After interviewing Professors Adam Lindgreen and Simona Botti, during the SIM Conference 2024, the editorial board met Professor Aysegul Özsomer, Editor-in-Chief of the Journal of International Marketing, and Professor Peeter Verlegh, Editor-in-Chief of the Journal of Interactive Marketing.

This interview presents their perspectives on some of the most pressing and unexplored topics in their respective fields, the methodologies best suited to studying these phenomena, and the key elements authors should focus on to enhance their chances of publication.

Their insights highlight critical directions for future research, from the importance of studying artificial intelligence in diverse cultural contexts to the role of marketing in addressing societal challenges like the Sustainable Development Goals (SDGs). Additionally, they underscore the value of compelling storytelling in academic writing, emphasizing the importance of engaging introductions and clear articulation of a study’s relevance and contributions.

What are the most exciting and unexplored international and digital marketing topics?

Aysegul Özsomer: Many emerging topics in international marketing deserve attention, but one of the most fascinating is how different cultures respond to artificial intelligence. This technology, transforming many industries, is perceived differently depending on cultural contexts, institutional frameworks, and personal experiences. It is a highly complex issue: how people accept, reject, or integrate AI into their lives depends intensely on the values and norms of their cultural environment.

Another critical area is the brand purpose and brand activism. The reactions to these efforts vary: some cultures might enthusiastically embrace a brand’s social commitment, while others might be more skeptical. Again, starting with a broad theoretical perspective and then exploring cultural differences is crucial. Finally, the customer journey is an area that needs to be investigated for research, especially in how consumers respond to push messages and manage their privacy concerns. These themes do not necessarily need to be studied in multi-country contexts to be relevant to our journal. A single-country study can also contribute significantly, provided the insights are novel and robust.

Peeter Verlegh: There are still significant gaps in addressing the intersection of marketing and social impact in digital marketing. We need more research on how marketing theories can be applied to pressing societal issues, such as the United Nations’ Sustainable Development Goals (SDGs) or public policy. There is much activity in these areas, yet we lack studies that explore how marketing can help solve complex social challenges.

Another topic that deserves more attention is artificial intelligence in marketing. Although widely discussed, it is still underrepresented in interactive marketing journals. Many researchers prefer to submit their work to consumer behavior or more general journals. Still, our field has significant opportunities to explore how AI can transform consumer-brand interactions.

What are the most suitable methods for studying international and digital marketing phenomena today?

Aysegul Özsomer: The Journal of International Marketing adopts a very open methodological approach. We welcome qualitative and quantitative research, surveys, secondary data analysis, and mathematical modeling. What is particularly interesting today is the growing adoption of studies that combine different methods. For instance, many papers use experiments to explain underlying mechanisms and complement them with surveys to validate findings across a broader sample.

Multi-method research is an excellent option for our field, although it poses significant challenges in an international context. However, if the approach is well-conceived and rigorous, we can support authors throughout the review and publication process. This work requires balancing a solid theoretical foundation with innovative empirical methodologies that can generate insights beyond a single context.

Peeter Verlegh: The Journal of Interactive Marketing also values methodological variety, but we have some clear preferences. For instance, traditional survey-based studies need a strong rationale to be considered. We often receive submissions using PLS models with samples of 300 to 600 participants, but these studies are only sometimes sufficiently innovative or relevant. Conversely, experiments conducted in the lab, online, or on real-world platforms are much more appreciated. These approaches offer depth and engagement, making the findings more compelling and valuable.

Additionally, we are expanding our focus on qualitative research and works inspired by Consumer Culture Theory. We have recently included editors who specialize in these areas to accommodate methodologically diverse contributions and broaden the range of perspectives in our journal.

What should authors focus on to improve their chances of publication?

Peeter Verlegh: It is crucial to capture the reviewer’s attention from the first lines. Reviewers often read manuscripts during their free time, such as on weekends or holidays, so the document must be engaging immediately. In my experience, a strong introduction can make a significant difference. If the reviewer is intrigued and employed by the end of the first page, they are more likely to overlook minor methodological flaws, as long as these are fixable.

Another essential aspect is articulating an interesting and relevant research problem. A manuscript presenting a trivial problem or unconvincing evidence will need help progressing through the review process.

Aysegul Özsomer: I fully agree with Peeter. The first paragraph and the abstract are the sections where authors should invest the most effort. These are the moments to convince readers of the work’s relevance and impact. I always recommend rewriting the introduction after completing the rest of the manuscript. With the results in hand, it is possible to articulate better the research’s relevance and contribution to the field. The title also plays a key role: it must be intriguing and set the stage for what is to come clearly and engagingly.

Copertina: Image by StockSnap from Pixabay