changed fashion consumer behavior. It is undoubtedly that research related to interactive advertising
and fashion consumer behavior is needed given the growth of young fashion consumers along with new
trends in interactive media.
The landscape of interactive advertising has been changed over the past decade.Today, interactive
advertising encompasses a variety of forms such as search, email, display, mobile, digital video, audio,
programmatic, social, advergaming, interactive billboard, and behavioral advertising (Interactive
Advertising Bureau, https://www.iab.com/).With the advent of new technologies, interactive advertising
presents tremendous opportunities for consumer to consumer and consumer to brand exchanges through
¡°communication, interaction, control, change, and creation via computer-mediated experiences¡±
(Daughertyet al.2017).How do fashion marketers useinteractive advertising to connect with their
consumers? How hasinteractive advertisingchanged and impactedfashion consumer behavior?
This special issue seeks to answer these questions with academic research oninteractive advertising
and consumer behavior toward fashion.
Potential topics may include, but are not limited to the following:
Interactive advertising effectiveness related to fashion brands
Internet advertising andfashion consumer behavior
Social media andfashion/luxury brands (e.g., Facebook, Twitter,Instagram, Snapchat, WeChat, Weibo, Pinterest)
Fashion influencers, bloggers, and vloggers
Personalization and customization in fashion advertising strategy
Relationship marketing and fashion consumers
Electronic word-of-mouth (eWOM) and fashion marketing
Online product reviews and user-generated content (UGC) for fashion brands
Online community for fashion consumers
Native advertising in the fashion industry
Consumer engagement for fashion brands ininteractive environments
Fashion brand management through interactive advertising
Big data andfashion consumer behavior
Ethical, societal, diversity and policy considerations related to fashion interactive advertising
Corporate social responsibility and sustainability via interactive advertising for fashion brands
Media technologies (e.g., AR, VR) andfashion brand experience
Artificial Intelligence (AI) in fashion (e.g.,Stitch Fix,online styling subscription service)
Local and location-based fashion interactive advertising
Cultural and global perspective of interactive advertising andfashion
Extended Abstract Submission to GFMC JIAD Track
Deadline: January 15, 2019 (Check GFMC website for any updates)
Submission must be done by emailing tojiadspecialissue@gmail.com. Email subject should be:¡°GFMC Extended Abstract for JIAD track,Author Name.¡± Authors will receive an automatic receipt acknowledgement.
Authors should express their intentions to publish their papers in this JIAD special issue when submitting their Extended Abstract to the track chairs.
Authors should select ¡°SPECIAL ISSUE: Interactive Advertising and Digital Communications in Fashion¡± as manuscript type. Please also note in the cover letter that it is for the special issue.
For papers initially submitted to the 2019 GFMC, those selected by the special issue co-editors will be invited for submitting full papers to this special issue.Authors of those papers will be notified of submission to the JIAD shortly following the conference.
Papers presented at the GFMC JIAD track and invited by the co-editors will receivepriority consideration for publication in the special issue.
All submissions are subject to the formal double-blind review process of the JIAD.