Welcome to the Proceedings of the 2026 2nd International Conference on Financial Innovation and Marketing Management (FIMM 2026). The conference brought together researchers and practitioners to exchange ideas on recent developments in financial innovation, financial management, marketing, and related fields. The papers collected here cover a wide range of current topics. The largest group concerns financial technology and artificial intelligence, including machine learning methods for financial prediction, investment analysis, credit assessment, and risk management. A second group examines green finance and sustainability: ESG investment, green bonds, carbon markets, and the role of financial policy in corporate and regional transformation. Read side by side, they show how technological and institutional change is working its way through financial markets and business practice. Other papers address capital markets, asset pricing, portfolio optimization, corporate finance, banking, and investor behavior, with several contributions in behavioral finance. Alongside this work, a number of authors turn to marketing: digital and social media marketing, consumer psychology, e-commerce, brand management, and the use of generative AI in marketing communication.

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