[AISWorld] Call For Papers on B2B Advertising and Digital Advertising

Susan Mudambi smudambi at temple.edu
Thu Feb 2 14:16:56 EST 2017

*Call for Papers*

*B2B Advertising*

Industrial Marketing Management

*Deadline for submission: February 4th, 2018*

*Overview and Purpose*

Advertising is recognized as an effective tool for building strong brands
and increasing firm value in business-to-consumer (B2C) contexts (Joshi and
Hanssens 2010; Fischer and Himme 2016; Sridhar, Germann, Kang, and Grewal
2016), and B2B managers have successfully launched multi-million dollar
branding and advertising campaigns that rival their B2C counterparts’
efforts (Lamons 2005). Indeed, B2B marketers are increasing advertising
spending and are expected to allocate over $161 billion to advertising
their brands this year (Outsell Inc. 2016). However, with a few exceptions
(e.g., Gilliland and Johnston 1997), academic research has not kept pace with
the growth of and investment in digital and non-digital B2B advertising.

While academics have begun to explore a number of related topics previously
limited to consumer settings such as emotions, heuristics, branding and
social media (Brown et al. 2012; Lynch and de Chernatony 2004; Mudambi
2002), few studies have explored B2B advertising in substantial depth. This
is a critical oversight because the two domains differ enough to suggest
that simply applying consumer advertising models or mimicking the strategies of
B2C managers will not reap similar results (Swani, Brown and Milne 2014). There
is a clear need to develop a distinct stream of academic research on
B2B advertising,
both in digital and non-digital advertising media and channels. Academic
researchers can systematically analyze B2B advertising practice and offer
guidance on how best to develop and execute advertising that addresses B2B
customer and market characteristics.

The objective of this special issue
is to further our knowledge and theoretical understanding of B2B advertising
 and provide insight and applications relevant to managers. This special
issue invites researchers to apply fresh perspectives, conceptual
frameworks, and methodological approaches to advance knowledge related to
advertising. Topics of interest include:

*B2B advertising models and methodology*

·       Advertising theories, conceptual frameworks and models

·      Implementation of new technologies and innovations

·       New methodologies (i.e., eye tracking, fMRI, etc.) in B2B

·       Role of advertising in buyer purchasing cycle

·       How the unique aspects of organizational buying (e.g., buy cycle,
level of risk, buying center, etc.) affects B2B advertising strategy.

*B2B advertising media*

·       B2B advertising in new media and social media

·       Digital programmatic advertising

·       Media choice in B2B advertising: Traditional vs. non-traditional

·       B2B mobile app advertising

·       Integration of new media and traditional media (IMC) to reach

*B2B advertising content and strategies*

·       Role and importance of rational vs. emotional appeals (e.g., fear
and humor)

·       B2B content engagement

·       Role of narration (‘story-telling’) in B2B advertising

·       Current advertising practices of B2B managers

·       B2B viral advertising

·       Use of creativity in B2B advertising

·       B2B mass communication strategies

·       B2B advertising spending and media planning

·       International B2B advertisements

·       Comparative B2B advertising strategies

·       Push and pull B2B advertising strategies

·       B2B advertising and corporate social responsibility (CSR)

*B2B advertising effectiveness*

·       Evaluating the effectiveness of advertisements in various media

·       Measuring effectiveness of B2B advertising strategies

·       Impact of B2B advertisements on brand and financial outcomes

·       Evaluating effectiveness of B2B advertising in new and social media

Aside from the topics mentioned above, we welcome any others that may be
suited to this special issue. We encourage the submission of case-based,
conceptual, and empirically-based papers that offer managerial relevance. In
particular, we are interested in those papers that apply strong theory, and
innovative methodologies and analytical techniques.

*Manuscript Preparation and Submission*

To submit a paper please visit the IMM editorial site at
https://www.evise.com/profile/#/IMM/register. Please login, register as an
author, and submit the paper as the site will instruct you. When you get to
the step in the process that asks you for the type of paper, select *SI:
B2B Advertising*. All papers will be reviewed through the standard
double-blind peer review process of IMM. In preparation of their
manuscripts, authors are asked to follow the Author Guidelines closely. A
guide for authors, sample articles and other relevant information for
submitting papers are available at:

All queries about the special issue should be sent to the Guest Editors
(see below).

*Guest Editors*

Brian P. Brown

Associate Professor of Marketing, Virginia Commonwealth University,
bpbrown at vcu.edu.

Kunal Swani

Assistant Professor of Marketing, Wright State University,
kunal.swani at wright.edu.

Susan M. Mudambi

Associate Professor of Marketing, Temple University,
susan.mudambi at temple.edu.


Brown, B. P., Zablah, A. R., Bellenger, D. N., & Donthu, N. (2012). What
factors influence buying center brand sensitivity?. *Industrial Marketing
Management*, 41(3), 508-520.

Fischer, M., & Himme, A. (2016). The financial brand value chain: How brand
investments contribute to the financial health of firms. *International
Journal of Research in Marketing*. DOI:

Gilliland, D. I., & Johnston, W. J. (1997). Toward a model of
business-to-business marketing communications effects. *Industrial
Marketing Management*, 26(1), 15-29.

Joshi, A., & Hanssens, D. M. (2010). The direct and indirect effects of
advertising spending on firm value. *Journal of Marketing*, 74(1), 20-33.

Lamons, B. (2005). The case for B2B branding. Thomson South-Western, Mason,

Lynch, J., & De Chernatony, L. (2004). The power of emotion: Brand
communication in business-to-business markets. *Journal of Brand Management*,
11(5), 403-419.

Mudambi, Susan (2002). “Branding Importance in Business-to-Business
Markets: Three Buyer Clusters,” *Industrial Marketing Management*, 31 (6),

Outsell Inc (2016). Annual advertising and marketing study 2016: B2B
advertising. Accessed September 2, 2016 at

Sridhar, S., Germann, F., Kang, C., & Grewal, R. (2016). Relating Online,
Regional, and National Advertising to Firm Value. *Journal of
Marketing*, 80(4),

Swani, K., Brown, B. P., & Milne, G. R. (2014). Should tweets differ for
B2B and B2C? An analysis of Fortune 500 companies' Twitter
communications. *Industrial
Marketing Management*, 43(5), 873-881.

Susan M. Mudambi
Marketing PhD Program Advisor
Executive DBA Associate Director of Mentorship
Research Associate Professor
Marketing & Supply Chain Management Department
Fox School of Business
Temple University
Phone 1-215-204-3561
Email susan.mudambi at temple.edu

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