The 8th International Conference of

Marketing, Strategy & Policy Research 2024

Connecting the Dots

22 March 2024 (Online Conference)

27-29 March 2024 (In-person Conference)

Goa, India

While marketing academics have been measuring complex latent variables like brand value and customer relationships using traditional research methods for many decades, with mix methods being the most popular research methods, marketing practitioners were using simple qualitative analysis or econometric modelling to evaluate the impact of their marketing spend. Onset of analytics automated evaluation of success or failure of marketing initiatives. Engaging data scientists to analyse structured, semi-structured or unstructured data for management of both frontend and backend architecture. The new way of marketing that is analytics, big data and artificial intelligence based, has enabled continuous application of integration and delivery for superior customer management more efficient. Flexible and customised application of database functionality in real-time with versatility using a single interface has exceptionally improved productivityof marketing. This shift has encouraged social scientists to focus on constructs such as trust, intrusion, personality, identity, social enterprises, arts, heritage andresponsible marketing more than before because although analytics-based intelligence can predict based on numbers and content provided, it does not have capability to conceptualise the correlations between latent variables. While technological interventions have helped practitioners customise their marketing initiatives, its inability to creatively conceptualise new interventions and imagine connections between constructs at the cognitive level needs academic researchers to continue imagining and being creative with their investigations. To encourage marketing scholars to think beyond capabilities of a machine in the era of artificial intelligence, this conference invites marketing, strategy, technology, information systems and policy scholars to bring their abstract ideas based on rich and in-depth research based knowledge to stimulate new debates that will facilitate deductive and inductive environment to pave the way for generation of new knowledge and knowledge based skills while addressing sensitive issues related to data, privacy and security. The winter conference of Marketing, Strategy and Policy (MSP) invites academics and practitioners from around the world to conceptualise and propose new ideas that will disrupt the current models of artificial intelligence being run by practitioners. The objective of this conference will be to create a platform for debate in a natural and relaxed environment that will not only nurture both creativity and learning, but also address mental and social health issues. MSP invites scholars to submit their conceptual, qualitative, or empirical studies along a broad range of topics given below. The submissions can be related and interdisciplinary.

Doctoral Colloquium

MSP2024 invites PhD scholars to present their work at Doctoral Colloquium to a panel of experts in their field. These presentations will help them prepare for their PhD defence and Academic Career. Keynotes and interactions with following subject experts and other Distinguished Faculty invited at the Doctoral Colloquium will enable them to understand the requirements of a successful career in Higher Education or Industry.

Keynote Speakers


Dr Vibha Dhawan

Director General

The Energy and Resources Institute


Prof Gary Knight

Professor of Global Management

Willamette University


Prof V Kumar

Prof of Marketing

Brock University

Mentoring Workshops


Dr Dorothy Yen

Professor of Marketing

Brunel University


Prof Shyama V. Ramani

Professorial Fellow


Meet The Editors


Prof Subodha Kumar

Dy Editor
Production and Operations Management


Prof Dipayan Biswas

Journal of Business Research


Prof Suma Athreye

EurAsia Editor

Industrial and Corporate Change


Prof Fevzi Okumus


International Journal of Contemporary Hospitality Management


Dr Maja Arslangic - Kalajdzic

Editor Special Issues

Industrial Marketing Managemnet


Prof Nicole Franziska Richter

Editor in Chief
European Journal of International Management


Prof Yogesh K Dwivedi


International Journal of Information Management


Prof Sven Horak

Outreach Editor
European Journal of International Management


Bogmallo Beach Resort, Goa

Goan culture, cuisine and architecture are highly influenced by Portugese culture because Goa was an overseas province of Portugal for 450 years i.e. 1510 to 1961. A minority of present Goan community considers themselves to be descendants of Portugese of Luso-Indian ethnicity that came into existence because of marriages that took place between Portugese soldiers and Goan women. This community speaks Portugese, other than Konkani, which is their native language and English.

Nearest Airport: Goa International Airport

Nearest Railhead: Vasco da Gama (8kms), Karmali (24kms), Madgaon (25 kms)

Nearest Bus stop: Vasco da Gama

For Directions From Goa Airport to Bogmallo Beach Resort Click Here

To Read About History of Goa, Please Click Here

To know about tourism in Goa, Please Click Here

Abstract Submission

Submit pdf version of your abstract of 500 words or extended abstract of 2000 words or manuscript of 5000 words in double spacing using Times New Roman Font 12 point

Last date of submission of abstract extended till 29th February, 2024

Submit Here


Participants attending to the in-person conference between 27th-29th March 2024 will also be able to attend to the online conference which will be held on 22th March 2024.

Online participants will also be able to join to the ‘Meet the Editors’ and special issue briefing sessions.

Registration Type PhD student Pass Academic Pass Industry/Practitioner Pass
Conference Pass with Double Occupancy (Including 3 night stay and meals at beach resort) £700 £850 £1100
Conference Pass with Single Occupancy (Including 3 night stay and meals at beach resort) £650 £750 £1000
Conference Pass Only £200 £250 £500
Online Conference Participation £150 £200 £450

Click on Amount to Pay the Respective Registration Fee

For alternative methods to pay registration fee, please write to

To know the fee in your local currency, you can use the currency convertor on

Registration Fee is not refundable

MSP Research Grant

Marketing Strategy and Policy Research is pleased to invite research proposals that discusses role of marketing in addressing local, regional or global issues. Those proposals that demonstrate impact building and collaborative research will be considered for funding. Please note that maximum 2 proposals will be funded. Maximum funding available per proposal is £2000.

The application process is now open for applications to share their research proposal to be presented for funding. The deadline for applications to be submitted for funding is 24th January 2024. Please email your proposals to


The mission of MSP Research is to nurture rigour with relevance in academic research and facilitate creation and dissemination of knowledge which can responsibly guide and lead the practice of marketing, strategy, and business policy.

The Marketing Strategy and Policy Research (MSP Research) Award Selection Committee invites nominations for the 1) MSP Research Fellowship and 2) 2024 TARA Lifetime Achievement award. Nominations are now open to all academic scholars and should be submitted clicking on the links below, on or before March 15, 2024. Both the awards will be announced during the 8th MSP Research Conference in Goa, India from 27th to 29th March 2024.

TARA Lifetime Achievement Award is an award given to most distinguished scholars in the field of marketing, strategy, and business policy. This highly prestigious award is for honouring the lifetime contributions made by the leading scholars and practitioners to the subject and domain. Through this award, scholarly community recognizes substantial and significant contributions made by the receiver of this award with utmost dedication to (a) advance knowledge through research in marketing, strategy, and business policy, and (b) generate impact of your research on practice. The selection committee of the 2024 TARA Lifetime Achievement Award includes scholars who have themselves contributed significantly to the discipline.

Nominations from scholars and practitioners of all backgrounds, institutions, traditions and especially those from underrepresented minorities, working in the related areas are encouraged. The CV of the scholar being nominated for the TARA Lifetime Achievement Award should be submitted for nomination. A support letter of about 2000 words explaining the contribution to research, education, community/fraternity, mentoring, supervision, engagement, and practice for the TARA Lifetime Achievement Award can be submitted with a related story or incident for sharing with the community, while nominating.

  • Best Conceptual Paper Award
  • Best Impact Paper Award
  • Best Methodology Paper Award
  • Best PhD Thesis Award
  • Best Paper Award
  • TARA LifeTime Achievement Award

Nominations are confidentially managed by the Evaluation Committee and MSP Research office. Self-nomination for MSP Fellowship is acceptable.

Hall of Fame


2022 TARA lifetime achievement award

Prof TC Melewar

Prof of Marketing Middlesex University


2023 TARA lifetime achievement award

Prof V Kumar

Prof of Marketing Brock University


2024 TARA lifetime achievement award

Prof Philip Kotler

Prof of Marketing at the Northwestern University

Special issues / Supporting Journals

(Appropriate and high quality papers presented at the conference would be encouraged to submit in the special issues)


  • 22 March, 2024
    Online Conference
    Time (UK Time)

  • 27 March, 2024
    In-person Conference
    Time (India Time)

  • 28 March, 2024
    In-Person Conference
    Time (India Time)

  • 29 March, 2024
    In-Person Conference
    Time (India Time)

  • 8.30 - 8.40am
    Welcome note by Pantea Foroudi

  • 8.40am -
    Keynote by Yousra Asaad: Life after PhD

  • 9.00 - 9.30am
    Editorial Keynote: Subodha Kumar, Dy Editor, Production and Operations Management

  • 9.30 - 10.30am
    Track 1: Consumer Behaviour Track Chair: Nanda Kumar

    1) Instagram Content Creators as Content Consumers: Negotiation with Negativity – An Abstract
    Presenter: Suchetana Sinha

    2) Exploring ecommerce subscription-based pricing strategy from a millennial consumer perspective
    Presenter: Abhishek Behl

  • 10:30am - 11.00am
    Tea/Coffee Break

  • 11.00 - 12.30pm
    Track 2: Responsible Marketing Track Chair: Kavita Sharma

    3) Beyond data, the value of cultural social innovation: the living lab method for sustainable development
    Presenter: Giusy Sica

    4) Consummatory and Instrumental Motives of Food Waste
    Presenter: Melike Oguz Acikalin

    5) Green Perceived Risk as a Moderator in the Relationship between Sustainable Influencer-Product Fit and Green Purchase Intention
    Presenter: Naresh Babu Mudangla

  • 12.30 - 1.00pm

  • 1.00 - 2.30pm
    Track 3: Metaverse in a Global World Track Chair: Jingwen Shi

    6) The role of personality traits on the adoption of metaverse
    Presenter: Sabita Mahapatra

    7) Managerial Ability in Business Management: Insights from Information Disclosure Decisions
    Presenter: Jingwen Shi

    8) Immersive Metaverse experiences for assessing user engagement in travel and tourism platform
    Presenter: Nida Shamim, Suraksha Gupta and Matthew Shin

  • 2.30 - 3.00pm
    Tea/Coffee Break

  • 3.00 - 4.30pm
    Track 4: Social Media Marketing Track chair: Mingxue Wei

    9) Growing Popularity of Hallyu Wave amongst Indian youth fans: Exploring Linkages between the electronic word of Mouth and Purchase Intention
    Presenter: Shanu Jain, Sarita Devi, Priyanka Aggarwal and Khushi Chaudhary

    10) Dynamics of Collaborative Consumption in Digital Servitization
    Presenter: Muhammet Can Guleren

    11) Most effective approach to carry out social media marketing of luxury brands
    Presenter: Mohamed Al-Shafei

  • 4.30 - 6.00pm
    Track 5: AI for Marketing Track Chair: Sena Ozdemir

    12) Redefining Luxury Hospitality with Artificial Intelligence: Reinforcing Sustainability in the Digital Age
    Presenter: Damini Gupta

    13) Beyond Algorithms: Forging Deep Connections in an AI-Driven Branding Era
    Presenter: Mingxue Wei

    14) How the Rise of AI-Generated Advertising Can Change Gender Role Portrayals
    Presenter: Halyna Sofiia Kanevska

  • Thank You!

  • 09:00am - 9:10am
    Welcome note by Sena Ozdemir

  • 9.10am - 10:00am
    Opening keynote by Brian Chabowski

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

  • 10.00 - 11.00am
    Doctoral Dissertation Presentations Distinguished Faculty: Dorothy Yen, Sena Ozdemir, and Kavita Sharma

    15) Can employer branding be improved using generative AI? Analysing its impact on talent attraction and retention?
    Presenter: Ajit Sarangi

    16) Fashion in the Metaverse: A comprehensive analysis of market trends and future growth prospects
    Presenter: Deep Sagar Verma

  • 11.00-11.30am:
    Tea/Coffee Break

  • 11.30 - 12.15pm
    Keynote by Sena Ozdemir
    Topic: How to make your research interesting?

  • 12.15 - 1.00pm
    Keynote by Pantea Foroudi
    Topic: Writing a good Ph.D. thesis.

  • 1.00-2.00pm:

  • 3.30 - 4.00pm

  • 4.00 - 4.15pm
    Welcome note by Suraksha Gupta

  • 4.15 - 4.30pm
    Keynote by Kavita Sharma
    Topic: Future of MSP Research

  • 4.30 - 5.00 pm
    Keynote by Mr Lalit Saraswat by Sancoale Technologies
    Topic: Leveraging AI and Social Scientists in Digital Marketing

  • 5.00 - 5.30pm
    Keynote by S P Sharma
    Topic: How can academics and industry work together?

  • 5.30 - 6.00pm
    Tea/Coffee Break

  • 6.00 - 6.30pm
    Keynote by Shyama Ramani
    Topic: How can academics in the social sciences disciplines make an impact?

    (Online– connect via your computer using the Zoom hyperlink below)

    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

  • 6.30 - 7.30pm
    Keynote by Gary Knight, President Academy of International Business
    Topic: Research landscape for International Business

    (Online– connect via your computer using the Zoom hyperlink below)

    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

  • 8.00 - 10.30pm
    Meet for Dinner

  • 9.00 - 10.00am
    Track 1: Responsible Marketing Track Chair: Siddharth Bhat

    17) The Effect of Attribute Level Greenwashing on Attitude Towards the Brand
    Presenter: Siddharth Bhatt

    18) Strategies for phasing out single-use plastics in Europe
    Presenter: Klara Scheurenbrand

  • 10.00 - 11.00am
    Track 2: AI & Metaverse for Marketing Track Chair: Pantea Foroudi

    19) Embracing the Future: Exploring the reasons behind consumer's willingness to migrate to the Metaverse
    Presenter: Amit Shankar

    20) Do Vietnamese consumers value human interaction when using Facebook Chatbot: the case of the hospitality industry
    Presenter: Padmi Nagirikandalage

  • 11.00 - 11.30am
    Tea/Coffee Break

  • 11.30 - 12.30pm
    Track 3: Branding & Heritage Track Chair: Satya Banerjee

    21) Virtually preserving the intangible heritage of Raghurajpur through Interactive Marketing
    Presenter: Darniya Roy

    22) The whole or the parts? Exploring the role of Gestalts in multiple celebrity-endorsed advertisement
    Presenter: Shubhadip Roy

  • 12.30 - 1.00pm
    Editorial Keynote by Suraksha Gupta and Pantea Foroudi
    Topic: Publishing in Industrial Marketing Management

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

  • 1.00 - 2.00pm

  • 2.00 - 3.00pm
    Track 4: Consumer Behaviour Track Chair: Klara Scheurenbrand

    23) Usages intention modelling for Urban Goods Delivery: Theory of consumption value perspective
    Presenter: Aalok Kumar

    24) Food Waste Reduction Through Innovation: The Promise of Upcycled Foods
    Presenter: Siddharth Bhatt

  • 3.00 - 3.30 pm
    Editorial Keynote by Suraksha Gupta
    Topic: Publishing in British Journal of Management

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

  • 3.30 - 4.00pm
    Tea/Coffee break

  • 4.00 - 4.30pm
    Keynote by Dorothy Yen
    Topic: Euphoria of Impact in your Research: Happy to Chat

  • 4.30 - 5.30pm
    Track 5: Consumer Behaviour Track Chair: Sena Ozdemir

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

    25) "Beyond Algorithms: Forging Deep Connections in an AI-Driven Branding Era"
    by Prof. Mala Rani, Mr. Vedush Malik & Ms. Archita

    26) India-UK Trade Creation Analysis
    Presenter: Mahima Khurana and Abhishek Jha

  • 5.30 - 6.00pm
    Keynote: Ajit Parulekar
    Topic: Future of Landscape of Higher Education in India

  • 6.00 - 7.00pm
    Meet the Editors

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

  • 8.30 - 9.30am
    Track 5 - Consumer Behaviour Track Chair: Kavita Sharma

    27) Understanding Pro-environmental Behavior through the Lens of Conspicuousness
    Presenter: Praveen Dangwal and Bipul Kumar, Aditya Billore, and Manoj Motia

    Understanding Chinese Consumers' Livestreaming Commerce Acceptance: A Set-Theoretic Approach
    Presenter: Susana Santos and Bernardo Chagas

  • 9.30 - 10.30am
    Track 6-Consumer Engagement Track Chair: Suyash Khaneja

    29) Exploration of underlying motivation of consumer engagement in online brand community categories: a netno-graphic approach
    Presenter: Pranab Karmakar

    30) Beyond the buzz, exploring the effectiveness of moment marketing for consumer engagement
    Presenter: Rishab P Soni

  • 10.30 – 11.00am
    Tea/Coffee Break

  • 11.00 - 12.00pm
    Track 6 - AI & Metaverse for Marketing Track Chair: Pantea Foroudi

    31) Metaverse and pro-environmental behaviour in religious tourism: Stimulus-organism-response theory-based study
    Presenter: Mohita Maggon

    32) Assessing the Role of Generative AI and Prompt Engineering in Fashion Design: An empirical investigation within fast fashion context
    Presenter: Satya Banerjee

  • 12.00 - 1.00pm
    Track 7: Global Marketing Track Chair: Dorothy Yen

    33) Deciphering NFT Marketing: Navigating Consumer Engagement in the Hierarchy of Effects
    Presenter: Nitin Upadhyay and Shalini Upadhyayda

    34) Shopping Risks in Pyjamas
    Presenter: Suyash Khaneja

    35) Organisational Ethics in the Ethical Framework of Management
    Presenter: Roopa Johri

  • 1.00 - 2.00pm

  • 2.00 - 3.00pm
    Meet the Editors
    Yogesh Dwivedi: International Journal of Information Management
    Nicole Fransika: European Journal of Management
    Suma Athreye: Industrial and Corporate Change

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

  • 3.00 - 3.30pm
    Tea/Coffee Break

  • 3.30 - 4.00pm
    Awards and Valedictory by Saloni Gupta

    (Online– connect via your computer using the Zoom hyperlink below)
    MSP Zoom Hyperlink Meeting ID: 873 6411 5184

Academic Partners
Industry Partners



Prof Suraksha Gupta



Dr Pantea Foroudi



Dr Sena Ozdemir

Director PGR Research


Dr Yousra Asaad

Director Knowledge Exchange


Prof Kavita Sharma

President India centre


Dr SP Sharma

Industry Advisor


Prof Natalia Yannopoulou

President UK centre


Dr Yichuan Wang



Dr Parth Patel

President Australia Center


Dr Rama Kanungo



Dr Matthew Shin

President USA Center


Dr Tana Licsandru



Dr Ajit Parulekar

Advisor India Center


Prof Nandakumar Mekoth

Conference Coordinator


Dr Roopa Johri

Conference Convenor


Dr Rui Liu

Representative China Center


Dr Minhao Zhang



Dr Jagdish Raj Saini

Conference Co-Convenor


Prof Saloni Gupta

India Advisor


Dr Suyash Khaneja


Dr Mingxue Wei

Dr Mingxue Wei


Mr Jeevan Lawrence

Mr Jeevan Lawrence


Ms Swati Khanna

Ms Swati Khanna

Conference Co-Convenor

Dr Jingwen Shi

Dr Jingwen Shi


Ms Abhinaya U

Ms Abhinaya U


Supporting Universities