2017 MARKETING EDGE SUMMIT PROCEEDINGS

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PROGRAM BOOK ROSTER BIOGRAPHIESPROGRAM BOOK ROSTER ACKNOWLEDGEMENTS

Saturday, October 7  

12:00-1:00 p.m.
Meet the Editors

Journal of Business Research: Naveen Donthu, Georgia State University
Journal of Interactive Marketing: Brian T. Ratchford, University of Texas at Dallas
Journal of Retailing: Murali Mantrala, University of Missouri
Moderator: Denish Shah, Georgia State University and Summit Conference Co-chair

Session 1: Pedagogical

1. Addressing Online Behavioral Advertising and Privacy Implications: A Comparison of Passive versus Active Learning Approaches
Ereni Markos, Suffolk University; Lauren I Labrecque, Loyola University Chicago; Aron Darmody, Suffolk University *equal credit to all authors; listed in reverse alphabetically

2. Using LinkedIn in a Capstone Marketing Course for Personal Branding and Job Search
Denny McCorkle, University of Northern Colorado; Joe Alexander, Belmont University; Memo Diriker, Salisbury University

3. Certification in Interactive Direct Marketing: What Educators Can Learn
Harvey Markovitz, Dennis Sandler, Deborah Fain,
Pace University

4. Improving The Post-Millennial Student Experience Through Student-Centered Content Communication
Spencer Ross, University of Massachusetts-Lowell

5. Writing and Publishing Cases in Integrated Marketing Communications
Susan Jones, Ferris State University; Blodwen Tarter, Golden Gate University

Session Chair:
Matt Sauber, Eastern Michigan University

1:15-2:30 p.m.

Session 2: Social Media

6. Social Media Services Branding: The Use of Corporate Brand Names
Kunal Swani, Wright State University; George Milne, Elizabeth Miller,
University of Massachusetts-Amherst

9. How Does Culture Shape the Use and Influences of Social Media?
Jae Min Jung, California State
Polytechnic University-Pomona; Kyeong Sam Min, University of New Orleans; Kristen Schiele, Anthony Kim, Jing Hu,
California State Polytechnic University-Pomona; Curtis Haugtvedt, Ohio State University

Session Chair:
Jae Min Jung, California State
Polytechnic University-Pomona

Session 3: Mobile Marketing

10. Complementarity or Substitution? An Empirical Examination of Customers’ Mobile App and Cross-Platform Engagement
Rebecca JH Wang, Lehigh University

11. Brand Touchpoints’ Orchestration: Understanding the Impact of Digital, Traditional and Mobile Touchpoints on Customer Journeys Grégoire Bothorel, Paris Sorbonne University – Numberly (1000mercis Group); Régine Vanheems, IAE Lyon – Lyon 3 University; Anne Guerin, Numberly (1000 mercis Group)

12. Targeting through Smartphone Application in Off-Line Retail: Evidence from Field Experiment
Mariya Okuneva, University of Kiel; Dmitriy Potapov, Higher School of Economics

13. The Sound of Switching: Unraveling the Positive Associations between the Credit Card and Shopping Habits Using Ambient Transaction Noise
Kirsten Cowan, NEOMA; Seth Ketron, East Carolina University

Session Chair:
Nakeisha Lewis, University of St. Thomas

Session 4: Pedagogical

14. Incorporating Third-Party Certifications into a Marketing Course: The Effect of Learning Style on Student Responses
Dae-Hee Kim, Matt Hettche, Lisa Spiller, Christopher Newport University

15. Students’ Motivation to Participate via Mobile Technology in the Classroom:
A Uses and Gratifications Approach
Bela Florenthal,
William Paterson University

16. Are 21st Century Marketing Curriculums Adapting to Business Practice?
Michael Clayton, American University; Matt Hettche, Christopher Newport University

18. Analytics in Marketing: Implications for Curriculum Change in Undergraduate Marketing Programs
John McCarty, The College of New Jersey

Session Chair:
Takisha Toler,
Stevenson University

2:45-4:00 p.m.

Session 5: WOM

22. Millennials & Snapchat: The Self-Expression through the Use and Its Influence in the Purchase Motivation
José A. Flecha Ortiz, María De Los M. Santos Corrada, Alberto Vega, Virgin Dones, Evelyn Lopez, University of Turabo

[PPT handout]

[ Video Presentation ]

Session 6: Omnichannel

23. Digital Health Information Seeking in an Omni-Channel Environment: A Shared Decision-Making and Service-Dominant Logic Perspective
Andrew Dahl, University of Wisconsin-
Whitewater; George Milne, University of
Massachusetts-Amherst; James Peltier, University of Wisconsin-Whitewater

24. Smart-retailing:
How SIST are Revolutionizing the Physical Store in an Omnichannel Context
Mehdi El Abed, University of Paris 1 Pantheon Sorbonne; Jean Francois Lemoine, University Paris 1 Pantheon Sorbonne
(PRISM) and ESSCA Ecole de Management Paris

25. The Determinants of Big Data Analytics Driven Marketing Decision-Making
Devon Johnson, Montclair State University;
Debika Sihi, Southwestern University;
Laurent Muzellec, Trinity College Dublin

Session Chair:
Devon Johnson, Montclair State University

4:15-5:30 p.m. Concurrent Special Topic Panels
Session 7:
(R)evolution of Marketing: From Creative to Data/Digital to Artificial Intelligence

Moderator: Denish Shah, Georgia State University; Conference Co-Chair
Panelists: Alvin Glay, Head of Digital, Wahoo Fitness Stewart Pearson, Founder, Consilient

Session 8:
What is Old Is New Again – The Convergence of Communication & Commerce, Now Powered by Data

Moderator: Deborah Fain, Clinical Assistant Professor of Marketing, Pace University
Panelists:
Haroon Abbu, Senior Director, Analytics and Digital Transformation, Bell & Howell, and Pace University;
Ramesh Ratan, CEO, Bell & Howell, and Vice-chair, Universal Postal Union
Don McKenzie, President & Chief Growth Officer, Innovairre Communications

Sunday, October 8

Session 9: IoT

27. Internet-of-Things Enabled Marketing (IoTeM): Opportunities, Challenges, and Implications for Future Research
Denish Shah, Alvin Glay, Kenneth Stinson, Georgia State University

28. Smart Services: Why It’s Important to Take into Account Consumers’ Concerns
Zied Mani, Nantes University, Inès Chouk, Cergy-Pontoise University & Paris-Dauphine University

29. Need for Service. How the Importance of Artificial Intelligence Interactions and Human Interactions are Influencing Customer Service and Loyalty
Elizabeth Manser Payne, Jimmy Peltier, University of Wisconsin-Whitewater

30. The Internet of things (IoT), Big Data and Customer Engagement
Youmna Mohamed Abdelghany Youssef, Mansoura University Egypt and Georgia State University; Wesley J. Johnston, Georgia State University

Session Chair:
Eric Rhiney, Webster University

9:00-10:15 a.m.

31. Effect of Appeal Content on Fundraising Success and Donor Behavior
Juncai Jiang, Virginia Tech; Sriharsha Kamatham, Parneet Pahwa, Nanda Kumar, University of Texas at Dallas

32. The Path to Success: Maximizing Customer Equity through Customer Journey Analysis
Markus Gahler, Michael Paul, University of Augsburg; Thorsten Hennig-Thurau, University of Muenster; Thomas Rudolph, University of St. Gallen

33. Managing (Online) Customer Journeys Rumela Sengupta, Denish Shah, Georgia State University

34. Pricing of Internet
Leads: Cost Per Lead Advertising Auction versus Affiliate Marketing
Somnath Banerjee, North Dakota State University; Pradeep Bharadwaj, University of Central Florida

Session Chair:
Somnath Banerjee, North Dakota State University

Session 11:Social Media

35. Solitary or Sociable? Segmenting Mobile Micro-Moments with Social Media Geoforensics
Syagnik Banerjee, University of Michigan Flint; Fareena Sultan, Northeastern University

36. A Polyadic Customization-Engagement Paradox of Hypertargeting in Social Media: Can Exclusive Personalization be Detrimental to
Consumer-to-Consumer Engagement?
Todd Bacile, Loyola University New Orleans; Dong-Jun Min, Kristi Martin, University of New Orleans

38. Using Big Data to Examine Brand-Related User-Generated Content on Twitter
Xia Liu, Rowan University; Alvin C. Burns, Louisiana State University

39. #DeleteUber: Hashtag Crises and Chaos
Kimberly Legocki, Grenoble Ecole de Management; Kristen Walker, California State University, Northridge

Session Chair:
Kimberly Legocki, Grenoble Ecole de Management

Session 12: Online Video/Piracy

40. ARIMA Modeling of Online Video Trends
Stephen France, Mississippi State
University; Mayhar Sharif Vaghefi,
University of Wisconsin-Milwaukee

41. To Purchase or Pirate Music: A Global Perspective
James Reardon, University of Northern Colorado; Anita Radon, Swedish Institute for Innovative Retailing; Main Sundstrom,
Hogsckolan Boras; Denny McCorkle, University of
Northern Colorado; Desalegn Abraha, University of Skovde

42. The Quality of Digitized Data: Spheres of (un)Certainty
Kristen Walker, Nickolaus Violin,
California State
University, Northridge

43. Let’s Face It!: Understanding the Effect of Faces on Instagram Engagement in the 2016 Presidential Primary Season
Caroline Munoz, University of North Georgia; Terri Towner,
Oakland University

44. Mobile Video Brand Storytelling In Social Media Marketing Content Management
John Cronin, Western Connecticut State University

Session Chair:
James Reardon, University of Northern Colorado

10:30-11:45 a.m.

Session 13: Online Reviews

45. Consumer Privacy in Online Purchasing Environments: A Dual-calculus Framework and Research Directions
Mirja Bues, University of Muenster

46. Synergistic Effects of Market Orientation Implementation and Internalization & Its Impact on Firm Performance – An Empirical Analysis in the Context of Digital Transformation in Direct Marketing Service Provider Industry
Haroon Abbu, Bell and Howell; Pradeep Gopalakrishna,
Pace University

Session Chair: Natalie Adkins, Drake University

Session 14: Technology Adoption

49. How Innovative Should We Seem? Brand Technology Adoption as Consumer Signaling Cue
Spencer Ross, University of Massachusetts-Lowell; Fatima Hajjat, Ithaca College; Humza Arshad, University of Massachusetts-Lowell

50. The Adoption of Marketing Automation Technology in the B2B Sector: Identifying Organizational Challenges in the Adoption Process and How to Overcome Them
Joel Järvinen, Miira Leinonen, University of Jyväskylä

51. Risk Mitigation for Cross-border Merger and Acquisitions
Yimai Zhang, Georgia State University; Konstantinos Bozos, Leeds University

52. Cancelled

Session Chair:
Matt Hettche, Christopher Newport University

11:44 a.m. – 1:15 p.m.
Awards Luncheon and Keynote

Keynote:
“Creatively Analytic” Ways to Grow, Andrew Malcolm, CMO, Evernote

 

1:30-1:45 p.m.
Closing Plenary Session

Summit Proceedings 2016

Direct/interactive marketing research summit proceedings 2016

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