The International Conference of Marketing on Consumer Experience in the Digital Era was held on 14th and 15th April 2023 at IIM Bodh Gaya. The event was organized in collaboration with the School of Business, Economics and Law, University of Gothenburg, Sweden. The conference aimed to bring together experts and professionals from various fields to discuss how businesses can adapt to the changing digital landscape and provide the best possible experience to consumers.
The conference was inaugurated by Prof. Vinita S. Sahay, Director, IIM Bodh Gaya, along with other eminent dignitaries. Prof. Medha Srivastava, Assistant Professor of Marketing at IIM Bodh Gaya and the Convener, ICM 2023, welcomed the participants and outlined the goals and objectives of the conference. Prof. Sahay thanked everyone for their active participation and spoke about the institution’s vision of building socially responsible business leaders of the future.
Prof. Cecilia Soler, Associate Professor, Department of Marketing at the School of Business, Economics and Law, University of Gothenburg, Sweden, also addressed the gathering. She highlighted the importance of Sweden’s dependency on Indian markets for various sectors like software. She expressed her interest in learning about the Indian market, especially the digital models and healthcare management. She also shared her passion for yoga and mindfulness.
The conference featured several keynote speeches, panel discussions, paper presentations, and workshops on various topics related to consumer experience in the digital era. Some of the topics covered were digital marketing strategies, social media marketing, online consumer behavior, e-commerce, digital transformation, artificial intelligence, big data analytics, and more.
The conference was a great opportunity for the participants to network with peers and experts from different domains and gain insights into the latest trends and developments in the field of marketing. The conference also showcased the academic excellence and research capabilities of IIM Bodh Gaya and its faculty members.
Prof. Russel Belk, Distinguished Research Professor, Kraft Foods Canada and Chair in Marketing, Schulich School of Business, York University gave informative insights on Metaverse. He added, “The Metaverse will not be the new internet. It will not be what we exactly envision it to be.”
Prof. Sunaina Singh, Vice Chancellor of Nalanda University, emphasized the importance of consumer behavior and relationship, and highlighted the need for right and ethical marketing.
Prof. B. Mittal from the Department of Management and Marketing at Northern Kentucky University, said, “We have to be the point of the start of the trend” and talked about how research should be embedded in action.
The Conference Proceedings booklet was released by all the guests present. The inaugural session ended with a vote of thanks by Prof. Amresh Kumar, Assistant Professor of Marketing at IIM Bodh Gaya and Convener – ICM 2023.
This was followed by a panel discussion on the theme “How Digitalization and Web 3.0 is Reinventing the Consumer Experience?” Mr. Pranav Kumar, Director – Digital and Data Driven Cx, Emerging Tech & Innovation; Seenivasan Subramanian Ph.D, Head Marketing – Colors Tamil, Viacom18 Media Private Limited; Ashish Anand, Vice President – Digital Marketing, CK Birla Healthcare and Amit Bhargava, Director – Consulting (Global Head – Marketing Automation and Operations), LTIMindtree were the eminent panelists. Prof. Ramesh Roshan Das Guru, Assistant Professor at IIM Bodh Gaya, moderated the discussion.
The panelists deliberated over a number of topics ranging from ‘Personalization with Boundaries’, ‘Ethical Digital Marketing’, ‘Data Security and Control’ to ‘the Effect of Web 3.0 on Consumer Behavior, Relationship and Experience’.
Later, the participants enthusiastically delivered their paper presentations on various themes like Consumption and Consumers, Brands and Consumers, Digital Marketing in a BANI World, Marketing of Services, Sustainability, and Well-Being, Digitalization of Marketing, and Marketing of Services.
The conference had received 232 submissions out of which 177 received letters of acceptance based on rigorous peer review. 195 registrations from industry practitioners, academicians and research scholars were received from India and abroad. The authors belonged to a number of noted institutions such as IBS Moscow and GSCM RANEPA, Russia, NIT Durgapur, Delhi School Of Economics and many others.
This was followed by a Cultural Programme organized by the students of IIM Bodh Gaya. The audience enjoyed watching a wide range of performances such as traditional Indian dancing, folk dances, group singing, individual singing and many more. This entertaining session not only mesmerized the audience but also portrayed our rich Indian culture.
The second day of the conference witnessed more paper presentations from the participants. Some themes discussed were Research in Marketing, Facets of Consumer Behaviour, and Technology and People.
The valedictory session started with welcoming of all the dignitaries and participants. Prof. Michael S. Mulvey, Assistant Professor of Marketing at the University of Ottawa addressed the gathering. This was followed by Keynote Address by Mr. Manish Gupta, Chief Digital & Technology Officer of Yum! Brands. Further on, Ms. Deepa Krishnan, Director – Marketing, Category, Loyalty, Digital, Tata Starbucks gave interesting insights to the audience. This was followed with another Keynote Address by Rohit Gulati, Director – Marketing (India & South Asia), Johnson & Johnson Surgical Vision.