Electronic Marketing Minitrack

Firms continue learning how to more effectively market with new media and related technologies. There are a variety of important issues and questions. For example: What are effective strategies to attract and engage customers, and to increase purchase, satisfaction, retention, and loyalty? How do consumers behave in social networks and social-media related contexts, in online auctions, and in a variety of connected channels? How do they respond to novel forms of advertising or representation of product and store information? Why do they engage, and how do they use, consumer generated content? How are organizations making sense of and leveraging new, or relatively new, forms of consumer data, such as those related to social media and the Internet of Things?

Submitted papers may be quantitative or qualitative, including (and not limited to):

  • Rich descriptive statistics of online customer behavior
  • Tested theories of online behavior
  • Novel models and frameworks on how new technologies impact marketing to customers or organization of the marketing function
  • Detailed case studies of electronic-marketing applications used to generate theories and hypotheses through comparative case analysis or to illustrate novel business practices
  • Design and critical evaluation of novel electronic marketing systems and embedded methods
  • Data collection methods
  • Ethnography

Minitrack Co-Chairs:

Bruce Weinberg (Primary Contact)
University of Massachusetts Amherst
Email: bostongarden@gmail.com

Ajit Kambil
Deloitte LLP
Email: akambil@deloitte.com

Lenita Davis
University of Arkansas at Little Rock
Email: lmdavis@ualr.edu

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