SIM2026

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SIM Conference 2026

«Good for business, great for the world: engaging actors and communities through marketing»

SIM2026 Conference Parallel Sessions

last update September 10, 2026 09:33 CEST

Wednesday 9 September 2026

	Poster area	Alberti 2	Alberti 3	Alberti 4	Alberti 5	Alberti 6	Alberti 7	Alberti 8	Alberti 9	Angherà 3
16:30 18:30		Track 9 - Sustainable Marketing and Inclusivity session 1 close SIM Conference 2026 Track 9 - Sustainable Marketing and Inclusivity Session 1 Wednesday 9 September 2026 16:30-18:30 Alberti 2 Consumers and Digital Sustainability Communication in Fashion: A Cross-Generational Qualitative Study Presenter(s): Chiara Marinelli Author(s): Chiara Marinelli (chiara.marinelli@deams.units.it), Patrizia de Luca (patrizia.deluca@deams.units.it) Beyond Policy Interventions: Can Community Sport Events Foster Individuals' Healthier Choices? Presenter(s): Lorenzo Morgante Author(s): Lorenzo Morgante (lorenzo.morgante@phd.unibocconi.it), Sara Valentini (s.valentini@unibocconi.it) Quality, Sustainability, and Marketing Innovation in Destination Governance: A Bibliometric Analysis Presenter(s): Davis Fioretti Author(s): Davis Fioretti (dfioretti@unite.it), Antonio Prencipe (aprencipe@unite.it) Waiting With: Rethinking Time-to-Market through More-than-Human Temporalities in Sustainable Value Chains Presenter(s): Diego Rinallo Author(s): Diego Rinallo (rinallo@em-lyon.com), Verena Gruber (gruber@em-lyon.com), Marta Pizzetti (pizzetti@em-lyon.com), Miriam Leite Farias (miriam.leite-farias@bsb-education.com) The Drivers of Greenhushing: A Comparative Study of Italian and New Zealand Wineries Presenter(s): Sofia Ilaria Vavassori Author(s): Lucia Gatti (lucia.gatti@unitn.it), Sofia Vavassori (sofyvava02@gmail.com), Ralf Wagner (rwagner@wirtschaft.uni-kassel.de), Federica Buffa (federica.buffa@unitn.it), Umberto Martini (umberto.martini@unitn.it) Token-based social marketing: the role of community tokens in promoting long-term health behavioral change Presenter(s): Alessandro Signorini Author(s): Alessandro Signorini (asignorini@johncabot.edu), Alessandro Feri (alessandro.feri@johncabot.edu)	Track 9 - Sustainable Marketing and Inclusivity session 2 close SIM Conference 2026 Track 9 - Sustainable Marketing and Inclusivity Session 2 Wednesday 9 September 2026 16:30-18:30 Alberti 3 A company perspective: Sustainable Marketing and Inclusivity in action Inclusività salariale: uno strumento di marketing sostenibile contro il woke-washing Presenter(s): Alessandra Micozzi Author(s): Annunziata Antonella Jeraci (nunzia.jeraci@gmail.com), Alessandra Micozzi (alessandra.micozzi@unimercatorum.it), Maria Palazzo (maria.palazzo@unimercatorum.it), Isabella Bonacci (isabella.bonacci@unimercatorum.it), Maria Meshikova (maria.menshikova@unimercatorum.it) Sustainability Analysis in Rome: Exploring Community Engagement and Urban Inclusion Presenter(s): Genni Perlangeli Author(s): Genni Perlangeli (genni.perlangeli@unibocconi.it), andrea rea (andrearea@uniroma1.it) Beyond boundaries: how a manufacturing firm and healthcare actors co-create social value through digital infrastructures Presenter(s): Matteo Dominidiato, Elisa Martina Martinelli Author(s): Matteo Dominidiato (matteo.dominidiato@unicatt.it), Elisa Martina Martinelli (elisamartina.martinelli@unicatt.it) (Go) Out of the Woods: Indoor vs. Outdoor Settings and Audience Engagement in Greenfluencers Content Presenter(s): Ludovica Serafini Author(s): Ernesto Cardamone (ernesto.cardamone@uniroma5.it), Ludovica Serafini (ludovica.serafini@unisalento.it), Alessandro M. Peluso (alessandro.peluso@unisalento.it) Inclusive branding in the age of conversational AI: The role of AI governance in shaping brand–consumer relationships Presenter(s): Federica Ceccotti Author(s): Federica Ceccotti (federica.ceccotti@uniroma1.it), Michela Patrizi (michela.patrizi@uniroma1.it), Sara Boccalini (sara.boccalini@uniroma1.it), Maria Vernuccio (maria.vernuccio@uniroma1.it)	Track 6 - Tourism, Culture & Arts Marketing session 1 close SIM Conference 2026 Track 6 - Tourism, Culture & Arts Marketing Session 1 Wednesday 9 September 2026 16:30-18:30 Alberti 4 From Heritage to Experience: Fashion Tourism, Territorial Co-Creation, and Responsible Marketing in Italy and France Presenter(s): Annamaria Esposito, c.fisichella@uninettunouniversity.net Author(s): Annamaria Esposito (annamaria.esposito@iulm.it), Chiara Fisichella (chiara.fisichella@uninettunouniversity.net) Sustaining value co-creation in rural communities: governance, affective climate and the condition for lasting collaboration Presenter(s): Fabio Corona Author(s): Fabio Corona (fabio.corona96@unica.it), Nataliia Kochkina (nataliia.kochkina@unica.it), Giuseppe Melis (gemelis@unica.it) IMMERSIVE VIRTUAL REALITY, EEG ENGAGEMENT AND BASELINE DESTINATION IMAGERY IN TOURISM CONSUMER BEHAVIOUR Presenter(s): Roberto Bruni Author(s): Roberto Bruni (r.bruni@unicas.it), Marco Galvagno (marco.galvagno@unict.it), Fabio Forlani (fabio.forlani@unipg.it), Francesco Di Siena (francesco.disiena@unicas.it), Pierluigi Diotaiuti (p.diotaiuti@unicas.it) What Meanings do Italian Natural Park’s Logos Convey to the Italian Public? An Exploratory Visual Semiotic Framework Presenter(s): Luca Olivari Author(s): Luca Olivari (luca.olivari@uniurb.it), Lucas de Sousa Soares (israellucas.desousa@studio.unibo.it), Guido Capanna Piscè (guido.capannapisce@uniurb.it), Luca Giraldi (luca.giraldi@unito.it) Rethinking Museum Digital Experiences: Fostering Visitor Well-Being through Perceived Autonomy Presenter(s): Antonella Bozzi Author(s): Antonella Bozzi (a.bozzi2@studenti.unisannio.it), Giorgia Natoli (giorgia.natoli@studenti.iulm.it), Beatrice Bellassi (beatrice.bellassi@studenti.unicz.it), Jacopo Ballerini (jacopo.ballerini@unito.it)	Track 6 - Tourism, Culture & Arts Marketing session 2 close SIM Conference 2026 Track 6 - Tourism, Culture & Arts Marketing Session 2 Wednesday 9 September 2026 16:30-18:30 Alberti 5 A company perspective: Tourism, Culture & Arts Marketing in action “Good for events, great for the destination”: Fantasy gaming platforms as drivers of destination engagement through socio-spatial participation Presenter(s): Eleonora Russo Author(s): Giovanni Baldi (gbaldi@ium.monaco.edu), Eleonora Russo (elrusso@unisa.it) smART City: How Art Contributes to Technological Urban Development and Wellbeing Presenter(s): Laura Ingrid Colm Author(s): Laura Ingrid Colm (laura.colm@sdabocconi.it), Stefano Prestini (stefano.prestini@unibocconi.it), Antonella Carù (antonella.caru@unibocconi.it) In-transit Embodiment: Tourist Agency, regulated travel spaces, and digital mediation Presenter(s): André Luiz Soares Author(s): André Luiz Soares (andreluiz.vieirasoares@unicatt.it), Angela Beccanulli (angelaantonia.beccanulli@unicatt.it), Silvia Biraghi (silvia.biraghi@unicatt.it) Human Receptionists or AI-enabled check-in? Trust and Purchase Intention Across Hospitality Contexts Presenter(s): Valeria Schifilliti , Veronica Marozzo Author(s): Veronica Marozzo (vmarozzo@unime.it), Alfonso Vargas-Sánchez (vargas@uhu.es), Valeria Schifilliti (valeria.schifilliti@unime.it), Augusto D’Amico (augusto.damico@unime.it) Transforming consumer perceptions: Overcoming food neophobia through communication and sensory experiences Presenter(s): Claudia Cozzio Author(s): Claudia Cozzio (claudia.cozzio@unibz.it)	Track 7 - Technology and Innovation Marketing session 1 close SIM Conference 2026 Track 7 - Technology and Innovation Marketing Session 1 Wednesday 9 September 2026 16:30-18:30 Alberti 6 A company perspective: Technology and Innovation Marketing in action When AI Serves a Purpose: How Virtuous Goals Foster Empowerment, Delight, and AI Adoption Presenter(s): Veronica Gabrielli, Ilaria Baghi Author(s): Veronica Gabrielli (veronica.gabrielli@unimore.it), Ilaria Baghi (ilaria.baghi@unimore.it), Silvia Grappi (silvia.grappi@unimore.it), Giacomo Gistri (giacomo.gistri@unimc.it), Lorenzo Federici (l.federici@univpm.it) AI Integration in Media Agencies: Rethinking Workflows through Business Process Reengineering Presenter(s): Magda Touti Author(s): Alessio Di Leo (alessio.dileo@uniroma1.it), Magda Touti (magda.touti@uniroma1.it) Not all AI feels the same: A field experiment on embodiment, social presence, and interaction quality Presenter(s): Domitilla Magni Author(s): Domitilla Magni (domitilla.magni@unicatt.it), Giuseppe Lanfranchi (gilanfranchi@unime.it), Maria Vittoria Franceschelli (m.franceschelli@itcilo.org) Innovazione o diffidenza? Uno studio qualitativo sugli orientamenti dei consumatori italiani verso il cibo stampato in 3D Presenter(s): Luca Corinaldesi Author(s): Luca Corinaldesi (l.corinaldesi.dottorati@lumsa.it), Martina Bocchini (m.bocchini@studenti.unisannio.it), Diego Gabriele Coppola (diegogabriele.coppola@unisalento.it), Anna Boncompagni (anna.boncompagni@unipr.it) Granfluencer and social impact: towards a conceptual framework Presenter(s): Milena Viassone Author(s): Ginevra Testa (ginevra.testa@unige.it), Milena Viassone (milena.viassone@unito.it), Francesca Serravalle (francesca.serravalle@unito.it), Giorgia Profumo (giorgia.profumo@unige.it)	Track 2 - Consumer Behavior session 1 close SIM Conference 2026 Track 2 - Consumer Behavior Session 1 Wednesday 9 September 2026 16:30-18:30 Alberti 7 A company perspective: Consumer Behavior in action Seeing Value Inside: How Tangible vs. Intangible Ingredient Branding Shapes Consumer Evaluations of Companies through Performance and Quality Diagnosticity Presenter(s): Alice Vergalito Author(s): Alice Vergalito (jmvl0913@leeds.ac.uk), Alessandro Biraglia (a.biraglia@leeds.ac.uk), Verdiana Giannetti (v.giannetti@leeds.ac.uk) What Consumers Mean When They Say a Brand Is Honest: A Multidimensional Exploration Presenter(s): Greta Siracusa Author(s): Greta Siracusa (gsiracusa@liuc.it), Aulona Ulqinaku (aulqinaku@liuc.it), Chiara Mauri (cmauri@liuc.it) Glocalized Music Practices in an Era of Deglobalization: Audience Interpretations of Authenticity and Global-Local Meanings Presenter(s): Giulia Petri Author(s): Giulia Petri (g.petri4@studenti.unipi.it), Matteo Corciolani (matteo.corciolani@unipi.it) Feeling Grounded, Feeling Well: Groundedness, Happiness, and Life Satisfaction Presenter(s): Antea Gambicorti Author(s): Antea Gambicorti (antea.gambicorti@wu.ac.at), Arnaud Monnier (arnaud.monnier@novasbe.pt), Martin Schreier (martin.schreier@wu.ac.at), Stijn M.J. van Osselaer (stijn.vanosselaer@cornell.edu)	Track 10 - Services Marketing session 1 close SIM Conference 2026 Track 10 - Services Marketing Session 1 Wednesday 9 September 2026 16:30-18:30 Alberti 8 A company perspective: Services Marketing in action The dark side of asking: when and how feedback seeking hurts performance Presenter(s): Monica Magrone Author(s): Monica Magrone (monica.magrone2@unibo.it), Valentina Sommovigo (valentina.sommovigo@unipv.it), Francesco Montani (francesco.montani@umontreal.ca), Christian Vandenberghe (christian.vandenberghe@hec.ca) Customer experience and value co-creation in service research: A review and future research agenda Presenter(s): Letizia Esposito Author(s): Esposito Letizia (l.esposito31@campus.unimib.it), Sabina Riboldazzi (sabina.riboldazzi@unimib.it), Elisa Arrigo (elisa.arrigo@unimib.it) Competing through capacity and service ecosystems: a service marketing perspective on Italian rail liberalization Presenter(s): Luca Federico Battanta Author(s): Luca Federico Battanta (luca.battanta@uniroma5.it), Orlando Troisi (otroisi@unisa.it), Gennaro Maione (gennaro.maione@uniroma5.it) Transformative Well-Being in Service Journeys: A Conceptual Framework Linking Vulnerability, Well-Being, and Qualitative Inquiry Presenter(s): Giulia Miniero Author(s): Giulia Miniero (giulia.miniero@unimi.it), Carmela Donato (carmela.donato@uniroma3.it), Michela Addis (michela.addis@uniroma3.it), Francesco Ricotta (francesco.ricotta@uniroma1.it) Enhancing children's developmental capabilities through social robots: the role of active playful learning Presenter(s): Maria Rosaria Nigro Author(s): Irene Di Bernardo (irene.dibernardo@unina.it), Marialuisa Marzullo (marialuisa.marzullo@unina.it), Maria Rosaria Nigro (mariarosaria.nigro@unina.it), Francesca Vittoria (francesca.vittoria@unina.it)	Track 7 - Technology and Innovation Marketing session 2 close SIM Conference 2026 Track 7 - Technology and Innovation Marketing Session 2 Wednesday 9 September 2026 16:30-18:30 Alberti 9 Social Humanoid Robots for elderly care: insights on the relationship between anthropomorphism and acceptance Presenter(s): Gioele Zamparo Author(s): Gioele Zamparo (zamparo.gioele@spes.uniud.it), Martina Tomasetig (martina.tomasetig@uniud.it), Maria Chiarvesio (maria.chiarvesio@uniud.it), Nicoletta Buratti (nicoletta.buratti@unige.it) Assessing Entrepreneurial Activity through Deep Learning: A Geographic Analysis Using Instagram Data Presenter(s): Margherita Caprara Author(s): Margherita Caprara (margherita.caprara@phd.unibocconi.it), Francesco Grossetti (francesco.grossetti@unibocconi.it), Paola Cillo (paola.cillo@unibocconi.it), Gaia Rubera (gaia.rubera@unibocconi.it) AI in Social Media Advertising: the (non) role of Uncanny Valley Presenter(s): Vincenzo Gissi Author(s): Vincenzo Gissi (v.gissi@campus.uniurb.it), Elisabetta Savelli (elisabetta.savelli@uniurb.it) A Structured Bibliometric Review of Artificial Intelligence for Social Good in Marketing and Management Research Presenter(s): Maria Ferraro Author(s): Maria Ferraro (m.ferraro2@studenti.unisannio.it) Artificial intelligence capabilities and Business Model Innovation: Unpacking the role of marketing capabilities in professional service firms Presenter(s): Linda Gabbianelli Author(s): Linda Gabbianelli (linda.gabbianelli@unimore.it), Bernardo Balboni (bernardo.balboni@unimore.it), Gianluca Marchi (gianluca.marchi@unimore.it) Shadow AI in Marketing: From Clandestine Experimentation to Legitimate Capability Presenter(s): Alessio Sorrentino Author(s): Alessio Sorrentino (sorrentino.alessio@gmail.com), Matilde Milanesi (matilde.milanesi@unifi.it)	Track 3 - Marketing Communication & Branding session 1 close SIM Conference 2026 Track 3 - Marketing Communication & Branding Session 1 Wednesday 9 September 2026 16:30-18:30 Angherà 3 A company perspective: Marketing Communication & Branding in action Social Media Marketing Activities and Purchase Intentions in B2B Markets: The Mediating Role of Brand Awareness Presenter(s): Elisa Martinelli Author(s): Elisa Martinelli (elisa.martinelli@unimore.it), Elena Sarti (elena.sarti@unimore.it), Giada Salvatore (giada.salvatore@unimore.it) Emotional spillover from news content to branded advertising on Instagram: the moderating role of topic involvement Presenter(s): Emanuele Ghianda Author(s): Emanuele Ghianda (emanuele.ghianda@unimib.it), Sara Boccalini (sara.boccalini@uniroma1.it), Sofia Pansoni (sofia.pansoni@unimc.it), Brigitta Pasqualetto (brigitta.pasqualetto@unibo.it), Beatrice Ceccoli (beatrice.ceccoli@unipr.it) Consumer brand evaluation through a hospitality gamified metaverse experience: A multi-phase qualitative study of Gen Y and Gen Z users Presenter(s): Niccolò Piccioni Author(s): Niccolò Piccioni (niccolo.piccioni@uniroma1.it), Costanza Nosi (c.nosi@lumsa.it), Fabiola Sfodera (fabiola.sfodera@uniroma1.it), Alberto Mattiacci (alberto.mattiacci@uniroma1.it), Chiara Ottolenghi (c.ottolenghi@lumsa.it) Unravelling the Role of Ownership and Governance as Drivers of Brand Longevity. The Case of The High-End Fashion Industry Presenter(s): Chiara Alemanno Author(s): Chiara Alemanno (chiara.alemanno@unibg.it), Giuseppe Pedeliento (giuseppe.pedeliento@unibg.it), Cristina Bettinelli (cristina.bettinelli@unibg.it) Navigating Categories: Self-Positioning Strategies and Market Success in Generative AI Applications Presenter(s): Hanaa Hamidi Author(s): Hanaa Hamidi (hanaa.hamidi@unibg.it), Giuseppe Pedeliento (giuseppe.pedeliento@unibg.it), Julien Cloarec (julien.cloarec@univ-lyon3.fr), Daniela Andreini (daniela.andreini@unibg.it)

18:30	Light aperitivo with Poster session close SIM Conference 2026 Light aperitivo with Poster session Wednesday 9 September 2026 18:30 Poster area Advertising with AI, Not by AI. Human-AI Collaboration and the Making of Creative Value. Presenter(s): Andrea Sestino, Simone Guercini Author(s): Andrea Sestino (asestino@luiss.it), Luigi Nasta (lnasta@luiss.it), Pedro Mir Bernal (pmir@unav.es), Simone Guercini (simone.guercini@unifi.it) Age as Influence: How Granfluencers Shape Consumer Engagement on Social Media Presenter(s): Costanza Dasmi Author(s): Costanza Dasmi (costanza.dasmi@unifi.it), Olga Nechaeva (olga.nechaeva@unifi.it), Laura Grazzini (laura.grazzini@unifi.it), Raffaele Donvito (raffaele.donvito@unifi.it) Allucinazioni dei gatekeeper e raccomandazioni d’acquisto non pertinenti, una sfida per il digital marketing Presenter(s): Roberto Artaz Author(s): roberto ARTAZ (robertoartaz@gmail.com), Irene Ferramosca (isferramosca@gmail.com) Autenticità e benessere nel marketing algoritmico su TikTok: comunicazione di marca, autostima e vulnerabilità adolescenziale Presenter(s): Cecilia Taglione Author(s): Cecilia Taglione (cecilia.taglione@studenti.unisob.na.it), Quirino Picone (quirino.picone@unisob.na.it), Carmine Urciuoli (carmine.urciuoli@unina.it) Digital Characters in Sports Marketing: How Audiences Engage with Virtual Influencers on Instagram Presenter(s): Irina Belova Author(s): Irina Belova (irina.belova@unimore.it), Argyro Elisavet Manoli (argyroelisavet.manoli@unibg.it) Do elderly consumers really understand sustainability claims? An experimental study on food packaging Presenter(s): Vincenza Volpe Author(s): Vincenza Volpe (vincenza.volpe@studenti.unisob.na.it), Alessandra Storlazzi (alessandra.storlazzi@unisob.na.it) La collaborazione tra turismo e ICC per costruire valore: il caso Puglia Presenter(s): Vittorio Ottaviani Author(s): Vittorio Ottaviani (vittorio.ottaviani@iulm.it), Francesca d'Angella (francesca.dangella@iulm.it), Anna Scuttari (anna.scuttari@iulm.it), Martha Friel (martha.friel@iulm.it), Manuela De Carlo (manuela.decarlo@iulm.it) Message framing in de-influencing communication: Effects on mindful consumption and sustainable consumer responses Presenter(s): Beatrice Ceccoli Author(s): Beatrice Ceccoli (beatrice.ceccoli@unipr.it), Donata Tania Vergura (donatatania.vergura@unipr.it) Oltre la riduzione della domanda: un framework sistemico per il demarketing turistico Presenter(s): Giancarlo Fedeli Author(s): Anne Hardy (anne.hardy@scu.edu.au), Giancarlo Fedeli (giancarlo.fedeli@unibg.it) Passion or Exploitation? How the Naming of Influencer Brand Extensions Shapes Consumer Response Presenter(s): Salvatore Massimo Lombardo Author(s): Salvatore Massimo Lombardo (salvatore.lombardo@phd.unict.it) Ready-to-eat or not: How convenience influences consumer food preferences. Presenter(s): Jun He Author(s): Jun He (jhe@luiss.it), Cinzia Calluso (ccalluso@luiss.it), Carmela Donato (carmela.donato@uniroma3.it), Amine Chaigneau (aminechaigneau@gmail.com), Pierpaolo Iodice (pierpaolo.iodice@univ-lemans.fr) Saying, doing, or being circular: an exploratory study of behaviour misalignment in circular consumption Presenter(s): Tatiana Tolusso Author(s): Tatiana Tolusso (tatiana.tolusso@studenti.iulm.it) Tra Innovazione e Resistenza: l’Integrazione dell’Intelligenza Artificiale nelle pratiche didattiche Presenter(s): Valerio Feola Author(s): Valerio Feola (valerio.feola@uniroma1.it), Giulia Gogiali (giulia.gogiali@uniroma1.it), Federico Gamma (federico.gamma@uniroma1.it) UN FRAMEWORK TRIDIMENSIONALE PER LA PROGETTAZIONE DEGLI ASSISTENTI VIRTUALI NEI CONTESTI DI VENDITA Presenter(s): Sonia Caterina Giaccone Author(s): Sonia Caterina Giaccone (sonia.giaccone@unict.it), Marco Galvagno (marco.galvagno@unict.it), Andrea Parasole (andrea.parasole@studium.unict.it) Understanding AI Delegation in Consumer Decision-Making Presenter(s): Tingting Yu Author(s): Tingting Yu (tingting.yu2@unibo.it), Gabriele Pizzi (gabriele.pizzi@unibo.it), Chiara Orsingher (chiara.orsingher@unibo.it), Deniz Lefkeli (dlefkeli@luiss.it)

Thursday 10 September 2026

	Alberti 1	Alberti 2	Alberti 3	Alberti 4	Alberti 5	Alberti 6	Alberti 7	Alberti 8	Alberti 9	Alberti 10	Alberti 11	Teatini 1	Teatini 2	Teatini 3
09:00 10:30	Track 6 - Tourism, Culture & Arts Marketing session 3 close SIM Conference 2026 Track 6 - Tourism, Culture & Arts Marketing Session 3 Thursday 10 September 2026 09:00-10:30 Alberti 1 Nudging sustainable consumption in luxury tourism: investigation on the role of culture dimension and perceived integrity Presenter(s): Mengmeng Luo Author(s): mengmeng luo (mengmeng.luo@unifi.it), Laura Grazzini (laura.grazzini@unifi.it) Walking the paradox: the contradictions of slow tourism between authenticity, technology and mobility Presenter(s): Serena Lonardi Author(s): Isabella Corradini (isabella.corradini@gmail.com), Serena Lonardi (serena.lonardi@unibz.it) Perceptions toward food waste management and Artificial Intelligence: Insights from an exploratory study in the restaurant sector Presenter(s): Anna Satta, Gabriele Scanu Author(s): Giacomo Del Chiappa (gdelchiappa@uniss.it), Anna Satta (a.satta17@phd.uniss.it), Gabriele Scanu (gscanu2@uniss.it) Theatricalization and Visitor Experience in Historical Attractions Presenter(s): Elena Sorba, Valeria Beccari Author(s): Elena Sorba (elena.sorba@studenti.iulm.it), Valeria Beccari (valeria.beccari@studenti.iulm.it), Manuele Laghi (laghimanuele@gmail.com)		Track 9 - Sustainable Marketing and Inclusivity session 3 close SIM Conference 2026 Track 9 - Sustainable Marketing and Inclusivity Session 3 Thursday 10 September 2026 09:00-10:30 Alberti 3 A Product's Next Life: Transformation Trajectories and Their Effect on Consumer Purchase Intention Presenter(s): Lawrence Paul Cabrera Author(s): Lawrence Paul Cabrera (l.cabrera@campus.unimib.it), Francesco Costanzo (francesco.costanzo@unimib.it), Alice Mazzucchelli (alice.mazzucchelli@unimib.it), Roberto Chierici (roberto.chierici@unimib.it), Sukki Yoon (syoon@bryant.edu) Are Wine Drinkers also Tree Huggers? Evidence of Italy's Household Carbon Footprint For ISTAT Data (2014–2023) Presenter(s): Gioele Zamparo Author(s): Gioele Zamparo (zamparo.gioele@spes.uniud.it), Yener Altunbas (y.altunbas@bangor.ac.uk), Michela Cesarina Mason (michela.mason@uniud.it) “100 ombrelloni per un fratino”. Biodiversità e gestione balneare: ritratti di una sfida contemporanea sulla sostenibilità Presenter(s): Antonio Mileti Author(s): Antonio Mileti (antonio.mileti@unict.it), Rosario Balestrieri (rosario.balestrieri@szn.it), Maria Irene Prete (mariairene.prete@unisalento.it), Salvatore Urso (salvatore.urso@szn.it), Diego Gabriele Coppola (diegogabriele.coppola@unisalento.it) Accessible packaging for inclusive marketing: insights from consumers with visual impairments Presenter(s): Carlotta Caputo Author(s): Carlotta Caputo (carlotta.caputo@uniroma1.it), Cecilia Grieco (cecilia.grieco@uniroma1.it), Eleonora Marconi (marconi.1754741@studenti.uniroma1.it)	Track 3 - Marketing Communication & Branding session 2 close SIM Conference 2026 Track 3 - Marketing Communication & Branding Session 2 Thursday 10 September 2026 09:00-10:30 Alberti 4 When Food Quality Signals Collide: Cue Conflict and Integration between Nutrient-Based Labels and Ultra-Processed Food Classifications – A Systematic Review Perspective Presenter(s): Marco Francesco Mazzù Author(s): Marco Francesco Mazzù (mmazzu@luiss.it), Angelo Baccelloni (abaccelloni@luiss.it), Mara Sella Gianot (mara.sellagianot@studenti.luiss.it) Saying Less, Doing More? Managerial Perspective on Sustainability Communication in Luxury Brands Presenter(s): Ezgi Hazal Gurcan Author(s): Ezgi Hazal Gurcan (ezgihazal.gurcan@uniroma1.it), Antonella La Rocca (antonella.larocca1@unicatt.it) Responding to a Problematic Past: A Classification of Corporate Response Strategies to Norm-Shift Historical Brand Transgressions Presenter(s): Davide Alfieri Author(s): Davide Alfieri (davide.alfieri@phds.uniparthenope.it), Fabien Pecot (f.pecot@tbs-education.fr), Maria Rosaria Napolitano (mariarosaria.napolitano@uniparthenope.it)	Track 4 - Business-to-Business Marketing session 1 close SIM Conference 2026 Track 4 - Business-to-Business Marketing Session 1 Thursday 10 September 2026 09:00-10:30 Alberti 5 A company perspective: Business Marketing in action From Managerial AI Use to B2B Brand Reputation How Leaders Shape Trust in High-Tech Markets Presenter(s): Ilenia Bua Author(s): Ilenia Bua (ibua@liuc.it), Greta Siracusa (gsiracusa@liuc.it), Aulona Ulqinaku (aulqinaku@liuc.it) Leading Firms’ Resource Mobilisation in Peripheral Areas: An Explorative Case Study Presenter(s): Alessandro Pagano Author(s): Roberta Bocconcelli (roberta.bocconcelli@uniurb.it), Francesco Mutignani (francesco.mutignani@unipv.it), Alessandro Pagano (alessandro.pagano@uniurb.it) RESOURCE-IMPACT ASYMMETRY IN ACTIVIST ENTREPRENEURSHIP: THE ROLE OF NETWORK RELATIONSHIPS FOR SLACK-CONSTRAINED SMEs Presenter(s): Giulia Monteverde Author(s): Giulia Monteverde (giulia.monteverde@unipg.it), Simone Guercini (simone.guercini@unifi.it), Andrea Runfola (andrea.runfola@unipg.it)	Track 8 - Digital Marketing session 1 close SIM Conference 2026 Track 8 - Digital Marketing Session 1 Thursday 10 September 2026 09:00-10:30 Alberti 6 When source meets content: a neuroscientific study of human and virtual influencers in stigmatized and non-stigmatized product promotion Presenter(s): Riccardo Valesi Author(s): Riccardo Valesi (riccardo.valesi@unibg.it), Argyro Elisavet Manoli (argyroelisavet.manoli@unibg.it) Olfactory Cues in Virtual Reality Environments: Effects on Subjective Time Perception and Emotional Arousal Presenter(s): Raffaele Campo Author(s): Raffaele Campo (raffaele.campo@uniba.it), Carlos Velasco (carlos.velasco@bi.no), Maria Camilla Borraccino (camillaborraccino2016@gmail.com), Sabrina Crocco (sbrn.crocco@gmail.com), Pierfelice Rosato (pierfelice.rosato@uniba.it) Semantic Drift in Online Consumer Conversations: How Reddit Discussions Evolve Beyond the Original Post Presenter(s): Marco Visentin Author(s): Marco Visentin (marco.visentin@unibo.it) The conceptualization and application of the Dual Defence Model of Misinformation Resistance Presenter(s): Diletta Acuti Author(s): Diletta Acuti (da621@bath.ac.uk), Ginadomenico Di Domenico (didomenicog@cardiff.ac.uk), Marta Pizzetti (pizzetti@em-lyon.com), Luca Cian (luca.l.cian@gmail.com)	Track 8 - Digital Marketing session 2 close SIM Conference 2026 Track 8 - Digital Marketing Session 2 Thursday 10 September 2026 09:00-10:30 Alberti 7 A company perspective: Digital Marketing in action The Echo of Mimicry: A Persuasive Pattern in Online Experience Reviews Presenter(s): Andrea Pelaez Martinez Author(s): Andrea Pelaez Martinez (apelaez@luiss.it), Lauren Block (lauren.block@baruch.cuny.edu), Mahima Hada (mahima.hada@baruch.cuny.edu), Ujwal Kayande (u.kayande@mbs.edu) Demand Creation and Demand Harvesting in Nonprofit Fundraising: Evidence from AI-Based Media-Mix Modeling Presenter(s): Sofia Pansoni Author(s): Sofia Pansoni (s.pansoni@unimc.it), Giacomo Gistri (giacomo.gistri@unimc.it), Sofia Pansoni (s.pansoni@unimc.it) Understanding Digital Overuse: An Empirics-First Exploration of Consumer Narratives in Platform Environments Presenter(s): Brigitta Pasqualetto Author(s): Brigitta Pasqualetto (brigitta.pasqualetto@unibo.it), Annamaria Tuan (annamaria.tuan@unibo.it), Marco Visentin (marco.visentin@unibo.it)		Track 3 - Marketing Communication & Branding session 3 close SIM Conference 2026 Track 3 - Marketing Communication & Branding Session 3 Thursday 10 September 2026 09:00-10:30 Alberti 9 Don't Break the Tune: The Effect of Background Music Coherence on Attitude Toward the Brand in Podcast Advertising Presenter(s): Ludovica Serafini Author(s): Maria Antonietta Raimondo (ma.raimondo@unical.it), Serafini Ludovica (ludovica.serafini@unisalento.it), Cardamone Ernesto (ernesto.cardamone@uniroma5.it), Miceli Gaetano “Nino” (g.miceli@unical.it) Splitting Source Evaluation and Compliance: AI Avatars and Behavioral Intention in Health Communication Presenter(s): Alessio Sartore Author(s): Alessio Sartore (alessio.sartore@univr.it), Paola Signori (paola.signori@univr.it) How Sustainability Pressures Reshape the Meaning of Place Branding: The Promotion–Protection Paradox Presenter(s): Paola Gioia Author(s): Paola Gioia (paola.gioia@johncabot.edu), Diego Rinallo (rinallo@em-lyon.com), Nacima Ourahmoune (nacima.ourahmoune@kedgebs.com) Opportunities and Challenges of Rebranding in the Digital Era: The Elica Case Presenter(s): Alessia Basili, Emanuela Conti Author(s): Alessia Basili (alessia.basili13@gmail.com), Emanuela Conti (emanuela.conti@uniurb.it)	Track 2 - Consumer Behavior session 2 close SIM Conference 2026 Track 2 - Consumer Behavior Session 2 Thursday 10 September 2026 09:00-10:30 Alberti 10 Life Events and Transitions as Negative Drivers of Change in Eating Behaviors Presenter(s): Silvia Zunica Author(s): Silvia Zunica (silvia.zunica@uniroma3.it), Martina Toni (martina.toni@uniroma3.it), Ludovica Principato (ludovica.principato@uniroma3.it) The techno-mediated museum experience of individuals with visual impairments Presenter(s): Monica Scarano Author(s): Monica Scarano (monica.scarano@univ-catholille.fr), Anthony Beudaert (anthony.beudaert@univ-tlse2.fr), Nil Ozcaglar-Toulouse (nil.toulouse@univ-lille.fr) The Hidden Social Costs of Creating with Generative AI: Psychological Barriers to Content Sharing Presenter(s): Chiara Di Fazio Author(s): Chiara Di Fazio (cdifazio@luiss.it), Matteo De Angelis (mdeangelis@luiss.it), Valerio Deriu (vderiu@luiss.it), Rumen Pozharliev (rpozharliev@luiss.it) Aesthetic Engagement as a Driver of Sustainable Adoption in Architectural Design Presenter(s): Melissa Bado Author(s): Melissa Bado (melissa.bado@studenti.unimercatorum.it), Giusy Sica (giusy.sica@unimercatorum.it), Alessandra Micozzi (alessandra.micozzi@unimercatorum.it)	Track 7 - Technology and Innovation Marketing session 3 close SIM Conference 2026 Track 7 - Technology and Innovation Marketing Session 3 Thursday 10 September 2026 09:00-10:30 Alberti 11 Unsafe but Controllable? Regulatory Intervention and the Cultural Meaning of ChatGPT Presenter(s): Serena Pugliese Author(s): Serena Pugliese (s.pugliese@leeds.ac.uk), Federica Rossetti (frossetti@rider.edu), Anastasia Nanni (anastasia.nanni@aalto.fi), Aulona Ulqinaku (aulqinaku@liuc.it), Verdiana Giannetti (v.giannetti@leeds.ac.uk) AI Disclosure and Luxury Authenticity: Evidence from a Scenario-Based Experiment Presenter(s): Edoardo Santori Author(s): Edoardo Santori (edoardosantori1@gmail.com), Marco Mazzù (mmazzu@luiss.it), Angelo Baccelloni (angelo.baccelloni@johncabot.edu) Understanding Consumer Adoption of AI-Based Banking Services in Italy Presenter(s): Maria Anna Pagnanelli Author(s): Maria Anna Pagnanelli (mariaanna.pagnanelli@uniecampus.it), Domenica Federico (domenica.federico@uniecampus.it), Antonella Notte (antonella.notte@uniecampus.it), Luigi Zingone (luigi.zingone@uniecampus.it) When AI overcomes death: An investigation on Italian youngsters’ attitudes and beliefs toward deadbots Presenter(s): Niccolò Piccioni Author(s): Costanza Nosi (c.nosi@lumsa.it), Niccolò Piccioni (niccolo.piccioni@uniroma1.it), Federico Frezzetti (f.frezzetti.dottorati@lumsa.it), Alberto Mattiacci (alberto.mattiacci@uniroma1.it), Susanna Fara (susanna.fara@gmail.com)	Track 7 - Technology and Innovation Marketing session 4 close SIM Conference 2026 Track 7 - Technology and Innovation Marketing Session 4 Thursday 10 September 2026 09:00-10:30 Teatini 1 Being There, Being Together, Being Someone: An Exploratory Study of the Social Potential of the Metaverse Presenter(s): Sofia Rita Di Blasi Author(s): Sofia Rita Di Blasi (sofiarita.diblasi@dottorandi.unipg.it), Fabio Forlani (fabio.forlani@unipg.it) Strategic Innovation and Firm Performance in SMEs: A Systematic Literature Review using the TCCM framework Presenter(s): Marco Valle Author(s): Marco Valle (marco.valle@uniroma1.it), Giulia Nevi (giulia.nevi@uniroma1.it), Maria Antonella Ferri (a.ferri@unimercatorum.it), Luca Dezi (luca.dezi@uniroma1.it) Mapping AI Biases in Healthcare: A Taxonomy Based on the Italian National Health System Presenter(s): Nunzia Capobianco, Salvatore Costagliola Author(s): Nunzia Capobianco (nancy.capobianco@unina.it), Silvia Cosimato (silvia.cosimato@unina.it), Nadia Di Paola (nadia.dopaola@unina.it), Roberto Vona (roberto.vona@unina.it), Salvatore Costagliola (salvato.costagliola@studenti.unina.it) Temporal Governance and Time-to-Market Trade-offs in Open Social Innovation: A Conceptual Framework for Case-Based Analysis of Inclusive Co-Creation Presenter(s): Arianna Serra Author(s): arianna serra (arianna.serra@sssrsm.org), Giuseppe Cappiello (giuseppe.cappiello@unibo.it)	Track 1 - International Marketing session 1 close SIM Conference 2026 Track 1 - International Marketing Session 1 Thursday 10 September 2026 09:00-10:30 Teatini 2 A company perspective: International Marketing in action Front-of-Pack Nutrition Labels and Informed Choice: Evidence from China Presenter(s): Marco Francesco Mazzù Author(s): Marco Francesco Mazzù (mmazzu@luiss.it), Xiaotian Liu (xiaotian.liu@uniroma1.it), Jun He (jhe@luiss.it) Chinese consumers’ perceptions of international fashion products incorporating guochao elements Presenter(s): Lala Hu Author(s): Lala Hu (lala.hu@unicatt.it), Marta Giovannetti (marta.giovannetti@unimc.it), Elena Cedrola (elena.cedrola@unimc.it)	Track 11 - Marketing cases session 1 close SIM Conference 2026 Track 11 - Marketing cases Session 1 Thursday 10 September 2026 09:00-10:30 Teatini 3 Reverse inclusivity e Brand Betrayal Perception: il riposizionamento di Elena Mirò Presenter(s): Simona D'amico Author(s): Simona D'Amico (simona.damico@unitelmasapienza.it), Giulio Maggiore (giulio.maggiore@unitelmasapienza.it) Invisible by Design? AI-Mediated Brand Perception and Recommendation Visibility Presenter(s): Annamaria Tuan Author(s): Annamaria Tuan (annamaria.tuan@unibo.it), Giulio Salvucci (giulio.salvucci@searchbridge.ai) Fan engagement, comunità territoriali e creazione di valore relazionale nello sport: il caso Dole Basket Rimini Presenter(s): Giuseppe Cappiello Author(s): Giuseppe Cappiello (giuseppe.cappiello@unibo.it), Michela Mason (michela.mason@uniud.it), Nicola Baldissin (nicola.baldissin@thebusinessgame.it) Sostenibilità multilivello e marketing inclusivo: filiera corta, accessibilità e disabilità in Casa Radicci Presenter(s): Anna Claudia Pellicelli Author(s): Anna Claudia Pellicelli (annaclaudia.pellicelli@unito.it), Alessandro Rosa (alessandro.rosa192@edu.unito.it)

15:30 16:30	Track 6 - Tourism, Culture & Arts Marketing session 4 close SIM Conference 2026 Track 6 - Tourism, Culture & Arts Marketing Session 4 Thursday 10 September 2026 15:30-16:30 Alberti 1 When sustainability signals backfire in hospitality settings: Signal costliness, motive framing, and the role of perceived hypocrisy Presenter(s): Diego Gabriele Coppola Author(s): Diego Gabriele Coppola (diegogabriele.coppola@unisalento.it), Shynar Dyussembayeva (shynar.dyussembayeva@port.ac.uk), Marta Nieto García (marta.nieto-garcia@port.ac.uk), Maria Irene Prete (mariairene.prete@unisalento.it), Giampaolo Viglia (giampaolo.viglia@port.ac.uk) Place-Based Artistic Practices and Regenerative Tourism: The Case of Bienno Borgo degli Artisti 2.0 Presenter(s): Ilenia Bregoli Author(s): Francesca Ceruti (francesca.ceruti@unibs.it), Andrea Cominardi (a.cominardi002@studenti.unibs.it), Ilenia Bregoli (ilenia.bregoli@unibs.it) Does crowding really matter? Presenter(s): Judit Zoltan Author(s): Judit Zoltan (judit.zoltan@unibo.it), Lorenzo Masiero (lorenzo.masiero@unibo.it)	Rethinking Packaging Cues - Special Track session 1 close SIM Conference 2026 Rethinking Packaging Cues - Special Track Session 1 Thursday 10 September 2026 15:30-16:30 Alberti 2 Non buttarlo, piantalo! Quando il packaging sostenibile diventa un’abitudine Presenter(s): Cristina Zerbini Author(s): Francesca De Canio (francesca.decanio@unimore.it), Cristina Zerbini (cristina.zerbini@unipr.it) Packaging in bioplastica e prodotti deperibili una revisione della letteratura e research agenda Presenter(s): Francesca de Canio Author(s): Francesca De Canio (francesca.decanio@unimore.it), Cindy Lombart (clombart@audencia.com), Olga Untilov (olga.untilov@audencia.com) Take, Eat, Plant. Consumer perception of plantable packaging for urban street food Presenter(s): Settimio Ziccarelli, Donata Tania Vergura Author(s): Donata Tania Vergura (donatatania.vergura@unipr.it), Settimio Ziccarelli (settimio.ziccarelli@unipr.it) Beyond Convenience: How Packaging Type Shapes Sustainability Perceptions and Purchase Intentions in Q-Commerce Presenter(s): Alba D'Aniello Author(s): Alba D'Aniello (adaniello@luiss.it), Carmela Donato (carmela.donato@uniroma3.it)		Track 3 - Marketing Communication & Branding session 4 close SIM Conference 2026 Track 3 - Marketing Communication & Branding Session 4 Thursday 10 September 2026 15:30-16:30 Alberti 4 From Simulacra to Multispecies Reattachment: Territorial Mythmaking and Plant Agency in Food Markets Presenter(s): Diego Rinallo Author(s): Diego Rinallo (rinallo@em-lyon.com), Paola Gioia (paola.gioia@johncabot.edu), Nacima Ourahmoune (nacima.ourahmoune@kedgebs.com) From Stigma to Signal: How Ads Featuring Tattoos Can Positively Influence Brand Attitudes Presenter(s): Gaia Giambastiani Author(s): Gaia Giambastiani (ggiambastiani@escp.eu), Martina Cossu (m.cossu@uva.nl), Benjamin Lussert (ggiambastiani@escp.eu) Beyond Purpose Implementation: What Makes Brand Purpose Endure? Presenter(s): Maria Cristina Dardano Author(s): Maria Cristina Dardano (mariacristina.dardano@studenti.unicz.it), Monia Melia (monia.melia@unicz.it)		Track 8 - Digital Marketing session 4 close SIM Conference 2026 Track 8 - Digital Marketing Session 4 Thursday 10 September 2026 15:30-16:30 Alberti 6 La percezione dei consumatori italiani verso i programmi fedeltà gamificati. Un’indagine esplorativa Presenter(s): Anna Satta, Gabriele Scanu Author(s): Anna Satta (a.satta17@phd.uniss.it), Gabriele Scanu (gscanu2@uniss.it), Giacomo Del Chiappa (gdelchiappa@uniss.it) The AgiLiquid Trap: How Marketing Agility and Liquid Consumption Co-Trigger Market Instability Presenter(s): Ludovica Moi Author(s): Moreno Frau (moreno.frau@uni-corvinus.hu), Francesca Cabiddu (fcabiddu@unica.it), Nóra Kisfürjesi (kisfurjesi.nora@uni-bge.hu), Ludovica Moi (ludovica.moi@unica.it) The Hidden Cost of Data Collection: Data Collection Impairs Consumer- Brand Interaction Outcomes Presenter(s): Deniz Lefkeli Author(s): Deniz Lefkeli (dlefkeli@luiss.it), Zeynep Gürhan-Canli (zcanli@ku.edu.tr), Vanitha Swaminathan (vanitha@katz.pitt.edu)	Track 5 - Retailing, Sales, & Trade Marketing session 1 close SIM Conference 2026 Track 5 - Retailing, Sales, & Trade Marketing Session 1 Thursday 10 September 2026 15:30-16:30 Alberti 7 A company perspective: Retailing, Sales, & Trade Marketing in action Digital Readiness, Merchant Segmentation and Value Conversion in Urban Commerce Districts as Territorial Platforms: Evidence from Bergamo (Italy) Presenter(s): Roberta Valsecchi Author(s): Roberta Valsecchi (roberta.valsecchi@unibg.it), Daniela Andreini (daniela.andreini@unibg.it) Aggregazione vs Disaggregazione: l’efficacia dello space management e dell’in-store communication nel guidare le scelte dei consumatori verso prodotti salutari Presenter(s): Susanna Graziano Author(s): Susanna Graziano (susanna.graziano@unipr.it), Maria Grazia Cardinali (mariagrazia.cardinali@unipr.it), Guido Cristini (guido.cristini@unipr.it)	Track 5 - Retailing, Sales, & Trade Marketing session 2 close SIM Conference 2026 Track 5 - Retailing, Sales, & Trade Marketing Session 2 Thursday 10 September 2026 15:30-16:30 Alberti 8 Silver Sellers in B2B Sales: Social Inclusion, Well-Being, and the Conditions for Retention and Performance Presenter(s): Alessandro Romoli Author(s): Alessandro Romoli (alessandroromoli31@gmail.com), Silvio Cardinali (s.cardinali@univpm.it), Simone Severini (s.severini94@gmail.com) From conflict to algorithmic orchestration: a framework for the marketing–sales relationship in the age of AI Presenter(s): Daniele Dalli Author(s): Daniele Dalli (daniele.dalli@unipi.it), Silvio Cardinali (s.cardinali@univpm.it), Nicola Di Giusto (nicola.digiusto@vianova.it), Stefano Zaccaria (stefano.zaccaria@it.toyota-industries.eu) Traffic, Dwell Time, and Store Performance in Grocery Retail: An Exploratory In-Store Analytics Study Presenter(s): Francesco Costanzo Author(s): Francesco Costanzo (francesco.costanzo@unimib.it), Claudia Sartirana (c.sartirana@campus.unimib.it), Marco Zanardi (m.zanardi@retailinstitute.it), Angelo Di Gregorio (angelo.digregorio@unimib.it)			Track 7 - Technology and Innovation Marketing session 5 close SIM Conference 2026 Track 7 - Technology and Innovation Marketing Session 5 Thursday 10 September 2026 15:30-16:30 Alberti 11 Co-Creating with Algorithms: Citizen Engagement, Democratic Legitimacy, and AI Governance in Smart Cities Presenter(s): Alessia Turchetta Author(s): Alessia Turchetta (alessia.turchetta@unicas.it), Andrea Moretta Tartaglione (a.moretta@unicas.it), Ylenia Cavacece (ylenia.cavacece@unitelmasapienza.it), Giulio Maggiore (giulio.maggiore@unitelmasapienza.it), Giuseppe Russo (giuseppe.russo@unicas.it) Real Enough? A Review of Consumer Authenticity Judgments in AI-Mediated Marketing Presenter(s): Shiva Sadat Mostafavi Author(s): Shiva Sadat Mostafavi (shiva.mostafavi@unibocconi.it), Sandro Castaldo (sandro.castaldo@sdabocconi.it) Measuring TAM from Online Customer Reviews: An LLM-based approach across IoT product categories with different levels of perceived autonomy Presenter(s): Domitilla Magni, Emanuele Ghianda Author(s): Domitilla Magni (domitilla.magni@unicatt.it), Emanuele Ghianda (emanuele.ghianda@unimib.it), Roberto Chierici (roberto.chierici@unimib.it), Alice Mazzucchelli (alice.mazzucchelli@unimib.it)	Track 7 - Technology and Innovation Marketing session 6 close SIM Conference 2026 Track 7 - Technology and Innovation Marketing Session 6 Thursday 10 September 2026 15:30-16:30 Teatini 1 The hidden infrastructure of transparency: a technology provider perspective on DPP in fashion Presenter(s): Adriana Baselice Author(s): Adriana Baselice (a.baselice@unior.it), Martina Cova (martina.cova@uniroma3.it), Maria Cristina Dardano (mariacristina.dardano@studenti.unicz.it), Mohammad Mahoud (mohammad.mahoud@unicas.it) When More Is Not Better: Visual and Auditory Immersion in Extended Reality Retail Presenter(s): Giovanni Romano Author(s): Giovanni Romano (giovanni.romano@unipr.it), Beatrice Luceri (beatrice.luceri@unipr.it) From Attention to Choice: A Consumer Neuroscience Approach to Healthcare Technology Evaluation Presenter(s): Andrea Bazzani Author(s): Andrea Bazzani (andrea.bazzani@santannapisa.it), Claudio Iacono (claudio.iacono@santannapisa.it), Giorgio Manfroni (giorgio.manfroni@santannapisa.it), Leopoldo Trieste (leopoldo.trieste@santannapisa.it), Giuseppe Turchetti (giuseppe.turchetti@santannapisa.it)	Track 1 - International Marketing session 2 close SIM Conference 2026 Track 1 - International Marketing Session 2 Thursday 10 September 2026 15:30-16:30 Teatini 2 Internationalization Modes in the Performing Arts: A Systematic Review and Conceptual Framework Presenter(s): Matilde Milanesi Author(s): Claudio Becagli (claudio.becagli@unifi.it), Matilde Milanesi (matilde.milanesi@unifi.it), Stefania Oliva (stefania.oliva@unifi.it) International Entrepreneurial Ecosystems: The Role of Universities as Orchestrators Presenter(s): Diala Kabbara Author(s): Diala Kabbara (diala.kabbara@unipv.it), Birgit Hagen (birgit.hagen@unipv.it), Luca Cavone (luca.cavone@unipv.it), Patricea Elena Bertea (patricea.bertea@gmail.com) From Country-of-Origin Liability to Sustainability Legitimacy: The Evolution of Country Image in the Automotive Industry Presenter(s): Alfredo Celentano Author(s): Michela Matarazzo (m.matarazzo@unimarconi.it), Alfredo Celentano (a.celentano@unimarconi.it)	Track 11 - Marketing cases session 2 close SIM Conference 2026 Track 11 - Marketing cases Session 2 Thursday 10 September 2026 15:30-16:30 Teatini 3 Digital UX as a competitive advantage for FMCG brands: the case of Pampers Italia Presenter(s): Michelle Bonera Author(s): Michelle Bonera (michelle.bonera@unibs.it), Carlo Miotto (miotto.c@fatergroup.com), Alessandro Bigi (a.bigi@uel.ac.uk) Decentralized Governance for Regenerative Tourism: An Exploratory Case Study of a DAO-Based Hospitality Platform Presenter(s): Roberto Mario de Stefano, Pierluigi Bruzzo Author(s): Roberto Mario De Stefano (robertomario.destefano@faculty.opit.com), Francesco Derchi (francesco.derchi@lesroches.edu), Michele Zavoli (michele.zavoli@travelware.tech), Pierluigi Bruzzo (pierluigi.bruzzo@travelware.tech) Engaging the Postmodern “Consum-actor”: Authenticity and Visual Storytelling in Apple’s ESG Strategy Presenter(s): Alessio Travasi, Laura Bravi Author(s): Laura Bravi (laura.bravi@uniurb.it), Alessio Travasi (alessio.travasi@uniurb.it), Fabio Musso (fabio.musso@uniurb.it), Federica Murmura (federica.murmura@uniurb.it)

16:45 18:30	Track 8 - Digital Marketing session 3 close SIM Conference 2026 Track 8 - Digital Marketing Session 3 Thursday 10 September 2026 16:45-18:30 Alberti 1 The Disclosure Paradox in AI-Generated Advertising: Evidence from Rational and Emotional Social Media Posts Presenter(s): Veronica Marozzo Author(s): Veronica Marozzo (vmarozzo@unime.it), Fabrizio Cesaroni (fabrizio.cesaroni@unime.it), Tindara Abbate (tindara.abbate@unime.it) The Adaptivity Paradox in AI-Mediated Brand Communication: A Relational Resonance Perspective Presenter(s): Grazia Murtarelli Author(s): Stefania Romenti (stefania.romenti@iulm.it), Elanor Colleoni (elanor.colleoni@iulm.it), Anne Gregory (a.gregory@hud.ac.uk), Grazia Murtarelli (grazia.murtarelli@iulm.it) Fit for Whom? Domain and Style Congruity Effects Across Influencer Types and Funnel Stages Presenter(s): Gloria Peggiani Author(s): Gloria Peggiani (gloria.peggiani@polimi.it), Lucio Lamberti (lucio.lamberti@polimi.it), Koen Pauwels (k.pauwels@northeastern.edu) From Words to Impact: How Concrete Sustainability Communication Increases Engagement with Luxury Brand Posts Presenter(s): Ernesto Cardamone Author(s): Martina Di Cioccio (mdicioccio@luiss.it), Ernesto Cardamone (ernesto.cardamone@uniroma5.it), Matteo De Angelis (mdeangelis@luiss.it), Rumen Pozharliev (rpozharliev@luiss.it)	Rethinking Packaging Cues - Special Track session 2 close SIM Conference 2026 Rethinking Packaging Cues - Special Track Session 2 Thursday 10 September 2026 16:45-18:30 Alberti 2 Packaging design e sostenibilità: il ruolo della semplicità visiva nella percezione del consumatore Presenter(s): Simone Aiolfi, Cristina Zerbini Author(s): Cristina Zerbini (cristina.zerbini@unipr.it), Anna Boncompagni (anna.boncompagni@unipr.it), Simone Aiolfi (simone.aiolfi@unipr.it), Beatrice Luceri (beatrice.luceri@unipr.it) Rethinking sustainable packaging cues: a Good for Me-Good for the Planet framework Presenter(s): Generoso Branca Author(s): Generoso Branca (generoso.branca@unibocconi.it), Sandro Castaldo (sandro.castaldo@sdabocconi.it), Qiaoni Shi (qiaoni.shi@unibocconi.it), Sara Valentini (s.valentini@unibocconi.it) Lost in Communication: Front-of-Pack Claim Entropy and Product Performance Presenter(s): Benedetta Grandi Author(s): Benedetta Grandi (benedetta.grandi@unipr.it), Simone Aiolfi (simone.aiolfi@unipr.it), Davide Pellegrini (davide.pellegrini@unipr.it), Silvia Bellini (silvia.bellini@unipr.it) Saturate it till you make it. The combined role of color pack saturation and type of claims on purchasing behavior Presenter(s): Laura Grazzini Author(s): Laura Grazzini (laura.grazzini@unifi.it), Olga Nechaeva (olga.nechaeva@unifi.it), Costanza Dasmi (costanza.dasmi@unifi.it)	Track 3 - Marketing Communication & Branding session 5 close SIM Conference 2026 Track 3 - Marketing Communication & Branding Session 5 Thursday 10 September 2026 16:45-18:30 Alberti 3 Healthy food and metaphorical advertising: What the effects? A cross-cultural comparison Presenter(s): Mauro Capestro Author(s): Mauro Capestro (mauro.capestro@unipv.it) When Emotion Backfires: Social Risk and Avoidance in Brand Activism on Social Media Presenter(s): Antonella Cammarota Author(s): Antonella Cammarota (acammarota@ium.monaco.edu), Mario D'Arco (madarco@unisannio.it) Brand Positioning in the Era of LLMs: AI Visibility and the Construction of Brand Narrative in AI-Driven Contexts. The Brunello Cucinelli Case Presenter(s): Elena Bellio Author(s): Luca Buccoliero (luca.buccoliero@unibocconi.it), Elena Bellio (elena.bellio@uniroma5.it), Giulio Finzi (giulio.finzi@intarget.net), Chiara Naldi (chiara.naldi@intarget.net) The challenge of cultural resonance in an algorithmically driven environment Presenter(s): Polina Babadzhan Author(s): Polina Babadzhan (polina.babadzhan@studenti.iulm.it), Francesco Massara (francesco.massara@iulm.it)	Track 3 - Marketing Communication & Branding session 6 close SIM Conference 2026 Track 3 - Marketing Communication & Branding Session 6 Thursday 10 September 2026 16:45-18:30 Alberti 4 Incentivare scelte sane in punto vendita: l’efficacia della comunicazione a scaffale basata su norme sociali descrittive dinamiche Presenter(s): Sofia Laudani Author(s): Sofia Laudani (sofia.laudani@unipr.it) BRAND ACTIVISM IN INTERORGANIZATIONAL RELATIONSHIPS: EVIDENCE FROM ITALIAN DECISION-MAKERS Presenter(s): Alice Aiudi Author(s): Barbara Francioni (barbara.francioni@uniurb.it), Alice Aiudi (a.aiudi4@campus.uniurb.it), Ilaria Curina (ilaria.curina@uniurb.it), Mauro Dini (mauro.dini@uniurb.it), Marco Cioppi (marco.cioppi@uniurb.it) Capturing Corporate Heritage: Conceptualisation and Measurement of Corporate Heritage Brands Presenter(s): Luca Venturini Author(s): Maria Rosaria Napolitano (mariarosaria.napolitano@uniparthenope.it), Angelo Riviezzo (ariviezz@unisannio.it), Gioele Zamparo (gioele.zamparo@uniud.it), Luca Venturini (luca.venturini@studenti.uniparthenope.it) The communications agency sector in Italy: organizational, economic, and financial dynamics Presenter(s): Michelle Bonera Author(s): Michelle Bonera (michelle.bonera@unibs.it), Pier Luca Bubbi (pierluca.bubbi@unibs.it), Alessandro Bigi (a.bigi@uel.ac.uk)	Track 8 - Digital Marketing session 5 close SIM Conference 2026 Track 8 - Digital Marketing Session 5 Thursday 10 September 2026 16:45-18:30 Alberti 5 Warmth Matters More Than Competence: How Mind Perception Drives Sustainable Consumption Through Virtual Influencers Presenter(s): Mihaela Giannelli Author(s): Mihaela Giannelli (mihaela.giannelli@unisalento.it), Alessandro M. Peluso (alessandro.peluso@unisalento.it) “Don’t burn me!”: creators’ accounts of career-making in the creator economy Presenter(s): Francesca Pucciarelli Author(s): Rada Gutuleac (rada.gutuleac@unito.it), Chiara Giachino (chiara.giachino@unito.it), Francesca Pucciarelli (fpucciarelli@escp.eu), Augusto Bargoni (augusto.bargoni@unito.it) When Green Guilt Goes Digital: Environmental Awareness and Self-Regulatory Behavior in AI Use Presenter(s): Alba D'Aniello Author(s): Roberta Di Luca (robertadiluca18@gmail.com), Alba D'Aniello (adaniello@luiss.it)	Track 4 - Business-to-Business Marketing session 2 close SIM Conference 2026 Track 4 - Business-to-Business Marketing Session 2 Thursday 10 September 2026 16:45-18:30 Alberti 6 Digital Maturity and CRM-Driven Customer Journey Management in B2B Manufacturing Firms Presenter(s): Lala Hu Author(s): Lala Hu (lala.hu@unicatt.it), Rebecca Lanza (rebecca.lanza01@icatt.it) Embedding digital platforms in business networks: Resource interaction and connectedness in the food industry Presenter(s): Elisa Carloni Author(s): Elisa Carloni (elisa.carloni@unibs.it), Matin Taheriruh (matin.taheriruh@tuni.fi) Making Environmental Sustainability Valuable: Corporate and Salesperson Narratives of Sustainable Value Creation on LinkedIn in B2B Markets Presenter(s): Chiara Ancillai Author(s): Chiara Ancillai (c.ancillai@univpm.it), Sara Bartoloni (s.bartoloni@univpm.it), Antonella La Rocca (antonella.larocca1@unicatt.it), Andrea Perna (a.perna@univpm.it) Processo di acquisto dei farmaci etici e ruolo dell'Intelligenza Artificiale per la medicina di precisione Presenter(s): Orazio Vella Author(s): Orazio Vella (orazio.vella@unifi.it), Simone Guercini (simone.guercini@unifi.it)	Track 5 - Retailing, Sales, & Trade Marketing session 3 close SIM Conference 2026 Track 5 - Retailing, Sales, & Trade Marketing Session 3 Thursday 10 September 2026 16:45-18:30 Alberti 7 Where GenAI Stops: Human Boundaries in B2B Sales Presenter(s): Pier Franco Luigi Fraboni Author(s): Pier Franco Luigi Fraboni (pier.franco.fraboni@pm.univpm.it), Antonella La Rocca (antonella.larocca1@unicatt.it), Andrea Sabatini (a.sabatini@staff.univpm.it) Resale Channel Type and Consumer Behavior in Second-Hand Luxury: The Mediating Role of Transactional Risk Presenter(s): Gabriele Murtas Author(s): Gabriele Murtas (gabriele.murtas@unibg.it), Giuseppe Pedeliento (giuseppe.pedeliento@unibg.it), Alessandro Biraglia (a.biraglia@leeds.ac.uk) When the Shelf Boycotts First: Retailers as Assortment Gatekeepers in War-Related Product Boycotts Presenter(s): Francesca Negri Author(s): Francesca Negri (francesca.negri1@unicatt.it), Sebastiano Grandi (sebastiano.grandi@unicatt.it), Alessandro Iuffmann Ghezzi (alessandro.iuffmannghezzi@unicatt.it) Channel blurring. La convergenza assortimentale tra punti di vendita generalisti e specializzati nell’home and personal care Presenter(s): Susanna Graziano Author(s): Susanna Graziano (susanna.graziano@unipr.it), Alessandro Iuffmann Ghezzi (alessandro.iuffmannghezzi@unicatt.it), Sofia Laudani (sofia.laudani@unipr.it), Edoardo Fornari (edoardo.fornari@unicatt.it), Maria Grazia Cardinali (mariagrazia.cardinali@unipr.it)	Track 5 - Retailing, Sales, & Trade Marketing session 4 close SIM Conference 2026 Track 5 - Retailing, Sales, & Trade Marketing Session 4 Thursday 10 September 2026 16:45-18:30 Alberti 8 Beyond the Job: Life Happiness and Outcomes among Independent Sales Agents Presenter(s): Simone Severini Author(s): Simone Severini (s.severini17@unimc.it), Silvio Cardinali (s.cardinali@staff.univpm.it), Alessandro Romoli (alessandroromoli31@gmail.com), Camilla Capriotti (camillacapriotti4@gmail.com) Increasing consumer engagement with retailers’ circular economy initiatives: Reactions to repair strategies Presenter(s): Ilenia Confente Author(s): Ilenia Confente (ilenia.confente@univr.it), Benedetta Baldi (benedetta.baldi@univr.it), Valentina Mazzoli (valentina.mazzoli@univr.it), Ivan Russo (ivan.russo@univr.it) Cues of Belonging: How Physical Fashion Stores Communicate Inclusion and Stigma Across Body Sizes Presenter(s): Virginia Vannucci Author(s): Virginia Vannucci (virginia.vannucci@unipi.it), Daniele Dalli (daniele.dalli@unipi.it) Trade Marketing as an Organizational Configuration: A Cross-Country Mapping of Trade-Related Role Families in European FMCG Firms Presenter(s): Giulia Tardelli Author(s): Giulia Tardelli (giulia.tardelli@phd.unipi.it), Daniele Dalli (daniele.dalli@unipi.it)	Track 2 - Consumer Behavior session 3 close SIM Conference 2026 Track 2 - Consumer Behavior Session 3 Thursday 10 September 2026 16:45-18:30 Alberti 9 Aging Markets, Shared Value: A Conceptual Framework and Research Agenda for Elderly Consumer Satisfaction and Dissatisfaction Presenter(s): Maria Irene Prete Author(s): Gianluigi Guido (gianluigi.guido@unisalento.it), M. Irene Prete (mariairene.prete@unisalento.it), Marco Pichierri (marco.pichierri@uniba.it) Consumer involvement as a boundary condition in wine brand equity construction: The selective role of origin, product, store and sustainability cues Presenter(s): Caterina Benvenuti Author(s): Caterina Benvenuti (caterina.benvenuti2@unisi.it), Tommaso Pucci (tommaso.pucci@unisi.it), Giovanni Sogari (giovanni.sogari@unipr.it), Lorenzo Zanni (lorenzo.zanni@unisi.it) Brand as Ideology: Conceptualizing Brandage through the B-I-S Framework Presenter(s): Chiara Marinelli Author(s): Chiara Marinelli (chiara.marinelli@deams.units.it), Marco Balzano (marco.balzano@units.it), Guido Bortoluzzi (guido.bortoluzzi@deams.units.it) Safety Cue or Threat Cue? Stigmatized Consumers’ Responses to Racebending Presenter(s): Matilde Rapezzi Author(s): Matilde Rapezzi (m.r.rapezzi@vu.nl), Aylin Aydinli (aylin.aydinli@vu.nl)	Track 2 - Consumer Behavior session 4 close SIM Conference 2026 Track 2 - Consumer Behavior Session 4 Thursday 10 September 2026 16:45-18:30 Alberti 10 When delusion becomes the solution: Technosocial realities and the rise of a delusional consumption ideology Presenter(s): Angela Beccanulli Author(s): Angela Beccanulli (angelaantonia.beccanulli@unicatt.it), Rossella C. Gambetti (rossella.gambetti@unicatt.it), Silvia Biraghi (silvia.biraghi@unicatt.it) Why'd you only call me when you're stuck? Authorship in Human-GenAI Creative Interactions Presenter(s): Luigi Monsurrò Author(s): Luigi Monsurrò (luigi.monsurro@unimore.it), Ludovica Serafini (ludovica.serafini@unisalento.it), Francesca Bergianti (fbergianti@unimore.it) Beyond Motivation: Behavioral Path Dependence in Long-Term Consumer Goal Pursuit Presenter(s): Maurizio Luciani Author(s): Maurizio Luciani (maurizio.luciani@santannapisa.it), Maurizio Luciani (maurizio.luciani@santannapisa.it), Andrea Bazzani (andrea.bazzani@santannapisa.it), Giuseppe Turchetti (giuseppe.turchetti@santannapisa.it) Rethinking Targeting from Selection to Propagation: A Review Presenter(s): Angelo Baccelloni Author(s): Licia Perazzetti (licia.perazzetti@alumni.luiss.it), Marco Francesco Mazzù (mmazzu@luiss.it), Angelo Baccelloni (abaccelloni@luiss.it)	Track 7 - Technology and Innovation Marketing session 7 close SIM Conference 2026 Track 7 - Technology and Innovation Marketing Session 7 Thursday 10 September 2026 16:45-18:30 Alberti 11 AI for Social Good as a Socio-Technical Legitimation Process: Evidence from Multidisciplinary Perspectives Toward the Development of a Managerial Model Presenter(s): Mario D'arco Author(s): Mario D'Arco (madarco@unisannio.it), Antonella Cammarota (acammarota@ium.monaco.edu), Generoso Branca (generoso.branca@unibocconi.it), Riccardo Resciniti (resciniti@unisannio.it) AI-enabled open innovation and the asymmetric transformation of marketing capabilities Presenter(s): Annarita Colamatteo Author(s): Maria D'Agostini (maria.dagostini@unicas.it), Annarita Colamatteo (a.colamatteo@unicas.it), Marcello Sansone (m.sansone@unicas.it) From Adoption to Situated Use: Digital Technologies and Everyday Practices in a Low-Resource Context in Kenya Presenter(s): Sabrina Celestino Author(s): Sabrina Celestino (sabrina.celestino@unicampania.it), Enrico Bonetti (enrico.bonetti@unicampania.it), Barbara Masiello (barbara.masiello@unicampania.it) From Analytics to Avatars: Mapping Artificial Intelligence Technologies Across Marketing Functions Presenter(s): Idrees Kainat Author(s): Idrees Kainat (kainat.idrees@phd.unipi.it)		Track 1 - International Marketing session 3 close SIM Conference 2026 Track 1 - International Marketing Session 3 Thursday 10 September 2026 16:45-18:30 Teatini 2 Firm’s Negotiation Capability, A Scale Development Process Presenter(s): Riccardo Rialti Author(s): Riccardo Rialti (riccardo.rialti@unisi.it), Raffaele Albani (raffaele.albani@phd.unipi.it), Robert Morgan (morganre@cardiff.ac.uk), Mirella Kleijnen (mirella.kleijnen@vu.nl) Consumer Perceptions of Sustainability in Luxury Communication in Developed and Emerging Markets: Evidence from Turkey and Italy Presenter(s): Ezgi Hazal Gurcan Author(s): Ezgi Hazal Gurcan (ezgihazal.gurcan@uniroma1.it), Ipek Kazancoglu (ipek.savasci@ege.edu.tr) Beyond the Twin Transitions: How Digital Breadth and Sustainability Practices Drive International Performance Presenter(s): Martina Tomasetig Author(s): Martina Tomasetig (martina.tomasetig@uniud.it), Rubina Romanello (rubina.romanello@units.it), Valerio Veglio (valerio.veglio@unipv.it), Maria Chiarvesio (maria.chiarvesio@uniud.it)

Friday 11 September 2026

	Alberti 2	Alberti 3	Alberti 7	Alberti 9	Alberti 10
09:00 11:00	Track 10 - Services Marketing session 2 close SIM Conference 2026 Track 10 - Services Marketing Session 2 Friday 11 September 2026 09:00-11:00 Alberti 2 Entrepreneurship Education Service Ecosystems: From Intention to Venture Readiness Presenter(s): Nataliia Kochkina Author(s): Nataliia Kochkina (nataliia.kochkina@unica.it), Fabio Corona (fabio.corona96@unica.it), Olga Prygara (olga.prygara@econ.muni.cz), Olga Miroshnychenko (olgamir@knu.ua) How Digital Platforms Reconfigure Value Capture in Regulated Healthcare Ecosystems Presenter(s): Magda Touti Author(s): Magda Touti (magda.touti@uniroma1.it), Fabiola Sfodera (fabiola.sfodera@uniroma1.it), Luca Dezi (luca.dezi@uniroma1.it) Beyond the Bowl: Relational Governance in the Pet Economy as a Care-Centered Market Presenter(s): Laura Ingrid Colm Author(s): Laura Ingrid Colm (laura.colm@sdabocconi.it) A Meta-Analysis on Service Recovery Performance Presenter(s): Monica Magrone Author(s): Monica Magrone (monica.magrone2@unibo.it), Chiara Orsingher (chiara.orsingher@unibo.it), Yves Van Vaerenbergh (yves.vanvaerenbergh@kuleuven.be) Who speaks matters: an AI vs. Physician disclosure experimental design in Electronic Health Records Presenter(s): Riccardo Pollifroni Author(s): Riccardo Pollifroni (riccardo.pollifroni@phd.unipi.it), RAFFAELE DONVITO (raffaele.donvito@unifi.it), MARIA GRAZIA CARDINALI (mariagrazia.cardinali@unipr.it), LAURIANNE TERLINDEN (laurianne.terlinden@uclouvain.be)	Track 6 - Tourism, Culture & Arts Marketing session 5 close SIM Conference 2026 Track 6 - Tourism, Culture & Arts Marketing Session 5 Friday 11 September 2026 09:00-11:00 Alberti 3 Behavioural Drivers of Passenger Flow Frequency at a Regional Airport: An Exhaustive Statistical Learning Approach Presenter(s): Alessandro Cinti Author(s): Alessandro Cinti (alessandro.cinti@univpm.it), Alessio Giorgetti (a.giorgetti@univpm.it), Nicole Lillini (lillininicole@gmail.com), Valerio Temperini (v.temperini@univpm.it) A Practice-Based Framework for Multi-Dimensional Well-being in City Centers Presenter(s): Siamak Hajiani Author(s): Siamak Hajiani (siamak.hajiani@uniroma1.it), Elena Di Raco (elena.diraco@uniroma1.it), Xinran Lehto (xinran@purdue.edu), Fabiola Sfodera (fabiola.sfodera@uniroma1.it), Mark Lehto (lehto@purdue.edu) Cultural Stakeholder Selection for Nation Branding Network Analysis Presenter(s): Paola Signori Author(s): Isabella Carbone (isabella.carbone@unive.it), Paola Signori (paola.signori@univr.it) From Quality to Intention: How Generation Z Adopts GenAI for Group Travel Planning Presenter(s): Lucrezia Maria de Cosmo Author(s): Federico Mertoli (federico.mertoli@phd.unict.it), Lucrezia Maria de Cosmo (lucreziamaria.decosmo@uniba.it), Alessandro Lanzo (alessandromario.lanzo@studenti.unisalento.it), Carmela E. Schillaci (cschilla@unict.it), Luigi Piper (luigi.piper@unisalento.it) Algorithmic Destination Choice: The Influence of Social Media Echo Chambers, Social Pressure and Fear of Missing Out on Travel Decision-Making Presenter(s): Giancarlo Fedeli Author(s): Giancarlo Fedeli (giancarlo.fedeli@unibg.it), Vanessa Frassl (vanessa.frassl@imc.ac.at) Atmospheric Micro-Elicitation (AME): A Multimodal Method for Capturing Atmospheres in High-Intensity Consumption Environments Presenter(s): Rebecca Pera Author(s): Giacomo Bagna (giacomo.bagna@unito.it), Giada Mattias (giada.mattias@unito.it), Rebecca Pera (rebecca.pera@unito.it)	Track 9 - Sustainable Marketing and Inclusivity session 4 close SIM Conference 2026 Track 9 - Sustainable Marketing and Inclusivity Session 4 Friday 11 September 2026 09:00-11:00 Alberti 7 Ancient Roots, Sustainable Futures? Unveiling the Heritage–Sustainability Nexus in Long-Lived Agrifood Firms in Italy and Japan through Text Network Analysis Presenter(s): Giada Mainolfi Author(s): Giada Mainolfi (giada.mainolfi@unint.eu), Giulia Pierro (giuliapierro16@gmail.com) Inclusive Hushing: Mapping the Strategic Under-Communication of DEIA Commitment in Marketing Practice Presenter(s): Valentina Cascio Author(s): Cecilia Grieco (cecilia.grieco@uniroma1.it), Valentina Cascio (valentina.cascio@uniroma1.it) Believe Me, but Not Too Much: Influencer Credibility, Persuasive Reactance, and Advice Acceptance under Authoritative Warnings Presenter(s): Letizia Lo Presti Author(s): Letizia Lo Presti (l.lopresti3@lumsa.it), Veronica Capone (veronica.capone@uniroma1.it), Giulio Maggiore (giulio.maggiore@unitelmasapienza.it) Concrete or abstract? The effect of institutional climate communication on Gen Z’s pro-environmental intentions: evidence from Italy and Poland Presenter(s): Antonella Bozzi Author(s): Antonella Bozzi (a.bozzi2@studenti.unisannio.it), Mario D'Arco (madarco@unisannio.it), Vittoria Marino (vmarino@unisannio.it) Synthetic Stakeholder Simulation for Sustainable Marketing Measurement: A Generative AI Protocol for Pre-Empirical Instrument Development in Multi-Actor Service Ecosystems Presenter(s): Lorenzo Infascelli Author(s): Alessia Turchetta (alessia.turchetta@unicas.it), Lorenzo Infascelli (lorenzo.infascelli@unicas.it)	Track 2 - Consumer Behavior session 5 close SIM Conference 2026 Track 2 - Consumer Behavior Session 5 Friday 11 September 2026 09:00-11:00 Alberti 9 Beyond Buzz and Bubbles: Rethinking Hype in Consumer Research Presenter(s): Federico Mangiò Author(s): Federico Mangiò (federico.mangio@unibg.it), Domen Bajde (bajde@sam.du.dk) Does AI Shape What Sustainability Means? 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