CFP - Advertising in the digital context and the impact of AI, an ongoing challenge

The international journal Miguel Hernández Communication Journal announces the monograph "Advertising in the Digital Context, a Permanent Challenge." In this issue, researchers and academics are invited to submit articles that analyze, from the perspective of professional practice and/or purely academic research, under a broad and multidisciplinary prism, the situation of advertising facing the permanent challenge within the current digital context. The deadline for the submission of complete articles (via the journal's platform) is April 1, 2025.

The first decades of the 21st century have shaped a landscape based on new economic, social, and cultural dynamics. Priorities, values, lifestyle, leisure, and people's consumption habits are changing. In an absolutely globalized world, where the democratization of the internet and technological advances build different connectivity alternatives, the concept of liquid modernity defines the social dynamics generated around individual development and immediacy.

This context has entailed an absolute transformation of communication, to the point of generating a new paradigm where disruptive changes outline new trends of hyperconnectivity in very short periods of time. Traditional mass communication media such as television, radio, and press are losing their power to generate million-strong audiences as influencers. New and multiple forms of communication linked to the digital context are emerging, creating new consumption logics (wide channel offering, new formats, different media, etc.) attached to the use of all types of multi-screen devices. Audiences are dispersed, and the model is moving towards an ecosystem made up of multiple small niche audiences.

These circumstances condition and shape the reality of the advertising sector, as well as its performance in the implementation of truly effective campaigns. The user is established as the most powerful agent within the current digital context. They are highly educated, possess digital skills, and have the power to consume and/or communicate whenever they want, however they want, and in the way they want, with the possibility of escaping from intrusive advertising actions. Faced with this issue, brands emerge as the protagonist, in addition to the most valuable asset organizations have in their ongoing search for new formulas of persuasive communication that manage to connect meaningfully with their potential users.

Advertising lives, ancestrally, in a permanent crisis. The situation of the sector, within the current digital ecosystem, has accelerated to the point of becoming a challenge that allows it to continuously adapt to all the disruptive circumstantial changes that occur; including the mission of ensuring that its techniques do not lose effectiveness. In addition to structural variations, related to the organizational chart and the specialization of its professionals, the sector has had to apply changes in its way of analyzing, planning, and implementing campaigns; as well as in measuring the results obtained.

This situation indicates the need to research the current situation of advertising within the digital context. Through this monograph, it is intended to achieve a broad and transversal review of the advertising sector within the current digital context, what the main academic studies and challenges are in this regard, what techniques are used, what elements comprise it, and what tools are part of the analysis, planning, implementation, and measurement process of all types of advertising actions/campaigns.

Keywords:

Advertising, Persuasive Communication, Advertising Sector, Advertising Campaigns, Brands, Users, Digital Context

Priority Lines in this Monograph:

Advertising sector and activity in the digital context.

Past, present, and future of advertising (sector, activity, etc.).

Digital advertising: social networks, digital platforms, connected television, websites, etc.

Impact of AI on the advertising sector.

Trends in advertising within the digital context.

Public relations, marketing, persuasive/commercial communication in the digital environment.

From user power to brand protagonism in the digital advertising context: integrated brand communications.

New formats and advertising content in the digital environment.

Strategy, planning, and creativity in the advertising sector within the digital context.

Graphic communication and advertising visual identity in the digital context.

References:

Ahn, S. J., Kim, J., & Kim, J. (2023). The future of advertising research in virtual, augmented, and extended realities. International Journal of Advertising, 42(1), 162-170.

Analuiza, J. C. C., & Chimbana, V. M. P. (2023). La publicidad digital como estimulante de respuesta emocionales básicas en la audiencia. INNOVA Research Journal, 8(2), 107-128.

Castelló, A., & Del Pino, C. (2019). De la publicidad a la comunicación persuasiva integrada. Estrategia y empatía. ESIC.

Gordon, B. R., Jerath, K., Katona, Z., Narayanan, S., Shin, J., & Wilbur, K. C. (2021). Inefficiencies in digital advertising markets. Journal of Marketing, 85(1), 7-25.

Katz, H. (2022). The media handbook: A complete guide to advertising media selection, planning, research, and buying. Routledge.

Lee, H., & Cho, C. H. (2020). Digital advertising: present and future prospects. International Journal of Advertising, 39(3), 332-341.

Martínez Pastor, E., & Nicolás Ojeda, M.A. (2018). Publicidad digital. Hacia una integración de la planificación, creación y medición. ESIC.

McStay, A. (2017). Digital advertising. Bloomsbury Publishing.

Quesenberry, K. A. (2020). Social media strategy: Marketing, advertising, and public relations in the consumer revolution. Rowman & Littlefield Publishers.

Rachmadi, T., & Kom, S. (2020). The Power Of Digital Marketing (Vol. 1). Tiga Ebook.

Sutherland, M. (2020). Advertising and the mind of the consumer: what works, what doesn't and why. Routledge.

Wuisan, D. S., & Handra, T. (2023). Maximizing online marketing strategy with digital advertising. Startupreneur Business Digital (SABDA Journal), 2(1), 22-30.

We invite you to submit your research by April 1, 2025, for this special issue of MHJournal, which will be published in July 2025. For inquiries regarding the suitability of your proposal, you can contact Santiago Mayorga Escalada (santiago.mayorga@ui1.es).

Author guidelines: https://revistas.innovacionumh.es/index.php/mhcj/about/submissions

Coordinator:

Santiago Mayorga Escalada. Ph.D. in Communication, university lecturer, and researcher (PDI). Accredited as a Contracted Doctor Professor. Director of the Master's Degree in Digital Marketing at the Universidad Isabel I. Published books, articles in high-impact scientific journals, and chapters in the most relevant publishers in Communication Sciences. Participation in international congresses, research projects, and teaching innovation actions in communication. Main research lines: integrated brand communications, branding, trends in advertising and digital marketing; as well as sports and political marketing.