ICAMA 2026 will be held at Korea University Business School in Seoul, Korea.
Located in one of Asia’s leading centers of technology, culture, business, and innovation, the venue provides an ideal setting for scholarly exchange, professional networking, and international collaboration.
Conference Overview
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.
Conference Theme
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.
Sponsoring Journals
Asia Pacific Journal of Marketing and Logistics (APJML)
Asia Marketing Journal (AMJ)
Korean Journal of Marketing (KJM)
Call for Papers and Submission
We welcome submissions from all areas of marketing and related disciplines. All manuscripts for conference presentation should be submitted via icama2026@gmail.com.
Submission title format:
Please specify the intended journal in the email subject or submission title, followed by the article title: “APJML: Article Title,” “AMJ: Article Title,” or “KJM: Article Title.”
Topics of Interest
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
Special Issues and Sections
ICAMA 2026 will 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.
SSCI · Special Section
Asia Pacific Journal of Marketing and Logistics
“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.
Guest Editor: Professor Hakkyun Kim, Sungkyunkwan University, Korea hakkyunkim@skku.edu
SCOPUS · Special Issue
Asia Marketing Journal
“‘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 gongts@hanyang.ac.kr
KCI · Special Issue
Korean Journal of Marketing
“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
Why Participate in ICAMA 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.
Conference Leadership
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; Weon Sang You, Korea University
Organizing Committee
Woojung ChangUniversity of Seoul; Editor-in-Chief, Asia Marketing Journal
Yeong Seon KangUniversity of Seoul
Changju KimRitsumeikan University
Jebum KimCalvin University
Kyung-Min KimSilla University; Editor-in-Chief, Korean Journal of Marketing
