Proceedings 2015 | Marketing Research Summit | Sunday, October 4

Direct/Interactive Marketing Research Summit
October 3-4, 2015
Boston Convention & Exhibition Center |  Boston, MA
PROCEEDINGS
SUNDAY, OCTOBER 4 , 2015
 
Literature Sponsor: Kogan Page USA
9:00-10:30 A.M.
Session 10.
Digital Marketing Potpourri Papers		   Session 11.
Digital Marketing Potpourri Abstracts		   Session 12.
Brands & Digital Marketing
39. Visualizing, Matching, and Generalizing Case-Based Theory Construction and Case-Level Data Analysis [pdf]
- Arch Woodside, Boston College		   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		   48. Hierarchical Trait Predictors of Mobile App Purchasing Behaviors
- John B. Dinsmore, Kunal Swani, Wright State University
- Riley Dugan, University of Dayton
40. Are Brands Best Described as Institutional Facts? [pdf]
- Anjala Krishen, University of Nevada Las Vegas
 
   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		  
49. Relative Importance of Brand Experience Dimensions in Different Categories of Branded Apps [pdf]

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

- Beth Ghiloni Wage, Nusser Raajpoot, Central Connecticut State University
42. The Evolution of IMC [pdf]
- Donald Hurwitz, Emerson College		   46. Estimating Supporter Lapse Risk with First-Year Donation Behavior [pdf]
- Anyuan Shen, State University of New York at New Paltz		   51. Modeling Interdependent TV Subscription Behavior to Movie and Sports Channels [pdf]
- Xi "Alan" Zhang, University of Toledo
Session Chair: John Leininger, Clemson State University
 		  
 
  

52.Why Classic Marketing Promotion Doesn’t Work in Digitized Context
- Anita Radon, Malin Sundström, Swedish Institute for Innovative Retailing
    Session Chair: Nadia Pomirleanu,
University of Nevada, Las Vegas		   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 <–description 
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
3:15-3:30 PM
Closing Plenary Session
To Saturday Proceedings