Saturday Full Agenda | October 3, 2015

Direct/Interactive Marketing Research Summit
October 3-4, 2015
Boston Convention & Exhibition Center |  Boston, MA
11:30 A.M.-12:15 P.M.  

- James Peltier, University of Wisconsin-Whitewater
- Brian Ratchford, University of Texas at Dallas
- Arch Woodside, Boston College

12:15-1:45 P.M.
Teaching Digital Marketing   Pricing, Value & Analytics   Brands & Digital Marketing
BEST PAPER: Social Media Research Survey:College Students/Faculty Communications
- Lana Brackett, Ben Carr, Roger Williams University
  Can Combining Web and Mobile Communication Channels Reveal Concealed Customer Value?
- Gregoire Bothorel, Université Paris 1 Pahthéon Sorbonne - Numberly (1000mercis Group)
- Régine Vanheems, IAE Lyon, Université Jean Moulin Lyon 3
- Anne Guerin, Numberly (1000mercis Group)
  @brand to @brand: Consumer Evaluations of Interbrand Social Media Communications
- Spencer Ross, University of Massachusetts- Lowell
Flipping the Capstone: Lessons from a One-Year Experiment
- Carol Scovotti, University of Wisconsin-Whitewater
Match Your Own Price? Self-Matching as a Retailer''s Multichannel Pricing Strategy
- Pavel Kireyev, Harvard Business School
- Vineet Kumar, Yale School of Management
- Ellie Ofek, Harvard Business School
  Enhancing Consumer-Brand Connections on Social Media through Posting a Brand Success: The Perspective of Basking in Reflected Glory
- Dae Hee Kim,
Christopher Newport University
Student Use of Social Media as a Personal Learning Network
Denny E. McCorkle, University of Northern Colorado
  Evaluation Set Size and Purchase: Evidence from a Product Search Engine
Vidyanand Choudhary, University of California – Irvine
Imran Currim,
Sanjeev Dewan,
Ivan Jeliazkov University of California – Irvine; 
Ofer Mintz, Louisiana State University; 
John Turner, University of California – Irvine
  Brand Evangelism: Model of Antecedents and Consequences
- Toni Ann Cestare, Vishal Lala,
Pace University
Hire Me: Student Strategies for Being Recruited Through Social Media
- Mary Beth McCabe, National University
  Introductory Pricing for a New Contractual Service: An Agent-Based Study
- Mohammad Nejad, Sertan Kabadayi, Fordham University



Textual Paralanguage and Its Implications for Brand Communications in Online Environments
- Victor Barger, University of Wisconsin-Whitewater
- Andrea Webb,
Joann Peck, University of


        That’s the Way Brand Love Grows: Role of Customer Engagement across Markets
- Albert Valenti, Shuba Srinivasan, Boston University
- Koen Pauwels, Ozyegin University
2:00-3:30 P.M.
The Digital Classroom I   Digital Analytics   Social Media Communications
Digital Marketing in the Marketing Curriculum: Who and How Much?
- Eric Karson, Villanova University
- Ann Root, Florida Atlantic University
  Augmented Reality: Designing Immersive Experiences That Maximize Consumer Engagement
- Andrew N. Smith, Merrimack College
- Joachim Scholz, California Polytechnic State University San Luis Obispo
  The Selfie Effect in Product Liking
- Patrick A. Barbro, Rowan University
High-Impact Strategies for Enhancing Student Engagement in Hybrid and Online Marketing Courses
- H. Rika Houston, Shirley Stretch Stephenson, Michael Germano, California State University, Los Angeles
  A Content Analysis of Experimental Technologies in Award-Winning Advertising
Fei Qiao, W. Glenn Griffin, University of Alabama
  Consumer Acceptance and Use of Instagram
- Joel Järvinen, Roope Ohtonen, Heikki Karjaluoto, University of Jyväskylä
Inferring Attribute Structure from Online Reviews: The Case of
- Vishal Lala, Pace University
  Customer Service versus Word-of-Mouth: An Exploratory Motivational Analysis of Online Complainants
- Todd J. Bacile, Loyola University New Orleans
- Alexa K. Fox, Ohio University
  Individual and Firm Participation in Social Media Marketing: A Review
- Atthaphon Mumi, Tao Gao, Yi Yang, University of Massachusetts Lowell
Guiding Students in the Selection of a Promising Client for the Google Online Marketing Challenge
- Theresa B. Clarke, James Madison University
- Wojceich Czart, Adam Kickiewicz University
- Jamie Murphy, Australian School of Management
  How Managers Sense and Seize “Hyped” Technologies: A Case of Online Consumer Reviews
- Kristen Schiele, California State Polytechnic, Pomona
- Pernille Rydén, Copenhagen Business School
  Leveraging Social Media to Increase Capital Raised Through an Initial Public Offering
- Atthaphon Mumi, Michael Obal,
Yi Yang, University of Massachusetts Lowell
Data Scraping for Brand Personality Attributes:  Five “Free” Text Analytics Tools to Use in the Classroom
- Matt Hettche, Christopher Newport University
- Michael J. Clayton, American University
      Linguistic Style in Social Media
- Lauren Labrecque, Loyola University Chicago
- Kunal Swani, Wright State University
3:45-5:15 P.M.
The Digital Classroom II   Big Data & Privacy   Social Media Marketing
Investigating the Place of Traditional Sales Skills Education in a Direct Marketing Context: Have We Entered the Age of the Integrated Marketing Maven?
Harvey Markovitz, Deborah Fain, Dennis Sandler, Pace University
  Big Data, Big Problems: The Challenges of Big Data Ethics & Digital Privacy
- Kristen Schiele, California State Polytechnic, Pomona
- Jack McAlpin, DZ Solutions
  The Importance of Social Media Responsiveness
- Jennifer Dapko, Nicholas Palmerton, Florida Southern College
Developing Creative Thinking in the Direct Marketing Classroom through Digital Story Making
Henry Greene, Central Connecticut State University
  Big Data and Consumer Behavior: The Imminent Cultural Clash
Fareena Sultan, Northeastern University
- Charles Hofacker, Florida State University
- Edward Malthouse, Northwestern University
  Causes and Consequences of Fanpage Seller Credibility: Social Commerce
- Pattharisa Charoenchaipong, Thammasat University

Does Social Media Matter? How Prospective and Current Students Use Social Media to Connect with Schools
Alison Shields, Ithaca College 
- Adam Peruta, Syracuse University

  Strategic Category Development on Daily Deals Platforms
-Hui Li,
Carnegie Mellion University;
- Qiaowei Shen,
The Wharton School;
Yakov Bart,
Northeastern University
  Loving “Mapple Store” but Hating “Sprawl-Mart”: A Case Study of Brand Parodies in The Simpsons
Fei Qiao, Brandon Chicotsky, University of Alabama
Student-Centered Content Communication with the Post-Millennial Marketing Student
- Spencer Ross, University of Massachusetts Lowell
      Identifying Social Media Influentials through Heuristic Modeling
- Tracy Cosenza, University of Memphis
- Sangbaran Karmakar, Social Nudging
Explore Marketing Analytics with Your Professor: How to Use Websites and Free Analytics Tools to Engage Students
Anyuan Shen, State University of New York at New Paltz
5:15-6:45 P.M. Research Summit Reception