Call for Papers

Coronavirus Pandemic and Disruptive Impact on Marketing and Consumers

Guest Edited by Dr Lilit Baghdasaryan and Prof Ibrahim Sirkeci, Regent's University London, UK. 

Submission Deadline: 30 June 2020

Tentative Publication Date: October 2020

This call for papers welcomes scholars to contribute to the special issue on the theme of coronavirus and its impact on markets, marketing, consumers and consumption. In March 2020, the World Health Organisation declared the novel Coronavirus COVID-19 as a pandemic. The new virus accountable for an outbreak of respiratory illness has thought to be originated in  Wuhan, the capital of the Hubei Province, China in November 2019. In a matter of a few months once a local epidemic took a global scale due to human mobility. As the COVID-19 cases and death numbers have emerged across the world, regional and national lockdowns followed. Perhaps not the COVID-19 but the measures followed have had a significant impact on markets and consumers. In many countries, initial reaction to lockdowns was rushing to supermarkets to stock what is considered to be basic items. Predictably, the COVID-19 crisis adversely affected sectors beyond healthcare. While certain sectors had to close down for lengthy periods, lay off staff, others rushed to move their operations online. At the same time, some others saw sharp increases in their business volumes while also facing supply shortages. We are facing a global crisis where the vast majority of businesses are struggling to go “business as usual” and consumers are facing the challenges and a lockdown consumption culture seems to emerge.

Some industries had greater damage than others, as such, the legal restrictions and the closure of borders eliminated the functionality of airline, tourism and hospitality industries which are often, by nature, transnational. While some other businesses, such as, sportswear, sports equipment, cosmetic, fashion and many others took the opportunity to upscale by adapting and manoeuvring the digital landscape to render revenue. Consumers, on the other hand, are shifting their buying habits, increasingly exposed to substitutes, and new brands. We have already observed panic food and medical supply purchasing, spending more time at home reduced the interaction with bricks and mortar but increased the sales of online businesses.

The Editors of Transnational Marketing Journal invite researchers, scholars, practitioners and policy makers to submit their research articles, case studies, viewpoints, opinion pieces, debates, and reviews on this current crisis disrupting marketing as well as all realms of public and private. We aim to facilitate timely, swift and globally accessible research and informed perspectives on this critical global challenge.

The special issue aims to address the following, but not limited to:

  • Media: polarization, misinformation and the role of social media during the pandemic
  • Macro Factors: Economy, Politics, Society and Technology
  • Digital switch at haste: industries, consumers, markets
  • Troubling promotions: advertising, PR, communication strategies in and beyond lockdown
  • Environmental impact of the pandemic: How businesses are shifting patterns of activities and what are the outcomes of such actions.
  • Value chain: scarcity, supply and distribution.
  • Transnational scope: collaborative efforts, the best practices across borders.
  • International competition and coopetition
  • Brand loyalty, brand switching: substitutes, new markets, market entry opportunities
  • Country and city case studies

Paper Submission

Submitted articles must not have been previously published or currently submitted for journal publication elsewhere. As an author, you are responsible for understanding and adhering to author guidelines (

Submit online:

Please read guidelines before submitting your manuscript. Each paper will be subject to a double-blind review process. To facilitate timely discussion and contribution to the ongoing debates over Covid-19, accepted papers will be published on Early View online promptly, not waiting for the print edition.

Please feel free to contact us if you have any queries.

Important Dates

Deadline of Manuscript Submission: 30 June 2020

Publication Date: 1 October 2020


Special Issue Editors:

Dr Lilit Baghdasaryan and Prof Ibrahim Sirkeci, Faculty of Business and Management, Regent’s University London, UK

E-mail: and


Transnational Marketing Journal is indexed and abstracted in: 


Transnational Marketing Journal

ISSN: 2041-4684 | e-ISSN: 2041-4692