programme

All of the sessions will take place in the Pevsner Room, 1st Floor, Edgbaston Park Hotel.

Monday 14 April:

18.30-20.00

Welcome Reception, Pevsner Room, Edgbaston Park Hotel


Tuesday 15 April:

  • All session talks are 20 minutes presentation, 10 minutes Q&A per speaker.

8:30–9:00 

Registration and arrival refreshments 
9:00–9:10

Opening

Prof. Scott McCabe, Professor of Marketing & Head of Department of Marketing, University of Birmingham

Professor Philip Kitchen, Professor of Marketing, ICN Artem School of Business, France

Dr Ahmed Shaalan, Associate Professor in Marketing, University of Birmingham

9:10-10:10

Chair: 
Professor Scott McCabe

Keynote speaker: AI, Creativity, and the Future of Marketing Communications in Virtual Worlds

Margherita Pagani, Professor - Director SKEMA Centre for Artificial Intelligence

10:10-10:30 
Refreshment break
10:30-12:30
Session 1:  

Chair: Professor Ian Ryder

A note from the conference founder

- 1.1 The rising cacophony of [marketing] communications. A note
Philip Kitchen

Media and Marketing Communications: Trust and Privacy in the Digital Era

- 1.2 Recognition of Native Advertising and Effects on Media Trust – A Comparison Between GenZ and Baby Boomers
Andreea Baciu, Sabine Einwiller

- 1.3 Media framing through ‘natural language processing’: An analysis of actors involved in disaster management
Ebru Uzunoğlu, Selin Türkel, Pınar Umul Ünsal, Burak Doğu, Senem Kumova Metin

- 1.4 Exploring privacy-related self-disclosure on social media; A Study of online privacy literacy and self-disclosure behavior
Shih Chia Wu, Y. Y. Wei, W. J. Lin, B. Y. Huo, X. Y. Huang, W. L. Chen

12:30–13:15
Lunch break
13:15-14:15
Meet the Editor 

Facilitator:
Dr Ahmed Shaalan


Professor Philip Kitchen, Editor of the Journal of Marketing Communications 

Professor Scott McCabe, Co-Editor-in-Chief of the Annals of Tourism Research 

Dr Marwa Tourky, Deputy Editor of the Journal of Marketing Communications
14:15-14:30
Refreshment break
14:30-16:30
Session 2: 

Chair: Professor Sabine Einwiller


Strategic, Internal and Corporate Communications

- 2.1 Internal communication satisfaction as a driver of membership satisfaction and identification in a Medical Professional Association
Ana Marija Mustafai, Klement Podnar, Urša Golob

- 2.2 Impact of Corporate Communication on Corporate Reputation of UK Cobranded HEIs through Student-HEI Identification
Khadija Rauf, Annie Danbury, Mohammad Waqar Abbasi

Entrepreneurial Communications and Authenticity

- 2.3 Exploring how owner- manager leadership behaviours and communication contribute to the perception of brand authenticity in SMEs
Onyinye Ikenna-Emeka

- 2.4 From Buyers to Business Owners: The Rise of Customer-Entrepreneurs and Their Perceived Credibility in a World of Sceptical Consumers
Ahmed Shaalan, Maha Ebeid, Marwa Tourky, Gomaa Agag

16:30-16:45
Refreshment break
16:45-18:45
Session 3

Co-Chairs:
Dr Marvyn Boatswain (online) &
Dr Marwa Tourky


Marketing Communications, Engagement and Personalization in the Age of AI

- 3.1 Case study: Transforming Customer Engagement: The Impact of AI on Cars24 UAE's Marketing Communications
Mahmoud Zakarneh, Truc Nguyen, Abdelhadi Zakarneh

- 3.2 The Motivational Compass: How Regulatory Focus Shapes B2B Positioning Strategies
Marvyn Boatswain, Stavros Kalafatis, Charles Blankson

- 3.3 The Dark Side of AI-Driven Personalisation: Consumer Resistance and Scepticism in Marketing Communications — A Study of Chinese Consumers
Mahmoud Zakarneh, Abdelhadi Zakarneh, Xueyang Yu, Truc Nguyen

- 3.4 Towards Responsible Use of AI in Crisis Communications Practice
Hazel Westwood

18:45-19:10
Break
19:10-19:30Travel to Conference Dinner venue

19:30-22:30

Conference Dinner - Marco Pierre White Steakhouse, Bar & Grill Birmingham


Wednesday 16 April:

  • Session 4 talks are 15 minutes presentation, 10 minutes Q&A per speaker
  • Session 5 talks are 20 minutes presentation, 10 minutes Q&A per speaker

8:30–9:00

Registration and arrival refreshments
9:00-10:00

Chair:
Professor Philip Kitchen

Keynote speaker: Generative AI Marketing Tools – The New Competitive Advantage

Imran Farooq, CEO, MMC Learning
10:00-10:20   
Refreshment break
10:20–11:50
Session 4

Co- Chairs:
Professor Salmi Mohd (online) &
Professor 
Selin Türkel


AI and Marketing Communications

- 4.1 Breaking the Bubble: How Can Generative AI Reshape Opinion Formation and Echo Chambers
Khaled Ibrahim

- 4.2 AI in Marketing Communications: Developing a Higher Education Curriculum for Industry Readiness
Danica Cigoja Piper

- 4.3 Enhancing Semiconductor Manufacturing through Customer Support AI: Strategic Insights for AI Adoption in Malaysia’s Industry
Salmi Mohd Isa, Thee Chee Chee

- 4.4 Virtuous Brand Machines: A Theoretical Exploration
Khaled Ibrahim

11:50-12:35
Lunch Break
12:35-13:35

Chair:
Dr Ahmed Shaalan


Keynote speaker: AI – shaping tomorrow’s experiences for customers and communities: an ethical evaluation

Professor Sarah Montano, Professor of Retail Marketing, Principal Fellow HEA, National Teaching Fellow 2023, University of Birmingham

13:35-13:55
Refreshment break
13:55-15:55
Session 5 

Chair: Professor Ebru Uzunoglu


Sustainability, Environmental, and Responsible Marketing Communications in the Age of AI

- 5.1 Reframing Integrated Marketing Communications (IMC) for pro-environmental campaigns: A circular framework for consistency and brand alignment
Zaineb Bouharda, Fiona Harris, Carmen Mal

- 5.2 Conspicuous consumption in digital age: The influence of social network behaviour
Jana Brenkusová Pavelková

- 5.3 Go Slow is the Fastest Way to Sustainability; The Role of AI Driven Digital Nudges and Pro-Environmental Behaviour in Opting Sustainability Driven Choices for Fast Fashion
Muhammad Waheed, Salmi Mohd Isa, Suzari Abdul Rahim

- 5.4 From Data to Wrapped: The Role of Personalization and Nostalgia in User Engagement and the Mediating Effect of Perceived Value
Shih Chia Wu, Su Lei, Chenyu Zhao, Hang Wu, Yudi Liu

15:55-16:10 
Conference Close
17:30Travel to City Tour meeting point

18:00-20:00 

Birmingham City Tour