Track Chairs: Mark Kilgour, Abas Mirzaei, and Argho Bandyopadhyay

Our track invites papers in the highly dynamic and exciting area of Advertising and Marketing Communication. The track explores a range of topics including the evolving impact of new media, hyper-personalisation, artificial intelligence, influencers, and analytics. We welcome research that advances understanding of how persuasive messaging shapes consumer behaviour, identity, and emotions. We invite studies using experimental, qualitative, or mixed methods to explore how advertising strategies drive behavioral change in today’s digitally mediated environments. Participants will engage in discussions on the effectiveness of promotional activities considering the importance of areas such as creativity, authenticity, ethics, the evolving marketing funnel, and cultural issues. Join leading thought leaders, researchers, and practitioners, to present your findings, share insights, and collaborate on advancing this crucial field. Through a series of speeches, discussions, and interactive sessions, attendees will gain a comprehensive understanding of how to excel in the complex world of advertising and marketing communication.

Track Chairs: Laszlo Sajtos, Mohammed A. Al-Sharafi, and Thuy Rosie Pham

This track explores the transformative impact of Artificial Intelligence (AI) and emerging technologies on contemporary marketing theory and practice. We invite research that examines how intelligent automation (IA) and AI are reshaping frontline employee experience, customer engagement, business intelligence, value creation, and strategic decision-making. Submissions are encouraged on a broad range of topics, such as:

• Intelligent automation and agentic AI in marketing operations

• Human-AI collaboration, algorithmic decision making and predictive analytics

• Generative AI applications in content creation and personalization

• Augmented, virtual and extended reality in consumer experiences

• Blockchain applications in marketing

• Ethical, cross-cultural, societal and policy implications of AI

We particularly encourage studies that advance conceptual understandings of these technologies—their adoption, implementation, and diffusion—within consumer and organizational contexts. The track is open to conceptual, empirical, and methodological contributions that offer fresh perspectives and actionable insights into how marketers and organizations adapt to, leverage, and shape technological advancements.

Track Chairs: Daniel Prior, Drew Franklin, and Tim Kalwey

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.

Track Chairs: Kristina Klein, Ninh Nguyen, and Joseph Chen

The Consumer Behaviour track invites papers aiming to understand consumers and how

they make decisions, process information, and interact with brands across various

marketplace contexts. We welcome research examining both traditional consumer behaviour

phenomena and emerging trends that are reshaping consumption patterns.

Topics may include but are not limited to consumer decision-making processes and choice

architecture, information processing and memory, social influence and reference group

effects, emotions and mood effects, price perception and promotional responses, product

evaluation and quality judgments, learning and habit formation, technology adoption and

digital behaviours, and sustainable consumption practices.

All quantitative and qualitative approaches are welcome. We encourage experimental

research that establishes causal relationships in consumer behaviour, including laboratory

experiments, field experiments, and online behavioural studies.

Track Chairs: Ekant Veer, Marian Makkar, and Nicole Yang

The Consumer Culture Theory track invites theory-driven qualitative work that forges new

and critical perspectives in response to what feels like a turbulent world. 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.

Track Chairs: Ali Tamaddoni, Sonika Singh, and Helen Siuki

This track invites cutting-edge research that advances our understanding of digital and social media marketing in an increasingly data- and technology-driven world. We welcome research on topics such as social media platforms, social listening, search engine optimisation (SEO) and marketing, paid media and programmatic advertising, influencer marketing and user-generated content (UGC), content creation and strategy, digital and social media, online brand communities, e-commerce and social commerce, platform ecosystems, mobile marketing and emerging technologies such as Voice and Conversational Interfaces, digital ethics, privacy and regulation, as well as digital trends and cultural analysis.

We encourage both empirical and conceptual contributions and are open to diverse methodological approaches including qualitative studies, surveys, lab and field experiments, observational studies, econometric modelling, Bayesian analysis, social network analysis, text and visual analytics, machine learning, and applications of generative AI. If your research offers theoretical insights or practical implications into how digital and social media landscape is reshaping consumer behaviour, firm strategy, or marketing performance, this track provides a relevant and engaging forum for your work.

Track Chairs: Eldrede T. Kahiya, Sara Fraccastoro, and Valeria Penttinen

The International Marketing track invites submissions that explore how firms, brands, and consumers navigate the complexities of cross-border markets in an increasingly interconnected yet volatile world. We welcome research that advances understanding of export marketing, international buyer-seller exchanges, international market entry strategies, international sales management, global branding, cultural dynamics, consumer behavior across borders, and the role of digitalization-including, but not limited to platforms, social media, and AI—in international marketing. Both conceptual and empirical papers employing qualitative, quantitative, or mixed methods are welcome. We also encourage interdisciplinary perspectives that aim to enhance theoretical development, offer methodological rigor, and provide managerial relevance.

Track Chairs: Ralf Wilden, Julia Fehrer, and Ljubomir Pupovac

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.

We are particularly interested in how marketing contributes to the creation and transformation of markets, and the orchestration of business ecosystems. 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

Track Chairs: Zac Anesbury, Jessica Pallant, and Helene Wilkinson

Marketing education remains a dynamic landscape. The challenges around blended delivery models, increased industry engagement, authentic assessment, experiential learning, and the shift towards online delivery are evolving, alongside emerging technologies that are disrupting institutions and academics alike. As marketing educators, the pressure remains, and we question – are we equipping our students with the necessary skills for the evolving marketing sector? Are our marketing programs cultivating these capabilities in our students? Is our content sufficiently rigorous and relevant to address both traditional marketing principles and emerging technological applications? As educators, are we adequately prepared for pedagogical experimentation while maintaining educational quality? Moreover, do we actively collaborate with the industry to co-design and update our marketing programs and curricula?

We invite submissions ranging from works-in-progress to conceptual papers based on qualitative and/or quantitative research, covering the entire spectrum of development. Topics may include but are not limited to pedagogical approaches, technology-enhanced learning experiences, AI integration in marketing education, and industry-academia partnerships. While we encourage rigorous research, we also welcome the teaching of case studies in this track, aiming to stimulate discussions on innovative best practices and advancements in teaching within this field. Ultimately, this track aims to help determine if, and how, we are navigating marketing’s dynamic landscape.

Track Chairs: Cassandra France, Arry Tanusondjaja, and Claudia Gonzalez-Arcos

This track invites empirical and conceptual contributions that advance understanding of how products and brands are developed, positioned, and managed in various market environments. We welcome research that explores product and brand management, which also includes how it makes meaningful contributions to the business and beyond. These include aspects such as new product development and introduction to the market, limited time offers, managing market competition across brands and within brand portfolios, and product delisting. These should not be seen as the definitive list, as we also encourage authors to explore emerging research areas such as the intersection between branding and AI, conscientious brand purpose, brand activism, co-creation and product strategies in traditional and omnichannel environments as well as digital and platform-based ecosystems.

Track Chairs: Steven Lu, Giang Trinh, and Darren Kim

The Marketing Analytics, Methods, and Modelling track at the ANZMAC 2025 Conference focuses on advancing the understanding of marketing performance and consumer behaviour through innovative analytical approaches. This track welcomes both empirical and conceptual papers that contribute to the development and application of analytical methods in marketing research.

Track Focus

• New and lesser-known models and algorithms that provide decision support for marketing actions.

• Innovative methods for data extraction and presentation, enhancing the analysis and interpretation of marketing data.

• Techniques for measuring, analyzing, and managing marketing performance and consumer behaviour, aiming to improve strategic decision-making.

• Submissions that introduce novel methodologies or offer fresh perspectives on existing analytical techniques are particularly encouraged.

Track Chairs: Carla Ferraro, Lisa McNeill, and Jun Yao

As the lines between online and offline channels continue to blur and customer expectations evolve, marketers face increasing pressure to deliver integrated, personalised, and value-rich retail experiences. Focused on both theoretical and empirical research, as well as managerial applications, this track explores how marketing strategies are reshaping retail, omni-channel ecosystems, sales management, and pricing and promotional tactics.

Topics of particular interest include, but are not limited to:

• Omni-channel consumer behaviour and customer experience

• Retail innovation and channel integration strategies

• Sales enablement, CRM, and customer engagement

• The effectiveness of pricing and promotional strategies

• The role of AI, personalisation, and digital tools in retail and sales decision-making

• Theoretical and empirical advancements in retail models

This track is ideal for researchers and practitioners aiming to deepen their understanding of how marketing principles drive performance in today’s complex, interconnected retail and sales environments.

Track Chairs: Fang Liu, Anwar Sadat Shimul, Anne-Maree O'Rourke

This track welcomes research exploring marketing theory and practice across diverse service-intensive industries that share common challenges in experience design, customer engagement, and value creation. We invite submissions examining consumer behaviour, brand management, digital transformation, sustainability initiatives, and innovation strategies within hospitality and tourism, sports and entertainment, luxury goods and services, healthcare, and related sectors. Key themes include, but 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 resilience, ethical AI and data privacy concerns, omnichannel customer journeys, and virtual reality applications in customer experience. We encourage studies that explore sector-specific applications of emerging technologies, investigate luxury brand authenticity in digital spaces, examine fan engagement and sports marketing innovation, analyse wellness and medical tourism trends, and/or address the integration of entertainment and retail experiences.

Track Chairs: Ting Yu, Sarah Dodds, and Aimee Riedel

This track explores the dynamic interplay between service marketing and organisational frontlines, where customer experiences are created, managed, and transformed. We welcome submissions that investigate frontline service encounters, service design and delivery, technology-mediated service, customer–employee interactions, service recovery, and the role of emotions, identity, and wellbeing in service work. The track also encourages contributions that examine service innovation, AI and automation in frontline roles, and internal marketing strategies that support service excellence. Drawing on interdisciplinary perspectives, this track aims to advance theoretical and practical understanding of how organisations can optimise frontline performance and enhance customer value in an increasingly complex service environment.

Track Chairs: Timo Dietrich, Kirsten Robertson, and Stephanie Huang

This track explores the intersection of marketing, society, and the public good. It welcomes research that advances understanding of marketing’s broader societal impact and contributes to responsible, inclusive, and effective policies and practices. We invite submissions that examine how marketing can influence behaviour, enhance consumer well-being, and inform public policy.

Relevant topics include health and environmental behaviour change, digital inclusion, marketing’s role in addressing climate change, food security, mental health, Indigenous and inclusive marketing practices, consumer protection, and the social impact of marketplace innovations. We are especially interested in work that investigates marketing’s role in addressing complex social issues, shaping public discourse, and informing regulatory frameworks.

Submissions may draw on diverse theoretical perspectives and methodologies, including qualitative, quantitative, conceptual, and interdisciplinary approaches. We particularly welcome research grounded in social marketing, macromarketing, and public policy that demonstrates how marketing can support social change and contribute to more equitable and sustainable system

Track Chairs: LayPeng Tan, Muhammad Saleem, and Liudmila Tarabashkina

In line with this year’s theme “Riding the Waves: Navigating Marketing’s Dynamic Landscape,” this track invites research that critically explores the role of marketing in addressing environmental, social, and ethical challenges. We welcome conceptual, empirical, and practice-based contributions that engage with topics such as ethical consumption, climate change mitigation, sustainability marketing, corporate social responsibility, social marketing, inclusive practices, ESG, ethical branding, circular economy, and stakeholder engagement. Submissions that offer innovative strategies, challenge dominant paradigms, or reflect culturally grounded perspectives are especially encouraged. This track is open to diverse methodological approaches and interdisciplinary perspectives. By spotlighting marketing’s potential to drive meaningful change, we aim to foster dialogue on how the discipline can contribute to a more inclusive and sustainable future. The track provides a platform for advancing thought leadership examining how marketing can evolve to meet the more complex demands of a rapidly changing world.