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Marketing and Consumer Studies (MACS) Research Centre Assembly with Professor Varsha Jain & Dr Emmanuel Mogaji

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The Marketing and Consumer Studies Research Centre (MACS) cordially invites you to our first Research Assembly, to be delivered on 13 November 2024, 2.00 – 4.00 pm GMT by Professor Varsha Jain & Dr. Emmanuel Mogaji (via MS Teams from India/the UK). Details of the speakers and the talk can be found below and in the attached programme document:

Past event

Event details

Title: How generative AI is (will) change consumer behaviour: Postulating the potential impact and implications for research, practice, and policy

Speakers: Professor Varsha Jain & Dr. Emmanuel Mogaji

Biographies:

Varsha Jain is the AGK Chair Professor of Marketing and Co-Chairperson of Research and Dissertation at MICA, India. She has published extensively in prominent journals such as the European Journal of Marketing, International Journal of Information Management, Journal of Advertising Research, Journal of Consumer Behaviour, Journal of Consumer Marketing, and Journal of Business Research. She specialises in digital marketing, branding, and consumer behavior, with a keen interest in immersive technologies like AI, AR, VR, and the Metaverse. Varsha has co-authored several books on consumer behaviour and AI-driven services marketing. Her work has earned over 27 international awards. She serves as Deputy Editor of the Journal of Consumer Behaviour and Associate Editor at three prestigious "A" journals: Psychology and Marketing, the Journal of Consumer Marketing, and the Australasian Marketing Journal. With over 150 publications in leading journals, Varsha has been a visiting scholar at top institutions like Emory Business School, Michigan State University, and Northwestern University.

Emmanuel Mogaji is an Associate Professor in Marketing at Keele Business School, Keele University. His research focuses on the ABCDE of Marketing—Advertising, Branding, Communication, Digital, and Ethics—especially within the transportation, education, and financial services sectors. His research has been widely published in leading journals such as Industrial Marketing Management, Technological Forecasting & Social Change, European Journal of Marketing, and Journal of Consumer Behaviour. A recipient of the Emerald Literati Award, Emmanuel has authored multiple textbooks, co-edited 12 books, and presented at numerous international conferences. He is also a Fellow of the UK Higher Education Academy, Certified Business and Management Educator, and co-convener of the Black Marketing Scholars' Network. Known for his mentorship, he actively contributes to academia by shaping marketing scholarship and fostering inclusive spaces for black marketing scholars. His prior industry experience in marketing communication further complements his academic and pedagogical achievements.

Abstract: This presentation sheds light on the profound impact of technology on consumer behaviour, specifically focusing on the rise of generative AI tools. It highlights how these advancements have revolutionised consumer engagement, purchase decision making, and technology interaction. We underscore the transformative potential of generative AI in shaping consumer behaviour through personalised recommendations and interactive shopping experiences. We emphasize the need for continued research and exploration to comprehend and effectively navigate the ever evolving landscape of consumer behaviour influenced by generative AI. Additionally, we identify implications for research and practice, offers valuable strategies for brands, and presents a comprehensive research agenda to delve deeper into this field. Ultimately, we provide valuable insights into the challenges and opportunities presented by generative AI in consumer behaviour, with our paper serving as a guiding resource for advancing theory, practice, and policy in this domain.

If you have any questions, please contact us via macs@ntu.ac.uk.

Virtual Event https://www.ntu.ac.uk/about-us/events/events/2024/11/marketing-and-consumer-studies-macs-research-centre-assembly-with-professor-varsha-jain-and-dr-emmanuel-mogaji
Past event

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