Track Chairs:

Linda Tuncay Zayer | Ltuncay@luc.edu
Caroline Wiertz | C.Wiertz@city.ac.uk
Mansur Khamitov | mkhamito@iu.edu

This track welcomes innovative research examining advertising, branding, and marketing communications for a world in transition. As brands increasingly align with and shape contemporary cultural movements, we seek research that advances both our theoretical and practical understanding of how firms build and nurture their brand purpose and effectively engage their target audiences. Of particular interest are studies exploring how diverse market actors—from traditional firms to virtual influencers, activists, public figures, entrepreneurs, NGOs, and governments—leverage marketing communications to achieve their objectives. We welcome research examining emerging trends in the field, including how new technologies like generative AI are reshaping advertising, branding, and marketing communications. We encourage submissions from all theoretical and methodological perspectives, including interdisciplinary, mixed-method, and conceptual research.perspectives using a variety of qualitative methodologies, as well as conceptual papers.

Track Chairs:

Yakov Bart | y.bart@northeastern.edu
Werner Reinartz | werner.reinartz@uni-koeln.de
Jochen Hartmann | jochen.hartmann@tum.de

The AI and Technology Track invites submissions exploring emerging trends, theoretical/methodological innovations, and practical applications in Artificial Intelligence, Virtual/Augmented Reality, Blockchain, Service Robots, Digital Voice Assistants, and related fields. This track adopts a broad perspective on marketing, recognizing the profound impact of digital technologies on individuals, organizations, and society. We welcome interdisciplinary research addressing the potential policy, legal, security, ethical, and societal implications of AI and technology, integrating fields like psychology, sociology, environmental science, and economics. Submissions bridging academia and practice are especially encouraged to align with the conference’s goal of fostering collaboration between research and real-world applications.

Track Chairs:

Ana Valenzuela | ana.valenzuela@baruch.cuny.edu
Sandra Laporte | sandra.laporte@tsm-education.fr
Kirk Kristofferson | kkristofferson@ivey.ca

This track invites marketing-relevant research that explores how markets and/or consumption are impacted by, and in turn impact, the various political, economic, social, and cultural transitions currently facing our world. Specifically, we welcome marketing and consumer research that investigates income, educational, racial, gender, digital, political, cultural, and center-periphery divides, especially intersecting divides, and how to potentially bridge these. Essentially, any factor that creates a significant (power) gap among different groups within a society can be considered a divide. We encourage submissions from all theoretical perspectives using a variety of qualitative methodologies, as well as conceptual papers.

Track Chairs:

Adriana Samper | asamper@asu.edu
Guillaume Johnson | guillaume.johnson@dauphine.psl.eu
Anita Rao | anita.rao@georgetown.edu

This track invites research exploring the intersections of marketing, consumer protection, and public policy in an era of rapid technological, social, and regulatory change. Topics of interest include privacy and data protection, ethical marketing practices, consumer advocacy, and the impact of regulatory frameworks on market dynamics. The track also examines critical issues such as biases based on race, gender, age, or socioeconomic status in marketing practices, regulatory decisions, and consumer outcomes, alongside challenges like misinformation, predatory marketing practices, and discriminatory algorithms. Submissions employing multidisciplinary approaches, conceptual work, and empirical research with diverse methodologies are encouraged. This track seeks to foster dialogue on how marketing can contribute to a more equitable, inclusive, and accountable marketplace for all consumers.

Track Chairs:

Hope Schau | schauh@uci.edu
Fleura Bardhi | fleura.bardhi.1@city.ac.uk
Andre F. Maciel | amaciel@business.fsu.edu

This track invites research that explores how markets and/or consumption co-constitute the various political, economic, social, and cultural transitions currently facing our world. Specifically, we welcome marketing and consumer research that investigates social divides and power inequalities caused by structural factors, such as income, education, race/ethnicity, gender, politics, culture, and geography, as well as how to potentially bridge these divides. We encourage submissions from all theoretical perspectives using a variety of qualitative methodologies, as well as conceptual papers.

Track Chairs:

Bill Rand | wmrand@ncsu.edu
Francesca Sotgiu | f.sotgiu@vu.nl
Maximilian Beichert | maximilian.beichert@unibocconi.it

The Digital Marketing, Social Media, and Online Platforms Track invites contributions that explore digital advertising, social media strategies, influencer marketing, social commerce, e-commerce, consumer behavior in online environments, platform algorithms and regulations, and the influence of emerging technologies (e.g., AI), on digital marketing practices. Submissions may employ various methodological approaches—such as conceptual, quantitative, qualitative, meta-analyses, case studies, experimental, and mixed methods—and are encouraged to offer insights, address current challenges, or propose innovative solutions. The goal is to advance theoretical understanding and practical applications in the ever-evolving digital marketing landscape.

Track Chairs:

Kelly Hewett | khewett@utk.edu
Josko Brakus | J.Brakus@leeds.ac.uk
Timo Mandler | t.mandler@tbs-education.fr

The Emerging Markets and International Marketing track encourages papers exploring strategic marketing approaches in a global context. This track aims to deepen understanding of cross-cultural nuances and international considerations by examining opportunities and challenges arising in diverse markets. We welcome conceptual and empirical submissions employing various methodologies to shed new light on international marketing strategy. Topics may include, but are not limited to, market entry strategies, marketing program adaptation, digitalization emerging markets, and corporate sustainability. This track seeks innovative contributions through multidisciplinary perspectives that inform theory and practice for global marketing success.

Track Chairs:

Girish Mallpragada | gmallapr@iu.edu
Manfred Kraft | m.krafft@uni-muenster.de
Navid Mojir | navid_mojir@kenan-flagler.unc.edu

This track invites submissions that advance our understanding of marketing strategy and organizational dynamics in a rapidly changing global environment. We welcome research exploring strategic decision-making, competitive positioning, resource allocation, market orientation, and the integration of marketing with other organizational functions. Topics may include, but are not limited to, adaptive strategies in response to market disruptions, innovation-driven organizational transformation, collaboration across value chains, and the impact of organizational culture on marketing outcomes. Submissions that adopt interdisciplinary approaches, provide actionable insights for practitioners, or push the boundaries of strategic marketing theory are particularly encouraged. This track seeks to foster dialogue between academia and industry to tackle the pressing challenges of modern marketing management.

Track Chairs:

Raji Srinivasan | raji.srinivasan@mccombs.utexas.edu
Sabine Kuester | s.kuester@uni-mannheim.de
Ankit Sisodia | ankit.sisodia@yale.edu

This track invites cutting-edge research that examines the development, launch, and management of new products and innovations. We welcome submissions that explore themes such as disruptive innovations, customer-centric product design, innovation ecosystems, and the role of technology and research methods in accelerating product development. Topics may also include behavioral aspects of consumer adoption, strategies for managing risk and uncertainty, and sustainable innovation practices. Submissions employing diverse methodologies—quantitative, qualitative, conceptual, or mixed methods—are encouraged. We especially invite research that bridges theory and practice, providing actionable insights for practitioners to drive innovation success in dynamic and competitive markets.

Track Chairs:

Michael Ahearne | mahearne.uh@gmail.com
Sandeep Chandukula | sandeepc@smu.edu.sg
Yuting Zhu | y.zhu@nus.edu.sg

This track invites submissions that explore the evolving dynamics of retailing, sales management, and personal selling in today’s highly competitive and digitally integrated marketplaces. We welcome research addressing topics such as omni-channel retail strategies, customer relationship management, salesforce effectiveness, and the integration of AI and analytics in retail and sales operations. Contributions that investigate consumer decision-making in retail environments, the role of personalization in sales, and strategies for enhancing customer experience are encouraged. Submissions employing diverse methodologies, including experimental, quantitative, qualitative, and mixed methods, are particularly welcome. This track aims to foster discussions that advance both theoretical frameworks and practical applications in retail and sales management.

Track Chairs:

Martin Mende | Martin.Mende@asu.edu
Jenny van Doorn | j.van.doorn@rug.nl
Dominik Mahr | d.mahr@maastrichtuniversity.nl

This track welcomes research papers on service, service innovation, customer experience, and emerging technologies. It will focus on how organizations can adopt customer-centric approaches, showcasing groundbreaking studies, novel methodologies, and practical insights. Spanning topics such as service design, recovery, retention, technologies, human-robot encounters, ecosystems, and future trends, it offers a dynamic forum to discuss strategies that amplify customer experiences and their societal and ethical implications. This track seeks to shape and inform best practices by acknowledging the evolving nature of customer experience and service research. We encourage submissions pushing the boundaries of service and customer experience research by investigating uncommon and underexplored contexts and addressing pressing questions in the field.

Track Chairs:

Henri Weijo | henri.weijo@aalto.fi
Verena Gruber | gruber@em-lyon.com
Lez Torres | ltruji3@uic.edu

Modern times are characterized by the entanglement of various social (e.g., inequality, racism, poverty, sexism, ageism) and ecological crises (e.g., rising sea levels, critically endangered or almost extinct animal species, increasing surface temperatures and extreme weather phenomena). Their complex nature requires the concerted effort of various stakeholders including firms, governments, consumers, and third-sector organizations. This track aims to bring together work that critically interrogates how these different stakeholders can and/or should respond, from a marketing perspective, to make genuine sustainability progress possible. We invite research that takes the holistic and interdisciplinary perspective necessary to truly advance sustainability and social responsibility efforts, including more radical perspectives. We encourage submissions from all theoretical and methodological perspectives, especially multidisciplinary, conceptual, and critical research. We look forward to submissions that provide fresh perspectives on marketing’s role in fostering or undermining improved conditions for all living beings, human or otherwise.

Submission Template – Competitive Papers

Competitive paper submissions comprise completed work addressing substantive, theoretical, or methodological topics in marketing. The authors of accepted competitive papers will have 15 minutes to present their work. All competitive paper submissions must be directed to only one thematic track.

Submission of the same (or substantially overlapping) project(s) to multiple tracks is not permitted. All submissions will follow a double-anonymized process; reviewers will not know who authored the papers, nor will authors know the names of their reviewers.

Format and Style for Competitive Papers:

Prepare and submit electronic documents in PDF format.  

Please include 

1. Title
2. Short Abstract (75-100 word limit)
3. Key Contributions to Academe and Practitioners (300 words) 
4. Manuscript Long Abstract (up to 3,000 words)
5. Table or Figure (optional). Authors have the option of including one table summarizing results and/or one figure (these do not count against the word limit). 
6. Selected References. References also do not count against the word limit.

Please note that submissions with text longer than 3,300 words will not be reviewed.

To ensure an anonymous review, authors must avoid revealing their identities in the body or reference section of the paper. Authors should do the following:

• Do not save the file with author-identifying information in the file name.
• Do not include a front page with author-identifying information.
• Remove the author-identifying information from the document’s file properties.

Confirmation that your paper was submitted successfully will be sent via email to the submitter. At least one author of each accepted competitive paper must agree to register and present the research at the conference. Authors of accepted competitive papers also have the option of publishing either a long abstract or a full paper in the conference proceedings.

Choosing to publish a Long Abstract gives authors the option to submit the paper elsewhere for publication after the conference.

Submission Template – Poster Presentation

Poster submissions comprise research in working (intermediate or early) stages. These projects typically present partial results and describe ongoing work on substantive, theoretical, or methodological topics in marketing that is not necessarily ready for submission to a journal. All poster abstract submissions must be directed to only one thematic track.

Submission of the same (or substantially overlapping) project(s) to multiple tracks is not permitted. All submissions will be reviewed in a double-anonymized process; reviewers will not know who authored the papers, nor will authors know the names of their reviewers.

Format and Submission Process for Posters:

Prepare and submit electronic documents in PDF format. Please include 

1. Title
2. Short Abstract (75-100 word limit)
3. Key Contributions to academe and practitioners (300 words) 
4. Long Abstract (up to 1,000 words), 
5. Table or Figure (optional). Authors have the option of including one table summarizing results and/or one figure (these do not count against the word limit).
6. Selected References.  References also do not count against the word limit.

Please note that submissions with text longer than 1,300 words will not be reviewed.

To ensure an anonymous review, authors must avoid revealing their identities in the body or reference section of the paper. Authors should do the following:

• Do not save the file with author-identifying information in the file name.
• Do not include a front page with author-identifying information.
• Remove the author-identifying information from the document’s file properties

Confirmation that your abstract was submitted successfully will be sent via email to the submitter.

At least one author of each accepted poster must agree to register for the conference, prepare a poster for display during the poster session, and be available to discuss the research and answer questions at the poster session. Note that posters will NOT be included in the conference proceedings.

Submission Template – Special Session

Anyone may organize and propose a special session, although those who are unfamiliar with AMA conference special sessions are encouraged to discuss their ideas with the conference co-chairs or track co-chairs for developmental feedback before submitting a proposal. Special sessions provide a good vehicle to acquaint marketing academics with new perspectives, theories, and provocative ideas to bring diverse participants together around a common theme or to integrate academically-minded practitioners into the conference. Sessions involving participants from multiple countries, focusing on theory development or cutting-edge research directions, and offering insights regarding academic-business partnerships for research or teaching are particularly encouraged.

Special sessions should feature three or four presentations on a related theme. Another possibility is an interactive panel discussion among four to six panelists and a moderator. Other creative special session formats are encouraged, particularly those that generate attendee interaction.

All special session proposal submissions must be directed to only one thematic track. Proposals for special sessions should describe the topic and its importance to marketing, summarize the issues to be covered, and identify all individuals (with their qualifications) who will formally participate. Special session proposals should provide specificity regarding the purpose, format, participants, and roles in the session. AMA Academic Special Interest Groups (SIGs) may propose special sessions to the SIG Programming track.

Selection criteria include the quality of the proposal, the level of interest the session is likely to generate at the conference, and the session’s relevance to the conference theme.

By submitting a special session proposal, the organizer and listed participants affirm that, if accepted, all will register for and appear at the conference as described in the proposal. 

Format and Submission Process for Special Sessions:

Prepare and submit an extended abstract in PDF format.  Special session proposals must include:

1. Title
2. Short Abstract (75-100 word limit)
3. Session Proposal (up to 1,000 words) 
4. Long Abstract of Each Paper (up to 1,000 words each)
5. Table or Figure (optional)
6. Selected References

The session proposal (up to 1,000 words) should describe the objective of the session, its structure and general orientation, likely audience, key issues, and topics to be covered, as well as why the session is likely to make an important contribution to the discipline. Also, include a brief description of each paper in the session. 

The text of the special session proposal submission must not exceed 4,000 words (for sessions containing 3 papers) or 5,000 words (for sessions containing 4 papers) and should be submitted in the double-spaced format, prepared in 12-point font. 

Please note that longer submissions will not be reviewed.

Due to the unique nature of special sessions, presenter names and information should be included in the proposal and will be noted during the review process.

Confirmation that your proposal was submitted successfully will be sent via email to the submitter. Special session participants are all expected to register and present their work at the conference.

Submission Template – Flash Talks

Flash talk submissions comprise work showcasing effects-based research that has the potential to spearhead significant future research in marketing. The authors of accepted flash talks will have 5 minutes to present their work and will need to include only the most impactful data (e.g., one study) demonstrating the phenomenon. All flash talk submissions must be directed to only one thematic track.

Submission of the same (or substantially overlapping) project(s) to multiple tracks is not permitted. All submissions will be reviewed in a double-anonymized process; reviewers will not know who authored the papers, nor will authors know the names of their reviewers.

Format and Style for Flash Talks:

Prepare and submit electronic documents in PDF format.  Please include:

1. Title
2. Short Abstract (75-100 word limit)
3. Key Contributions to Academe and Practitioners (300 words)
4. Long Abstract (up to 2,000 words)
5. Table or Figure (optional). Authors have the option of including one table summarizing results and/or one figure (these do not count against the word limit). 
6. Selected References. References also do not count against the word limit.

Please note that submissions with text longer than 2,300 words will not be reviewed.

To ensure an anonymous review, authors must avoid revealing their identities in the body or reference section of the paper. Authors should do the following:

• Do not save the file with author-identifying information in the file name.
• Do not include a front page with author-identifying information.
• Remove the author-identifying information from the document’s file properties.

Confirmation that your paper was submitted successfully will be sent via email to the submitter.

At least one author of each accepted Flash Talk must agree to register and present the research at the conference. Note that flash talks will NOT be included in the conference proceedings.