Track Chairs:

Guda van Noort | G.vanNoort@uva.nl
Sara Rosengren | Sara.Rosengren@hhs.se

This track welcomes research examining advertising and marketing communications in a rapidly evolving technological and geopolitical landscape. It focuses on how firms design, integrate, and govern brand messages across paid, owned, and earned media to inform, persuade, and engage customers while building awareness, trust, and brand equity.

We seek work that advances understanding of how marketing communications shape consumer cognition, emotion, and behavior, and how organizations coordinate efforts across advertising, promotions, public relations, digital and social media, and influencer marketing. Of particular interest are studies addressing platform dynamics, data and automation, and evolving regulatory and ethical considerations.

This track also welcomes research on message strategy and creativity, cross-channel integration, and communication effectiveness, as well as emerging topics such as AI-driven content, personalization, privacy, and brand activism. We invite submissions from all theoretical and methodological perspectives.

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Track Chairs:

Ishita Chakraborty | ishita.chakraborty@wisc.edu
Sharmistha Sikdar | sharmistha.sikdar@tuck.dartmouth.edu

This track welcomes research examining the growing role of artificial intelligence in marketing, with a focus on how computational systems enhance decision-making, consumer experiences, and market performance. It spans three core areas: machine learning, generative AI, and behavioral and policy responses to AI.

We seek work that advances understanding of how AI-driven models generate predictive, causal, and prescriptive insights; how generative systems such as large language and multimodal models enable content creation, personalization, and customer engagement; and how these technologies reshape marketing strategy and practice. Of particular interest are studies exploring human–AI collaboration, automation, and the integration of AI into marketing decision processes.

This track also welcomes research on consumer responses to AI, including trust, transparency, bias, and adoption, as well as broader issues related to privacy, governance, and societal impact. We encourage submissions that address both the opportunities and challenges of AI, including its implications for authenticity, ethics, and responsible use.

We invite contributions from a wide range of theoretical and methodological perspectives, including interdisciplinary, empirical, analytical, and conceptual research.

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Track Chairs:

Christian Kowalkowski | christian.kowalkowski@liu.se
Divya Anand | sanand2@sdsu.edu

This track welcomes research on business-to-business (B2B) marketing and interorganizational issues, focusing on how firms co-create value through relationships, networks, and exchanges in a rapidly evolving technological and geopolitical landscape.

We seek work that advances understanding of organizational buying behavior, multi-stakeholder decision-making, and go-to-market strategies, as well as the role of trust, governance, and power in shaping interfirm relationships. Of particular interest are studies examining alliances, networks, and platform ecosystems, and how firms collaborate, compete, and adapt amid disruption.

This track also encourages research on digitalization and AI in business markets, including their impact on sales, pricing, customer relationships, and knowledge sharing, as well as broader issues of resilience, innovation, and shifting global trade and regulatory environments.

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Track Chairs:

Christoph Backhaus | christof.backhaus@tu-braunschweig.de
Elisa Schweiger | elisa.schweiger@kcl.ac.uk

This track welcomes research on branding, focusing on how brands are created, managed, and leveraged to build awareness, trust, loyalty, and long-term value for consumers, firms, and society.

We seek work that advances understanding of brand identity, positioning, and equity, as well as how brands foster relationships through trust, attachment, and engagement. Of particular interest are studies examining brand strategy, communication, and portfolio decisions, including extensions, co-branding, and rebranding in dynamic market environments.

This track also encourages research on how brands adapt to technological disruption and global uncertainty, including AI-generated content, authenticity, and evolving consumer expectations. Work exploring brand resilience, cultural relevance, and performance measurement across digital and global contexts is especially relevant.

Submissions should offer clear implications for advancing branding theory and practice across contexts and methodologies.

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Track Chairs:

Bryce Pyrah | pyrah001@umn.edu
Chris Bechler | cbechler@nd.edu
Sophie Fan | sophie.fan@unsw.edu.au

This track welcomes research on consumer behavior and well-being, focusing on how individuals, groups, and organizations make consumption decisions and how these processes are shaped by psychological, social, cultural, and contextual factors.

We seek work that advances the understanding of consumer decision-making, emotions, identity, and social influence, as well as how evolving marketplaces that is shaped by digital platforms, AI, and shifting societal conditions—impact consumer experiences and outcomes. Of particular interest are studies examining how marketing can foster engagement, trust, and responsible consumption.

This track also encourages research across key subdomains, including consumer well-being, Consumer Culture Theory (CCT), and Transformative Consumer Research (TCR), with an emphasis on quality of life, cultural meaning, and societal impact. Research addressing issues such as sustainability, equity, health, and marketplace justice is especially relevant.

Submissions that offer clear insights into both consumer behavior and its broader implications for well-being and society are strongly encouraged.

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Track Chairs:

Chenxi Liao | chenxiliao@cuhk.edu.hk
Shyam Gopinath | shyam-gopinath@uiowa.edu

This track welcomes research on digital and social media marketing, focusing on how firms use technologies, platforms, and data to create value, optimize customer journeys, and drive performance.

We seek work that advances understanding of digital channels, social media, influencer marketing, e-commerce, and platform ecosystems, as well as how analytics, AI, and personalization shape engagement and consumer behavior. Of particular interest are studies examining content strategy, algorithmic dynamics, and cross-channel integration in increasingly complex digital environments.

This track also encourages research on measurement and optimization, including attribution, ROI, and experimentation, as well as emerging challenges related to privacy, regulation, platform governance, and ethical use of data and AI.

Submissions should contribute meaningful insights into both the opportunities and challenges of marketing in an evolving digital landscape.

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Track Chairs:

Shunyuan Zhang | szhang@hbs.edu
Srinivas Tunuguntla | srinivas.tunuguntla@duke.edu

This track welcomes research on emerging issues in marketing, focusing on how technological innovation, institutional change, and societal and geopolitical forces reshape markets and the conditions of exchange.

We seek work that advances understanding of how firms, consumers, and market systems adapt in dynamic and uncertain environments. Of particular interest are studies examining evolving market environments and business models, including immersive technologies (e.g., VR/AR), platform ecosystems, creator economies, and new forms of value creation and capture.

This track also encourages research on institutions, regulation, and societal forces, including data privacy, platform governance, antitrust, sustainability, and polarization, and how these factors influence marketing strategy, consumer behavior, and market outcomes.

Submissions should provide forward-looking insights into how marketing evolves as markets become increasingly complex, mediated, and contested.

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Track Chairs:

Brady Hodges | bhodges@missouri.edu
Dian Wang | dian.wang@utsa.edu

This track welcomes research on global and cross-cultural marketing, focusing on how firms develop and implement strategies across international and culturally diverse markets.

We seek work that advances understanding of how cultural, political, institutional, technological, and socio-economic differences shape consumer behavior and marketing effectiveness. Of particular interest are studies examining global strategy decisions—such as market entry, standardization versus adaptation, and cross-border branding—as well as how firms navigate shifting trade dynamics and geopolitical uncertainty.

This track also encourages research on cross-cultural consumer behavior, including the role of values, identity, and social norms in shaping perceptions, preferences, and responses to marketing. Work exploring the impact of digital technologies and AI across global contexts, as well as the evolving balance between globalization and localization, is especially relevant.

Submissions should offer meaningful insights into marketing strategy and consumer behavior across diverse cultural and international environments.

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Track Chairs:

Andrew Crecelius | acreceli@iastate.edu
Jamie Carlson | jamie.carlson@newcastle.edu.au

This track welcomes research on marketing channels and supply chain management, focusing on how firms design, coordinate, and manage networks that deliver goods, services, and information to customers.

We seek work that advances understanding of channel design, governance, and interfirm relationships, as well as how firms create and capture value across distribution and supply networks. Of particular interest are studies examining digital transformation—including AI, automation, and platform ecosystems—and their impact on coordination, customer experience, and firm performance.

This track also encourages research on resilience and adaptation in the face of disruption, including geopolitical shifts, regulatory uncertainty, and evolving trade dynamics, as well as sustainability and ethical considerations in distribution and supply networks.

Submissions should provide clear insight into how firms can effectively manage channels and supply chains in increasingly complex and uncertain environments.

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Track Chairs:

Karen Robson | krobson@uwindsor.ca
Krista Hill | khill@babson.edu

This track welcomes research on marketing education, focusing on how marketing is taught, learned, and assessed in a rapidly changing environment.

We seek work that advances understanding of pedagogical approaches, curriculum design, and skill development, including experiential and active learning, as well as the integration of digital tools, analytics, and AI into marketing education. Of particular interest are studies examining student engagement, learning outcomes, and the development of critical, creative, and analytical skills.

This track also encourages research on curriculum innovation aligned with industry and societal needs, including ethical, global, and inclusive perspectives, as well as assessment, accreditation, and industry–academia collaboration.

Submissions should highlight practical implications for improving marketing education and preparing learners for evolving career demands.

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Track Chairs:

Natalie Chisam | nchisam@unl.edu
Rahul Suhag | rsuhag@mays.tamu.edu
Yixing Chen | ychen43@nd.edu

This track welcomes research on marketing strategy, focusing on how firms make and implement market-oriented decisions to create, communicate, and deliver value while achieving competitive advantage and strong performance.

We seek work that advances understanding of market orientation, segmentation and positioning, resource allocation, and competitive dynamics, as well as how firms translate marketing actions into growth, profitability, and brand equity. Of particular interest are studies examining innovation, digital transformation, and data-driven decision-making in evolving market environments.

This track also encourages research on the performance implications of marketing strategy, including ROI, customer value, and firm outcomes, as well as emerging issues such as AI, sustainability, and shifting competitive and geopolitical conditions.

Submissions should provide clear insights into how strategic marketing decisions drive firm success.

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Track Chairs:

Joonhyuk Yang | joonhyuk.yang@nd.edu
Susanne Adler | adler@lmu.de

This track focuses on the development and application of new methodologies for marketing research and analytics in a rapidly evolving environment shaped by artificial intelligence (AI) and interdisciplinary exchange. Work relevant to this track advances how scholars choose research questions, design studies, generate and analyze data, and draw credible implications, with particular emphasis on (1) AI-driven methodological innovation, (2) research quality, reproducibility, and uncertainty quantification, as well as (3) extensions of established methods, while remaining open to contributions beyond these areas.

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Track Chairs:

Ralf Wilden | ralf.wilden@mq.edu.au
Ricarda Bouncken | Bouncken@uni-bayreuth.de

This track welcomes research on new product development and innovation, focusing on how firms create, commercialize, and scale new products, services, and business models within complex and evolving market ecosystems.

We seek work that advances understanding of opportunity identification, idea generation, design, testing, and commercialization, as well as the role of customer insight, co-creation, and cross-functional collaboration in driving innovation success. Of particular interest are studies examining how innovations are adopted and diffused, and how firms orchestrate ecosystems to create and capture value.

This track also encourages research on the impact of emerging technologies, including AI and data-driven approaches, as well as broader issues of risk, speed-to-market, and responsible innovation in dynamic and uncertain environments.

Submissions should provide meaningful insights into how innovation drives firm growth and market transformation.

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Track Chairs:

Arne de Keyser | arne.dekeyser@edhec.edu
Arun Gopalakrishnan | agopala@rice.edu

This track invites submissions that examine how organizations build, manage, and sustain customer relationships over time and how customers perceive and respond to their experiences across the customer journey. We welcome research on customer acquisition, onboarding, retention, loyalty, and re-engagement, as well as studies exploring customer lifetime value, customer equity, and the strategic use of data, analytics, and technology in relationship management. The track also encourages work on customer experience design and management, including touchpoint and journey orchestration, experiential dimensions (cognitive, emotional, sensory, and social), and the role of digital and AI-enabled technologies in shaping customer experiences. Contributions that link relationship management and customer experience to outcomes such as satisfaction, engagement, advocacy, and firm performance are particularly encouraged. Submissions using experimental, quantitative, qualitative, analytical, and mixed-method approaches are welcome. This track aims to foster research that advances theory and practice in customer-centric strategy, relationship management, and experience-driven value creation.

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Track Chairs:

Michael He Jia | mhjia@hku.hk
Sai Chand Chintala | saichandc@smu.edu.sg

This track invites submissions that examine how firms create, communicate, and capture value through retailing and pricing strategies in increasingly digital, data-driven, and competitive marketplaces. We welcome research on retail strategy and innovation, omnichannel and platform-based models, merchandising and assortment decisions, customer experience design, and the role of technology-enabled services such as AI, analytics, and automation in retail contexts. The track also encourages pricing research addressing value perception, price fairness, promotions, dynamic and personalized pricing, and strategic pricing decisions that shape consumer behavior, competitive dynamics, and firm performance. Submissions exploring the interaction between retail environments and pricing—such as price transparency, loyalty programs, and digital and algorithmic pricing—are particularly encouraged. We welcome studies employing experimental, quantitative, qualitative, analytical, and mixed-method approaches. This track aims to foster dialogue that advances theory, methodological rigor, and managerial relevance in retailing and pricing research.

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Track Chairs:

Johannes Habel | jhabel@bauer.uh.edu
Selma Kadic-Maglajlic | skm.marktg@cbs.dk

This track invites submissions that examine how selling and sales organizations are being reimagined amid technological disruption, geopolitical uncertainty, and evolving buyer–seller interactions. We welcome research addressing sales force design, leadership, motivation, incentives, and performance management, as well as the growing role of AI, analytics, and digital tools in prospecting, pipeline management, and customer engagement. The track also encourages work on personal selling, including adaptive and consultative selling behaviors, buyer–seller interactions, trust formation, negotiation, and the distinctly human elements of selling in hybrid and technology-enabled environments. Contributions exploring hybrid and remote selling models, marketing–sales alignment, global and cross-cultural selling, salesperson well-being, and ethical challenges in AI-augmented selling are particularly encouraged. Submissions employing diverse methodologies, including field studies, archival analyses, experiments, qualitative approaches, and mixed methods, are welcome. This track aims to advance theory and practice related to sales management, personal selling, and effective commercial strategy in a rapidly changing global landscape.

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Track Chairs:

Sören Köcher | soeren.koecher@uni-trier.de
Valentina Pitardi | v.pitardi@surrey.ac.uk

This track invites submissions that examine the design, delivery, and management of services as intangible, process-based value propositions in a world shaped by technological disruption and geopolitical transformation. We welcome research exploring service quality, customer satisfaction, trust, and loyalty, as well as studies on service encounters, recovery, and relationship management in dynamic and uncertain environments. The track also encourages work on technology enabled services, including self-service technologies, AI and automation in service delivery, omnichannel service experiences, and the evolving roles of frontline employees in interactions among humans, technologies, and customers. Contributions addressing service innovation, service ecosystems, value cocreation, and transformative service research with implications for firm performance, customer wellbeing, and societal impact are particularly encouraged. Submissions employing experimental, quantitative, qualitative, conceptual, and mixed method approaches are welcome. This track aims to advance theory and practice in service marketing, service innovation, and service driven competitive advantage.

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Track Chairs:

Chiraag Mittal | cmittal@virginia.edu
Fei Gao | fgao@bentley.edu
Shreyans Goenka | Shreyansg19@vt.edu

This track aims to bring together research on Society, Public Policy, Sustainability, and Ethics to examine how marketing is evolving amid accelerating technological change and geopolitical uncertainty. It explores how systems, strategies, and consumer behavior shape well-being, equity, and broader social outcomes. It also considers how evolving regulatory frameworks, including AI, data, and platform governance as well as trade and geopolitical developments, affect marketing practices and consumer welfare, and how marketing insights can inform effective policy responses. The track further examines how firms navigate environmental responsibilities in shifting political contexts, supply chain disruptions, AI-related energy consumption, and growing stakeholder demands, while addressing foundational global challenges such as climate change. Finally, it explores how moral principles guide decisions across product, pricing, promotion, and data use, particularly considering the complexities arising from digital change and global uncertainty.

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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.