Corresponding Manager: Giuseppe La Ragione (giuseppe.laragione@uniparthenope.it)
Track Manager(s): Giuseppe La Ragione, Marcello Risitano, Marco Galvagno, Michele Simoni
Description
Digital transformation is redefining marketing across theories, methods, and practices. The rapid diffusion of artificial intelligence, data analytics, and immersive technologies is transforming how organisations perceive markets, interact with consumers, and generate value through innovative digital experiences and business models. Marketing today operates at the intersection of technology, creativity, and ethics, where innovation requires striking a balance between efficiency and empathy, personalisation and privacy, and automation and authenticity.
This ongoing transformation reconfigures the foundations of marketing, influencing consumer behaviour, brand communication, customer experience, and channel strategies, while also redefining organisational structures, data governance, and the integration of sustainability into marketing decision-making processes. Grasping how these interdependencies evolve is crucial for advancing both theoretical understanding and managerial practice in the digital context.
This track welcomes conceptual and empirical contributions that explore the multifaceted relationship between digital transformation and marketing. We invite studies that address theoretical perspectives, methodological advances, and managerial implications, expanding our knowledge of marketing in a digital and responsible society.
Keywords
Digital Transformation; Marketing Innovation; Consumer Behaviour; Consumer-Brand relationship; Artificial Intelligence.
Key References
1. Plangger, K., Grewal, D., de Ruyter, K., & Tucker, C. (2022). The future of digital technologies in marketing: A conceptual framework and an overview. Journal of the Academy of Marketing Science, 50(6), 1125-1134.
2. Puntoni, S., Reczek, R. W., Giesler, M., & Botti, S. (2021). Consumers and artificial intelligence: An experiential perspective. Journal of marketing, 85(1), 131-151.
3. Hoffman, D. L., Moreau, C. P., Stremersch, S., & Wedel, M. (2022). The rise of new technologies in marketing: A framework and outlook. Journal of Marketing, 86(1), 1-6.