Future of Sales and Marketing

Theme Description

The ‘future of Marketing and Sales’ theme broadly focuses on a range of traditional discipline specific functions (e.g. consumer behaviour, marketing research, new product development, branding and communications) in the context of new digital technological transformation.  Specifically, recent research from members has focused on social media influence, branding in virtual environments, product placement, electronic word of mouth, customer experience design, adoption of new mobile technologiesdigital consumer culture and everyday life, digital piracy and privacy. This research touches on a wide number of old and emerging marketplaces that are impacted upon, including but not limited to healthcare, politics, music and sport.  Researchers in this area draw from both qualitative (emphasis on netnography) and quantitative (emphasis on content and sentiment data analysis) methods in developing theoretical and applied research models.


  • Sinclair, G and Saren, M (2019) ‘Marketing and Music in an Age of Digital Reproduction’. European Journal of Marketing
  • Gourinovitch A.; Rosati P.; Barroso L.; and Lynn T. (2019) Predicting Electronic Word of Mouth: Evidence from the 2012 Mexican Presidential Election ICORIA 2019
  • Fox G. and Connolly R. (2018) ‘Mobile health technology adoption across generations: Narrowing the digital divide’. Information Systems Journal.
  • Sinclair, G. and Tinson, J (2017) ‘Psychological ownership and music streaming consumption’. Journal of Business Research, 71 :1-9
  • Lynn, T, Muzellec, L, Caemmerer, B, andTurley, D (2017) ‘Social network sites: early adopters’ personality and influence’. Journal of Product and Brand Management, 26:42-51
  • Sinclair, G. and Green, T (2016) ‘Download or stream? Steal or buy? Developing a typology of today’s music consumer’. Journal of Consumer Behaviour, 15:3-14
  • Muzellec L., Lynn T. and Lambkin M. (2012) ‘Branding in fictional and virtual environments: Introducing a new conceptual domain and research agenda’. European Journal of Marketing, 46 (6):811-826