Agenda | Saturday, October 13, 2012

Direct Interactive Marketing Research Summit

Mandalay Bay |  Las Vegas, NV


Saturday, October 13 2012 Agenda

Scroll past the following chart to see a list of the confirmed presentations.  Or, click on the yellow links in the agenda to review each section. 
(All co-authors - whether or not presenting - are listed.)
8:45 a.m.- 1:30 p.m. Jacobs & Clevenger Case Writers' Workshop
(includes lunch with corporate presenters)
12:30-1:30p.m. LUNCH - sponsored by RACOM
1:30-3:00 p.m. Online Reviews Educational Projects & Teaching Tools

New Topics in Education

3:15-4:45 p.m. Global Measuring Market Behavior Consumer Behavior and Reactions to Interactive Marketing
5:00-6:00 p.m. POSTER SESSION
5:00-6:30 p.m. RECEPTION

NEXT DAY Sunday,
Oct 14 starts
8:00 a.m.
Next Day:  Sunday Sessions begin with Continental Breakfast, Invited Speakers Session.


Saturday | 8:45 AM-1:30 PM | Jacobs & Clevenger Case Writers' Workshop

Includes lunch with corporate case presenters 12:30-1:30 PM.  Click for complete description and agenda of the Jacobs & Clevenger Case Writers' Workshop


Saturday | 12:30-1:30 PM


sponsored by

RACOM Communications


Saturday | 1:30-3:00 PM | Session 1


Online Reviews


1 Online Opinions for Automobiles: A Dynamic Perspective – Jie Feng, SUNY Oneonta; Purushottam Papatla; University of Wisconsin Milwaukee
2 The Dynamics of Online Customer Review Engagement
Patrick Barbro, Temple University
3 What Makes Happy Customers Say Good Things about your Brand?
An Investigation of the Drivers of Consumer Generated Content
Following a Positive Customer Experience

Vishal Lala, Pace University; Brad Carlson, Saint Louis University
5 An Integrative Model of An Individual’s Online Word-of-Mouth Transmission Cuiping Chen, University of Ontario Institute of Technology; Huimin Xu, The Sage Colleges; Urvil James Villaruel, University of Ontario Institute of Technology


Session Chair: Cuiping Chen, University of Ontario Institute of Technology


Saturday | 1:30-3:00 PM | Session 2


Educational Projects and Teaching Tools


6 Website Design and Content Management Analysis:
Opportunities for Service-Learning Projects

Matthew Hettche, Christopher Newport University; Michael Clayton, American University
7 Teams Build a Wiki to Teach Each Other Four Social Media Platforms
Tyler Laird-Magee, Linfield College
8 How College Students Use LinkedIn
Why Some Don’t Use It; and Why It Is Important

Bela Florenthal, Michael Dykhouse, William Paterson University
9 M-Learning: Creating Social Presence through Mobile Social Media Caroline Munoz, Fairleigh Dickenson University;
Natalie Wood, Saint Joseph’s University


Session Chair: David Wheeler, Suffolk University


Saturday | 1:30-3:00 PM | Session 3


New Topics in Education


10 Teaching Digital and Social Media Metrics and Analysis in Marketing Courses – 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

Laura Bright, Nicole Cunningham, Texas Christian University
12 Get Students Pinterested in Marketing – John Cronin, Western Connecticut State University
13 Deal Me In!  Assessing Consumer Response to Daily-Deal Sites
Kelty Logan, University of Colorado at Boulder;
Laura Bright, Texas Christian University


Session Chair: Lisa Spiller, Christopher Newport University

back to top

Saturday | 3:15-4:45 PM | Session 4




14 Marketing Sustainable Behaviors on Facebook and Twitter:  Motivational Differences from Three Continents – Lynn Kahle. University of Oregon; Chung-Hyun Kim, Sogang University; Ulrich Orth, Christian-Albrechts-Universität zu Kiel; Elizabeth Minton, Christopher Lee, University of Oregon
15 Expanding Direct Marketing In Emerging Markets: Methodological Approach and Cultural Value Analysis
Richard Michon, Ryerson University; Atul Tandon, Tandon Institute
16 Global Privacy: an International Perspective –
Examining Perceptions of Information Sensitivity and Consumers’ Willingness to Provide Personal Information

Ereni Markos, Quinnipiac University; George R. Milne, University of Massachusetts-Amherst


Session Chair: Michael Faulkner, DeVry University


Saturday | 3:15-4:45 PM | Session 5


Measuring Market Behavior


17 A Comparison of Social Media Strategies in Business-to-Business and Business-to-Consumer Contexts – Kunal Swani, George Milne, University of Massachusetts–Amherst; Brian Brown, Virginia Commonwealth University
18 Strategic Competition Between Buyers
Steven Shugan, University of Florida
19 PROSAD: A Bidding Decision Support System for Profit Optimizing Search Engine Advertising
Bernd Skiera, Nadia Abou Nabout, University of Frankfurt
20 An Integrated IMC Data Framework – James Peltier, University of Wisconsin-Whitewater; Debra Zahay-Blatz, Northern Illinois University; Anjala Krishen, University of Nevada Las Vegas


Session Chair: Lauren Labrecque, Loyola University Chicago


back to top

Saturday | 3:15-4:45 PM | Session 6


Consumer Behavior and Reactions to Interactive Marketing


21 Comparisons of Daily Deals Subscribers and Purchasers:
Deal Perceptions Evaluations; and Customer Experience

Beng Soo Ong, California State University Fresno
22 Let Me Tell You! When Consumers Talk Bad about Brands
Vishal Lala, Pace University; Brad Carlson, St. Louis University
24 Using Student Competitions to Enhance Student Learning:
One Size Doesn’t Fit All

Michael Clayton, American University;
Howard Dover, University of Texas at Dallas
25 Impact of Metamotivational User Mode
on Advertising Interactivity’s Effectiveness

Jae Min Jung, Han Chu Hui, California State University Pomona;
Kyeong Sam Min, University of New Orleans;
Drew Martin, University of Hawaii at Hilo


Session Chair: Deborah Cowles, Virginia Commonwealth University


Saturday | 5:00-6:00 PM | Session 7   |   5:00-6:30 PM | RECEPTION


26 A Teachers'  Overview of Digital Marketing Education in China
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
Jessica Darveau, Benjamin Boeuf, HEC Montréal
32 What are They Reading?
The Role of Networked Information Usage in the Classroom Environment

Spencer Ross, Kunal Swani, George Milne,
University of Massachusetts Amherst


Sunday Schedule | back to Research Summit main page | back to top