DIRECT/INTERACTIVE MARKETING RESEARCH SUMMIT PROCEEDINGS 2015

Direct/Interactive Marketing Research Summit
October 3-4, 2015
Boston Convention & Exhibition Center | Boston, MA

 

Literature Sponsor: Kogan Page USA

Saturday, October 13, 2015  

Kentucky Speedway: Getting a Checkered Flag with Customers [pptx]
– Deborah Cowles, Virginia Commonwealth University
– Jan Owens, Carthage College
– Matthew Sauber, Eastern Michigan University

USS Midway Museum
– Blodwen Tarter, Golden Gate University

Song.com [pdf]
– Lillianna Stelmach, Kristen Walker, Mary Curren,
California State University, Northridge

Visit Williamsburg | Jamestown | Yorktown
– Lisa D. Spiller, Christopher Newport University
– Carol Scovotti, University of Wisconsin – Whitewater

What’s in a Name? Powerful Forces Are on the Warpath Against a Professional Sports Team Brand
Skills to Pay the Bills – SEO-SEM

Pacific Gas and Electric: Creating Energy Efficiency Engagement among Small and Midsize Businesses

11:30 A.M.-12:15 P.M.
Meet the Editors Lunch

Session 1. Teaching Digital Marketing

1. BEST PAPER: Social Media Research Survey: College Students/Faculty Communications [pdf]
– Lana Brackett, Ben Carr, Roger Williams University

2. Flipping the Capstone: Lessons from a One-Year Experiment [pdf]
– Carol Scovotti, University of Wisconsin-Whitewater

3. Student Use of Social Media as a Personal Learning Network [pdf]
– Denny E. McCorkle, University of Northern Colorado

4. Hire Me: Student Strategies for Being Recruited Through Social Media
– Mary Beth McCabe, National University

Session Chair: Mary Beth McCabe, National University

12:15-1:45 p.m.

Session 2. Pricing, Value & Analytics

5. Can Combining Web and Mobile Communication Channels Reveal Concealed Customer Value? [pdf]
– Gregoire Bothorel, Université Paris 1 Pahthéon Sorbonne – Numberly (1000mercis Group)
– Régine Vanheems, IAE Lyon, Université Jean Moulin Lyon 3
– Anne Guerin, Numberly (1000mercis Group)

6. Match Your Own Price? Self-Matching as a Retailer”s Multichannel Pricing Strategy [pdf]
– Pavel Kireyev, Harvard Business School
– Vineet Kumar, Yale School of Management
– Ellie Ofek, Harvard Business School

7.0. Evaluation Set Size and Purchase: Evidence from a Product Search Engine [pdf]
Vidyanand Choudhary, University of California – Irvine
Imran Currim,
Sanjeev Dewan,
Ivan Jeliazkov University of California – Irvine;
Ofer Mintz, Louisiana State University;

7.1. Introductory Pricing for a New Contractual Service: An Agent-Based Study [pdf]
– Mohammad G. Nejad, Fordham University

Session Chair: Mohammad G. Nejad,
Fordham University
John Turner, University of California – Irvine

Session 3. Brands & Digital Marketing

8. @brand to @brand: Consumer Evaluations of Interbrand Social Media Communications [pdf]
– Spencer Ross, University of Massachusetts- Lowell

9. Enhancing Consumer-Brand Connections on Social Media through Posting a Brand Success: The Perspective of Basking in Reflected Glory [pdf]
Dae Hee Kim,
Christopher Newport University

10. Brand Evangelism: Model of Antecedents and Consequences [pdf]
– Toni Ann Cestare, Vishal Lala,
Pace University

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

12. That’s the Way Brand Love Grows: Role of Customer Engagement across Markets
– Albert Valenti, Shuba Srinivasan, Boston University
– Koen Pauwels, Ozyegin University

Session Chair: Albert Valenti, Boston University

Session 4. The Digital Classroom I

13. Digital Marketing in the Marketing Curriculum: Who and How Much? [pdf]
– Eric Karson, Villanova University
– Ann Root, Florida Atlantic University

14. High-Impact Strategies for Enhancing Student Engagement in Hybrid and Online Marketing Courses [pdf]
– H. Rika Houston, Shirley Stretch Stephenson, Michael Germano, California State University, Los Angeles

15. Inferring Attribute Structure from Online Reviews: The Case of RateMyProfessors.com [pdf]
– Vishal Lala, Pace University

16. Guiding Students in the Selection of a Promising Client for the Google Online Marketing Challenge [pdf]
– Theresa B. Clarke, James Madison University
– Wojceich Czart, Adam Kickiewicz University
– Jamie Murphy, Australian School of Management

17. Data Scraping for Brand Personality Attributes: Five “Free” Text Analytics Tools to Use in the Classroom [pdf]
– Matt Hettche, Christopher Newport University
– Michael J. Clayton, American University

Session Chair:
Matt Hettche,
Christopher Newport University

2:00-3:30 P.M.

Session 5. Digital Analytics

18. Augmented Reality: Designing Immersive Experiences That Maximize Consumer Engagement [pdf]
– Andrew N. Smith, Merrimack College
– Joachim Scholz, California Polytechnic State University San Luis Obispo

19. A Content Analysis of Experimental Technologies in Award-Winning Advertising
– Fei Qiao, W. Glenn Griffin, University of Alabama

20. Customer Service versus Word-of-Mouth: An Exploratory Motivational Analysis of Online Complainants [pdf]
– Todd J. Bacile, Loyola University New Orleans
– Alexa K. Fox, Ohio University

21. How Managers Sense and Seize “Hyped” Technologies: A Case of Online Consumer Reviews
– Kristen Schiele, California State Polytechnic, Pomona
– Pernille Rydén, Copenhagen Business School

Session Chair: Jan Owens, Carthage College

Session 6. Social Media Communications

22. The Selfie Effect in Product Liking [pdf]
– Patrick A. Barbro, Rowan University

23. Consumer Acceptance and Use of Instagram [pdf]
– Joel Järvinen, Roope Ohtonen, Heikki Karjaluoto, University of Jyväskylä

24. Individual and Firm Participation in Social Media Marketing: A Review [pdf]
– Atthaphon Mumi, Tao Gao, Yi Yang, University of Massachusetts Low

25. Leveraging Social Media to Increase Capital Raised Through an Initial Public Offering [pdf]
– Atthaphon Mumi, Michael Obal,
Yi Yang, University of Massachusetts Lowell

26. Linguistic Style in Social Media [pdf]
– Lauren Labrecque, Loyola University Chicago
– Kunal Swani, Wright State University

Session Chair: Kunal Swani, Wright State University

Session 7.  The Digital Classroom II

27. Investigating the Place of Traditional Sales Skills Education in a Direct Marketing Context: Have We Entered the Age of the Integrated Marketing Maven? [pdf]
– Harvey Markovitz, Deborah Fain, Dennis Sandler, Pace University

28. Developing Creative Thinking in the Direct Marketing Classroom through Digital Story Making [ppt] [pdf of abstract]
– Henry Greene, Central Connecticut State University

29. Does Social Media Matter? How Prospective and Current Students Use Social Media to Connect with Schools [pdf]
– Alison Shields, Ithaca College
– Adam Peruta, Syracuse University

30. Student-Centered Content Communication with the Post-Millennial Marketing Student [pdf]
– Spencer Ross, University of Massachusetts Lowell

Session Chair: Daniel Shen, State University of New York at New Paltz

3:45-5:15 P.M.

Session 8.  Big Data & Privacy

32. Big Data, Big Problems: The Challenges of Big Data Ethics & Digital Privacy [pdf]
– Kristen Schiele, California State Polytechnic, Pomona
– Jack McAlpin, DZ Solutions

33. Big Data and Consumer Behavior: The Imminent Cultural Clash [pdf]
– Fareena Sultan, Northeastern University
– Charles Hofacker, Florida State University
– Edward Malthouse, Northwestern University

34. Strategic Category Development on Daily Deals Platforms [pdf]
– Hui Li, Carnegie Mellion University;
– Qiaowei Shen, The Wharton School
– Yakov Bart, Northeastern University

Session Chair:
Yakov Bart,
Northeastern University

Session 9. Social Media Marketing

35. The Importance of Social Media Responsiveness [pdf]
– Jennifer Dapko, Nicholas Palmerton, Florida Southern College

36. Causes and Consequences of Fanpage Seller Credibility: Social Commerce [pdf]
– Pattharisa Charoenchaipong, Thammasat University

37. Loving “Mapple Store” but Hating “Sprawl-Mart”: A Case Study of Brand Parodies in The Simpsons [pdf]
– Fei Qiao, Brandon Chicotsky, University of Alabama

Session Chair:
Theresa Clarke,
James Madison University

5:30-6:30 P.M.
Reception

Sunday, October 4, 2015

Session 10. Digital Marketing Potpourri Papers

39. Visualizing, Matching, and Generalizing Case-Based Theory Construction and Case-Level Data Analysis [pdf]
– Arch Woodside, Boston College

40. Are Brands Best Described as Institutional Facts? [pdf]
– Anjala Krishen, University of Nevada Las Vegas

41. Green Growth: An Exploratory Study of Garden Centers’ Use of New-Media Marketing [pdf]
– Scott Stebner, Lauri M Baker, Cheryl Boyer, Hikaru Hanawa Peterson, Janis Crow, Kansas State University

42. The Evolution of IMC [pdf]
– Donald Hurwitz, Emerson College

Session Chair: John Leininger, Clemson State University

9:00-10:30 a.m.

Session 11. Digital Marketing Potpourri Abstracts

43. Health Message Framing of Pandemic Diseases: an Analysis of Ebola and Avian Flu Messaging in Ghana China and USA [pdf]
– Anthony Asare, Tilottama Ghosh Chowdhury, Patricia Norberg, Quinnipiac University
– Jun Kang, Hunan University
– Richard Bannor, University of Ghana Legon

44. The “Quantification of Self” in Fitness: Exploring The Role of Granularity, Gamification and Social Sharing in this New Consumer Movement [pdf]
– George Pettinico, George Milne, University of Massachusetts Amherst

45. The Effect of Independent and Interdependent Self-Concept on Responses to Recommendation Messages of Content-Based and Collaborative Filtering [pdf]
– Dae Hee Kim, Christopher Newport University

46. Estimating Supporter Lapse Risk with First-Year Donation Behavior [pdf]
– Anyuan Shen, State University of New York at New Paltz

47. Post Purchase Responses in Online versus Offline Experiences: The Interplay of Gender and Experiential Buying Tendency [pdf]
– Nadia Pomirleanu, John A. Schibrowsky, University of Nevada Las Vegas

Session Chair: Nadia Pomirleanu,
University of Nevada, Las Vegas

Session 12. Brands & Digital Marketing

48. Hierarchical Trait Predictors of Mobile App Purchasing Behaviors
– John B. Dinsmore, Kunal Swani, Wright State University
– Riley Dugan, University of Dayton

49. Relative Importance of Brand Experience Dimensions in Different Categories of Branded Apps [pdf]
– Nusser Raajpoot, Beth Ghiloni-Wage, Central Connecticut State University

50. Inside the Mobile Messaging Stream: Ground Up Insights into Brand Experiences and Engagements [pdf]
– Beth Ghiloni Wage, Nusser Raajpoot, Central Connecticut State University

51. Modeling Interdependent TV Subscription Behavior to Movie and Sports Channels [pdf]
– Xi “Alan” Zhang, University of Toledo

52.Why Classic Marketing Promotion Doesn’t Work in Digitized Context
– Anita Radon, Malin Sundström, Swedish Institute for Innovative Retailing

Session Chair; David Wheeler,
Suffolk University

10:45-11:45 AM
PANEL: Digital Marketing Trends

– Neil Feinstein, St. John’s University, and Owner, Zezo Digital
– Michelle McCormack, Founder, Secret Boston and LovetheCool Digital Consulting
– Ellie Ofek, Harvard Business School
– Fareena Sultan, Northeastern University

 

12:00-1:30 PM
Awards Luncheon & Keynote

Keynote: Harry Gold, CEO and Managing Partner, Overdrive Interactive

 

1:45-3:15 PM
PANEL: The Value of Personal Data to Marketing in the U.S.

– John Deighton, Harvard Business School
– Peter Johnson, Columbia University
– Rachel Nyswander Thomas, Executive Director, Data-Driven Marketing Institute and Vice President, Government Affairs, Direct Marketing Association

PANEL: Promoting Online Privacy Safety and Security: Digital Trust Foundation (DTF)

– Tina Keisler, Kristen Walker, California State University Northridge

 

3:13-3:30 PM
Closing Plenary Session

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