Question 1

Advertising and Marketing Communications

Accepted Answer

Track Chairs: Stacey Brennan, Argho Bandyopadhyay, Ravi Pappu

The Advertising and Marketing Communication track welcomes submissions that advance understanding of how persuasive messaging shapes consumer behaviour, identity, and emotions. We are also interested in papers that examine how messages communicated through celebrity endorsements, influencers, corporate sponsorships, product placements influence consumer behaviour. In an environment characterised by expanding choice and increasingly saturated communication channels, the challenge lies in capturing attention and creating meaningful impact. We particularly welcome research on transformational advertising appeals, those that emphasise emotional, symbolic, or experiential benefits, and how these shape cognitive and affective responses, brand relationships, and decision-making. We encourage submissions using experimental, qualitative, or mixed methods to examine how advertising strategies cut through clutter, construct meaning, and drive behavioural change in digitally mediated environments. The track will also consider key issues such as creativity, authenticity, ethics, and the evolving marketing funnel.

Question 2

Artificial Intelligence and Marketing

Accepted Answer

Track Chairs: Laszlo Sajtos, Khanh Le,  Udo Gottlieb

This track explores how artificial intelligence (AI) and emerging technologies are reshaping marketing theory and practice in an era where abundance of capability brings both extraordinary opportunity and new scarcities of trust, attention, meaning, and human connection. We invite research that examines how intelligent automation, agentic AI, and related technologies are transforming customer engagement, frontline employee experience, value creation, business intelligence, and strategic decision-making. Submissions are encouraged on a broad range of topics, such as: Intelligent automation and agentic AI in marketing operations, and what abundant automation means for the marketer's role; Human-AI collaboration, algorithmic decision-making, and predictive analytics; Generative AI applications in content creation and personalisation; Augmented, virtual, and extended reality in consumer experiences; Blockchain and decentralised technologies in marketing; Ethical, cross-cultural, societal, and policy implications of AI-driven abundance, including questions of trustworthiness and sustainability. The track is open to conceptual, empirical, and methodological contributions that offer fresh perspectives and actionable insights into how marketers and organisations adapt to, leverage, and shape technological advancement in the age of plenty.

Question 3

B2B, Sales & Supply Chain Management

Accepted Answer

Track Chairs: Sharon Purchase, Sergio Biggemann, Prathamesh Kittur

Buyer-supplier relationships along global supply chains account for most economic activity globally. Despite recognition of their impacts in recent times, particularly when things go wrong, these domains are still under-researched by marketing scholars globally. This track is a ‘big church’ in that we invite papers from multiple areas that address the big issues facing business-to-business exchange and global supply chains. We are interested in a broad range of topics, including but not limited to: sustainability, AI, relationships, (eco)systems, services, value, co-creation/ destruction, governance,  methods, modelling, as well as many others. We are open to any methodological approach as well as to conceptual and theoretical pieces. Our hope is to create a forum that furthers our understanding of business-to-business exchange and global supply chains.

Question 4

Brand Management & Pricing

Accepted Answer

Track Chairs: Rico Piehler, Cassandra France, David Lie

This track invites rigorous empirical and conceptual research that advances and challenges current understanding of how brands are built, positioned, managed, and priced in the age of plenty. We welcome work on branding, pricing, and their intersection as critical and often interdependent drivers of value creation, competitive advantage, and long-term performance. Relevant topics include brand equity and valuation, brand meaning and authenticity, pricing strategies and tactics (e.g., dynamic pricing, promotions, and price fairness). We also encourage submissions that explore how brands are being reshaped by advances in AI-enabled branding, conscientious branding, and stakeholder engagement across the ecosystem, particularly where these reshape how value is created, communicated, and captured.

Question 5

Consumer Behaviour

Accepted Answer

Track Chairs: Alicia Kulczynski, Helen Siuki, Muhammad Saleem, Muhammed Abid

The Consumer Behaviour track invites cutting-edge research that advances understanding of how consumers navigate an increasingly complex, digital, and socially embedded marketplace. We welcome contributions that address both foundational questions and emerging challenges shaping contemporary consumption. The track encompasses a broad range of topics, including, but not limited to, core psychological processes (e.g., cognition, emotions, identity, and learning), marketplace influences (e.g., social dynamics, pricing, and product evaluations), and consumption outcomes such as well-being and sustainability. We are also particularly interested in research examining evolving consumption contexts such as AI-mediated consumption, algorithmic decision environments, privacy and data transparency, influencer and social commerce, and immersive digital experiences. The track welcomes diverse methodological approaches, including quantitative, qualitative, interpretive, and mixed-method designs, and values both theory-building and theory-testing contributions. We particularly encourage experimental research that establishes causal relationships, including laboratory, field, and online behavioural studies.

Question 6

Consumer Culture Theory

Accepted Answer

Track Chairs: Toni Eagar, Marcus Phipps, Ai Ming Chow

The Consumer Culture Theory track invites theory-driven qualitative work that forges new and critical perspectives in turbulent times. We call for research that stretches the boundaries of theory to understand consumption culture in all its forms. The ANZMAC CCT track seeks to build an inclusive and exciting space for qualitative researchers. We particularly encourage submissions from doctoral students and emerging researchers who are passionate about understanding consumption practices and the related sociocultural contexts. We encourage works in progress, daring conceptual pieces, weird ideas and consumption practices that perhaps stray from the mainstream. We will consider submissions that are both traditional representations as well as alternative and creative in spirit or performance. The co-chairs hope to create a track that will act as a safe place to receive support as well as spark new ideas and inspiration for scholars in the region and beyond.

Question 7

Digital and Social Media Marketing

Accepted Answer

Track Chairs: Sonika Singh, Ashish Kumar, Phoebe Fletcher

We welcome submissions on topics including social media platforms, social listening, SEO/SEM, AIO, paid and programmatic advertising, influencer marketing and user-generated content (UGC), content strategy, online brand communities, e-commerce and social commerce, platform ecosystems, mobile marketing, and emerging technologies such as voice and conversational interfaces. We encourage research on agentic AI applications in marketing (e.g.,  autonomous campaign management, AI-driven customer journey orchestration, and multi-agent systems for real-time personalisation) and the use of synthetic data and digital twins to simulate consumer behaviour, model market dynamics, stress-test marketing strategies, and enable privacy-preserving experimentation at scale. Research addressing digital ethics, privacy, regulation, algorithmic transparency, and sustainability is encouraged. Both conceptual and empirical contributions are welcome, using diverse methodologies including qualitative research, surveys, experiments, observational studies, econometric modelling, Bayesian analysis, social network analysis, machine learning, agent-based modelling, and digital twin simulation.

Question 8

Innovation, Strategy and Entrepreneurship

Accepted Answer

Track Chairs: Julia Fehrer, Ralf Wilden, Arry Tanusondjaja

The Innovation, Strategy & Entrepreneurship (ISE) track explores how marketing enables innovation, strategic renewal, and entrepreneurial success across diverse organisational contexts. We welcome papers that investigate the role of marketing in shaping strategic decisions, fostering new venture creation, and driving innovation within both startups and established firms. Submissions that engage with complex systemic change - such as sustainability transitions, digital transformation, or the integration of social and environmental objectives into strategy - are especially encouraged. Topics may include (but are not limited to): Entrepreneurial marketing and opportunity recognition; Strategic marketing choices (e.g., marketing-mix, branding, segmentation) that drive firm performance; Managers’ decision-making processes for strategic marketing initiatives; Commercialisation of innovation and new product development; Marketing capabilities and dynamic strategy; Market shaping and ecosystem orchestration; Customer co-creation, open innovation, and platform-based innovation; Business model innovation from a marketing perspective; Marketing's role in enabling circular economy transitions and regenerative practices.

Question 9

GAMMA: Marketing Reimagined: New Global Paradigms for Strategy, Consumers and Brands

Accepted Answer

Track Chairs: Ian Phau, Henry Chung, Juran Kim

Marketing is being fundamentally reshaped by evolving consumer expectations, shifting value systems, and increasingly complex global market dynamics. This track invites forward-looking and conceptually driven research that reimagines core marketing domains, including strategy, consumer behaviour, customer experience, value creation, and branding. We welcome contributions that develop new paradigms, challenge existing assumptions, and advance research agendas with a strong global perspective.

Question 10

Marketing Education

Accepted Answer

Track Chairs: Ahmed Ferdous, Nina Brosius, Erica Brady

What does the ‘age of plenty’ mean for marketing educators? AI-enabled tools and platforms are disrupting both the practice of marketing and the practice of educating future marketers. Institutional forces, emerging technologies and an evolving marketing landscape create a myriad of options and competing demands. In this abundance of choice, where should marketing educators focus their attention and efforts? Topics may include but are not limited to pedagogical approaches, technology-enhanced learning experiences, AI integration in marketing education, sustainability and responsible marketing education (e.g., PRME, SDGs), and industry-academia partnerships. While we encourage rigorous research, we also welcome case studies of teaching in this track, aiming to stimulate discussions on innovative best practices and advancements in teaching within this field, with a particular emphasis on submissions that demonstrate clear reflections on and evaluation of learning outcomes, pedagogical effectiveness, or student impact. Ultimately, this track aims to help determine if, and how, we, as marketing educators, are navigating marketing’s dynamic landscape in a technologically advancing and socially responsible context.

Question 11

Marketing for Social Impact

Accepted Answer

Track Chairs: Rebekah Russell-Bennett, Chelsea Phillips, Nadia Zainuddin

This track invites scholars from all marketing subdisciplines to showcase how marketing scholarship creates tangible value for people, the environment, and the economy. This track is focused on conceptualisation /measuring the phenomenon of social impact in marketing research or demonstrating practical applications of marketing theory that create benefit in the real world. We seek to understand how researchers can partner with, lead, or support organisations and markets to drive purposeful improvements at micro, meso and macro levels of the system. By bridging the gap between theory and real-world application, this track aims to demonstrate how diverse marketing expertise can be a powerful force for human and environmental flourishing over time. This track covers social impact research across all marketing disciplines; from consumer behaviour and marketing strategy to data analytics and technology, In this track we adopt a strengths-based approach and request authors use strengths-based language and methods in submissions.

Question 12

Research Methods and Marketing Analytics

Accepted Answer

Track Chairs: Steven Lu, Giang Trinh, Darren Kim

The Marketing Analytics, Methods, and Modelling track focuses on advancing the understanding of marketing performance and consumer behaviour through rigorous analytical approaches. The track welcomes empirical and conceptual research that contributes to the development, application, and evaluation of quantitative and data-driven methods in marketing. Topics include, but are not limited to, econometric modelling, machine learning, causal inference, text and unstructured data analytics, and methodological innovations for marketing decision-making. Submissions may address model development, measurement techniques, or novel applications that generate actionable insights for firms and policymakers. The track particularly encourages work that bridges methodological rigor with substantive marketing problems, offering fresh perspectives on existing techniques or introducing new analytical frameworks to better understand complex, data-rich marketing environments.

Question 13

Sector-specific Marketing: Sports, Entertainment, Luxury, Healthcare, etc.

Accepted Answer

Track Chairs: Jessica Vredenburg, Anwar Shimul, Yelena Tsarenko

This track invites scholarly inquiry into marketing theory and practice across service-intensive industries united by shared imperatives in experience design, customer engagement, and value co-creation. We welcome submissions that interrogate consumer behaviour, brand strategy, digital transformation, sustainability, and innovation across hospitality and tourism, sports and entertainment, luxury goods and services, healthcare, and adjacent sectors. Thematic areas of interest include, though are not limited to, AI-driven personalisation and customer analytics; experiential marketing in digital and phygital environments; platform economy dynamics; influencer and creator marketing; sustainability and conscious consumption; crisis management and organisational resilience; ethical AI and data privacy; omnichannel customer journeys; and virtual reality applications in customer experience design. We encourage work that examines sector-specific adoption of emerging technologies, probes luxury brand authenticity in digital spaces, advances understanding of fan engagement and sports marketing innovation, charts trends in wellness and medical tourism, and explores the converging boundaries of entertainment and retail.

Question 14

Services, Retailing and Customer Experience

Accepted Answer

Track Chairs: Aimee Riedel, Abas Mirzaei, Satheesh Seenivasan

This track invites scholarly contributions that advance our understanding of service ecosystems, retail environments, and the customer experiences that shape them. As the boundaries between physical and digital commerce continue to blur, this track welcomes research that explores emerging themes in service design and delivery, retailing, customer journey mapping, and the co-creation of value between firms and consumers.  The track seeks contributions on a broad range of topics, including service quality and recovery, retail innovation, frontline employee behaviour, experiential consumption, customer engagement, and the role of emerging technologies such as AI and automation in reshaping service interactions. More specifically, we welcome contributions on the following themes: AI & Technology-driven service; Retail futures; Customer experience & engagement; Sustainability & values-driven services; Customer vulnerability & inclusion; Workforce & organisational; Data & trust.

Question 15

Social Marketing and Macromarketing

Accepted Answer

Track Chairs: Lucie Ozanne, Pham van Hau, Ramendra Singh

Social marketing offers evidence-based tools for driving behaviour change at scale — from improving health outcomes and financial literacy to promoting sustainable consumption and community resilience. Macromarketing broadens this lens further, interrogating how marketing systems, institutions, and ideologies shape the distribution of resources, opportunity, and power across society. Together, these fields offer a compelling framework for understanding how marketing can disrupt cycles of poverty, reduce inequality, and build more inclusive economies. We invite submissions that investigate how marketing shapes behaviour, influences public discourse, enhances consumer and community well-being, and informs regulatory and policy responses. The track is particularly interested in work that addresses complex social challenges and critically examines marketing’s capacity to both support and hinder social progress. Relevant topics include, but are not limited to, poverty alleviation and economic empowerment, health and environmental behaviour change, digital inclusion and access, climate change and food security, mental health, consumer protection, financial exclusion, Indigenous and inclusive marketing practices, and the social implications of marketplace and technological innovations. We also welcome research on how marketing shapes institutions and public narratives, and how it can contribute to more equitable, just, and sustainable systems. Submissions may draw on a wide range of theoretical perspectives and methodological approaches, including qualitative, quantitative, conceptual, and interdisciplinary work. We particularly encourage contributions grounded in social marketing, macromarketing, and public policy that demonstrate how marketing can generate meaningful social impact and foster positive systems change.

Question 16

Sustainability, Social Responsibility and Ethics

Accepted Answer

Track Chairs: Beo Thai, Kate Sansom, Ajay Manrai

In line with this year’s theme, “Marketing in the Age of Plenty?”, this track invites research that critically examines how marketing engages with sustainability, social responsibility, and ethics in an era defined by AI, robotics, and abundant data. As intelligence becomes scalable and decision-making increasingly automated, important questions arise regarding equity, accountability, environmental impact, and human well-being. We invite submissions that engage with sufficiency or the ethics of plenty itself in an era of technological abundance and overconsumption. We welcome conceptual, empirical, and practice-oriented contributions addressing topics such as sustainable consumption, ESG, ethical AI, algorithmic bias, circular economy, inclusive marketing, climate action, and stakeholder governance. Submissions that challenge techno-optimism, interrogate unintended consequences, or propose responsible innovation frameworks are particularly encouraged. Interdisciplinary perspectives and diverse methodologies are welcome. By foregrounding ethical reflection alongside technological advancement, this track aims to advance thought leadership for a more sustainable and equitable future.

Question 17

Tourism and Hospitality Marketing

Accepted Answer

Track Chairs: Girish Prayag, Claire Beach, Shea Calvin

The tourism and hospitality track invites submissions that explore the multi-disciplinary nature of tourism, hospitality and events marketing in an age of plenty. We welcome research that advances understanding of the relationships among tourists, tourism stakeholders, government, communities, and non-human actors. This includes, but is not limited to, sustainable tourism, regenerative tourism, AI and tourism, and resilience in tourism, hospitality, and events. Conceptual and empirical papers employing qualitative, quantitative, mixed, innovative, or non-traditional methodologies are welcome. We also encourage interdisciplinary perspectives that aim to enhance theoretical development, offer methodological rigour, and provide managerial, policy and community relevance.

Tracks