ICORIA 2024: International Conference on Research in Advertising 2024 Thessaloniki, Greece, June 27-29, 2024

ICORIA 2024 

Moving forward, looking back: advertising in the advent of Al 

The 22nd International Conference on Re­search in Advertising (ICORIA) 2024 will be held in Thessaloniki (Greece). Nestled on the azure shores of the Aegean Sea, Thessaloniki boasts a rich tapestry of ancient landmarks, Byzantine churches, and charming streets of the Old Town. With its warm, welcoming lo­cals, lively atmosphere, and delectable Med­iterranean cuisine, Thessaloniki is a captivat­ing blend of history, tradition, and modernity, promising a journey through time and a taste of authentic Greek hospitality. 

Embracing the city's fusion of tradition and modernity, the conference theme, "Moving forward, looking back: advertising in the advent of Al" encapsulates the pivotal shift occurring in the advertising landscape as artificial intelligence (Al) plays an increasingly central role. lt signifies the ongoing techno­logical progression, where Al is transforming every aspect of advertising. Al-powered algo­rithms enable hyper-targeted ad placements, real-time data analysis, and personalized consumer experiences. Moreover, chatbots and virtual assistants enhance customer interactions and engagement. In this for­ward-looking context, advertisers are con­tinually exploring Al's capabilities to gain a competitive edge. At the same time, it reminds advertisers of the importance of historical context. Traditional advertising methods, such as print ads and TV commer­cials, paved the way for the digital era. Understanding the evolution of consumer behavior, brand communication, and the impact of past campaigns provides valuable insights, human touch and authenticity. 

In essence, "moving forward, looking back" emphasizes the need for a balanced ap­proach to advertising in the Al era. lt com­bines the innovation and efficiency of Al with the wisdom gained from past, tradition­al advertising practices. By leveraging Al while respecting the fundamentals of effec­tive communication, advertising can navi­gate this transformative era more effectively and deliver compelling, relevant content to its target audiences. 

The ICORIA will start on June 27, 2024, with the 9th doctoral colloquium and a welcome reception. On June 28 and 29, 2024, the con­ference will host the presentation of around 150 papers on various topics related to adver­tising and communication. A Gala Dinner will give you the opportunity to discover a taste of Greece, and as usual this event will allow further networking. 

Submission Guidelines

Please submit a ten-page summary of your paper as soon as possible (and no later than March 15, 2024). Please use the submission procedure for your paper summaries provided on EasyChair. The summary must include an Abstract, Introduction, Discussion and/or Conclusion and a list of references, as well as a brief description of the hypotheses, research objectives, meth­ods and findings. A separate cover/title page should include: Title, Author(s) names, Affilia­tions, and Contact Details. 

All papers must be original and not simultaneously submitted to another journal or conference. Please refer to ICORIA 2024 Submission lnstructions (PDF) when preparing the paper and title page. Papers must be prepared using the layout and reference guidelines of the Interna­tional Journal of Advertising. 

List of Topics (non-exhaustive)

• ADVERTISING 

Advertising, Accountability & Effectiveness, Attention & Processing, Content & Creativity, Cross-Cultural Issues, Special Target Groups, Non-for-Profit Advertising, Privacy Concerns, Green and Prosocial Advertising. 

• BRANDING AND BRAND MANAGEMENT

Branding, Models of Brand Communication, Brand Communication, Brand Equity, Brand­ed Experiences, Sensory Branding, Brand Endorser, POS Communications, Communi­cations with Labels & Packaging. 

• CONSUMER BEHAVIOR 

Emotions & Engagement, Neuroscience & Communication, Relationship Building, Sen­sory Experiences & Embodiment, Consumer Perception of Designs, Personalization & Microtargeting, Consumers in Digitalization. 

• COMMUNICATION MANAGEMENT 

Communication Management, lntegrated Marketing Communication, Public Relations, Product Placement, Branded Content, Con­tent Marketing, Content Creation by Large Language Models, Sponsorship, Events, ln­fluencer and Celebrity Marketing, Al Avatars, Omni-Channel Communication. 

• DIGITAL MEDIA 

Digital Media, Social Media, Mobile Media, User-Generated Content, Touchpoints and their Experience, Virtual, Augmented & Mixed Reality, Data & Communications, Privacy & Data Security, Marketing Automatization. 

• MASS MEDIA 

Mass Media, Channel & Multi-Media Man­agement, Convergence Management, Cross-Media Strategies, Media Management, Trends in Mass Media. 

• METHODOLOGICAL ISSUES 

Methodological Issues, Data Science in Advertising & Communications, Artificial Neural Networks, Machine Learning and Al in Advertising and Communication Research, Neurophysiological Methods in Advertising and Communication Research, Al in Data Analytics. 

• PUBLIC POLICY 

Public Policy, Corporate Social Responsibility, Ethics, Marketing in Restricted lndustries,Po­litical Communication, Stakeholder Adver­tising, Promotion of Sustainable Behavior, Communication of Healthy Behavior.