Full Description
As marketing scholars, it is important to advocate for a return to the foundational principles of marketing with an approach that emphasizes the relevance and relationship of marketing research with industry while maintaining academic rigor. By doing so, we ensure our research remains impactful and addresses the practical needs of marketers, as well as contributing to the advancement of marketing knowledge. This conference proceedings focuses on re-visiting the foundational principles, history, and core purpose of marketing as a discipline and making marketing more meaningful. Featuring full papers presented at the 2025 Academy of Marketing Science Annual Conference, held in Montreal, QC, Canada, this book offers research, theories, methodologies, and case studies that align the foundations of marketing research with pressing societal needs and global challenges to demonstrate marketing research's continued relevance and its societal and social impact. Featuring topics such as human-AI interaction, consumer experience, sensory marketing communications, sustainability, diversity, equity, and inclusion (DEI), influencer marketing, AI in advertising, social and multi media, emerging technologies, among others, this book is a useful reference for marketing researchers, scholars, students, and policymakers.
Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review.
Contents
Detecting Fake and Real Reviews on Yelp.Com Based on Linguistic Cues.- From Influencers' Self-Disclosure to Purchase Intention: A Moderated-Mediation Model.- Making Short Films Series to Teach Marketing.- Comparison Of Customer Experience in Traditional and Mixed Reality Fashion Shops.- Chord Reviews: A Python Package for Analyzing Online Reviews.- The Bright and Dark Side of Consumer's Engagement with AI.- Unraveling the Time-Varying Impact of Advertising.- Consumers Do Not Care About the Circular Economy—Yet.- Role Of Government and Travel Agencies in Creating Destination Image of Tourist Places in Pakistan.- AI In Decision-Making Marketing: Considerations and Strategic Applications within Organizational Contexts.- Channel Integration Perception: Determining the Role of Touchpoints in Omnichannel Supermarket Retailing .- Factors Affecting Interactions Between Customers and Humanlike Robots in Services: A Literature Review.- From Exposure to Action: The Impact of Celebrity Credibility on Consumer Purchase Intentions.- A Netnographic Exploration of Anger and Hope in Relation to Climate Change on Reddit.- Digital Financial Inclusion and Algorithmic Advertising: Superficial Fix or Genuine Advancement? Toward an "Open Connect" System.- Influential Opinion Leaders: Transforming Healthcare Brand Perceptions and Driving Medication Adherence on Social Media.- What Makes Management Research valuable? A New Marketing Approach to Research as a Service.- Not All Peers Are the Same: A Mixed Methods Segmentation for the Peer-to-Peer Accommodation Market.- Examining the Contradictions Between Centrality Measures and Self-Identified Influencers in Online Social Network.- Sponsorship Dynamics in Influencer Videos: The Impact of Brand-Video Fit and Linguistic Style on Digital Engagement.- Cultural Diversity and Food Well-Being.- Evaluating Student Engagement Dimensions in Project-Based Learning: A Comparative Study of Marketing Degree Programs.- Immersive Shopping Experiences in Virtual Stores: Engaging Gen Z And Shaping the Future of Retail.-Regenerative Marketing - Concept, Definition and Research Directions.- The Role of Advertising Appeals in Bringing Dead Brands Back to Life: The Mediation of Consumer Pastness and the Moderating Effects of Celebrity Type and Prior Brand Love.- How the Separating Equilibrium in Economics Informs the STP Framework in Marketing.- Human-to-Human (H2H) Approach in AI-Driven Marketing.
