Marketing

Challenges and Vulnerabilities of Contemporary Marketing: Reflections on Sustainable Consumption Relationships at the XIII SINGEP-CIK

Leaders:

• Leonardo Vils – Post-Graduate Program in Project Management and Post-Graduate Program in Business Administration at Universidade Nove de Julho (UNINOVE))
• André Torres Urdan – Post-Graduate Program in Business 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 digital transformation era, catalyzed by the rise of social media and artificial intelligence, has reshaped the landscape of contemporary marketing, offering unprecedented opportunities for interaction between brands and consumers. In light of this scenario, the XIII SINGEP-CIK invites researchers in the field of Marketing to contribute with studies that address the new opportunities and vulnerabilities that have emerged.

This new environment also reveals a series of vulnerabilities that require academic analysis and reflection, particularly the spread of fake news, the proliferation of online gambling, the rise in compulsive consumption, the influence of toxic personalities, the commercialization of evaluations, and the increase in gambling-related addictions. We seek studies that explore the extent of these vulnerabilities and propose strategies to mitigate their negative impacts, thus promoting more responsible and sustainable marketing practices.

The XIII SINGEP-CIK encourages submissions that explore these challenges using 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 for managers and policymakers. 

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

 Papers in the Marketing track for the 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 Societal Impact: Contributions to Achieving the Sustainable Development Goals (SDGs).

Submit your paper and contribute to the advancement of Marketing at the intersection of theory and practice!