10th ANPAD Marketing Conference
EMA 2024

The theme "Emerging Perspectives and Paradigms in Contemporary Marketing" addresses marketing and consumer behavior transformations. To navigate emerging social and technological issues, brands face the challenge of adapting to new dynamics of trust, social responsibility, and ethical engagement. The advancement of digitalization and the rapid changes in consumer habits create an environment of complex challenges, such as sustainability, diversity, and transparency in interactions with the public. Aspects such as artificial intelligence (AI) and data personalization bring ethical questions about privacy and openness to the forefront, requiring brands to reconsider the responsible use of personal information to balance innovation and trust. The growing influence of digital media shapes new identities and consumption behaviors.

Marketing, therefore, needs to develop strategies that align economic growth with a positive impact on society and the environment, integrating ethical practices and inclusive approaches to respond to current social and environmental demands. Issues of accessibility and the impact of climate change on purchasing decisions are just a few examples of essential topics for adapting marketing to new expectations.

We invite authors to submit papers that explore these and other topics aligned with Emerging Perspectives and Paradigms in Contemporary Marketing, expanding our understanding of the challenges, innovations, and the role of marketing in responding to the complexities of society and the current market.

Digital marketing and consumer behavior in the digital world are central marketing issues these days, both for academia and for business. Similarly, understanding how companies and consumers deal with innovations, developing or deciding to adopt them, gains more relevance according to the speed with which such innovations emerge in the information age. This theme contemplates works that explore digital marketing in any of its aspects (digital consumer behavior, digital social networks, e-commerce, digital advertising, mobile commerce, electronic word of mouth - eWOM, marketing via mobile devices, augmented reality, search engine marketing, virtual reality, artificial intelligence (AI), games, metrics and digital data, big data, email marketing, electronic marketplaces, affiliate marketing, location-based marketing, blog marketing, digital influencers, 3D virtual worlds, digital platforms, digital offerings and new pricing rules on platforms, among others), as well as works that deal with the development, diffusion and adoption of innovations and new technologies (diffusion theories, decision making process, adoption and acceptance models of technologies - TAM, UTAUT and others, adoption rate, innovation attributes, development of innovations, opinion leadership, diffusion networks, change agents, consequences of innovations, among others). The theme is open to digital marketing and innovation studies that focus on consumer behavior as well as research that is focused on the perspective of companies regarding innovations or digital marketing activities, exploring the dynamics of digital platforms, and the most recent changes brought about by the spread of artificial intelligence.

The "Culture and Consumption" track includes discussions integrated with the theoretical perspective of Consumer Culture Theory (CCT), an interdisciplinary research tradition that has contributed to the knowledge of consumer culture (in all its heterogeneous manifestations) and generated empirically grounded findings and theoretical innovations relevant to a broad audience from the social science disciplines, the public policy arena, and the business sectors. In this sense, the track includes studies or essays that seek to explore consumption - discourses, meanings, socio-materiality, influences, practices - from a multidisciplinary approach. It articulates areas of knowledge such as Anthropology, Philosophy, Sociology, History, Linguistics and Social Communication. As examples, we can mention the investigations that seek to understand consumption and issues related to gender, race, aesthetics, regionalities, construction and maintenance of social identity, cultural and social differences, urban tribes, different types of consumer collectivities, networks, anti-consumption and resistance, nostalgia and memory related to consumption and consumer behavior.

This theme aims to expand the interconnection between marketing knowledge and the concept of the market. Although this connection was prevalent until 1960, it has recently resurfaced due to the fundamental role of the market—its formation and dynamics—in marketing theory and practice. Interest in this theme spans researchers linked to sociocultural perspectives of consumption, industrial marketing, macromarketing, sociology, and economic anthropology. The ontological perspective guiding market studies includes structuralist, practice-based, cultural, systems theory, and flat ontologies, such as Actor-Network Theory. Thus, the theme encompasses multiple views of markets, ranging from neoclassical perspectives, markets as systems of economic exchanges, understanding markets as arenas, to those that comprehend markets as social systems involving symbolic, material, and cultural exchanges.

The configuration of markets is considered in terms of actors (producers, consumers, governments, among others), devices, objects, and social, physical, and spatial dimensions. Studies that address the 'market' as a central element from diverse theoretical and methodological perspectives, including emerging ones such as market practices, agency exercise, market modeling, dynamic systems, and assemblages, are welcome. This theme includes studies of markets at different levels of analysis (macro, meso, and micro), addressing aggregated marketing systems, institutions and institutional processes, and the intersection between markets and society. Examples of discussions include the dynamics that shape a market, market formatting, analysis of alternative markets, conflicts, and the role of actors in the constitution, structure, regulation, and institutionalization of markets, commodification processes, and cultural, sociological, historical, and anthropological explanations. The theme involves understanding digitalized markets. It also explores new arrangements such as the sharing economy and the increasing complexity of exchange relations in light of multiple economic models, including those oriented towards sustainability and the gig economy.

The theme Theory, Epistemology and Research Methods in Marketing is already offered as an option for submitting papers to EnANPAD for many years. One of its main contributions is to be an opportunity for the submission of articles that discuss and reflects at the same time the essence of the academic marketing area, as the proposals of new suggestions of theories, models and methodologies that should be explored by the marketing area in future articles. Studies that explore both the development and application of new qualitative and quantitative research methods in marketing and contributions to the development of theory and epistemology in marketing. Includes studies regarding new methodological applications in marketing studies, such as the development and of new scales, theoretical models, models of prediction and simulation. It also covers methodological and epistemological discussions about qualitative and quantitative methods in marketing. It includes studies that seek to understand the marketing phenomena associated with different global and Brazilian realities, integrating theoretical and methodological contributions from other management areas. Includes discussions of epistemological applied to the construction of Theories in Marketing. This is a theme that already exists in the marketing division and allows not only testing or proposing methodological and theoretical innovations and improvements, but also a reflection on the current production and trends of marketing research conducted in the national and international context. All types of studies involving qualitative and quantitative data analysis, literature reviews, bibliometric studies and theoretical and conceptual essays are welcome.

This theme relates marketing strategies and activities as inputs and marketing performance as the main output. Inputs are understood as the marketing efforts of marketing strategies (segmentation, positioning, product/service, price, distribution, communication) and as outputs variables of performance/response at the levels of consumer mindset (brand equity, perceived quality, satisfaction, loyalty), consumer behavior (acquisition, retention, word of mouth, customer lifetime value, share of wallet), product-market (market share, profitability, innovation), accounting/financial (costs, profits, margins, leverage, return to investor) and other marketing metrics (customer equity, brand value, innovation equity). This relationship also considers the process of formulation and implementation of marketing strategies and inherent constructs, such as marketing intelligence, capabilities, strategic orientations, digitalization. The research theme is theoretically supported by the productivity chain and marketing performance results. It includes studies on concepts, models and theories about relationships between organizations and customers and other parties involved in delivering value and generating performance. Therefore, it is a cross-cutting theme, whose main objective is to understand the effect and return of market activities on performance measures. Its importance is observed in Varadarajan's (2015) statement that the fundamental thing for marketing as a field of study is the impact of its activities on the organization's performance. Furthermore, there remains interest in studying this relationship (Katsikeas et al., 2016; Morgan et al., 2019; Singh, Singh; Mishra, 2021; Stathakopoulos et al., 2022). Thus, the theme receives works from different methodologies, such as qualitative, survey/secondary data, experimental and econometric research, applied to marketing data and analytical techniques to understand the impact of marketing strategy at competitive, company, product-brand and/or consumer levels. It also includes systematic literature reviews (bibliometric reviews or meta-analyses) to explain the determinants of market performance variables.

This research topic covers any study that contributes to the advancement of marketing science and practice in industrial or organizational markets (business-to-business - B2B). We seek studies that deep the understanding of how companies or organizations market products, services, or ideas to other organizations. The topic includes investigations into the phenomena involving transactions, exchanges, and relationships in dyads, triads, or networks of companies, institutions, and resellers. The topic encompasses both the marketing of organizational services and industrial products in public, private, and local or international contexts.

The topic includes intra- and inter-organizational research focusing on the sales force – a critical and increasingly strategic element in B2B value creation. Research that explores the management, effectiveness, and impact of the sales force in these environments is highly valued.

In line with the research tradition in this field, this topic encourages studies examining interactions and interdependencies in organizational relationships, fostering contributions that are theoretical, methodological, and managerial. We particularly welcome studies that offer societal impact by enhancing the effectiveness of industrial markets. Empirical and conceptual approaches are accepted, including qualitative, quantitative, or mixed-method studies.

Submissions may address established themes such as organizational customer relationship management (CRM), Key Account Management (KAM), business networks and alliances, supply chain management, innovation, communication, go-to-market channels and pricing, and B2B sales force management. We also encourage submissions exploring new trends, such as digitalization in B2B, the growing role of inside sales in business relationships, and insights into customer experience and customer journey in the context of industrial markets.

Submitted papers are expected to advance to the theoretical foundations of B2B marketing and provide practical insights that enhance strategic decision-making, promoting the competitiveness and efficiency of industrial markets.

Marketing communications are a crucial component in companies' overall strategy to maximize the impact of campaigns. They have undergone various innovative transformations, including management of platforms across multiple online and offline channels, social media management, and automation of communication tools. This theme explores effective marketing communications management, considering integrated and specific approaches to the communication mix, allowing companies to convey cohesive and consistent messages to the consumer. We encourage a deep understanding of the form and content of marketing messages and the synchronization of online and offline strategies to achieve desired performances, such as increased brand recognition, brand equity, consumer engagement, conversion rates, sales, and return on investment (ROI).

It is essential to examine the strategies and best practices specific to each communication channel, both in the digital and traditional environments. The effectiveness of channels such as social media, email marketing, SEO, digital and interactive advertising, sponsorship, television, radio, print media, and out-of-home, among others, can be analyzed separately to determine their role in marketing campaigns and their impact on consumer behavior. The use of advanced technologies, such as generative artificial intelligence, automation of communication management, and big data analysis, should also be explored, as these tools can enhance the personalization and effectiveness of campaigns.

Research in this field can also focus on evaluating marketing communication strategies and developing metrics that help measure the success of these initiatives.

The topic of “Marketing and Society” is situated in macro-marketing. This field is part of the non-interactive, non-economic perspective of the marketing schools that emerged in the 1960s. Supporters of this field advocate a systemic approach to marketing to improve strategies and policies for social well-being. In this sense, the theme's main proposal is to debate the various aspects related to the effects of marketing on society, with the guiding principle of analyzing both the positive aspects and the dysfunctions and problems inherent in this relationship. Thus, studies that articulate ethics in marketing, conscious consumption, collaborative consumption, resistance to consumption, consumerism, sustainability in marketing, subjective quality of life and personal well-being, diversity and inclusion, positive and/or negative externalities of marketing activities and challenges, and dilemmas of consumer relations and the market are highlighted.

Studies based on the proposals of Transformative Consumer Research and Transformative Service Research, in which the figure of vulnerable consumers becomes central, also belong to this theme, but also encourage the emergence of other issues such as hunger, obesity, food policy, food consumption, and its socio-environmental impacts, citizenship and consumption, modern slavery, refugees, deviant paths of consumption, gender and intersectionality, poverty, addictions, prejudice and discrimination in consumer spaces, narratives and stigmatization are also welcome. As far as epistemological choices are concerned, the various perspectives and currents and empirical or essayistic works are appropriate for the topic.

Consumption is often seen as the main form of production and reproduction of meanings in our society. Its relevance in social relations is undeniable, since, as a fundamental social act, it not only offers opportunities for connection, but can also restrict or eliminate possibilities depending on the actors involved. In this context, relations mediated by goods, services and experiences can have both an emancipatory and an oppressive character. A critical analysis of consumption reveals obscure aspects, such as the indirect and unforeseen effects mentioned by Nason (1989), including discrimination, threats to health and safety, and environmental degradation. This critical perspective illuminates the power relations that are often naturalized in markets, making them invisible. The term "emancipation" is used to highlight studies that explore imbalances of power and domination, aiming to generate knowledge that promotes the liberation of consumers from these oppressions. This can be done by proposing social actions that encourage critical awareness in consumption, as well as theoretical analyses that help identify and challenge these limits. Within this framework, issues of gender, consumer ideologies, and consumer resistance become central to discussing consumption as a political action. Consumer activism and pedagogy, as well as the analysis of dispossessed identities, offer a rich basis for investigating the effects of consumption and its power dynamics. The intersections between consumption, marketing, and information and communication technologies, as well as debates on critical marketing and consumer consciousness-raising are key to challenging practices that perpetuate oppression. We invite initial and full-length contributions that explore these themes, including studies on the unintended effects of consumption and theoretical discussions on marketing, emancipation, and consumer political action.

The strategic role of research in strengthening Retail justifies the theme remaining one of ANPAD's tracks, whose aim is to promote critical debate and scientific progress on the future of Retail Management and Marketing Channels, anticipating trends and challenges, and integrating different theoretical and methodological research perspectives.

The track welcomes theoretical and empirical studies focusing on Retail-related themes, involving different topics:

1. Retail Formats and Strategies: Mobile Shopping; Online Retail and Marketplace; Pop-Up Stores; Neighborhood Retail; Subscription Clubs; Private Label Management, Internationalization.
2. Consumer Behavior and Engagement in Retail: Market Segmentation; Spatial and Social Density; Perception of Crowding in Retail.
3. Physical and Digital Store Ambience, Design and Layout: Sensory Marketing in Retail; Visual Merchandising; Proximity Marketing and Experience in Retail.
4. Information Systems in Retail: Big Data and Database Marketing in Retail; Customer Relationship Management; Retail Metrics; General Data Protection Law.
5. Customer Service in Retail: Customer Service and Self-Service; People Management in Retail; Customer Centric; User Experience; Customer Experience.
6. Financial Management in Retail: Price Formation; Dynamic Pricing; Payment Technologies: Digital Security and Anti-Fraud Solutions.
7. Logistics and Retail Operations: Category Management; Assortment Planning and Stock Management; Physical Store Location; Retail Cooperatives.
8. Marketing Channels and Power Structures: Roles of Intermediaries in the Marketing Channel; Multichannel; Omnichannel; Channel Conflicts; Relationships in the Supply Chain.
9. Ethical Issues and Social and Environmental Responsibility in Retail: Corporate Social Responsibility; Sustainability; Reverse Logistics.
10. Interactivity and Virtual Intelligence in Retail: Interactive Chatbot in Retail; Shopping Journey and Artificial Intelligence; Retail Media Networks and Live Commerce; Digital Influencer; Social Commerce; Metaverse.

This theme is premised on the intersection between creativity, consumption, and marketing strategies in the realms of art, fashion, and luxury. Artistic innovations reshape the luxury and fashion industries by integrating art into packaging, products, and brand communications. Marketing has acquired unique characteristics in the cultural sphere, such as exhibitions, museums, presentations, performances, and other forms of expression. For example, aesthetics and design are integrated into brands increasingly visibly, influencing consumer behavior towards original artistic manifestations. Furthermore, collaborations between artists and brands are increasingly frequent, while digital technologies intensify the connection between art and marketing. This track will explore how these dynamics create new opportunities and challenges for marketers. Based on this background, theoretical and empirical contributions that seek to understand this consumer phenomenon and its implications for marketing theories are welcome. We encourage submissions that examine the role of digital platforms, arts and luxury, counterfeits, artistic collaborations and museums.

Our track emphasizes the critical importance of agribusiness and food-related topics, which have garnered consistent interest from researchers worldwide. We invite contributions in the fields of strategy, marketing, and consumer behavior that address the agribusiness value chain, food industry and retail, foodservice, and gastronomic tourism, with a clear alignment to the Sustainable Development Goals (SDGs). This track welcomes a variety of research approaches, including empirical studies, theoretical essays, and case studies, that analyze and propose strategies implemented by companies and public agents. It covers a broad spectrum of themes, such as consumer behavior and its influence on the development of food industries, healthy eating, veganism, vegetarianism, flexitarianism, food safety, sustainability in food production, traceability, and food authenticity. We also encourage studies focusing on the role of digital influencers, storytelling, and online communities in shaping food preferences, veganism, and gastronomy. By integrating these diverse perspectives and addressing the SDGs, our track aims to provide innovative insights that can guide strategies and marketing practices within the evolving agribusiness and food sectors, contributing to a more sustainable and equitable food system.

This research topic deepens the understanding of the use of emerging technologies and advanced scientific methods in transforming data into analytical insights that enhance marketing's transformative potential. In an era where data is fundamental to decision-making, monitoring descriptive, diagnostic, predictive, prescriptive, and cognitive models is essential for informed decision-making. In this sense, this research topic welcomes theoretical-empirical or purely theoretical works that address the application of Data Science and Artificial Intelligence in two main areas: (i) the application of marketing analytics to understand the impact of marketing strategies on marketing activities; or (ii) as analytical techniques, including Machine Learning, Deep Learning, and Time Series Econometrics, that generate valuable insights from the analysis of large volumes of data. Therefore, research that employs diverse methodological techniques associated with Data Science and Artificial Intelligence, discussing or measuring the impact of these technologies, is considered eligible for this topic. The research areas include: (i) the relationship between marketing strategies and performance metrics at behavioral, accounting, and financial levels, highlighting the role of marketing analytics in understanding the organizational performance and consumer behavior; (ii) the human-machine relationship through the interaction between consumers and automated tools, such as chatbots and recommendation systems, in personalizing the consumer experience; (iii) ethics in data protection and use, discussing ethical limits and implications in scientific and market research; (iv) the use of high-frequency data in CRM and relationship marketing to enhance customer relations; and (v) theoretical essays proposing discussions on the application of different scientific methods related to the theme, promoting a critical analysis of current practices and exploring new approaches, including hypotheses and research propositions.

This theme covers researches related to public marketing, marketing for higher education and for basic education, nonprofit marketing, green marketing, social marketing, religious marketing, health marketing, political marketing, other types of marketing related to public, educational and nonprofit sector; Topics of interest include services quality, public, educational and nonprofit marketing mix, branding, value co-creation, marketing strategies, relationship, attracting and retaining donors and volunteers, among other issues addressed from a public and/or nonprofit perspective.

The theme of public marketing, educational marketing and non-profit marketing has been gaining space in the marketing literature due to the growing importance of marketing in non-commercial sectors. In particular, social and educational organizations expand their importance to society and, at the same time, competition for resources, such as donors and volunteers, grows. Public marketing, on the other hand, has shown relevance to show society the effectiveness of government actions, which are increasingly demanded by citizens.

In this way, researchers can contribute to public, educational and non-profit organizations, given that, generally, the direct import of marketing knowledge for profit for the public, educational and non-profit sectors tends to be inappropriate, requiring the construction of specific marketing knowledge for the public, educational and non-profit sectors. Therefore, this theme seeks to stimulate the interest of Brazilian researchers to investigate public marketing, educational marketing and non-profit marketing, as well as their derivations (health, politics, ecological, among others)

Experiential marketing represents a significant evolution in the strategies used to foster relationships between companies and consumers, emphasizing emotional, sensory, and psychological engagement. This topic is highly relevant in today’s context, where consumers seek more than just products and services; they desire memorable and personalized experiences. Experiential marketing addresses this demand by focusing on creating valuable moments that connect consumers to a brand in a unique and distinctive way, generating not only purchases but also loyalty and ongoing engagement.

In a digitalized and competitive environment, consumer engagement is one of the main indicators of success for brands aiming to build loyal communities. Experiential marketing strategies allow companies to offer differentiated experiences, such as events, interactive content, and personalized journeys, which enhance perceived value and reinforce brand identity in the minds of consumers. Furthermore, the presence of highly connected digital channels has expanded the reach of experiential marketing, enabling dynamic, real-time interactions.

This theme is particularly relevant in light of technological transformations and the new demands of consumers. Exploring how experiential marketing can strengthen engagement is essential for companies seeking to remain competitive, capturing the attention and loyalty of an increasingly informed and discerning audience.

Given the growth of online review platforms and social media, consumers are sharing their perceptions about services more frequently, aiming to articulate their experiences. Thus, an exceptional experience can generate a positive network effect, promoting engagement and attracting new customers. This theme is essential for service-oriented companies striving for differentiation and customer loyalty in a dynamic, increasingly experience-driven market.

This track accepts manuscripts that discuss the intersection between marketing and public policy.

Public policies consist in guidelines and instruments generally created by governments to address public issues and promote social well-being. As a discipline that studies markets and consumers, marketing has contributed to public policies by many ways, such as: identifying market failures/limitations and suggesting consumer protection policies; providing knowledge on how companies adapt their offers to follow public policies; elucidating consumer reactions to marketing campaigns and regulations; presenting consumer segmentation models for directing public policies, among others. Relevant scholars in marketing and public policy (e.g., Andrews et al. 2022; Stewart 2015) have encouraged new studies that answer questions such as: What types of marketing problems in society justify the development of public policies? How can marketing research inform policymakers? How is consumer behavior research useful in formulating, implementing and evaluating public policies?

The “Marketing and Public Policy” track encourages debate on relevant social issues and the contributions from marketing and consumer behaviior studies to public policies. Possible topics include marketing studies that explore actions/campaigns/policies/regulation on (but are not limited to):

- nutritional labeling;

- consumer protection;

- sports betting;

- diversity, equity and inclusion in the marketplace;

- excessive drug consumption (e.g. alcohol, cigarettes, illicit drugs);

- technology and consumer privacy;

- consumer education (e.g. financial, marketing, media);

- impact of public policies on marketing strategies;

- government regulation of marketing activities;

- consumer reactions to public policies.