This track encompasses empirical investigations and theoretical reflections concerning the complexity of consumer behavior through an interdisciplinary approach that integrates sociological, anthropological, economic, psychological, and biological dimensions. Particular relevance is given to studies investigating decision-making processes, attitudinal dispositions, values, motivators, and personality traits that modulate individual choices, as well as the dynamics of information processing and the multifaceted aspects of contextual influences.

This track covers discussions on consumption from a social and cultural perspective, articulated with fields of knowledge such as Anthropology, Sociology, Language Studies, Cultural Studies, among others. Research reports stand out featuring the dialogue between issues related to influences, consumption practices, social identity, consumption communities, and appropriation of meanings in different contexts of contemporary society. In addition, it also encompasses discussions related to the field of CCT - Consumer Culture Theory.

This track covers discussions on the positive and negative impacts of marketing practices on society, highlighting research on marketing ethics, conscious, sustainable, and collaborative consumption, consumption resistance, consumerism, consumer well-being (eudaimonic well-being and subjective happiness), subjective quality of life, consumer vulnerability, diversity, and inclusion. It also addresses the contributions of Transformative Consumer Research (TCR) and Transformative Service Research (TSR), as well as the externalities of marketing activities and the dilemmas and challenges that permeate consumption relationships and the market.

This track welcomes research that explores the role, challenges, and transformations of brands in contemporary society. Theoretical and empirical studies on brand identity, brand management and purpose, brand equity, brand experiences and narratives, as well as emerging approaches such as sentiment analysis, digital ethnographies, and artificial intelligence are welcomed. Interdisciplinary perspectives and diverse methodologies — qualitative, quantitative, or mixed — are valued, as long as the brand is the central element of analysis.

Studies on mediated social networks, including platforms such as TikTok, Instagram, Twitter, LinkedIn, and other emerging ones, analyzing patterns of digital engagement, consumer behavior, and market impacts across various segments. Theories arising from studies on contemporary digital culture and its relationship with marketing strategies, online community building, and the transformation of consumer behavior. Perspectives on smart cities and hybrid (physical-digital) environments, exploring potentialities for contextual marketing, location-based experiences, and new formats of connected urban consumption. Analysis of how artificial intelligence and machine learning algorithms have been applied in predictive marketing, personalization, process automation, and content creation, evaluating ethical, social, and market impacts for consumers and companies. Internet of Things (IoT), connected devices, and their integration into omnichannel marketing strategies, creating new communicational formats and consumer touchpoints. Studies on ubiquity, pervasiveness, and immersive communicational technologies such as augmented reality, virtual reality, wearables, and mobile devices, investigating their relationships and potential for contextual, immediate, and personalized brand experiences in contemporary marketing.

This track invites papers investigating retail phenomena, marketing operations, and international marketing, including multicultural, comparative, or single-country settings, regardless of the methodological approach employed. Research is welcomed addressing topics related to management, marketing tactics, technological and digital transformations, applied consumer behavior, loyalty, store design, distribution channels, franchising, and relationships between retailers and other supply chain participants. We also encourage works that develop and test theories about marketing phenomena in different institutional, cultural, and economic contexts, whether local, transnational, or transcultural. Studies examining marketing in, for, and from emerging or transitioning economies are strongly encouraged, especially those exploring how marketing practices are influenced by — and also influence — the economic, structural, and cultural specificities of these markets.

We seek papers that explore rigorous methods to answer relevant marketing questions: from advanced statistical models and machine learning to behavioral experiments and analysis of large databases. Studies using data sources such as social media, text, audio, video, or sensors are highly encouraged. If your research seeks to explain or predict marketing phenomena through quantitative modeling, this track was made for you.