{"id":20162,"date":"2021-06-18T17:12:46","date_gmt":"2021-06-18T20:12:46","guid":{"rendered":"https:\/\/semead.com.br\/29-novo\/?page_id=20162"},"modified":"2026-04-26T14:14:53","modified_gmt":"2026-04-26T17:14:53","slug":"marketing","status":"publish","type":"page","link":"https:\/\/semead.com.br\/29\/en\/tracks\/scientific-areas\/marketing\/","title":{"rendered":"Marketing"},"content":{"rendered":"<div class=\"semead-shortcode semead-shortcode--coordenacao\">\n\t\t\t\t\t\t\t<div class=\"semead-people\">\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person\">\n\t\t\t\t\t\t\t<div class=\"semead-person__media\">\n\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\tclass=\"semead-person__image rounded-circle\"\n\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/03\/Prof.-Dr.-Guilherme-Farias-Shiraishi-.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\talt=\"Guilherme Farias Shiraishi, PhD\"\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"semead-person__content\">\n\t\t\t\t\t\t\t\t<h4 class=\"\">Coordinator:<\/h4>\n\t\t\t\t\t\t\t\t<h3 class=\"semead-person__title\">Guilherme Farias Shiraishi, PhD<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person__institution\">FEA-USP<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person\">\n\t\t\t\t\t\t\t<div class=\"semead-person__media\">\n\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\tclass=\"semead-person__image rounded-circle\"\n\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/03\/Suzane-Strehlau-nova-300x300-1.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\talt=\"Suzane Strehlau, PhD\"\n\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<div class=\"semead-person__content\">\n\t\t\t\t\t\t\t\t<h4 class=\"\">Coordinator:<\/h4>\n\t\t\t\t\t\t\t\t<h3 class=\"semead-person__title\">Suzane Strehlau, PhD<\/h3>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-person__institution\">ESPM<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\n\t\t\t\t\t<\/div>\n\n\n<div class=\"semead-shortcode semead-shortcode--temas\">\n\t\t\t\t\t\t\t<h4 class=\"semead-shortcode__heading\"><strong>Temas e L\u00edderes:<\/strong><\/h4>\n\t\t\t\n\t\t\t<div class=\"accordion\" id=\"semead-accordion-1\">\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-1\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-1\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-1\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t1. Consumer Behavior\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-1\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-1\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>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.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Macelo-Moll-Brandao-UFES.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Leader: Macelo Moll Brand\u00e3o, PhD (UFES)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Leader: Macelo Moll Brand\u00e3o, PhD (UFES)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Ana-Julia-Buttner-ESPM.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-Leader: Ana Julia B\u00fcttner, PhD (ESPM)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-Leader: Ana Julia B\u00fcttner, PhD (ESPM)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Beatriz_Pereira_2021_Pure_1MB.webp?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Beatriz Pereira, PhD (Monash University, Melbourne)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Beatriz Pereira, PhD (Monash University, Melbourne)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Helena-Nobre-Universidade-de-Aveiro.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Helena Nobre, PhD (Universidade de Aveiro)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Helena Nobre, PhD (Universidade de Aveiro)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-2\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-2\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-2\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t2. Culture and Consumption\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-2\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-2\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>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.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Marcelo-de-Rezende-Pinto-PUC-MG.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Leader: Marcelo de Rezende Pinto, PhD (PUC MG)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Leader: Marcelo de Rezende Pinto, PhD (PUC MG)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Luciana-Velloso-de-Souza-Araujo-Goldsmiths-University-of-London.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Luciana Velloso de Souza Ara\u00fajo, PhD (Goldsmiths, University of London)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Luciana Velloso de Souza Ara\u00fajo, PhD (Goldsmiths, University of London)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-3\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-3\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-3\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t3. Marketing and Society\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-3\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-3\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>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.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/nelsio.png?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Leader: Nelsio Rodrigues de Abreu, PhD (UFPB)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Leader: Nelsio Rodrigues de Abreu, PhD (UFPB)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Dra.-Renata-Francisco-Baldanza-UFPB.png?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-Leader: Renata Francisco Baldanza, PhD (UFPB)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-Leader: Renata Francisco Baldanza, PhD (UFPB)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Leonor-Lopes-Borges-Vacas-de-Carvalho-UNI-EVORA.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Leonor Lopes Borges Vacas de Carvalho, PhD (UNI EVORA)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Leonor Lopes Borges Vacas de Carvalho, PhD (UNI EVORA)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-4\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-4\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-4\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t4. Brands\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-4\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-4\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>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 \u2014 qualitative, quantitative, or mixed \u2014 are valued, as long as the brand is the central element of analysis.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/vivian-lara.jpg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Leader: Vivian Iara Strehlau, PhD (ESPM)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Leader: Vivian Iara Strehlau, PhD (ESPM)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Profa.-Dra.-Miriam-Salomao-IPAM.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Miriam Salomao, PhD (IPAM)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Miriam Salomao, PhD (IPAM)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-5\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-5\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-5\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t5. Mediated Social Networks, Digital Environments and Devices\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-5\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-5\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>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.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/ricardo-limongi.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Leader: Ricardo Limongi, PhD (UFG)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Leader: Ricardo Limongi, PhD (UFG)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/larissa-raposo.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-Leader: Larissa Raposo, PhD (FEI \/ ESPM)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-Leader: Larissa Raposo, PhD (FEI \/ ESPM)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/carolina.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Carolina Redolfi, PhD (Brookes)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Carolina Redolfi, PhD (Brookes)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-6\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-6\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-6\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t6. Retail and Marketing Operations: Local and Global Perspectives\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-6\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-6\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>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 \u2014 and also influence \u2014 the economic, structural, and cultural specificities of these markets.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/evandro.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Leader: Evandro Luiz Lopes, PhD (ESPM)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Leader: Evandro Luiz Lopes, PhD (ESPM)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/roberto-flores-falcao.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Co-Leader: Roberto Flores Falc\u00e3o, PhD (UNIALFA)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Co-Leader: Roberto Flores Falc\u00e3o, PhD (UNIALFA)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/Prof.-Dr.-Diogo-Hildebrand-Baruch-College.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Diogo Hildebrand, PhD (Baruch College)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Diogo Hildebrand, PhD (Baruch College)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t<div class=\"accordion-item semead-topic\">\n\t\t\t\t\t\t<h2 class=\"accordion-header\" id=\"semead-accordion-1-heading-7\">\n\t\t\t\t\t\t\t<button\n\t\t\t\t\t\t\t\tclass=\"accordion-button collapsed\"\n\t\t\t\t\t\t\t\ttype=\"button\"\n\t\t\t\t\t\t\t\tdata-bs-toggle=\"collapse\"\n\t\t\t\t\t\t\t\tdata-bs-target=\"#semead-accordion-1-collapse-7\"\n\t\t\t\t\t\t\t\taria-expanded=\"false\"\n\t\t\t\t\t\t\t\taria-controls=\"semead-accordion-1-collapse-7\"\n\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t7. Quantitative Methods, AI Use, and Experiments\t\t\t\t\t\t\t<\/button>\n\t\t\t\t\t\t<\/h2>\n\t\t\t\t\t\t<div\n\t\t\t\t\t\t\tid=\"semead-accordion-1-collapse-7\"\n\t\t\t\t\t\t\tclass=\"accordion-collapse collapse\"\n\t\t\t\t\t\t\taria-labelledby=\"semead-accordion-1-heading-7\"\n\t\t\t\t\t\t\tdata-bs-parent=\"#semead-accordion-1\"\n\t\t\t\t\t\t>\n\t\t\t\t\t\t\t<div class=\"accordion-body\">\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-topic__description\"><p>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.<\/p>\n<\/div>\n\t\t\t\t\t\t\t\t\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leaders row row-cols-1 row-cols-md-2 row-cols-lg-3 g-4\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/dirceu-da-silva.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"Leader: Dirceu da Silva, PhD (UNICAMP)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>Leader: Dirceu da Silva, PhD (UNICAMP)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"col\">\n\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader card h-100 border-0 text-center\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"card-body\">\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<img data-recalc-dims=\"1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tclass=\"semead-leader__image rounded-circle\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tsrc=\"https:\/\/i0.wp.com\/semead.com.br\/29\/wp-content\/uploads\/sites\/21\/2026\/04\/claudia-simoes.jpeg?resize=150%2C150&#038;ssl=1\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\talt=\"International Co-Leader: Cl\u00e1udia Maria Neves Sim\u00f5es, PhD (Uni Minho)\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\tloading=\"lazy\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\twidth=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\theight=\"150\"\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t<div class=\"semead-leader__name\"><em>International Co-Leader: Cl\u00e1udia Maria Neves Sim\u00f5es, PhD (Uni Minho)<\/em><\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t\t\t\t\t\t\t\t\t<\/div>\n\t\t\t\t\t\t<\/div>\n\t\t\t\t\t<\/div>\n\t\t\t\t\t\t\t<\/div>\n\t\t<\/div>\n\n\n\n<p><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":10,"featured_media":0,"parent":31514,"menu_order":80,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_acf_changed":false,"tpgb_global_settings":"","inline_featured_image":false,"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"class_list":["post-20162","page","type-page","status-publish","hentry"],"acf":{"coordenadores":[{"titulo":"Coordinator:","nome":"Guilherme Farias Shiraishi, PhD","instituicao":"FEA-USP","imagem":34907},{"titulo":"Coordinator:","nome":"Suzane Strehlau, PhD","instituicao":"ESPM","imagem":34904}],"audio_da_coordenacao":"","temas":[{"tema_nome":"Consumer Behavior","tema_descricao":"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.","audio":"","lideres":[{"lider_nome":"Leader: Macelo Moll Brand\u00e3o, PhD (UFES)","lider_foto":35468},{"lider_nome":"Co-Leader: Ana Julia B\u00fcttner, PhD (ESPM)","lider_foto":35469},{"lider_nome":"International Co-Leader: Beatriz Pereira, PhD (Monash University, Melbourne)","lider_foto":35470},{"lider_nome":"International Co-Leader: Helena Nobre, PhD (Universidade de Aveiro)","lider_foto":35471}]},{"tema_nome":"Culture and Consumption","tema_descricao":"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.","audio":"","lideres":[{"lider_nome":"Leader: Marcelo de Rezende Pinto, PhD (PUC MG)","lider_foto":35473},{"lider_nome":"International Co-Leader: Luciana Velloso de Souza Ara\u00fajo, PhD (Goldsmiths, University of London)","lider_foto":35472}]},{"tema_nome":"Marketing and Society","tema_descricao":"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.","audio":"","lideres":[{"lider_nome":"Leader: Nelsio Rodrigues de Abreu, PhD (UFPB)","lider_foto":35474},{"lider_nome":"Co-Leader: Renata Francisco Baldanza, PhD (UFPB)","lider_foto":35475},{"lider_nome":"International Co-Leader: Leonor Lopes Borges Vacas de Carvalho, PhD (UNI EVORA)","lider_foto":35476}]},{"tema_nome":"Brands","tema_descricao":"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 \u2014 qualitative, quantitative, or mixed \u2014 are valued, as long as the brand is the central element of analysis.","audio":20497,"lideres":[{"lider_nome":"Leader: Vivian Iara Strehlau, PhD (ESPM)","lider_foto":35477},{"lider_nome":"International Co-Leader: Miriam Salomao, PhD (IPAM)","lider_foto":35478}]},{"tema_nome":"Mediated Social Networks, Digital Environments and Devices","tema_descricao":"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.","audio":"","lideres":[{"lider_nome":"Leader: Ricardo Limongi, PhD (UFG)","lider_foto":35479},{"lider_nome":"Co-Leader: Larissa Raposo, PhD (FEI \/ ESPM)","lider_foto":35480},{"lider_nome":"International Co-Leader: Carolina Redolfi, PhD (Brookes)","lider_foto":35481}]},{"tema_nome":"Retail and Marketing Operations: Local and Global Perspectives","tema_descricao":"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 \u2014 and also influence \u2014 the economic, structural, and cultural specificities of these markets.","audio":"","lideres":[{"lider_nome":"Leader: Evandro Luiz Lopes, PhD (ESPM)","lider_foto":35482},{"lider_nome":"Co-Leader: Roberto Flores Falc\u00e3o, PhD (UNIALFA)","lider_foto":35483},{"lider_nome":"International Co-Leader: Diogo Hildebrand, PhD (Baruch College)","lider_foto":35484}]},{"tema_nome":"Quantitative Methods, AI Use, and Experiments","tema_descricao":"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.","audio":20429,"lideres":[{"lider_nome":"Leader: Dirceu da Silva, PhD (UNICAMP)","lider_foto":35485},{"lider_nome":"International Co-Leader: Cl\u00e1udia Maria Neves Sim\u00f5es, PhD (Uni Minho)","lider_foto":35486}]}]},"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.5 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Marketing - XXIX SemeAd<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/semead.com.br\/29\/en\/tracks\/scientific-areas\/marketing\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Marketing - XXIX SemeAd\" \/>\n<meta property=\"og:url\" content=\"https:\/\/semead.com.br\/29\/en\/tracks\/scientific-areas\/marketing\/\" \/>\n<meta property=\"og:site_name\" content=\"XXIX SemeAd\" \/>\n<meta property=\"article:modified_time\" content=\"2026-04-26T17:14:53+00:00\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data1\" content=\"1 minute\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/semead.com.br\\\/29\\\/en\\\/tracks\\\/scientific-areas\\\/marketing\\\/\",\"url\":\"https:\\\/\\\/semead.com.br\\\/29\\\/en\\\/tracks\\\/scientific-areas\\\/marketing\\\/\",\"name\":\"Marketing - 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