2026 International Conference of Asian Marketing Associations

(ICAMA) in Seoul, Korea

Conference Theme: AI and Marketing Innovation: Reimagining 

Consumer Value, Strategy, and Market Transformation

Date: November 20–22, 2026
Conference Homepage: https://kma.re.kr/homepage/custom/ICAMA2026ConferenceIntroduction
Venue: University of Seoul (Mirae Hall), Seoul, Korea
Host: Korean Marketing Association (KMA)

Sponsoring Journals:

Asia Pacific Journal of Marketing and Logistics (APJML)

Asia Marketing Journal (AMJ)

Korean Journal of Marketing (KJM)

Mark your calendar for the 8th International Conference of Asian Marketing Associations (ICAMA), to be held November 20–22, 2026, in Seoul, Korea. ICAMA 2026 will bring together marketing scholars, researchers, educators, industry leaders, marketing professionals, and innovators to explore how artificial intelligence is transforming marketing theory, consumer behavior, firm strategy, service encounters, branding, and market systems in Asia and beyond.

ICAMA serves as a collaborative forum for Asian marketing academic associations. Since its inception in Seoul, Korea, ICAMA has provided an important venue for rigorous research, intellectual exchange, and meaningful dialogue in marketing and related fields. By connecting scholars from diverse Asian markets with the broader global research community, ICAMA fosters new theoretical perspectives, empirical insights, and scholarly collaborations across countries and institutions.

The theme of ICAMA 2026 is “AI and Marketing Innovation: Reimagining Consumer Value, Strategy, and Market Transformation.” Artificial intelligence is rapidly reshaping the foundations of marketing. Generative AI, machine learning, predictive analytics, autonomous systems, virtual agents, embodied service robots, immersive platforms, and data-driven personalization are changing how firms create value, communicate with consumers, design service experiences, build brands, manage platforms, and develop competitive strategies.

AI is no longer simply a tool for improving efficiency. It increasingly serves as a communicator, creator, recommender, collaborator, service provider, decision-maker, and market actor within contemporary marketing ecosystems. These developments create new opportunities for innovation, personalization, productivity, creativity, and customer value creation, while also raising important questions about consumer trust, authenticity, privacy, transparency, fairness, autonomy, human touch, employee adaptation, organizational transformation, and societal well-being.

Reflecting ICAMA’s identity as the International Conference of Asian Marketing Associations, ICAMA 2026 especially welcomes research that examines AI and marketing from Asian perspectives. Asian markets offer diverse cultural contexts, digital ecosystems, platform structures, service environments, retail formats, consumer segments, and regulatory systems. These contexts provide rich opportunities to advance marketing theory, examine boundary conditions, compare markets, and generate insights with both regional relevance and global implications.

We welcome submissions from all areas of marketing and related disciplines. All manuscripts for conference presentation should be submitted via 2026icama@gmail.com.

Please specify the intended journal in the submission title, followed by the article title: “APJML: Article Title,” “AMJ: Article Title,” or “KMJ: Article Title.” (Please use the attached templates for Abstract or Extended Abstract submission.)

Topics of interest include, but are not limited to:

• AI-driven marketing strategy, business model innovation, and firm performance

• Consumer behavior and customer experience in AI-mediated markets

• Generative AI in advertising, branding, content creation, and customer engagement

• Human–AI collaboration, marketing work, and organizational transformation

• Embodied AI, service robots, and robot-enabled service encounters

• AI-enabled branding, premium markets, and symbolic value creation

• Digital platforms, omnichannel ecosystems, and market transformation

• Synthetic consumers, virtual influencers, and machine-made engagement

• Data, analytics, and new methodological approaches in marketing

• Responsible, ethical, and sustainable AI marketing

• Cross-cultural and comparative AI marketing research in Asia

ICAMA 2026 will also feature special issues and special sections in three sponsoring journals. Selected high-quality papers presented at ICAMA 2026 and aligned with the relevant special issue themes will be invited to submit full manuscripts for consideration. Invitation to submit to a special issue or special section does not guarantee publication. All invited manuscripts will undergo each journal’s regular peer-review process and must follow the relevant journal’s submission guidelines.

Special Issues and Sections

ASIA PACIFIC JOURNAL OF MARKETING AND LOGISTICS (SSCI)

Asia Pacific Journal of Marketing and Logistics will publish a special section associated with ICAMA 2026 on “AI-Enabled Marketing Strategy and Innovation: Customer Value Creation in Digitally Transformed Markets” This special section invites research that examines how AI-enabled technologies reshape consumer value creation, brand strategy, premium market innovation, and digitally transformed markets. Potential topics include AI-enabled brand strategy, AI-driven personalization, customized consumer experiences, premium service innovation, luxury branding, authenticity, exclusivity, symbolic value, technology-based luxury innovation, human–AI interaction, sustainable luxury, omnichannel branding, and platform-based brand communities.

Guest Editor: Professor Hakkyun Kim, Sungkyunkwan University, Korea, hakkyunkim@skku.edu

ASIA MARKETING JOURNAL (SCOPUS)

Asia Marketing Journal will publish a special issue associated with ICAMA 2026 on “‘Embodied’ Service Robots in Marketing: Customer, Employee, Firm, and Societal Perspectives.” This special issue welcomes research on the roles, effects, design, deployment, and consequences of embodied service robots in marketing and service contexts. Potential topics include consumer responses to service robots, robot design and customer experience, frontline service encounters, service failure and recovery, customer misbehavior toward robots, employee responses to service robots, firm strategy and business models for robot adoption, ethical and societal issues, and cultural or cross-cultural perspectives on robot-enabled service systems.

Guest Editor: Professor Taeshik Gong, Hanyang University ERICA, Korea, Email: gongts@hanyang.ac.kr

KOREAN JOURNAL OF MARKETING (KCI)

Korean Journal of Marketing will publish a special issue associated with ICAMA 2026 on “AI-Driven Marketing Innovation: Value Creation, Human–AI Collaboration, and Responsible Market Transformation” The special issue seeks innovative theoretical, empirical, methodological, and interdisciplinary research that advances our understanding of AI-driven marketing and its implications for consumers, firms, markets, and society. The special issue particularly encourages submissions related to generative AI and marketing transformation, human–AI collaboration in marketing, and responsible and sustainable AI marketing.

Guest Editor: Professor Sungho Park, Seoul National University, Korea, spark104@snu.ac.kr

Important Dates to Remember

• Paper or Extended Abstract Submission Deadline: August 20, 2026

• Invitation Notice for Conference Presentation: August 31, 2026

•  Early Bird Registration Deadline: October 1, 2026

•  Final Registration Deadline: October 15, 2026

• Conference Dates: November 20-22, 2026

All marketing researchers are encouraged to submit their work and participate in ICAMA 2026. The conference will provide an opportunity to present new research, receive constructive feedback, engage in insightful conversations, expand professional networks, and build new collaborations with scholars from Asia and around the world.

Seoul, the host city of ICAMA 2026, is one of Asia’s most dynamic centers of technology, culture, business, and innovation. As a global city with a rich history, vibrant consumer culture, advanced digital infrastructure, and a strong academic community, Seoul provides an ideal setting for discussing AI and the future of marketing in Asia.

We look forward to welcoming you to Seoul for ICAMA 2026.

Korean Marketing Association

President: Yeon Sung Jung, Dankook University

Conference Advisor: Sungho Lee, University of Seoul

Conference Co-Chairs: Alex Jiyoung Kim, Sungkyunkwan University; Molan Kim, UNIST

Organizing Committee:
Woojung Chang, University of Seoul; Editor-in-Chief, Asia Marketing Journal

Yeong Seon Kang, University of Seoul

Changju Kim, Ritsumeikan University

Jebum Kim, Calvin University

Kyung-Min Kim, Silla University; Editor-in-Chief, Korean Journal of Marketing

Taewan Kim, Konkuk University

Tae Ho Song, Pusan National University

Jae Ho Yang, Dong-A University

Yeu-Jin Kang, Calvin University