The 8th International Conference of
Marketing, Strategy & Policy Research 2024
Connecting the Dots
22 March 2024 (Online Conference)
27-29 March 2024 (In-person Conference)
Goa, India
While marketing academics have been measuring complex latent variables like brand value and customer relationships using traditional research methods for many decades, with mix methods being the most popular research methods, marketing practitioners were using simple qualitative analysis or econometric modelling to evaluate the impact of their marketing spend. Onset of analytics automated evaluation of success or failure of marketing initiatives. Engaging data scientists to analyse structured, semi-structured or unstructured data for management of both frontend and backend architecture. The new way of marketing that is analytics, big data and artificial intelligence based, has enabled continuous application of integration and delivery for superior customer management more efficient. Flexible and customised application of database functionality in real-time with versatility using a single interface has exceptionally improved productivityof marketing. This shift has encouraged social scientists to focus on constructs such as trust, intrusion, personality, identity, social enterprises, arts, heritage andresponsible marketing more than before because although analytics-based intelligence can predict based on numbers and content provided, it does not have capability to conceptualise the correlations between latent variables. While technological interventions have helped practitioners customise their marketing initiatives, its inability to creatively conceptualise new interventions and imagine connections between constructs at the cognitive level needs academic researchers to continue imagining and being creative with their investigations. To encourage marketing scholars to think beyond capabilities of a machine in the era of artificial intelligence, this conference invites marketing, strategy, technology, information systems and policy scholars to bring their abstract ideas based on rich and in-depth research based knowledge to stimulate new debates that will facilitate deductive and inductive environment to pave the way for generation of new knowledge and knowledge based skills while addressing sensitive issues related to data, privacy and security. The winter conference of Marketing, Strategy and Policy (MSP) invites academics and practitioners from around the world to conceptualise and propose new ideas that will disrupt the current models of artificial intelligence being run by practitioners. The objective of this conference will be to create a platform for debate in a natural and relaxed environment that will not only nurture both creativity and learning, but also address mental and social health issues. MSP invites scholars to submit their conceptual, qualitative, or empirical studies along a broad range of topics given below. The submissions can be related and interdisciplinary.
Doctoral Colloquium
MSP2024 invites PhD scholars to present their work at Doctoral Colloquium to a panel of experts in their field. These presentations will help them prepare for their PhD defence and Academic Career. Keynotes and interactions with following subject experts and other Distinguished Faculty invited at the Doctoral Colloquium will enable them to understand the requirements of a successful career in Higher Education or Industry.
Keynote Speakers
Dr Vibha Dhawan
Director General
The Energy and Resources Institute
Prof Gary Knight
Professor of Global Management
Willamette University
Prof V Kumar
Prof of Marketing
Brock University
Mentoring Workshops
Dr Dorothy Yen
Professor of Marketing
Brunel University
Prof Shyama V. Ramani
Professorial Fellow
UNU MERIT
Meet The Editors
Prof Subodha Kumar
Dy Editor
Production and Operations Management
Prof Dipayan Biswas
Editor-in-Chief
Journal of Business Research
Prof Suma Athreye
EurAsia Editor
Industrial and Corporate Change
Prof Fevzi Okumus
Editor-in-Chief
International Journal of Contemporary Hospitality Management
Dr Maja Arslangic - Kalajdzic
Editor Special Issues
Industrial Marketing Managemnet
Prof Nicole Franziska Richter
Editor in Chief
European Journal of International Management
Prof Yogesh K Dwivedi
Editor-in-Chief
International Journal of Information Management
Prof Sven Horak
Outreach Editor
European Journal of International Management
Location
Bogmallo Beach Resort, Goa
Goan culture, cuisine and architecture are highly influenced by Portugese culture because Goa was an overseas province of Portugal for 450 years i.e. 1510 to 1961. A minority of present Goan community considers themselves to be descendants of Portugese of Luso-Indian ethnicity that came into existence because of marriages that took place between Portugese soldiers and Goan women. This community speaks Portugese, other than Konkani, which is their native language and English.
Nearest Airport: Goa International Airport
Nearest Railhead: Vasco da Gama (8kms), Karmali (24kms), Madgaon (25 kms)
Nearest Bus stop: Vasco da Gama
For Directions From Goa Airport to Bogmallo Beach Resort Click HereAbstract Submission
Submit pdf version of your abstract of 500 words or extended abstract of 2000 words or manuscript of 5000 words in double spacing using Times New Roman Font 12 point
Last date of submission of abstract extended till 29th February, 2024
Submit HereRegistration
Participants attending to the in-person conference between 27th-29th March 2024 will also be able to attend to the online conference which will be held on 22th March 2024.
Online participants will also be able to join to the ‘Meet the Editors’ and special issue briefing sessions.
| Registration Type | PhD student Pass | Academic Pass | Industry/Practitioner Pass |
|---|---|---|---|
| Conference Pass with Double Occupancy (Including 3 night stay and meals at beach resort) | £700 | £850 | £1100 |
| Conference Pass with Single Occupancy (Including 3 night stay and meals at beach resort) | £650 | £750 | £1000 |
| Conference Pass Only | £200 | £250 | £500 |
| Online Conference Participation | £150 | £200 | £450 |
Click on Amount to Pay the Respective Registration Fee
For alternative methods to pay registration fee, please write to accounts@mspresearchcenter.com
To know the fee in your local currency, you can use the currency convertor on xe.com
Registration Fee is not refundable
MSP Research Grant
Marketing Strategy and Policy Research is pleased to invite research proposals that discusses role of marketing in addressing local, regional or global issues. Those proposals that demonstrate impact building and collaborative research will be considered for funding. Please note that maximum 2 proposals will be funded. Maximum funding available per proposal is £2000.
The application process is now open for applications to share their research proposal to be presented for funding. The deadline for applications to be submitted for funding is 24th January 2024. Please email your proposals to grantapplication@mspresearchcenter.com
Awards
The mission of MSP Research is to nurture rigour with relevance in academic research and facilitate creation and dissemination of knowledge which can responsibly guide and lead the practice of marketing, strategy, and business policy.
The Marketing Strategy and Policy Research (MSP Research) Award Selection Committee invites nominations for the 1) MSP Research Fellowship and 2) 2024 TARA Lifetime Achievement award. Nominations are now open to all academic scholars and should be submitted clicking on the links below, on or before March 15, 2024. Both the awards will be announced during the 8th MSP Research Conference in Goa, India from 27th to 29th March 2024.
TARA Lifetime Achievement Award is an award given to most distinguished scholars in the field of marketing, strategy, and business policy. This highly prestigious award is for honouring the lifetime contributions made by the leading scholars and practitioners to the subject and domain. Through this award, scholarly community recognizes substantial and significant contributions made by the receiver of this award with utmost dedication to (a) advance knowledge through research in marketing, strategy, and business policy, and (b) generate impact of your research on practice. The selection committee of the 2024 TARA Lifetime Achievement Award includes scholars who have themselves contributed significantly to the discipline.
Nominations from scholars and practitioners of all backgrounds, institutions, traditions and especially those from underrepresented minorities, working in the related areas are encouraged. The CV of the scholar being nominated for the TARA Lifetime Achievement Award should be submitted for nomination. A support letter of about 2000 words explaining the contribution to research, education, community/fraternity, mentoring, supervision, engagement, and practice for the TARA Lifetime Achievement Award can be submitted with a related story or incident for sharing with the community, while nominating.
- Best Conceptual Paper Award
- Best Impact Paper Award
- Best Methodology Paper Award
- Best PhD Thesis Award
- Best Paper Award
- TARA LifeTime Achievement Award
Submit Nomination here MSP Research Fellowship
Submit Nomination here
Nominations are confidentially managed by the Evaluation Committee and MSP Research office. Self-nomination for MSP Fellowship is acceptable.
Hall of Fame
2022 TARA lifetime achievement award
Prof TC Melewar
Prof of Marketing Middlesex University
2023 TARA lifetime achievement award
Prof V Kumar
Prof of Marketing Brock University
2024 TARA lifetime achievement award
Prof Philip Kotler
Prof of Marketing at the Northwestern University
Special issues / Supporting Journals
(Appropriate and high quality papers presented at the conference would be encouraged to submit in the special issues)
- International Journal of Contemporary Hospitality Management: Metaverse in Hospitality and Tourism
- International Journal of Advertising: Branding with Purpose: Corporate Reputation, CSR, and Sustainable Development Goals in Advertising
- International Journal of Information Management : Embracing AI for the Future of Marketing
- Corporate Reputation Review: Convergence of Digital and Physical Worlds: Corporate Identity in the Age of the Metaverse
- Journal of Macromarketing: Embracing Healthy Ageing in Marketing
- European Journal of International Management : A special section for MSP2024
- International Journal of Consumer Studies: Papers with best fit and quality will be invited to submit to the Journal
- Journal of Commerce and Business Studies: AI Nuisance and Users' Emotional Wellbeing
Programme
-
8.30 - 8.40amWelcome note by Pantea Foroudi
-
8.40am - 9.amKeynote by Yousra Asaad: Life after PhD
-
9.00 - 9.30amEditorial Keynote: Subodha Kumar, Dy Editor, Production and Operations Management
-
9.30 - 10.30amTrack 1: Consumer Behaviour Track Chair: Nanda Kumar
1) Instagram Content Creators as Content Consumers: Negotiation with Negativity – An Abstract
Presenter: Suchetana Sinha
2) Exploring ecommerce subscription-based pricing strategy from a millennial consumer perspective
Presenter: Abhishek Behl -
10:30am - 11.00amTea/Coffee Break
-
11.00 - 12.30pmTrack 2: Responsible Marketing Track Chair: Kavita Sharma
3) Beyond data, the value of cultural social innovation: the living lab method for sustainable development
Presenter: Giusy Sica
4) Consummatory and Instrumental Motives of Food Waste
Presenter: Melike Oguz Acikalin
5) Green Perceived Risk as a Moderator in the Relationship between Sustainable Influencer-Product Fit and Green Purchase Intention
Presenter: Naresh Babu Mudangla -
12.30 - 1.00pmLunch
-
1.00 - 2.30pmTrack 3: Metaverse in a Global World Track Chair: Jingwen Shi
6) The role of personality traits on the adoption of metaverse
Presenter: Sabita Mahapatra
7) Managerial Ability in Business Management: Insights from Information Disclosure Decisions
Presenter: Jingwen Shi
8) Immersive Metaverse experiences for assessing user engagement in travel and tourism platform
Presenter: Nida Shamim, Suraksha Gupta and Matthew Shin -
2.30 - 3.00pmTea/Coffee Break
-
3.00 - 4.30pmTrack 4: Social Media Marketing Track chair: Mingxue Wei
9) Growing Popularity of Hallyu Wave amongst Indian youth fans: Exploring Linkages between the electronic word of Mouth and Purchase Intention
Presenter: Shanu Jain, Sarita Devi, Priyanka Aggarwal and Khushi Chaudhary
10) Dynamics of Collaborative Consumption in Digital Servitization
Presenter: Muhammet Can Guleren
11) Most effective approach to carry out social media marketing of luxury brands
Presenter: Mohamed Al-Shafei -
4.30 - 6.00pmTrack 5: AI for Marketing Track Chair: Sena Ozdemir
12) Redefining Luxury Hospitality with Artificial Intelligence: Reinforcing Sustainability in the Digital Age
Presenter: Damini Gupta
13) Beyond Algorithms: Forging Deep Connections in an AI-Driven Branding Era
Presenter: Mingxue Wei
14) How the Rise of AI-Generated Advertising Can Change Gender Role Portrayals
Presenter: Halyna Sofiia Kanevska -
Thank You!
-
09:00am - 9:10amWelcome note by Sena Ozdemir
-
9.10am - 10:00amOpening keynote by Brian Chabowski
(Online– connect via your computer using the Zoom hyperlink below)
MSP Zoom Hyperlink Meeting ID: 873 6411 5184 -
10.00 - 11.00amDoctoral Dissertation Presentations Distinguished Faculty: Dorothy Yen, Sena Ozdemir, and Kavita Sharma
15) Can employer branding be improved using generative AI? Analysing its impact on talent attraction and retention?
Presenter: Ajit Sarangi
16) Fashion in the Metaverse: A comprehensive analysis of market trends and future growth prospects
Presenter: Deep Sagar Verma -
11.00-11.30am:Tea/Coffee Break
-
11.30 - 12.15pmKeynote by Sena Ozdemir
Topic: How to make your research interesting? -
12.15 - 1.00pmKeynote by Pantea Foroudi
Topic: Writing a good Ph.D. thesis. -
1.00-2.00pm:Lunch
-
3.30 - 4.00pmRegistration
-
4.00 - 4.15pmWelcome note by Suraksha Gupta
-
4.15 - 4.30pmKeynote by Kavita Sharma
Topic: Future of MSP Research -
4.30 - 5.00 pmKeynote by Mr Lalit Saraswat by Sancoale Technologies
Topic: Leveraging AI and Social Scientists in Digital Marketing -
5.00 - 5.30pmKeynote by S P Sharma
Topic: How can academics and industry work together? -
5.30 - 6.00pmTea/Coffee Break
-
6.00 - 6.30pmKeynote by Shyama Ramani
Topic: How can academics in the social sciences disciplines make an impact?(Online– connect via your computer using the Zoom hyperlink below)
-
6.30 - 7.30pmKeynote by Gary Knight, President Academy of International Business
Topic: Research landscape for International Business(Online– connect via your computer using the Zoom hyperlink below)
-
8.00 - 10.30pmMeet for Dinner
-
9.00 - 10.00amTrack 1: Responsible Marketing Track Chair: Siddharth Bhat
17) The Effect of Attribute Level Greenwashing on Attitude Towards the Brand
Presenter: Siddharth Bhatt
18) Strategies for phasing out single-use plastics in Europe
Presenter: Klara Scheurenbrand -
10.00 - 11.00amTrack 2: AI & Metaverse for Marketing Track Chair: Pantea Foroudi
19) Embracing the Future: Exploring the reasons behind consumer's willingness to migrate to the Metaverse
Presenter: Amit Shankar
20) Do Vietnamese consumers value human interaction when using Facebook Chatbot: the case of the hospitality industry
Presenter: Padmi Nagirikandalage -
11.00 - 11.30amTea/Coffee Break
-
11.30 - 12.30pmTrack 3: Branding & Heritage Track Chair: Satya Banerjee
21) Virtually preserving the intangible heritage of Raghurajpur through Interactive Marketing
Presenter: Darniya Roy
22) The whole or the parts? Exploring the role of Gestalts in multiple celebrity-endorsed advertisement
Presenter: Shubhadip Roy -
12.30 - 1.00pmEditorial Keynote by Suraksha Gupta and Pantea Foroudi
Topic: Publishing in Industrial Marketing Management(Online– connect via your computer using the Zoom hyperlink below)
MSP Zoom Hyperlink Meeting ID: 873 6411 5184 -
1.00 - 2.00pmLunch
-
2.00 - 3.00pmTrack 4: Consumer Behaviour Track Chair: Klara Scheurenbrand
23) Usages intention modelling for Urban Goods Delivery: Theory of consumption value perspective
Presenter: Aalok Kumar
24) Food Waste Reduction Through Innovation: The Promise of Upcycled Foods
Presenter: Siddharth Bhatt -
3.00 - 3.30 pmEditorial Keynote by Suraksha Gupta
Topic: Publishing in British Journal of Management(Online– connect via your computer using the Zoom hyperlink below)
MSP Zoom Hyperlink Meeting ID: 873 6411 5184 -
3.30 - 4.00pmTea/Coffee break
-
4.00 - 4.30pmKeynote by Dorothy Yen
Topic: Euphoria of Impact in your Research: Happy to Chat -
4.30 - 5.30pmTrack 5: Consumer Behaviour Track Chair: Sena Ozdemir
(Online– connect via your computer using the Zoom hyperlink below)
MSP Zoom Hyperlink Meeting ID: 873 6411 5184
25) "Beyond Algorithms: Forging Deep Connections in an AI-Driven Branding Era"
by Prof. Mala Rani, Mr. Vedush Malik & Ms. Archita
26) India-UK Trade Creation Analysis
Presenter: Mahima Khurana and Abhishek Jha -
5.30 - 6.00pmKeynote: Ajit Parulekar
Topic: Future of Landscape of Higher Education in India -
6.00 - 7.00pmMeet the Editors
(Online– connect via your computer using the Zoom hyperlink below)
(Online– connect via your computer using the Zoom hyperlink below)
MSP Zoom Hyperlink Meeting ID: 873 6411 5184
MSP Zoom Hyperlink Meeting ID: 873 6411 5184
-
8.30 - 9.30amTrack 5 - Consumer Behaviour Track Chair: Kavita Sharma
27) Understanding Pro-environmental Behavior through the Lens of Conspicuousness
Presenter: Praveen Dangwal and Bipul Kumar, Aditya Billore, and Manoj Motia
Understanding Chinese Consumers' Livestreaming Commerce Acceptance: A Set-Theoretic Approach
Presenter: Susana Santos and Bernardo Chagas -
9.30 - 10.30amTrack 6-Consumer Engagement Track Chair: Suyash Khaneja
29) Exploration of underlying motivation of consumer engagement in online brand community categories: a netno-graphic approach
Presenter: Pranab Karmakar
30) Beyond the buzz, exploring the effectiveness of moment marketing for consumer engagement
Presenter: Rishab P Soni -
10.30 – 11.00amTea/Coffee Break
-
11.00 - 12.00pmTrack 6 - AI & Metaverse for Marketing Track Chair: Pantea Foroudi
31) Metaverse and pro-environmental behaviour in religious tourism: Stimulus-organism-response theory-based study
Presenter: Mohita Maggon
32) Assessing the Role of Generative AI and Prompt Engineering in Fashion Design: An empirical investigation within fast fashion context
Presenter: Satya Banerjee -
12.00 - 1.00pmTrack 7: Global Marketing Track Chair: Dorothy Yen
33) Deciphering NFT Marketing: Navigating Consumer Engagement in the Hierarchy of Effects
Presenter: Nitin Upadhyay and Shalini Upadhyayda
34) Shopping Risks in Pyjamas
Presenter: Suyash Khaneja
35) Organisational Ethics in the Ethical Framework of Management
Presenter: Roopa Johri -
1.00 - 2.00pmLunch
-
2.00 - 3.00pmMeet the Editors
Yogesh Dwivedi: International Journal of Information Management
Nicole Fransika: European Journal of Management
Suma Athreye: Industrial and Corporate Change(Online– connect via your computer using the Zoom hyperlink below)
MSP Zoom Hyperlink Meeting ID: 873 6411 5184 -
3.00 - 3.30pmTea/Coffee Break
-
3.30 - 4.00pmAwards and Valedictory by Saloni Gupta
(Online– connect via your computer using the Zoom hyperlink below)
MSP Zoom Hyperlink Meeting ID: 873 6411 5184
