Call for Papers

When you submit, indicate the topic area closest to your work. We welcome conceptual, empirical, experimental, qualitative and mixed-method research, and particularly encourage studies using behavioural, field, platform or experimental data that move beyond self-reported adoption intentions, and studies grounded in Vietnam, Southeast Asia and other emerging markets.

1. Track 1

   Agentic AI and the Delegated Consumer

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   • Consumer willingness to delegate search, choice and purchase to AI agents
   • Machine customers: marketing to, and through, AI agents
   • Loss of control, autonomy and agency in AI-mediated decisions
   • Human–AI joint decision-making in consumption and service encounters
   • AI agents, platform power and the future of retail and e-commerce

2. Track 2

   AI Hallucinations, Information Quality, Consumer Confidence, Brand Archetypes and Brand Meaning in the Age of AI

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   • Consumer detection of, and response to, AI hallucinations and errors
   • Trust repair and service recovery after AI failures
   • Synthetic reviews, AI-generated content and information credibility
   • Generative search and answer engines: effects on brand visibility and consumer judgment
   • Transparency, explainability and disclosure of AI use
   • Calibrated trust: when consumer confidence in AI is warranted, and when it is not
   • Over-reliance, automation bias and algorithm aversion
   • Privacy, fairness and vulnerable consumers in AI-mediated markets
   • AI literacy and its effects on consumer and managerial decisions
   • Brand archetypes in business management and marketing strategy
   • Archetypes and personas of AI assistants, chatbots and virtual influencers
   • Keeping brand meaning consistent when AI agents intermediate the customer relationship
   • Brand storytelling, authenticity and emotional attachment with AI-generated content
   • Brand archetypes, CSR positioning and stakeholder trust

3. Track 3

   Corporate Social Responsibility, ESG, and Responsible AI

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   • Corporate digital responsibility and ethical AI governance
   • AI-washing, greenwashing and the credibility of ESG claims
   • AI for ESG measurement, reporting and transparency
   • CSR communication, legitimacy and consumer response in AI-driven markets
   • Sustainable consumption nudged or decided by AI
   • Responsible decision-making by managers using AI-generated insights

4. Track 4

   Agentic AI in Hospitality, Tourism, and Services

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   • AI agents in travel planning, booking and destination choice
   • AI-enabled service automation and guest experience
   • Responsible AI and ESG practices in hotels, airlines and destinations
   • Smart tourism, overtourism and sustainable visitor management
   • Service employees working alongside AI

5. Track 5

   Open Topics

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   • Innovative and cross-disciplinary research in marketing, management and business innovation
   • Strategic management, entrepreneurship, international business and organisational transformation
   • Human resource management, leadership, organisational behaviour and consumer behaviour
   • Sustainable business, operations, tourism, hospitality and emerging business trends

Each track shows the UN Sustainable Development Goals it speaks to most directly. Work on any SDG is welcome in Track 5.