Marketing has undergone various dramatic evolutions after each human traumatic event, from World War II, the 2008 financial crisis to the ongoing COVID-19 pandemic. During lockdowns and social distancing, consumers are temporarily restricted and forced to change the way they purchase, consume, and travel. While this unfortunate event has demolished the business sectors of brick-and-mortar retail, direct service, and hospitality, it has created opportunities for firms to apply technology-based marketing for adapting to the “new normal”. These opportunities emerge in three areas including technological tools (e.g. mobile advertising), technological systems (e.g. machine learning and big data applied in consumer research), and technology-enabled services (e.g. contactless services with robot assistance).
This session of ICFE 2022 with the title: “Marketing in the new normal” thus specifically calls for submissions that highlight the resurrection and adaptation of firms after the pandemic. We also welcome papers on other topics within the interdisciplinary of marketing and technology that are rigorous in contributions to theory, methodology, and practice.
