6th Annual Finnish Academy of Marketing Conference 2027

Marketing for a world in flux: Trust, technology, and responsible value co-creation

Marketing is entering a period of profound change in which trust is both more valuable and more fragile. Artificial intelligence and algorithmic tools now perform analytical, strategic, and creative tasks once seen as distinctly human. At the same time, geopolitical volatility and regulatory uncertainty are reshaping markets, while consumers expect firms to act responsibly and to demonstrate it. Together, these shifts raise an unavoidable question: does technology diminish marketing’s role or make it more consequential? The answer depends on legitimacy. Marketing remains relevant only when audiences trust its promises, yet that trust is increasingly difficult to earn. Without clear ethical and empathetic boundaries, AI-driven hyper-personalisation can appear manipulative, greenwashing, or inauthentic.

FAMAC 2027 centres on two significantly interdependent ideas: trust and value creation. Marketing has long examined how consumers, firms, and society create, capture and share value through networks of interdependent actors. These networks hold together only where trust is present: actors then commit, collaborate, and co-create; where it is absent, exchanges stall and value creation weakens. This interdependence becomes even more important as technology reshapes interactions. When algorithms mediate relationships between brands and consumers, how can trust be earned, communicated, and restored? How can firms use data and AI to meet genuine consumer needs while safeguarding privacy and dignity? As human and non-human actors co-create value within service ecosystems, who is accountable when that value fails? Moreover, once value is created, how is it captured and distributed, from pricing to platform power, in ways that consumers and society regard as fair? More broadly, amid overconsumption, inequality, and environmental strain, how can marketing advance consumer and societal well-being rather than efficiency alone? These questions invite us to view brands, products, and services as both economic and social actors accountable for their effects on people and the planet.

Against this background, FAMAC 2027 invites conceptual, empirical, and methodological contributions from all areas of marketing, including branding, consumer behaviour, digital and social media marketing, services, B2B marketing, retailing and pricing, sustainability, and public policy. We especially welcome research that examines how trust, technology, service, and responsible creation and capturing of value interact to shape the discipline’s future. FAMAC 2027 provides a forum not only for understanding how marketing adapts to disruption, but also for examining how it can foster relationships that are trustworthy, sustainable, and centred on human well-being.

List of Topics

The academy welcomes submissions from all sub-fields of marketing, including,

• Advertising
• Branding and strategy
• Consumer culture theory
• Consumer behavior
• Digital marketing
• Ethical marketing
• B2B/Industrial marketing
• International marketing
• Non-profit marketing
• Philosophical and theoretical aspects of marketing
• Sales & pricing
• Services marketing
• Sustainable and Purpose-driven marketing
• Technology-based marketing with digital tools and data analytics
• Sensory marketing
• Marketing education
• Tourism, destination, and cross-cultural marketing
• Macro marketing and public policy
• And all other schools of thought within marketing.

The Finnish Academy of Marketing appreciates all aspects of diversity within the marketing discipline, i.e., research can be interdisciplinary and multidisciplinary, and can leverage historical, qualitative, and/or quantitative methods. Different types of theories and conceptual analyses, as well as varied industrial contexts, are appreciated.

Submission Guidelines

We invite submissions in the short-paper format for FAMAC 2027. The submissions must be original, not under simultaneous review by another journal or conference, and follow the template on the conference website. Authors are requested to adhere strictly to the template guidelines and to observe the minimum submission length of six pages, excluding references. All submissions will undergo a timely and rigorous review process. Any use of AI tools must be openly disclosed, including where and how they were used; such tools are encouraged for proofreading and polishing, but discouraged for writing reviews or conceptualising a paper.

Accepted papers will be included in the Finnish Academy of Marketing conference proceedings and distributed to participants on a USB drive, while authors retain copyright. Each oral presentation will be allocated 20 minutes: 15 minutes for the presentation and 5 minutes for comments and discussion. Based on anonymous peer reviews, accepted papers will also be considered for Best Paper awards within their conference tracks.

Committees

Organising Committee and Program Chairs:

• Jari Salo, Professor of Marketing, University of Helsinki, Finland
• Jaakko Aspara, Grönroos Professor in Marketing, Hanken School of Economics, Finland
• Sanna-Katriina Asikainen, Associate Professor of Marketing, Aalto University, School of Business
• Tommi Laukkanen, Professor of Marketing and Consumer Behavior, Vice Dean, University of Eastern Finland, Faculty of Social Sciences and Business Studies
• Anushree Luukela-Tandon, Senior Researcher, Faculty of Social Sciences and Business Studies, University of Eastern Finland

Conference Secretary:

Iqra Tariq, Doctoral Researcher, Faculty of Social Sciences and Business Studies, University of Eastern Finland

Venue

Venue: University of Turku, Turku, Finland

Date: June 9-11, 2027. Detailed schedule to follow.

Key dates:

• Submissions open: November 1, 2026
• Submissions deadline: February 15, 2027.
• Author notification: March 15, 2027.
• Registration & payment deadline: April 30, 2027

Participation fee: The early-bird rate is €299 and covers participation, breakfast, dinner, and coffee/tea service during the conference activities.

Contact

Please direct all questions to: conference@finnishacademyofmarketing.com

Learn more about FAMAC: https://finnishacademyofmarketing.com/