The rapid diffusion of new technologies is transforming consumer behaviour and redefining how individuals interact with brands, products, services, and digital environments. Artificial intelligence, immersive technologies, big data analytics, blockchain, the Internet of Things, social commerce, and intelligent platforms are increasingly shaping consumer perceptions, decision-making processes, and market relationships. This track aims to explore the multifaceted impact of new technologies on consumer behaviour by integrating perspectives from behavioural sciences, marketing, psychology, systems thinking, innovation studies, and digital technology research.
The track seeks to provide a deeper understanding of how technological innovation influences consumer decision-making, engagement, trust, autonomy, and value co-creation in contemporary markets. Contributions are invited from a wide range of methodological traditions, including qualitative, quantitative, mixed-methods, computational, experimental, and systems-based approaches. Particular attention will be given to studies that address the strategic, managerial, ethical, and governance implications of emerging technologies in consumer contexts.
We encourage the submission of empirical research, conceptual papers, case studies, and position papers that contribute to both theoretical development and practical understanding of the relationship between new technologies and consumer behaviour. Presentations may employ surveys, experiments, ethnographic studies, big data analysis, computational methods, systems thinking models, and theoretical frameworks.
This track will attract academics, practitioners, policymakers, and industry professionals interested in understanding how new technologies are reshaping consumer markets and marketing strategies. Scholars in marketing, consumer behaviour, psychology, information systems, innovation management, and digital technologies will find this track a valuable forum for interdisciplinary exchange.
Key themes and topics
We invite submissions that address, but are not limited to, the following themes:
- Technology-driven consumer decision making
- Emerging technologies in marketing practice
- Consumer engagement in digital and hybrid environments
- Adoption and use of new technologies by consumers
- Theoretical foundations of technology and consumer behaviour
- Ethical, governance, and policy implications
We look forward to receiving innovative contributions that advance knowledge on the transformative impact of new technologies on consumer behaviour.
Track Chairs: Prof. Gandolfo Dominici, PhD, University of Palermo, Italy, and Lecturer Víctor-Manuel Ciuciuc, PhD, University of Bucharest, Romania
Email: gandolfo.dominici@unipa.it, victor-emanuel.ciuciuc@lls.unibuc.ro