MCM @ EMAC 2016 in Oslo

The European Marketing Academy (EMAC) conference is one of the largest marketing conferences worldwide. This year, the conference took place at the Norwegian Business School in Oslo from May 24-27 with the leading theme “Marketing in the Age of Data”. A couple of MCM scholars participated in this conference and presented their latest research about the following topics:

  • How consumer reviews and social media posts affect new product success (André Marchand, Thorsten Hennig-Thurau, and Caroline Wiertz)
  • Good social media marketing: The consumer’s perspective (Alegra Kaczinski, Jonas Vor dem Esche, and Professor Thorsten Hennig-Thurau)
  • The role of messaging in display ads in times of programmatic advertising (Sascha Leweling, Dr. Sonja Gensler, and Professor Thorsten Wiesel)
  • Investigating consumer’s online search and decision-making strategies: An eye-tracking analysis of visual attention on product and review-specific information in a two-stage choice process (Simon Monske, Dr. Sonja Gensler, and Professor Thorsten Wiesel)
  • Effects of traditional advertising and social messages on brand-building metrics and customer acquisition (Dr. Lisette De Vries, Dr. Sonja Gensler, and Peter S. H. Leeflang)
  • Towards an improved understanding of the privacy paradox (Mirja Bues, Wayne D. Hoyer, and Professor Manfred Krafft)
  • Understanding the ups and downs of status in loyalty programs – a markov chain analysis (Tammo H. A. Bijmolt, Professor Manfred Krafft, F. Javier Sese, and Vijay Viswanathan)
  • Drivers of private label purchase behavior across product categories and private label tiers (Dr. Sebastian Tillmanns and Dr. Philipp Noormann)
  • Empower your customers: The impact of cognitions on willingness to pay and attitudinal outcomes in participative pricing (Mirja Bues, Laura K. Kraus, Manuel Stegemann, and Wayne D. Hoyer)