Morning Session
Ice-Breaking Session and Introduction to Special Issue for Journal of Strategic Marketing
- 9:00 AM - 9:30 AM: Ice-breaking session with presentation of the Journal of Strategic Marketing Special Issue
Presenter: Karim Ben Slimane (Excelia, France) Damien Chaney (EM Normandie, France) Ouidade Sabri (IAE France).
Session 1: Consumer Preferences and Brand Loyalty (09:30 AM-11 AM)
The Paradox of Brand Origin in Emerging Markets: Unraveling Consumer Preferences through Ethnocentrism, Cosmopolitanism, and Self-Congruence
Presenter: Imed be Nasr (Excelia, France)
Effect of Nostalgia on Brand Loyalty and Purchase Intention: The Mediating Role of Brand Attachment and Brand Trust
Presenters: Abir Zouari & Khouloud Neifer (University of Sfax, Tunisia),
Exploring Brands' Sustainability Communication Strategies on Social Media: An Emerging Market Context
Presenter: Haya Tayeb & Nesma Ammar (University of Prince Edward Island, Egypt)
Session 2: Social Media and Digital Marketing 11:15 AM-12:45 PM
Consumer Use of Special Interest Groups on Social Media Platforms and Brand Response Strategies: The Case of Facebook
Presenters: Yasmin Abdou & Nesma Ammar (University of Prince Edward Island, Egypt)
Instagram Stories for Meme Marketing: A Strategic Approach in an Emerging Country
Presenters: Upkar Singh (Indian Institute of Management, Jammu, India) & Souvik Roychoudhury (Central University of Jammu, India)
Is Podcasting the Antidote to Digital Overload for Building Authentic Brand Relationships? Insights from an Emerging Economy
Presenters: Upkar Singh (Indian Institute of Management, Jammu, India) & Souvik Roychoudhury (Central University of Jammu, India)
The Impact of Phygital Experiential Context on the Lived Experience through Co-production: The Case of Marjane Holding- Morocco Presenter: Kenza El Badia (ESCA, Casablanca, Morocco)
- 12:45 PM - 2 PM: Lunch Break
Afternoon Session
Session 3: Sustainability, Technology, and Global Impact (2PM-3:30 PM)
Exploring Sustainable Cosmetic Packaging in Tunisia: Enhancing User Experience through Circular Principles and Additive Manufacturing
Presenter: Abbassi Wyssal (ENIT, Tunisia)
Artificial Intelligence Adoption in Emerging Markets: The Case of Tunisian Education Sector
Presenter: Hajer Bachouche (TBS, France)
The Impact of Interface Support-Frustration Misfit on Online Payment Behavior: A Metux Theory Perspective
Presenter: Redouane Bakrim (IAE Paris, France)
Transformative Services Global Impact: A Systematic Review, Integrative Framework, Bibliometric Analysis, and Its Relevance for Emerging African Countries and Future Directions
Presenter: Asma Bakrim (UIR, Morocco)
3 PM-3 :15 PM Break
Session 4: Market Entry Strategies and Institutional Factors 3:15 PM-4:15 PM
The Impact of Institutional Orientation on Entry Mode Selection: Moderating Role of Institutional Distance
Presenter: Abir Zouari (University of Sfax, Tunisia)
Analyzing Entry Strategies for the Musical Streaming Industry in Western and Central Africa: A Double Case Study
Presenter: Alexis Pokrovsky (CNAM, France)
Closing
- 4:15 PM – 4:45 PM:
Roundtable Discussion & Wrap-Up
