Conference

The International Conference on Advertising Research 2026 (ICAR2026) is to be held from 28 April to 30 April 2026 in Hong Kong, hosted by the School of Communication, Hong Kong Baptist University.

Advertising, as a powerful bridge connecting brands, cultures, and diverse societies—especially in the culturally rich Asian context—is a major drive for economic growth. It also facilitates cross-cultural understanding and mutual respect. In the digital era, Asian advertising is experiencing a dual transformation: on one hand, digital technologies (AI, big data, social media) are revolutionizing creative paradigms, communication channels, and consumer engagement models; on the other hand, the region’s cultural diversity, varying market norms, and evolving ethical expectations pose unique challenges to “bridging cultures” through ads.

How to integrate digital innovation with cultural sensitivity to avoid misinterpretation across borders? How to regulate emerging cross-border advertising formats while safeguarding consumer rights and cultural authenticity? And how to leverage digital tools to amplify Asian cultural values and build inclusive, cross-cultural communication in advertising? These questions have become critical for scholars, practitioners, and policymakers committed to advancing Asian advertising in the global digital landscape. Against this backdrop, we select “Advertising and advertising research in the digital era” as the core theme, aiming to explore the multifaceted evolution of Asian Pacific advertising—where cultural integration and digital innovation converge.

Call for Papers

The International Conference on Advertising Research 2026 (ICAR2026) invites abstracts of 500-1000 words (including title, keywords, and references) and welcome all papers related to advertising research and practice addressing the conference theme. The submission deadline is 22 February 2026 at 23:59 Hong Kong time. We welcome research papers from scholars and practitioners focusing on the ongoing evolution of advertising in the digital age. Some topics relevant to the theme are:

• Social Media Advertising
• Influencer and Virtual Humans Marketing
• Advertising Creativityy
• Advertising and Society
• Advertising Regulation
• Cross-Cultural Advertising
• Advertising Ethics
• Branding
• Consumer Engagement
• Advertising Education
• Big Data and Advertising Research

Guidelines for Submission

We invite abstracts between 500 and 1,000 words (including title, keywords, and references).
Abstracts should include:

• Introduction and purpose of the study
• Research objectives/hypotheses
• Methodology (including data sources, rationale, and sample)
• Results and conclusions
• Practical and social implications

Please provide 3–5 keywords that reflect your study. Use APA style (latest edition). Abstracts must be submitted anonymously, with identifying information (paper title, author(s) full name(s), academic affiliations, and email addresses) included on a separate cover page. A list of references is optional and will be included in the word count.

Deadlines and Critical Dates

• Submission deadline: February 22, 2026 (23:59 Hong Kong Time)
• Notification of acceptance after peer review: On or before March 20, 2026

Paper Submissions

• Abstract submission: The submission system is now opened.
• Full paper submission (to be announced after the peer review results are released)
• To submit your abstract and full paper, you will need to have a CMT account before the abstract or paper submission.
• Abstract submission instructions:
• Step 1. Visit https://cmt3.research.microsoft.com/ICAR2026
  Click on New to CMT to create an account.


• Step 2. Log in your account and click the new submission button and follow the prompts.
  

  Note: If you do not see “ICAR2026” listed, click “Conferences,” then type “advertising” in the “Type to filter” box. The “ICAR2026” button should then appear.

• Step 3. Upload and submit your anonymized abstract.
  

  Abstract and identifying information (paper title, author(s)’name(s), academic affiliation, and email addresses will be requested during the submission process.

  CMT Acknowledgment: The Microsoft CMT service was used for managing the peer-reviewing process for this conference. This service was provided for free by Microsoft and they bore all expenses, including costs for Azure cloud services as well as for software development and support.

Conference Registration

Registration fee: HK$1,000 early bird before March 31, 2026; HK$1,300 from April 1, 2026
Registration fee for students (need proof of student ID in registration):
HK$700 before March 31, 2026; HK$800 from April 1, 2026

Including three conference lunches, one gala dinner, coffee breaks, and the social function
Information and fees for the gala dinner and social function for guests accompanying registered attendees will be announced later.
The conference registration link will be announced later.

Hotel offers

You may either book one of the listed hotels or choose accommodation from other booking platforms. Please note that the cancellation policy is strict: all bookings are non‑refundable and non‑transferable.

(by alphabetical order)

ALVA Hotel by Royal
Booking Link	ALVA Hotel by Royal
Room Type	Standard Room -- Double Bed / Twin Bed
Staying Period	27 -- 30 April 2026
Room Rate	HK$1,150 per room per night (Room with One daily breakfast) HK$1,250 per room per night (Room with Two daily breakfasts) Above rates are subject to 10% service charge & 3% Hotel Accommodation Tax
Cancellation policy	- Full payment is required to all reservations submitted by the reservation link - All payments are non-refundable and non-transferrable - No room amendment or cancellation is allowed upon confirmation of reservation
Booking Period	Now until 8 April 2026
Promo Code	ICAR2026

Harbour Plaza 8 Degrees
Booking Link	Harbour Plaza 8 Degrees
Room Rate
Date	26 Apr (Sun)	27 Apr (Mon)	28 Apr (Tue)	29 Apr (Wed)	30 Apr (Thu)	01 May (Fri)
Superior Room (Single or Twin)	HK$880+13%	HK$880+13%	HK$880+13%	HK$880+13%	HK$880+13%	HK$1,200+13%
Deluxe Room (Single or Twin)	HK$1,030+13%	HK$1,030+13%	HK$1,030+13%	HK$1,030+13%	HK$1,030+13%	HK$1,350+13%
Buffet Breakfast	HK$110 Net per person per meal (optional)
Remarks	#The above rates are Room Only, subject to 10% service charge and 3% hotel accommodation tax The following privileges are included:- In-room internet access – WiFi Free access to fitness centre, sauna, and outdoor swimming pool Free hotel shuttle bus service (First-come-first-serve basis), time schedule is attached for reference Reservation link will be prepared once the offer is accepted All expenses are on Guest Own Account Payment terms: Full prepayment is required upon reservation Cancel Policy: This is non-refundable and non-transferable offer, which cannot be cancelled or amended, In case of no show, no refunds and available. Cut-off date: 30 days prior to arrival date (26 March 2026), the unused room will be released accordingly Hotel check-in time is 3pm and checkout time is 12nn For any inquiry, please feel free to contact: - Corporate Team: salescorporate.hp8d@harbour-plaza.com Reservation Team: rsvn.hp8d@harbour-plaza.com

Programme

To be announced soon

Abstract Book

To be announced soon

Instructions for Presenters

Presenters are requested to arrive at their session room in advance to check in with the session chair and confirm that all audiovisual equipment is functioning properly. A PC will be provided in each room for presentations. Please bring your PowerPoint files on a USB drive.

Each presentation slot is 15 minutes. After all the presentations were completed, there will be a 10-minute Q&A session.

Host

Venue

School of Communication, Hong Kong Baptist University

School of Communication strives to fulfill the vision through whole-person education, innovative research, and active service for Hong Kong, greater China, and the global community.

"Truth is virtue" is the school motto. School of Communication holds that truth shall be approached through free, responsible, effective and balanced communication of accurate facts, diverse views, and creative works. To continuously approach and uphold truth, School of Communication strives:

• To foster outstanding and socially responsible community leaders, practitioners and scholars through quality teaching and learning
• To advance knowledge in various areas of communication through scholarly, creative and professional output
• To anticipate and serve the changing needs of local, regional and global communities

(Information from the website of School of Communication, Hong Kong Baptist University: https://comm.hkbu.edu.hk/)

Hong Kong

Hong Kong is a vibrant city, and a major gateway to Chinese Mainland. At the south-eastern tip of China, Hong Kong covers Hong Kong Island, Lantau Island, the Kowloon Peninsula and the New Territories, including 261 outlying islands. Between Hong Kong Island and the Kowloon Peninsula lies Victoria Harbour, one of the world's most renowned deep-water harbours.

Hong Kong has a subtropical climate. January and February are cloudier with cold spells, while March and April are milder and humid with fog. From May to August, it is hot and humid with occasional heavy rain and thunderstorms. Tropical cyclones usually occur between June and October, bringing high winds, heavy rain and sometimes storm surges. November and December are generally fine and dry with pleasantly cool weather, and may on occasion be relatively cold at night and in the early morning.

(Information from the website of Hong Kong government: https://www.gov.hk/en/about/abouthk/facts.htm)

Conference Organising Committee

No.	Title	Name	University / Department / Organisation
HKBU Committee
1.	Professor	Kara Chan	School of Communication, Hong Kong Baptist University
2.	Professor	Kineta Hung	School of Communication, Hong Kong Baptist University
3.	Assistant Professor	Lola Xie	School of Communication, Hong Kong Baptist University
4.	Assistant Professor	Fei Fan	School of Culture and Creativity, Beijing Normal-Hong Kong Baptist University
5.	Research Associate	Yan Wang	School of Communication, Hong Kong Baptist University
International Scholars
1.	Professor	Fuyuan Shen	Department of Advertising/Public Relations, Penn State University
2.	Professor	Michael Prieler	Department of Media and Communication, Xi'an Jiaotong-Liverpool University
3.	Professor	Bradley Carl Freeman	School of Communication and Media Studies, Sunway University
4.	Associate Professor	Fang Liu	Business School, The University of Western Australia
5.	Professor	Dave Centeno	School of Business, University of the Philippines
6.	Associate Professor	Sandra Diehl	President, European Advertising Academy, Department of Media and Communications, Klagenfurt University
7.	Professor	Ralf Terlutter	Department of Marketing and International Management, Klagenfurt University
8.	Professor	Jameson Hayes	President, American Academy of Advertising, School of Journalism and Mass Communications, University of South Carolina

Keynote speakers

Organizer

Message from the Conference Chair

Together with our organizing committee members, I am delighted to welcome you to the International Conference on Advertising Research 2026 (ICAR2026). This event will be an exciting forum for scholars and industry practitioners to exchange ideas, share insights, and explore the future of advertising.

Inspired by ICORIA, the annual conference of the European Advertising Academy, we aim to build a similarly vibrant event in our region—one that combines academic excellence with practical relevance. Our vision is to make this conference a regular fixture, fostering collaboration and innovation across borders.

Looking ahead, we are exploring the establishment of the Asia Pacific Advertising Academy. This initiative will strengthen networks among researchers and professionals, ensuring that our community continues to grow and thrive.

We warmly invite you to join us in shaping this new chapter for advertising research. Together, we can build a lasting platform for knowledge, dialogue, and impact.

Professor Kara Chan

Enquiries

For any questions regarding abstract submission or conference arrangements, please contact the conference organizing committee at: ad_conf@hkbu.edu.hk

Acknowledgement

The ICAR2026 conference was funded by Hong Kong Baptist University, Research Committee, International Activities Programme 2025/26