This conference proceedings focuses on how marketing continues to evolve in response to technological innovation, sustainability imperatives, and shifting consumer expectations. Featuring full papers presented at the 2025 Academy of Marketing Science World Marketing Congress held in Dijon, France, this book features contributions from leading scholars and practitioners to provide a comprehensive view of marketing's transformative role in a rapidly changing business environment. Featuring topics such as AI and marketing, consumer behavior and sustainability, brand communication and crisis management, and digital marketing, this book is a useful reference for marketing researchers, scholars, students, and policymakers.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy's flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review .

Offers cutting-edge research on AI, sustainability, and consumer behavior from global marketing scholars Includes full papers on topics related to innovation, sustainability, and legitimacy Provides actionable insights into digital marketing trends, ethical AI, and brand communication strategies

Autorentext

Jasmine Parajuli is an Instructional Assistant Professor of Marketing in the School of Business Administration at the University of Mississippi, USA. Previously, she was Assistant Professor of Marketing at the Rankin College of Business at Southern Arkansas University (Magnolia, Arkansas, USA). Her primary research interests include marketing leadership, crisis management, artificial intelligence in marketing strategies, and bibliometric analysis. She has published and presented her research in peer-reviewed journals and conferences. She currently serves as Proceedings Co-Editor and the Director of social media for the Academy of Marketing Science.

Amrita Dey is Assistant Professor of Marketing in the Daniels College of Business at the University of Denver (USA). Her research specializes in visual elements in marketing encompassing areas such as crowdfunding, innovation, prosocial products, and donations. Before joining academia, she led marketing for both B2C and B2B brands within the Tata and Mahindra Group of companies in India. Her work won numerous prestigious awards for marketing and innovation, including the “Wall Street Journal Asia Innovation Award”. Amrita holds several patents and design registrations.

Inhalt

A comprehensive understanding of semantic content for consumer behavior: a priming effect perspective.- Ai influencers and me: investigating ai influencers, post communication style, self-congruence, and social media behavior.- The interplay of psychological needs and passion in restaurant brand review intentions.- Scale development of hotel indoor environmental quality.- Framing numerical attributes in daily vs. yearly terms and addressing consumers individually vs. collectively in environmental brand messages: an exploration of independent, interactive, and conditional effectiveness.- The green value compass: mapping the value dimensions of sustainable consumer behavior.- Balancing potential and ethics: a comprehensive exploration of ai in marketing.- Next-gen marketing insights: human-ai collaboration in analytics.- Analyzing national geographic's use of instagram reels for promoting engagement and sustainability.- Ai vs. ei understanding the nexus between artificial intelligence and emotional intelligence and its challenges for the marketing domain.-Typology of french consumers according to their sustainable food practices and their level of trust in the food system.- Generative ai and choice influence.- How do emotions influence consumer behavior during brand crises? analyzing the moderating role of crisis response strategies.- What drives consumers' willingness to make sacrifices for sustainability?.-Persuasion in the context of conversational agents: systematic literature review and research directions.- Investigating gender differences for brand attention during in-stream advertisement.- Negative consumerbrand relationships: insights from a literature review in elite abs journals.- Can virtual influencers foster real wanderlust? leveraging physical and behavioral anthropomorphism to promote tourism destinations.- Marketing for sustainability: harnessing nature connection and green demarketing.- Spiritual journeys and transformative spaces: pilgrimage, religious marketing, and digital nomadism in contemporary catholic refuges.- Ai in decision-making marketing: considerations and strategic applications within organizational contexts.