Through the special issue on ‘Role of digital sources and technological advancement in marketing practices and problems’, we respond to calls from marketing practitioners and agencies, businesses eyeing entry into a new market, government and regulatory authorities and research scholars. Be it the micro or the macro environments, businesses widely use digital sources and technological advancements in their business decision-making. Traditional business systems have become obsolete words nowadays; instead, it has been replaced by the adoption of digital sources and technological advancement throughout the organisations. Virtually every aspect of a business is now open to technological advancement and digital adoption. It is often even instrumented for data collection, operations, manufacturing, customer behaviour, customer engagement, marketing campaign performance, etc. At the same time, information is now widely available on external events such as market trends, industry news and competitors’ movements. This broad availability of data has pushed every industry to focus on digitalisation and achieve a competitive advantage. The most specific applications of digital sources and technological advancements are probably in the marketing practices and tasks adopted by marketers, such as online advertising, social media marketing, recommendations for cross-selling, etc