A., Putra, A.H.P.K., Mustapa, Z., Ilyas, G.B., & Karim, K. (2020). Re-conceptualization of Business Model for Marketing Nowadays: Theory and Implications. The Journal of Asian Finance, Economics, and Business, 7(7), 279-291.

Ghazaleh, M. A., & Zabadi, A. M. (2020). Promoting a revamped CRM through Internet of Things and Big Data: an AHP-based evaluation. International Journal of Organizational Analysis (in-printing)

Gil-Gomez, H., Guerola-Navarro, V., Oltra-Badenes, R., & Lozano-Quilis, J. A. (2020). Customer relationship management: digital transformation and sustainable business model innovation. Economic Research-Ekonomska Istraživanja, 1-18.

Habes, M., Alghizzawi, M., Ali, S., SalihAlnaser, A., & Salloum, S. A. (2020). The Relation among Marketing ads, via Digital Media and mitigate (COVID-19) pandemic in Jordan. International Journal of Advanced Science and Technology, 29(7), 12326-12348.

Khan, N., Qureshi, M. I., Ahmad, H., & Al-Kumaim, N. H. (2020). A Systematic Review on Emergence of Digital Marketing in ASEAN Region. Journal of Computational and Theoretical Nanoscience, 17(2), 570-582.

Kannappan, S. (2020). Marketing agility and E-Commerce agility in the light of COVID-19 pandemic: A study with reference to fast fashion brands. Asian Journal of Interdisciplinary Research, 3(4), 1-13.

Perreault Jr, W., Cannon, J., & McCarthy, E. J. (2013). Basic marketing. McGraw-Hill Higher Education.

Sikdar, S., Das, R. C., & Bhattacharyya, R. Role of IT-ITES in Economic Development of Asia.

Verma, S., & Gustafsson, A. (2020). Investigating the emerging COVID-19 research trends in the field of business and management: A bibliometric analysis approach. Journal of Business Research, 118, 253-261.