Guest editors
Qiang (Steven) Lu,
University of Sydney, Australia,
steven.lu@sydney.edu.au
Jian Ni,
Virginia Tech, USA.
jiann@vt.edu
Yanwen Wang,
University of British Columbia, Canada,
yanwen.wang@sauder.ubc.ca
Ranjit Voola,
University of Sydney, Australia,
ranjit.voola@sydney.edu.au
Junbin Gao,
University of Sydney, Australia,
junbin.gao@sydney.edu.au
Introduction
Algorithmic systems are increasingly embedded in the everyday functioning of markets and organisations. Artificial intelligence, machine learning, recommender systems, predictive analytics and optimisation algorithms now influence how firms sense markets, allocate resources, set prices, target and communicate with customers, personalise experiences and evaluate performance. Their influence, however, extends well beyond organisational efficiency. Algorithmic systems increasingly shape what consumers see and buy, how firms gain visibility and market access, how value is distributed across market actors, and how outcomes relating to fairness, inclusion, sustainability and inequality emerge.
This special issue therefore moves beyond treating algorithms just as technical or operational tools. Instead, we conceptualise algorithmic integration as a strategic, organisational and market-shaping phenomenon embedded within broader systems of value creation and exchange. Emerging research shows that algorithms can shape consumer decision-making through networks of influence (Baccelloni et al., 2025), operate as agents within platform markets (Wei & Geiger, 2025), orchestrate relationships between firms and ecosystem actors (Zhang et al., 2026), and reshape user interests and consumption patterns (Liu & Cong, 2023).
We invite scholars to examine algorithmic integration across three interconnected domains, markets, consumers and organisations. At the market level, research might investigate how algorithmic systems reshape market structures, platform ecosystems, competition, value distribution and market access. At the consumer level, studies might explore how recommendation, personalisation, pricing and related systems influence decision-making, trust, resistance, perceptions of fairness, customer experience and value co-creation. At the organisational level, papers might examine the capabilities, structures and governance arrangements required for firms to integrate algorithmic systems effectively and responsibly.
A particularly important focus is the relationship between economic performance and broader societal outcomes. While algorithmic systems may enhance efficiency, personalisation and market responsiveness, they may also reproduce or amplify algorithmic biases in marketing decision-making (Akter et al., 2022) and raise important strategic and regulatory concerns around algorithmic pricing (Spann et al., 2026). We therefore encourage research examining when, how and under what conditions algorithmic integration creates or undermines economic and social value, including its potential contribution to reduced inequalities, responsible consumption and climate action (Voola et al., 2025).
A central priority of the special issue is practical relevance and implementation. We particularly encourage research that demonstrates how marketing theory can inform the real-world design, deployment and governance of algorithmic systems. This may include studies using consumer, firm or market-level data, industry collaboration, organisational access, practitioner engagement or policy-relevant analysis. Research addressing implementation challenges, governance tensions and trade-offs faced by managers and policymakers is especially welcome.
We welcome conceptual, quantitative, qualitative, experimental, computational and mixed-method research. Successful submissions should make a clear contribution to marketing theory while generating actionable insights for managers, organisations, policymakers or society. Papers focused primarily on developing algorithms or computational techniques without a substantive contribution to marketing theory, practice, market systems or societal outcomes fall outside the core scope of the issue.
List of topic areas
Algorithmic market shaping, platform ecosystems, and consumer–algorithm interactions, trust and resistance
Algorithmic personalisation, customer experience, value co-creation, pricing and fairness
Bias, discrimination, inequality, transparency, ethics, accountability and regulatory responses
Strategic marketing capabilities, organisational adaptation, responsible AI adoption and implementation
Sustainability, financial inclusion, societal impact, managerial decision-making and policy implications
Managerial decision-making and policy implications of algorithmic systems
Interdisciplinary and industry-engaged research using quantitative, computational, experimental, qualitative, conceptual or mixed-method approaches
Submissions information
Submissions are made using ScholarOne Manuscripts. Registration and access are available at: https://mc.manuscriptcentral.com/ejm
Author guidelines must be strictly followed. Please see: https://www.emerald.com/journals/author-guidance/1627/emerald-publishing-author-guidelines
Authors should select (from the drop-down menu) the special issue title at the appropriate step in the submission process, i.e. in response to “Please select the issue you are submitting to”.
Submitted articles must not have been previously published, nor should they be under consideration for publication anywhere else, while under review for this journal.
Key deadlines
Opening date for manuscripts submissions: 25/09/2026
Closing date for manuscripts submission: 28/02/2027
