University of Finance – Marketing (UFM), University of Economics - The University of Danang, National University of Economics, Banking Academy of Vietnam, Posts and Telecommunications Institute of Technology, University of Economics and Finance are organizing the 5th International Conference on Marketing in the Connected Age (MICA-2026), to be held on November 06th, 2026, in HoChiMinh City, Vietnam. 
Created in 2016, MICA aims to be a unique point of convergence for researchers, world leading experts, practitioners, and policymakers in marketing to meet, share and exchange ideas. In close collaboration with national and international partners, MICA2026 focuses on the responsibilities of marketing in leveraging technological advances in creating innovative and sustainable offerings that provide value for firms, consumers, and society. 

The theme of MICA-2026 is

“Green and Digital Transformation in Marketing: Towards Sustainable Consumption and Responsible Growth”

TOPICS

MICA-2026 would like to invite scholars and practitioners to provide insights into how marketing could find meaning in a hyperconnected world. Accelerated advances in technology have resulted in a hyperconnected world which is characterized as pervasive access to information and continuous multidimensional interconnection among humans and devices regardless of time and space. While the hyperconnected world presents marketers with unprecedented opportunities to connect with customers, it has inadvertently created new challenges such as data privacy, social isolation, cybersecurity, and well-being deficit. The MICA-2026 conference invites submissions (English only) that discuss the state of marketing in a hyperconnected world as well as its responsibilities to create genuine human connections and sustainable value for customers, firms, and society.

Topics that the conference encourages to exchange and discuss include (but are not limited to):  

• Sustainable consumption and green consumer behavior
• AI, big data, and digital transformation in sustainable marketing
• Green branding and sustainability communication
• Greenwashing, ethics, and corporate transparency
• Social media and influencer-driven sustainable lifestyles
• Responsible personalization and digital consumer engagement
• Circular economy, innovation, and responsible growth
• ESG, governance, and sustainable marketing strategy
• Cross-cultural studies in green and digital marketing
• Policy, education, and collaborative pathways to sustainable markets