Agenda | Sunday, October 14

Direct/Interactive Marketing Research Summit

Mandalay Bay |  Las Vegas, NV

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Sunday, October 14 2012 Agenda 

Beneath the following agenda is a list of the confirmed presentations.  Scroll down, or click on the yellow links in the agenda to review each section.
(All co-authors - whether or not presenting - are listed.)
 

TRACK

RESEARCH RESEARCH PRACTICE/
EDUCATION
8:00 - 9:45 AM CONTINENTAL BREAKFAST AND
INVITED SPEAKERS SESSION
10:00-11:30 AM Measuring Social Media Mobile and Multichannel

Best Pedagogical Paper and Special Topic Sessions on Social Media

11:30 AM-
1:00 PM

AWARDS LUNCHEON AND KEYNOTE
lunch sponsored by Elsevier

1:05-2:35 PM Social Media Strategies and Applications Microtargeting Best Research Paper, Real World Applications and Meet the Editors
2:45-3:45 PM Online Customer Engagement   Educational Insights
3:50-4:05 PM CLOSING PLENARY SESSION
4:05 PM BADGE PICKUP
FOR PRE-REGISTERED DMA2012 ATTENDEES

 

Sunday | 8:00-9:45 AM | Continental Breakfast | Invited Speakers | Session 8

Learn more about the Invited Speakers Session, featuring

33 Bandit’s Paradise: The Next Generation of Test-and-Learn Marketing – Peter S. Fader, Ph.D., The Wharton School
34 The Changing Landscape of Digital Media Research
– Chris Chapman, Ph.D., Senior Quantitative Researcher, Google

 

Sunday | 10:00-11:30 AM | Session 9

RESEARCH TRACK

Measuring Social Media

35 Social Media Intelligence: Measuring Brand Sentiment from Online Conversations
David Schweidel, Emory University; Wendy Moe, University of Maryland; Chris Boudreaux, Converseon Inc.
36 The Impact of Strategic, Market, and Metric Orientation on Social Media Metric Use and Social Media Marketing Performance
Ofer Mintz, Louisiana State University; Donna Hoffman, University of California, Riverside
38 e-ESM Echo: Measuring Flow Online in Real-Time
Jean-Francois Guertin, University of Sherbrooke

 

Session Chair: Jagdip Singh, Case Western Reserve University

 

Sunday | 10:00-11:30 AM | Session 10

RESEARCH TRACK

Mobile and Multichannel

 

39

Marketing Attribution in a Multichannel Customer Relationship Setting
Kinshuk Jerath, Carnegie Mellon University; Marcel Goic, University of Chile; Kirthi Kalyanam, Santa Clara University

40 What Lies Beneath Impressions and Clicks: Mining Foursquare to Improve Dayparting for Location-Based Mobile Advertisers 
Sy Banerjee, University of Michigan Flint; Vijay Viswanathan, Kalyan Raman, Northwestern University; Hao Ying, Wayne State University
41 Market Creation as Social Movement:
Kogi BBQ's Founding of the Gourmet Food Truck Market

Russel Nelson, University of California, Irvine
42 A Value and Risk Model of Consumers' Mobile Marketing Acceptance
Fareena Sultan, Tao (Tony) Gao, Northeastern University; Andrew J. Rohm, Loyola Marymount University; Jiao Wang, Beijing Institute of International Economics and Trade

 

Session Chair: Charlotte Mason, University of Georgia

 

Sunday | 10:00-11:30 AM | Session 11

PRACTICE/EDUCATION TRACK

Best Pedagogical Paper and Special Sessions on Social Media

 

43 BEST PEDAGOGICAL PAPER: Contagious Motivation: Can Seeking Help Improve Group Project Experiences?
Anjala Krishen, University of Nevada Las Vegas
44 Social Media in the Classroom 

Lauren Labrecque, Loyola University Chicago; Geoff Klapisch, Boston University, Emerson College, and Sunsetter Products; Anjala Krishen, University of Nevada Las Vegas; Nadia Pomirleanu, University of Nevada Las Vegas; Andrew Stephen, University of Pittsburgh

45 HootSuite University for Higher Education: A New Tool Assisting You in Teaching Social Media
Lyle Wetsch, Memorial University of Newfoundland; Kirsten Bailey, HootSuite

 

Session Chair: Denny McCorkle, University of Northern Colorado

 

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Sunday | 11:30 AM-1:00 PM | Session 12

46           AWARDS LUNCHEON & KEYNOTE
               lunch sponsored by Elsevier

               Loyalty Marketing: MGM’s M life Evolution, Advanced Analytics, and Technology
               Jordan Salmon, Director of Corporate Marketing Strategy, MGM Resorts International
               Dr. Venkatesh Ravirala, Executive Director of Advanced Analytics, MGM Resorts International
              

 

Sunday | 1:05-2:35 PM | Session 13

RESEARCH TRACK

Microtargeting

 

47 Analyzing the Profitability of Branded Keywords in Paid Search
Bernd Skiera, University of Frankfurt
48 ‘Me Want Cookie!’ – The Impact of Timing and Information Specificity on Advertising Effectiveness
Alexander Eiting, Isabelle Kes, David M. Woisetschlaeger, TU Braunschweig
49 Online Advertising Response Models: Incorporating Multiple Creatives and Impression Histories
Michael Braun, MIT; Wendy Moe, University of Maryland
50 Targeted Marketing and Customer Search
Nathan Fong, Temple University

 

Session Chair: Wendy Moe, University of Maryland

 

Sunday | 1:05-2:35 PM | Session 14

RESEARCH TRACK

Social Media Strategies and Applications

 

51 Using Social Networks to Improve Product Ideation
Andrew Stephen, University of Pittsburgh; Peter Zubcsek, University of Florida; Jacob Goldenberg, Hebrew University of Jerusalem
52 Duration Dependence of Donation Behavior: Explaining Heterogeneity in Donation Incidence and Amount through Community Characteristics
Shameek Sinha, IE University; Frenkel ter Hofstede, Vijay Mahajan, University of Texas at Austin
53 The Effect of Online Word of Mouth on Brand Extension Evaluations
Jing Hu, Xin Liu, California State Polytechnic University Pomona
54 Creating Engagement with Social Media Contests and its Effects on Purchase Behaviors – Edward C. Malthouse, Northwestern University;
Mark Vandenbosch, University of Western Ontario; Su Jung Kim, Northwestern University

 

Session Chair: Edward C. Malthouse, Northwestern University

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Sunday | 1:05-2:35 PM | Session 15

PRACTICE/EDUCATION TRACK

Best Research Paper, Real World Applications, and Meet the Editors

 

55 BEST RESEARCH PAPER: The Role of Online Social Media in Brand-Consumer Interactions: An Exploratory Study
Andrew J. Rohm, Loyola Marymount University; George Milne, University of Massachusetts-Amherst; Velitchka Kaltcheva, Loyola Marymount University
56 Building Bridges via Real-World Application
Donald Hurwitz, Emerson College; David W. Marold, Eastern Michigan University; Harvey Markovitz, Dennis Sandler, Pace University, Lisa Spiller, Christopher Newport University
57

Meet the Editors

  • Charles Hofacker, Florida State University, Journal of Interactive Marketing
  • Alice Kendrick, Southern Methodist University, Journal of Advertising Education
  • Jimmy Peltier, University of Wisconsin-Whitewater, International Journal of Integrated Marketing Communications
  • John A. "Jack" Schibrowsky, University of Nevada Las Vegas Journal of Marketing Education
  • Debra Zahay-Blatz, Northern Illinois University, Journal of Research in Interactive Marketing

     

Session Chair: George Milne, University of Massachusetts-Amherst

 

Sunday | 2:45-3:45 PM | Session 16

RESEARCH TRACK

Online Customer Engagement

 

58 Managing Unstructured Text Data for Forecasting Purposes: Using Webcare Data to Optimize a Contact Center’s Capacity
Jos Schijns, Open University of the Netherlands; Ivo Temmink, Gonneke Zwennes, Cendris
59 From Leaders to Followers: Empirical Analysis of Individual Responses to Social Networking Activities
Andrew Stephen, University of Pittsburgh; Yakov Bart, INSEAD; Tuan Phan, National University of Singapore
60

The Role of Intrinsic Motivations in Generating Customer Engagement  Yana Andonova, University of Massachusetts-Amherst

 

Session Chair: Vishal Lala, Pace University

 

Sunday | 2:45-3:45 PM | Session 17

PRACTICE/EDUCATION TRACK

Educational Insights

 

62 QR Code (Quick Response) – The New Frontier: Exploring College Students’ Attitudes & Behaviors
Juanita Roxas, Helena Czepiec, Debborah Whitson, Frank Bryant, California State Polytechnic University Pomona
63

Beta Testing QR Code Utilization in Vivo in a Classroom Setting
Juanita Roxas, Ariel Weinshanker,  Helena Czepiec, Debborah Whitson, Frank Bryant, California State Polytechnic University Pomona

64

Benefits and Problems with Developing Social Media/Networking Skills in Marketing Students
Denny McCorkle, James Reardon, University of Northern Colorado

 

Session Chair: Monle Lee, Indiana University South Bend

 

Sunday | 3:50-4:05 PM | CLOSING PLENARY SESSION

Led by conference co-chairs, the closing plenary session gives you the opportunity to provide feedback on your Research Summit conference experience, to network and find potential collaborators for future research, and to make suggestions for next year's event.

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