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Special issue on Digital communications in industrial marketing

Special issue call for papers from Journal of Business & Industrial Marketing

Journal of Business & Industrial Marketing Special issue on Digital Communications in Industrial Marketing


Guest Editors

Professor Heikki Karjaluoto ([email protected]), Jyväskylä University School of Business and Economics

Professor Pauliina Ulkuniemi ([email protected]), Oulu Business School, University of Oulu

Topic of the special issue

The special issue will focus on recent advances in communications and information technology and their impact on industrial marketing. Digital marketing in industrial marketing here refers to the use of digital communications channels such as a company web site, web analytics, online advertising, search engine marketing, intranet and extranet channels, e-mail marketing, digital sales support material, and social and mobile media to manage the various relationships an industrial company maintains such as firm-client and firm-stakeholder relationships. The special issue will have a particular focus on the use of social media and mobile communications as elements of marketing communication in an industrial context. Both practitioners and academics agree that the social revolution occurring through digital channels will have a profound impact on how people interact with each other and how companies manage their relationships in the changing communications landscape (Greenberg, 2010; Kietzmann et al., 2011; Dennis et al., 2009). The digital environment with two-way communication channels and user-generated content has changed the role of the customer to one of content creator and active discussant. Consequently, the balance of power has shifted from firms to customers. Although the use of new digital media such as social media and the associated increasing mobility have been broadly covered under consumer marketing, the changes they have brought to the ways industrial companies serve their customers, manage their sales channels, set up marketing campaigns or interact with their current customers remains relatively under-researched. In industrial markets, digital marketing has been used in pursuit of cost efficiencies in managing brand and customer relationships (e.g. Drèze and Hussherr, 2003). Recently, in terms of consumer marketing, research has stressed the role of the social user who generates content and actively discusses, shares, and comments on products and services, and by doing so generates positive word-of-mouth (Hanna et al., 2011). Despite the acknowledged role of the social user in creating content as a part of marketing communications in consumer markets, the role of such an actor and the social media in industrial marketing has not been examined to any great extent. Yet, as social media seems inevitably destined to change the way people communicate, it is apparent that these changes will become a part of communication behavior within industrial markets as well. Nevertheless, questions remain over how social media will be employed in industrial marketing. What will the role of mobility be in such communication? What kind of marketing skills or competencies will be required? This special issue attempts to provide answers to these questions and open up new research agendas for digital marketing in B2B industrial settings. We are interested in both conceptual and empirical papers dealing with the topic. In addition to success stories on the use of digital media among industrial firms, we would also welcome papers that provide new, even if critical, insights into the utilization of digital media in industrial firms.

Target topics relevant to this special issue of Journal of Business & Industrial Marketing (JBIM) include, but are not limited to:

  • The measurement of digital marketing communications among industrial firms .Industrial branding using digital channels
  • The use of social media in industrial marketing
  • The impact of social networks and social media on industrial marketing
  • The use of mobile media in industrial marketing (both in firm-client relationships and in managing the sales force)
  • Content/inbound marketing in industrial firms
  • Barriers to and enablers of digital marketing adoption in industrial firms
  • Marketing competencies required to manage new digital marketing communications in an industrial setting

Single company case studies are also encouraged.

Submission of papers

Papers submitted must not have been published, accepted for publication, or presently be under consideration for publication in any other journal. Submissions should be approximately 6,000 words in length. Submissions to the JBIM must be made using the ScholarOne Manuscript Central system.

For more details, please visit: and consult the author guidelines.

A separate title page containing the title, name of author/s, and contact information for the author(s) must be uploaded. Suitable articles will be subject to a double-blind review. Hence, authors should not identify themselves in the body of the paper. All papers will undergo a blind refereeing process conducted by at least two referees.

Submission deadline

15 April 2013

Reviews returned: 15 July 2013

Resubmission of papers: 15 September 2013

Final decision: 30 September 2013

Publication: November 2013 (Vol. X No. X)

Please send papers by e-mail to the guest editors:

Professor Heikki Karjaluoto ([email protected]) School of Business and Economics, University of Jyväskylä, Finland

Professor Pauliina Ulkuniemi ([email protected]) Oulu Business School, University of Oulu, Finland


Dennis, C., Merrilees, B., Jayawardhena, C. and Wright, L.T. (2009), ``E-consumer behaviour'', European Journal of Marketing, Vol. 43 No. 9/10, pp. 1121-39. Drèze, X. and Hussherr, F.-X. (2003), ``Internet advertising: is anybody watching?'', Journal of Interactive Marketing, Vol. 17 No. 4, pp. 8-23. Greenberg, P. (2010), ``The impact of CRM 2.0 on customer insight'', Journal of Business & Industrial Marketing, Vol. 25 No. 6, pp. 410-19. Hanna, R., Rohm, A. and Crittenden, V.L. (2011), ``We're all connected: the power of the social media ecosystem'', Business Horizons, Vol. 54 No. 3, pp. 265-73. Kietzmann, J.H., Hermkens, K., McCarthy, I.P. and Silvestre, B.S. (2011), ``Social media? Get serious! Understanding the functional building blocks of social media'', Business Horizons, Vol. 54 No. 3, pp. 241-51.