Proceedings 2016

Los Angeles Convention Center | Los Angeles, CA
SATURDAY, OCTOBER 15, 2016 | skip ahead to SUNDAY, OCTOBER 16, 2016
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
- 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
- Denny McCorkle, University of Northern Colorado
Strategic Partnerships Between Universities to Meet Evolving Marketplace Demands
- Michael Clayton, American University
- Matthew Hettche, Christopher Newport University
- 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




  • 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



  • 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
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
- 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
- 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
- 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  
- 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.

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