Excerpt:
The annual gathering of the Italian marketing community. During the conference, LABCOM scholars presented two researches: “Plastic-free packaging: a netnographic analysis of young consumers’ sustainable brand choices” Beccanulli A.A., Biraghi in the “Marketing Communication & Branding session” and “Constructing destination images in cultural tourism live streaming” Beccanulli A.A. in the “Tourism, Culture and Arts Marketing” session.

XX Convegno Annuale della Società Italiana Marketing, Florence, October 20-21, 2023: Exploring New Horizons in Marketing Research

The XX Annual Conference of the Italian Marketing Society (Società Italiana Marketing, SIM) took place in the historic city of Florence on October 20-21, 2023. This important event brought together scholars, researchers, and marketing professionals from across Italy to discuss the latest trends, research findings, and innovations in the field of marketing. As a prominent gathering for the Italian marketing community, the conference served as a platform for presenting groundbreaking research that addresses both contemporary challenges and emerging opportunities within the industry.

A Forum for Innovation and Knowledge Sharing

The SIM conference has a long-standing tradition of fostering intellectual exchange among experts in marketing. This year, the event featured various thematic sessions, ranging from marketing communication and branding to tourism and cultural marketing, providing a comprehensive overview of the diverse aspects of marketing research. The conference was an ideal opportunity for scholars to showcase their work, and among the most notable presentations were two research papers by LABCOM scholars Beccanulli, A.A., and Biraghi, S., who contributed valuable insights to the conference.

Research Highlights: Exploring Consumer Behavior and Destination Marketing

At the “Marketing Communication & Branding” session, Beccanulli and Biraghi presented the research titled “Plastic-free packaging: a netnographic analysis of young consumers’ sustainable brand choices.” This study addresses a growing concern in the global market: the demand for sustainable products and packaging. Through a netnographic approach, the researchers explored the online behavior and decision-making processes of young consumers who prioritize sustainability in their purchasing decisions. By examining how these consumers engage with brands promoting plastic-free packaging, the study offers a deeper understanding of the motivations behind sustainable consumption and the ways in which brands can position themselves to attract environmentally-conscious customers.

In an era where environmental concerns are at the forefront of many purchasing decisions, this research provides valuable insights into the role of packaging in shaping brand perceptions and loyalty. The findings highlight the importance of transparency, authenticity, and communication strategies when it comes to marketing sustainable products. As sustainability becomes a key driver of consumer behavior, understanding the factors influencing young consumers’ choices can inform brands’ marketing strategies and help them build lasting connections with eco-conscious audiences.

In another session, “Tourism, Culture and Arts Marketing,” Beccanulli presented his research titled “Constructing destination images in cultural tourism live streaming.” This study delves into the emerging trend of live streaming as a tool for destination marketing in the cultural tourism sector. With the rise of social media and live broadcasting platforms, cultural institutions and tourism organizations are increasingly using live streaming to create and promote destination images. The research investigates how live streaming helps shape perceptions of cultural destinations, allowing potential visitors to experience a sense of place and engage with local culture in real-time, even before physically visiting a destination.

The study also examines the role of live streaming in enhancing emotional connections with viewers, fostering a sense of belonging and anticipation. As cultural tourism continues to grow, this research offers key insights into how destinations can leverage digital tools to engage audiences, build brand awareness, and encourage travel. By analyzing the ways in which live streaming influences tourists’ decision-making processes and perceptions, the study provides actionable insights for tourism marketers looking to capitalize on this innovative marketing tool.

Implications for the Future of Marketing

Both of the research papers presented by Beccanulli and Biraghi have significant implications for the future of marketing. As sustainability becomes an increasingly important factor in consumer decision-making, brands need to adapt their marketing strategies to reflect consumers’ growing environmental concerns. The netnographic analysis of plastic-free packaging highlights the need for marketers to communicate their sustainability efforts authentically and transparently, building trust with eco-conscious audiences.

On the other hand, the research on live streaming and cultural tourism offers a glimpse into the future of destination marketing. In an age where digital experiences often precede physical ones, tourism marketers must embrace innovative technologies to create immersive and engaging experiences for potential visitors. Live streaming is just one of many digital tools that can be harnessed to build strong, emotional connections with audiences and shape destination images in ways that resonate with modern travelers.

Conclusion: A Dynamic Exchange of Ideas

The XX Convegno Annuale della Società Italiana Marketing provided a dynamic forum for presenting cutting-edge research and discussing the latest trends in the field of marketing. With scholars like Beccanulli and Biraghi contributing impactful studies on sustainability and destination marketing, the conference demonstrated the importance of adapting marketing strategies to meet the evolving needs of both consumers and industries. As the marketing landscape continues to shift toward digitalization and sustainability, the insights shared at the conference will undoubtedly shape the future of marketing in Italy and beyond.