Proceedings 2016

Direct/Interactive Marketing Research Summit Los Angeles Convention Center \| Los Angeles, CA ONLINE PROCEEDINGS SATURDAY, OCTOBER 15, 2016 \| skip ahead to SUNDAY, OCTOBER 16, 2016 ONLINE PROGRAM BOOK
SATURDAY, OCTOBER 15
8:30 - 11:30 A.M. JACOBS & CLEVENGER CASE WRITERS' WORKSHOP
11:30-12:15 P.M. MEET THE EDITORS LUNCH
12:15-1:45 P.M.
Teaching & Learning with Interactive Marketing	Geolocation/Location-Based Services: Where, When & How	Digital & Mobile Contexts in Motion
*The Effectiveness of Design Thinking Approach in Teaching and Learning Innovation Skills* - Joanna Lee, California State University, East Bay - Eunice Lee, Hayward Adult School	*An Empirical Study of Location-Based Consumer Profiles* - Catherine Atwong, California State University, Fullerton	*How Do in-Store Consumers Respond to Mobile Promotions?* - Xin Liu, Jing Hu, California State Polytechnic University, Pomona
*The Pedagogical Value of Branded Digital Training and Certification Programs for Digital Marketing Courses* - Tracy Tuten, East Carolina University - Lisa Spiller, Christopher Newport University	*Cyberhood vs. Neighborhood: How Geographic Proximity Affects Consumer Trust of Online Reviews [Title Page]* - Kristen Schiele, California State Polytechnic University, Pomona - Brian Baldus, California State University, Sacramento	*Asymmetrical Relationships in Online Payment Solutions* - Anita Radon, Håkan Alm, Malin Sundström, University of Borås
*Training Students to be Job Ready through a Supervised Theory-to-Practice Practicum* - Harvey Markovitz, Deborah Fain, Dennis Sandler, Nicholas James Poulimas, Pace University	*Social Media Geoforensics: Implications for Marketers* - Sy Banerjee, University of Michigan Flint - Fareena Sultan, Northeastern University	*Can Online Interactive Learning Tool Promote Student Learning Effectiveness? An Empirical Exploration* - Qin Sun, Trident University International - Yann Abdourazakou, Thomas J. Norman, California State University, Dominguez Hills
*Building a Case for Active Learning: The Use of Lecture Versus Other Classroom Activities at LMBC* - Jon Werner, Carol Scovotti, James Bronson, Richard Cummings, University of Wisconsin-Whitewater	Session Chair: Sy Banerjee, University of Michigan Flint	*Understanding Customer Indifference Towards Mobile Apps* - Sunil Mathew, Jaydeep Mukherjee, Management Development Institute, Gurgaon
Session Chair: Carol Scovotti, University of Wisconsin-Whitewater		Session Chair: Nadia Pomirleanu, University of Nevada Las Vegas
2:00-3:30 P.M.
Macro Issues in the Digital Environment	Social Media and Branding	Social Media Influences on Consumers
Congruence Between Marketing and Purchase Channels: An Empirical Study of its Impact on Revenue and Customer Lifetime Value - Morris George, Baylor University	*Using Text Mining and Machine Learning to Explore Online Review Data - An Empirical Study on Yelp Dataset* -Xi 'Alan' Zhang, Euisung Jung, Phuoc Pham, University of Toledo	*Social Noise or Social Signaling? Examining Consumer Perceptions of Organization's Display of Social Media Icons* - Kristin Stewart, Rebeca Perren, California State University San Marcos
The Adoption of High-Impact Practices and Their Impact on All Participating Parties - Debbora Whitson, Frank Bryant, California State Polytechnic University, Pomona	*This is OUTRAGEOUS!: Understanding Consumer Anger and Brand Reputation on Social Media* - Kimberly Legocki, Grenoble Ecole de Management - Kristen Walker, California State University, Northridge	*Friends Matter: Will Your Friends Affect How You Use Facebook as an Online Shopping Platform?* - Min Chung Han, Kean University - Youjeong Kim, New York Institute of Technology
*Real-Time Bidding (RTB) Advertising, Programmatic Advertising, Digital Advertising Marketplace: A Comparative Study of Emerging Policy and Regulatory Issues* - Kenneth C.C. Yang, University of Texas at El Paso - Yowei Kang, Kainan University	*Can Brand Affairs Result in Commitment? Evaluating the Impact of Strategic Partnerships on Reward Program Member Loyalty* - Anjala Krishen, University of Nevada Las Vegas - Orie Berezan, California State University Dominguez Hills - Michelle Yoo, California State Polytechnic University	*Teaching Students to Use Social Media for Personal Branding and Job Search* - Denny McCorkle, University of Northern Colorado
*Strategic Partnerships Between Universities to Meet Evolving Marketplace Demands* - Michael Clayton, American University - Matthew Hettche, Christopher Newport University	*Using Social Data to Understand Brand Development* - Kamer Yuksel, Sergio Biggemann, University of Otago - Amit P. Sheth, Jeremy Brunn, Wright State University	*What Concerns You the Most on Social Networking Sites (SNSs), Your Posting or Others'? A Study on the Interplay among the Type of Posting, Information Type, and Privacy Concerns on SNSs* - Yeuseung Kim, DePaul University - Yongick Jeong, Louisiana State University
Session Chair: Matthew Hettche, Christopher Newport University	Session Chair: Anyuan "Daniel" Shen, SUNY at New Paltz	Session Chair: Yeuseung Kim, DePaul University

3:45-5:30 PM SPECIAL TOPIC PANELS 3:45-4:30 P.M. VIRTUALITY IN MARKETING: CHANGING THE CONSUMER EXPERIENCE THROUGH AUGMENTED, VIRTUAL, AND HOLOGRAPHIC REALITIES Panelists: Ben Conway, COO, Cp-founder, VNTANA holographic technology David Pritchard, Co-Founder, COO, SilVR Thread Spencer Ross, University of Massachusetts-Lowell Moderator: Kristen Walker, California State University, Northridge 4:30-5:30 PM PERSPECTIVES FROM ROBERT B. CLARKE OUTSTANDING EDUCATORS Panelists: Peter Fader, The Wharton School (awarded in 2007) Susan Jones, Ferris State University (awarded in 1997) J. Steven Kelly, DePaul University (awarded in 1996) Denny McCorkle, University of Northern Colorado (awarded in 1992) George Milne, University of Massachusetts Amherst (awarded in 2012) Jack Schibrowsky, University of Nevada Las Vegas (awarded in 2009) Russ Winer, New York University (awarded in 2003) Moderator: Lisa D. Spiller, Christopher Newport University (awarded in 2005)

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

SUNDAY, OCTOBER 16
8:30 A.M. REGISTRATION OPENS

9:00-10:15 A.M.
Putting Data Analytics to Use	Digital Contexts and Content	Innovative Interactivity: Understanding Function and Context
*The Marketing Analytics Orientation of Firms: Identification of Factors That Create Highly Analytical Marketing Practices [PowerPoint-pdf file]* - Anthony Branda, Vishal Lala, Pace University	*Review Richness: How Online Information Content Drives Persuasion* -Yiru Wang, César Zamudio, Kent State University	*Why Videos Go Viral: A Content Analysis of Videos* -Elif Ozkaya, Florida International University - Hayri E. Ozkaya, Debborah Whitson, Frank Bryant, Juanita Roxas, California State Polytechnic University, Pomona
*Teaching R to Undergraduate Marketing Students* - Dae-Hee Kim, Christopher Newport University	*The (Not So) Secret Life of Lurkers: Contextualizing Consumer Data to Provide Insights for Content Marketing* - Tony Stovall, Wendy Bendoni, Woodbury University	*A Content Analysis of How to Create the Perfect Viral Video* - Jennifer Dapko, Ryan Buckley, Alexandra McVetty, Joseph Alter, Florida Southern College
*Modeling the Effects of Dynamic Group Influence on Shopper Preference and Purchase Behavior* - Xiaoling Zhang, Nanyang Technological University - Shibo Li, Raymond R. Burke, Indiana University	*Free-to-Paid Transition of Online Content Providers: An Empirical Analysis of U.S. Newspapers' Paywall Rollout* - Ho Kim, University of Missouri St. Louis - Reo Song, California State University, Long Beach - Youngsoo Kim, Singapore Management University	*The Effects of Augmented Reality in Marketing on Attention and Recall: An Exploratory Study with Eye-Tracking Approach* - Adriana Boveda-Lambie, Alan J. Lambie, Rochester Institute of Technology
*Big Data: Diving in or Drowning Beneath? Perspectives and Insights from Marketing Managers* - Devon Johnson, Montclair State University - Debika Sihi, Southwestern University - Laurent Muzellec, University College Dublin	*Website Creation for Personal Branding and Skill-Building in the Digital Marketing Classroom* - Debra Zahay-Blatz, St. Edwards University - Janna Parker, James Madison University	*Does a Hologram Give an Encore? Virtual Experiential Consumption in the Context of a Human Reality* Spencer Ross, University of Massachusetts Lowell Lauren Labrecque, Loyola University Chicago
Session Chair: Devon Johnson, Montclair State University	Session Chair: Debra Zahay-Blatz, St. Edwards University	Session Chair: Spencer Ross, University of Massachusetts Lowell
10:30-11:45 A.M.
Influences(ers) on Social Media	Consumer Empowerment and Technology	Culture Issues in the Digital Age
*Not Just 'One and Done': Toward an Understanding of the Online Complaining Phenomenon* - Todd Bacile, Loyola University New Orleans - Alexa Fox, Ohio University - Jeremy Wolter, Auburn University - Felipe Massa, Loyola University New Orleans - Emily Treen, Simon Fraser University	*What Motivates Participation in the Sharing Economy as Providers?* - Neil Granitz, Mohammad Reza Habibi, California State University, Fullerton - Alexander Davidson, Concordia University	*Digital Marketing and the Overlooked Hispanic 50+ Demographic* - Mine Ucok Hughes, Tony Stovall, Woodbury University - Rafael Cardona, Glendale Community College
*I Share Because I Care - Antecedents and Consequences of Sharing Negative eWOM* - Sarah Zaraket, Université Paris Panthéon Sorbonne - Régine Vanheems, Université Jean Moulin Lyon 3	*The Impact of Technology-Based Shopper Empowerment on Retail Repatronage Intentions* - Brian Spaid, Terence Ow, Marquette University	*Gender and Race in Facebook Coverage of the 2012 London Olympics* - Adam Peruta, Syracuse University - James Rada, Ithaca College
*Not All Comments Are Created Equal: The Impact of Business Managers' Response to Negative Online Reviews* - Yuying Shi, Texas A&M University - Nancy Guo, CUNY, College of Staten Island - Stephen France, Mississippi State University	*How Customer Satisfaction Affects Loyalty: Insights from Nonlinear Hierarchical Bayes Modeling of Customer Satisfaction Index* - Xing Aijing, Nobuhiko Terui, Tohoku University - P.K. Kannan, University of Maryland	*Lack of Theoretical Foundations in UGC Tourism Studies? An Investigation of the Extent of this Issue* - Emilie Bourdages, UQAM School of Management
*Unfriend Me Please: An Examination of Social Media Fatigue and Its Antecedents* - Kelty Logan, University of Colorado Boulder - Laura Bright, Stacy Grau, Texas Christian University	Session Chair: Jagdip Singh, Case Western Reserve	*When Marketing Strategy Meets Culture: The Role of Culture in Product Evaluations* - Reo Song, California State University, Long Beach - Sangkil Moon, University of North Carolina at Charlotte - Haipeng (Allan) Chen, Texas A&M University
*The More Others Care, the More You Share? - Social Contagion as a Stardom Trigger of Social Media Superstars* - Christopher Hudyma, Stephen Nuesch, University of Muenster		Session Chair: Ereni Markos, Suffolk University
Session Chair: Jan Owens, Carthage College
11:45 A.M. - 1:15 P.M. AWARDS LUNCHEON & KEYNOTE Get it Right: Where Customer Expectations and Experience Execution Converge [pptx] Eric Feinberg, VP Marketing, Foresee

1:30-1:45 P.M. CLOSING PLENARY SESSION

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Proceedings 2016

Get it Right: Where Customer Expectations and Experience Execution Converge [pptx]