Session 1 :Conducting a Field Experiment: Demonstrating How Augmented Reality Can Promote Green Consumption

Speaker：Dr. Li LIU

Session 2: Frontiers in Marketing Research: From Augmented Reality to Artificial Intelligence

Speaker：Dr. Lingyu LIN

Abstract:

The workshop explores how emerging technologies are reshaping both marketing phenomena and marketing research. The first session demonstrates how field experiments can be used to examine the impact of augmented reality on green consumption, illustrating the value of causal evidence in technology-enabled marketing contexts. The second session reviews recent research on artificial intelligence published in leading marketing journals and summarizes the major research questions, methods, and topics examined in this literature. Overall, the workshop provides an overview of how emerging technologies are being studied in marketing and how they may create new opportunities for future research.