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45th Annual Macromarketing Conference
Bogotá, Colombia, 7-10 July, 2020
Submissions due: 31 January, 2020

TRACK: Exploring Social Media in Shifting, Transforming, and Transitioning Markets

Track Chairs:

Jenna Drenten, Assistant Professor of Marketing, Loyola University Chicago (jdrenten@luc.edu)

Akon E. Ekpo, Assistant Professor of Marketing, Loyola University Chicago (aekpo@luc.edu)

We are pleased to introduce the first dedicated social media track of the Macromarketing Conference.

For the "Exploring Social Media" track, authors can submit via our online portal for the track:

For more information, view our "Exploring Social Media" track poster:

Works in progress and early-stage research are welcomed across all disciplines. Please contact the track chairs with any questions.

Track Description:

Facebook. WhatsApp. Instagram. Twitter. YouTube. Through social media, consumers can speak to healthcare professionals, organize political protests, watch global disasters unfold in real-time, raise funds for a loved one’s cancer treatment, and purchase illegal goods and services. Much of the research at the intersection of social media and marketing focuses on micro-level consumer behavior. However, the implications may have bigger impact at the market system level. Thus, this track seeks to expand understanding of the role of social media within the broader macromarketing discourse.

In line with the conference theme of transitioning markets, contributors to this track should think boldly and broadly about the role of social media in creating, supporting, transforming, and disassembling market systems. This track invites submissions that critically examine how the emergence and evolution of social media and digital consumer culture are reshaping marketing, market systems, and society.

Possibilities for this track include, but are not limited to:

• The interplay between online and offline marketplace practices and market systems
• Ethical implications of social media algorithms, data harvesting, and consumer privacy
• Marketplace activism and resistance through social media
• Intersection of social media and issues of power, marginalization, inequality, and/or accessibility
• Dynamics of a cashless culture and social media-based market systems
• Deepfakes, bots, and how marketing operates in a post-truth information marketplace
• Formal and informal regulations (e.g., government censorship, parental control) of social media marketing and social media platforms
• New forms of marketplace labor, services, products, and economies emerging through social media
• Critical-historical analysis of social media marketing and case studies of specific social media
• Methodological advances and ethical considerations in social media research

For this track, social media are defined as Internet-enabled services that allow consumers, communities, organizations, and governmental entities to collaborate, connect, interact by enabling them to create, co-create, modify, share and engage with user-generated content. Contributors are encouraged to explore a broad range of social media and their interplay with market systems and society across a range of functions:

• transactional (e.g., Venmo, eBay, GoFundMe, Patreon)
• relational/social (e.g., WhatsApp, Tinder, Ancestry)
• informational (e.g., Wikipedia, Reddit, TripAdvisor)
• entertainment (e.g., Spotify, Pokemon Go, TikTok)
•  

Submission Types

• Competitive Papers (max. 8,000 words)
• Extended Abstracts (max. 5 pages)
• Special Session Proposals

*Please format your submission: MS Word, Times New Roman, 12-point font, double-spaced

 

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