Proceedings Research Summit 2012

2012 Direct/Interactive Marketing Research Summit | Las Vegas, NV | October 13-14, 2012

Jacobs & Clevenger Case Writers' Workshop

A. Gold Winning Case:  GREENOLAStyle (slideshow embedded for viewing on this website, downloads disabled) — Stacy Neier and Drai Hassert, Loyola University Chicago

B. Corporate Presentation:  From Stretched to Strengthened: Insights from the Global Chief Marketing Officer Study—A North America Perspective (ppt) — Nanci Knight, IBM Academic Initiative, Relationship Manager, West Region


1. Online Opinions for Automobiles: A Dynamic Perspective (pptx) – Jie Feng, SUNY Oneonta; Purushottam Papatla; University of Wisconsin Milwaukee

2. The Dynamics of Online Customer Review Engagement (Word docx) - Patrick Barbro, Temple University

5. An Integrative Model of Individual-Level Online Word-of-Mouth Transmission (Word docx) - Cuiping Chen, University of Ontario Institute of Technology; Huimin Xu, The Sage Colleges; Beej Villaruel, University of Ontario Institute of Technology

6. Website Design and Content Management Analysis: Opportunities for Service Learning Projects (Word docx) - Matt Hettche, Christopher Newport University; Michael J. Clayton, American University

7. Teams Build A wiki to Teach Each Other Four Social Media Platforms (Word docx - Tyler Laird-Magee, Linfield College

8. How College Students Use LinkedIn, Why Some Do Not Use It, and Why it is Important (Word doc) [Presentation slides-pdf]- Bela Florenthal, Michael Dykhousr, William Paterson University

9. M-Learning: Creating Social Presence through Mobile Social Media (Word docx) - Caroline Lego Muñoz, Fairleigh Dickenson University; Natalie T. Wood, St. Joseph's University, Edith Cowan University

10. Teaching Digital and Social Media Metrics and Analysis in Marketing Courses (Word docx)– Lisa Spiller, Christopher Newport University; Tracy Tuten, East Carolina University

11. The Tweet is in Your Court: Measuring the Effectiveness of Athlete Endorsements in Social Media (Word doc) - Laura Bright, Nicole Cunningham, Texas Christian University

13. Deal Me In! Assessing Consumer Response to Daily-Deal Sites (Word doc) - Kelty Logan, University of Colorado; Laura F. Bright, Texas Christian University

14. Marketing Sustainable Behaviors on Facebook and Twitter: Motivational Differences from Three Continents (Word docx) - Lynn Kahle, Elizabeth Stickel, Christopher Lee, University of Oregon; Ulrich Orth, Christian-Albrechts-Universität zu Kiel; Chung-Hyun Kim, Sogang University

15. Expanding Direct Marketing In Emerging Markets: Methodological Approach and Cultural Value Analysis (Word docx) [PowerPoint Slides] - Richard Michon, Ryerson University; Atul Tandon, Tandon Institute

20. [Two documents available]:  An Integrated IMC Data Framework (Word docx) [PowerPointx presentation] - James Peltier, University of Wisconsin, Whitewater; Debra Zahay-Blatz, Northern Illinois University; Anjala S. Krishen, University of Nevada, Las Vegas

21. Comparisons of Daily Deals Subscribers and Purchasers: Deal Perceptions, Evaluations, and Customer Experience (Word docx) - Beng Soo Ong, California State University, Fresno

22. Let Me Tell You! When Consumers Talk Bad about Brands (Word doc) - Vishal Lala, Pace University; Brad Carlson, Saint Louis University

25. Impact of Metamotivational User Mode on Advertising Interactivity's Effectiveness (Word docx) - Jae Min Jung, Hang Chu "Michel" Hui, California State Polytechnic University-Pomona; Kyeong Sam Min, University of New Orleans; Drew Martin, University of Hawaii at Hilo

26. A Teachers'  Overview of Digital Marketing Education in China [PowerPoints (pptx) - Deck 1 | Deck 2]- Guangzhi Chu, Chenyu Li, Communication University of China

28. Interactivity in Branded Mobile Apps: A Conceptual Framework - Eunice Kim, University of Texas at Austin

29. Motivations for Financing Cultural Projects in a Computer-Mediated Environment: Consumer Behavior in Crowdfunding (Word doc)
Jessica Darveau, Benjamin Boeuf, HEC Montréal

35. Social Media Intelligence: Measuring Brand Sentiment from Online Conversations (PowerPointx presentation) - David Schweidel, Emory University; Wendy Moe, University of Maryland; Chris Boudreaux, Converseon Inc.

36. The Impact of Strategic, Market, and Metric Orientation on Social Media Metric Use and Social Media Marketing Performance - (Word docx)
Ofer Mintz, Louisiana State University; Donna Hoffman, University of California, Riverside

38. e-ESM Echo: Measuring Flow Online in Real-Time (pdf) - Jean-Francois Guertin, University of Sherbrooke

39. Marketing Attribution in a Multichannel Customer Relationship Setting (Word docx) - Kinshuk Jerath, Carnegie Mellon University; Marcel Goic, University of Chile; Kirthi Kalyanam, Santa Clara University

40. What Lies Beneath Impressions and Clicks: Mining Foursquare to Improve Day parting for Location-Based Mobile Advertisers, (pptx) - Sy Banerjee, University of Michigan Flint; Vijay Viswanathan, Kalyan Raman, Northwestern University; Hao Ying, Wayne State University

41. Market Creation as Social Movement: Kogi BBQ's Founding of the Gourmet Food Truck Market (Word docx) Russel Nelson, University of California, Irvine

42. A Value and Risk Model of Consumers' Mobile Marketing Acceptance (pptx)
Fareena Sultan, Tao (Tony) Gao, Northeastern University; Andrew J. Rohm, Loyola Marymount University; Jiao Wang, Beijing Institute of International Economics and Trade

43. BEST PEDAGOGICAL PAPER: Contagious Motivation: Can Seeking Help Improve Group Project Experiences? (Word docx) - Anjala Krishen, University of Nevada Las Vegas

44. Social Media in the Classroom - Lauren Labrecque, Loyola University Chicago; Geoff Klapisch, Boston University, Emerson College, and Sunsetter Products; Anjala Krishen, University of Nevada Las Vegas; Nadia Pomirleaun, University of Nevada Las Vegas; Andrew Stephen, University of Pittsburgh

47. Analyzing the Profitability of Branded Keywords in Paid Search (Word docx) - Bernd Skiera, University of Frankfurt

48. ‘Me Want Cookie!’ – The Impact of Timing and Information Specificity on Advertising Effectiveness (pdf) - Alexander Eiting, Isabelle Kes, David M. Woisetschlaeger, TU Braunschweig

51.  Using Social Networks to Improve Product Ideation (Word docx) - Andrew Stephen, University of Pittsburgh;  Peter Zubcsek, University of Florida; Jacob Goldenberg, Hebrew University of Jerusalem

52. Duration Dependence of Donation Behavior: Explaining Heterogeneity in Donation Incidence and Amount through Community Characteristics (ppt)- Shameek Sinha, IE University; Frenkel ter Hofstede, Vijay Mahajan, University of Texas at Austi

54. Creating Engagement with Social Media Contests and its Effects on Purchase Behaviors (Word doc) –
Edward C. Malthouse, Northwestern University; Mark Vandenbosch, University of Western Ontario; Su Jung Kim, Northwestern University

55. BEST RESEARCH PAPER: The Role of Online Social Media in Brand-Consumer Interactions: An Exploratory Study (Word docx) -
Andrew J. Rohm, Loyola Marymount University; George Milne, University of Massachusetts-Amherst; Velitchka Kaltcheva, Loyola Marymount University

56. Building Bridges via Real-World Application (pdf) - Donald Hurwitz, Emerson College; David W. Marold, Eastern Michigan University; Harvey Markovitz (ppt), Dennis Sandler, Pace University, Lisa Spiller, Christopher Newport University (2 documents linked above)

57. Meet the Editors - Journal of Research In Interactive Marketing (pptx)

58. Managing Unstructured Text Data for Forecasting Purposes: Using Webcare Data to Optimize a Contact Center’s Capacity (pdf) [Slide Deck (pdf)] -
Jos Schijns, Open University of the Netherlands; Ivo Temmink, Gonneke Zwennes, Cendris

59. From Leaders to Followers: Empirical Analysis of Individual Responses to Social Networking Activities (Word docx) -
Andrew Stephen, University of Pittsburgh; Yakov Bart, INSEAD; Tuan Phan, National University of Singapore

60. The Role of Intrinsic Motivations in Generating Customer Engagement  (Word docx) - Yana Andonova, University of Massachusetts-Amherst

62. QR Code (Quick Response) – The New Frontier: Exploring College Students’ Attitudes & Behaviors
(Word docx) Juanita Roxas, Helena Czepiec, Debborah Whitson, Frank Bryant, California State Polytechnic University Pomona

63. Beta Testing QR Code Utilization in Vivo in a Classroom Setting
(Word docx) Juanita Roxas, Ariel Weinshanker,  Helena Czepiec, Debborah Whitson, Frank Bryant, California State Polytechnic University Pomona

64. Benefits and Problems with Developing Social Media/Networking Skills in Marketing Students (Word docx) [slides (pdf)]- Denny McCorkle, James Reardon, University of Northern Colorado (2 documents linked above)