Marketing

Challenges and Vulnerabilities of Contemporary Marketing: Reflections on Sustainable Consumer Relations at XIII SINGEP-CIK

Theme Leaders:

• Leonardo Vils – Graduate Program in Project Management and Graduate Program in Administration at Universidade Nove de Julho (UNINOVE)
• André Torres Urdan – Graduate Program in Administration at Universidade Nove de Julho (UNINOVE)
• Eduardo Mesquita – Escola Superior de Propaganda e Marketing (ESPM) – SP
• Christian Gomes-e-Souza Munaier – Instituto Tecnológico y de Estudios Superiores de Monterrey (ITESM) – Mexico

The era of digital transformation, driven by the rise of social media and artificial intelligence, has reshaped the contemporary marketing landscape, offering unprecedented opportunities for brand-consumer interactions. In this context, the XIII SINGEP-CIK invites marketing researchers to contribute with studies that address both the opportunities and vulnerabilities emerging in this scenario.

This new landscape exposes several vulnerabilities that require academic analysis and reflection, including the spread of fake news, the proliferation of online gambling, the rise of compulsive consumption, the influence of toxic personalities, the commercialization of reviews, and the increasing addiction to gambling. We seek studies that examine the extent of these vulnerabilities and the development of strategies to mitigate their negative impacts, promoting more responsible and sustainable marketing practices.

The XIII SINGEP-CIK encourages submissions that explore these challenges from different methodological approaches, whether through empirical or theoretical studies, involving qualitative and/or quantitative data. We seek research that advances academic knowledge and provides practical contributions to managers and policymakers.

We invite the academic community to participate in this discussion, fostering the exchange of ideas that can drive new perspectives and strategic solutions for the future of business.

The marketing track for XIII SINGEP-CIK may focus on the following topics:

1. Marketing, Digital Transformation, and Artificial Intelligence
2. Marketing Analytics
3. Neuroscientific Techniques Applied to Marketing
4. Marketing Teaching and Research
5. Consumer Behavior
6. Marketing Communication
7. Marketing Channels
8. Services Marketing
9. Strategic Brand Management
10. Scientific Research in Marketing and Its Impact on Society: Contributions to Achieving the Sustainable Development Goals

Submit your paper and contribute to advancing marketing at the intersection of theory and practice!