The Human Side of Marketing in the Age of Digital Transformation
The digital revolution places marketing scholars amid a great transformation. While some technological advances certainly expand human potential, not all changes result in positive outcomes. The current global COVID-19 pandemic has highlighted the sharp divide between the myriad benefits of digital technology and the inherent risks in over-dependence and has exposed many points of weakness and vulnerability in the marketplace.
At the 2021 AMA Winter Academic Conference, we’ll explore the full range of potential benefits and costs of 21st-century technology, and calls for a renewed focus on the human side of marketing in the age of digital transformation.
Early-Bird (Before 01/05/21)
- Member: $124
- Non-Member: $274
- Member: $149
- Non-Member: $299
Early-Bird (Before 01/05/21)
- Member: $74
- Non-Member: $149
- Member: $99
- Non-Member: $174
Log in to the Ex Ordo Event platform using the email address you used to purchase registration.
After completing registration, you will receive a purchase receipt. We will email you the information for accessing this virtual conference closer to the event.
University of Illinois Chicago
Stacey Menzel Baker
Yonsei Business School, Seoul, S. Korea
Conference Schedule and Proceedings
A preliminary conference schedule is now available. Session times are subject to change, so please check back closer to the conference date for the final schedule.
What to Expect
AMA academic events are built to help you connect with peers who understand your research challenges and can help you find solutions. Whether you’re an emerging scholar making your mark or a seasoned academic pushing the boundaries of traditional thinking, we’re here to help you advance your career.
For your convenience, we’ve pulled together some frequently asked questions to help you navigate the virtual event.
A Statement on Academic Placement and the Job Market
Due to the shift to a virtual 2021 AMA Winter Academic Conference, the AMA will not be providing Academic Placement services as part of the event. For more information, please review the full statement from the AMA Academic Council Executive Committee.
JMR/DocSIG Scholarly Insights Collaboration
Presented by the Doctoral Student SIG, register here
Monday, February 15, 2021 at 3:30 – 4:30 PM (Central Time)
Utilizing Natural Language Processing (NLP) in Marketing Research
Presented by the Interorganizational SIG
Tuesday, February 16, 2021 at 1:00 – 5:30 PM (Central Time)
Interactions among consumers, companies, and societies have generated enormous textual data, which have been used extensively in marketing research. Using inter-organizational and marketing strategy research as an example, scholars employ text mining methods to measure constructs of interest, including companies’ future orientation, economic vs. relational focus, deceitful intentions, and strategic orientation. Besides, the developments in natural language processing (NLP) and machine learning have created various tools and pre-trained models for analyzing textual data on a large scale. With needed training on econometrics, multivariate statistics, and qualitative research methods, scholars in marketing, especially in inter-organizational marketing research, might still be confronted with the difficulties of employing those tools and models.
This half-day pre-conference event consists of two pillars: a presentation on the implications of text mining and NLP in marketing research and a training workshop on the coding implementation of common NLP methods used in marketing research.
This pre-conference is available as a conference add-on.
With Registration to the 2021 AMA Winter Academic Conference: $10
1:00 – 2:00 PM
Presentation on Text Mining in Marketing by Dr. Oded Netzer (Columbia University)
2:00 – 2:15 PM
2: 15 – 3: 45 PM
Coding Workshop (1), Basic procedures of text mining and topic modeling by Dr. Zhen Tang (Loyola Marymount University)
3: 45 – 4: 00 PM
4: 00 – 5: 30 PM
Coding Workshop (2), Word embedding, attention mechanisms, prediction and classification by Dr. Zhen Tang (Loyola Marymount University)
Organizational Frontlines Research (OFR) Recognition Session
Thursday, February 18, 2021 at 10 am Central Time (Chicago, USA)
10:00 AM – 11:00 AM Young Scholar Award
11:30 AM – 12:30 PM Frontlines-in-Crisis Research Competition
Post-Conference: Journal of International Marketing Theory and Practice in Global Marketing
Presented by the Journal of International Marketing
Saturday, February 20, 2021 at 7:00 AM – 3:00 PM and Sunday, February 21, 2021 at 7:00 – 1:00 PM (Central Time)
For more information regarding the post conference and to register, please visit the post-conference page.