Brief Introduction

Digital marketing and consumer behavior has become one of the most dynamic intersections in contemporary business research. As digital ecosystems expand, consumers navigate an environment shaped by personalized content, algorithmic recommendations, social influence, and seamless omnichannel experiences. This track invites scholars to investigate the psychological, social, and technological forces that define modern consumption, and encourages interdisciplinary perspectives that connect marketing analytics and behavioral science. By understanding the mechanisms behind digital decision-making, researchers can illuminate how brands build relationships, how consumers construct identities online, and how digital platforms shape marketplace behavior. This track aims to foster dialogue that advances theory, informs practice, and anticipates the next wave of digital transformation in marketing and consumer behavior.

Topics

1. Voice of Respondents: Attitude Measures in Randomized Controlled Trials (Xing Li, Peking University)
2. Bargaining with Online Celebrity in Live Streaming Commerce (Lin Liu, Beihang University)
3. Understanding the Influences Shaping Consumer Pro-environmental Behavior (Jin Sun, University of International Business and Economics)
4. The Algorithmic Nudge: Revisiting the Role of Recommender Systems in E-commerce Platforms (Luping Sun, Central University of Finance and Economics)
5. Product Line Design using Model to Data (Zibin Xu, City University of Hong Kong)
6. The Effect of Store Credit Services on Customers’ Store Loyalty (Zelin Zhang, Renmin University)