1

March 23-24, 2018 | Amsterdam

Friday, March 23 Heineken Experience Stadhouderskade 78, 1072 AE

13.30 – 14.00 Registration / Coffee & Tea

14.00 – 14.10 Welcome Mirella Kleijnen, Vrije Universiteit Amsterdam Charles Hofacker, Florida State University

14.10 – 14.40 Keynote I: Smart Beer Valerie Heeremans Head of Digital Acceleration, Heineken NL

14.45 – 15.15 Keynote II: Data Driven Transformation

Ilona van Wegen Industry Head Retail & Consumer Products, Google

15.15 – 15.25 Short Coffee Break

15.25 – 15.55 Keynote III: Interactive Marketing, Machine Learning, and AI: State-of-the-Art and Future

Venkatesh Shankar Coleman Chair, Professor of Marketing, Mays Business School, Texas A&M University

16.00 – 16.40 Keynote IV: Amsterdam Smart City

Ger Baron Chief Technology Officer, Amsterdam City

16.40 – 17.00 Break

17.00 – 17.45 Interactive Marketing: Moving Forward Panel Discussion

Panelists: Venkatesh Shankar, Texas A&M University Koen Pauwels, Ozyegin UniversityIlona van Wegen, GoogleRussell Winer, New York University More Panelists TBA oderator: Moderator: Charles Hofacker, Florida State University

17.50 – 18.20 Keynote V: Journal of Interactive Marketing: Past, Present and Future

Brian Ratchford, University of Texas at Dallas; Editor-in-Chief, Journal of Interactive Marketing

18.20 – 18.30 Wrap up / Logistics for the Evening

Mirella Kleijnen, Vrije Universiteit Amsterdam

18.30 – 20.00 Social Activity

20.00 – 22.00 Opening Reception and Walking Dinner

2

Saturday, March 24 Vrije Universiteit Amsterdam De Boelelaan 1105, 2nd Floor

08.00 – 08.30 Registration & Welcome Foyer

Keynote I Auditorium

08.30 – 09.00 Keynote I Dina Mayzlin, University of Southern California

Plenary Session I Auditorium

09.00 – 09.20 How to Stimulate Earned Attention: The Role of Company– Generated Posts, Platforms and Engagement Levels

Francesca Sotgiu, Peeter Verlegh, Vrije Universiteit Amsterdam

09.20 – 09.40 Consumer Response to Social Media and Online Video Advertising

Yakov Bart, Northeastern University Gui Liberali, Erasmus University Glen Urban, Catherine Tucker, MIT Sloan School of Management

09.40 – 10.00 Preventing Firestorms in Social Media Dennis Herhausen, University of St. Gallen Stephan Ludwig, University of Surrey Jochen Wulf, University of St. Gallen Dhruv Grewal, Babson College Marcus Schoegel, University of St. Gallen

10.00 – 10.20 Come Rain or Shine? The Susceptibility of Online Ratings to Exogenous Events

Leif Brandes, University of Warwick Yaniv Dover, Hebrew University

10.20 – 10.40 Social Media Analytics: When to Use Which Sentiment Extraction Tool?

Koen Pauwels, Raoul Kubler, Ozyegin University Anatoli Colicev, Nazarbayev University

10.40 – 11.10 Coffee Break Foyer

Plenary Session II Auditorium

11.10 – 11.30 Social Media's Coming of Age Thorsten Hennig-Thurau, Alegra Kaczinski, University of Muenster Michael Paul, University of Augsburg

11.30 – 11.50 The Social Role of the Digital Interface: How Social Robots Change Service Interactions

Martina Caic, Maastricht University João Avelino, Institute for Systems and Robotics Dominic Mahr, Gaby Odekerken-Schröder, Maastricht University Alexandre Bernardino, Institute for Systems and Robotics

11.50 – 12.10 Behaviorally Targeted Location-Based Mobile Marketing

Stefan Bernritter, Universiteit van Amsterdam Paul Ketelaar, Radboud Universiteit Nijmegen Francesca Sotgiu, Vrije Universiteit Amsterdam

12.10 – 12.30 Customer Engagement Behavior in a Coalition Loyalty Program

Rebecca Wang, Lehigh University Lakshman Krishnamurthi, Edward Malthouse, Northwestern University

12.30 – 14.15 Lunch Foyer

3

Breakout Session A Room HG2A–36

14.15 – 14.35 More Than Just the Money: The Psychological Consequences of Participating in Crowdfunding

Sally Bitterl, Martin Schrier WU Vienna

14.35 – 14.55 When Keywords Based Ads May Be Counterproductive

Carlos Flavian, Daniel Balanche, Luis V. Casalo, Alfredo Perez-Rueda, University of Zaragoza

14.55 – 15.15 When Humans Look Like Robots: The Impact of Mechanistic Dehumanization on Health Choices

Andrea Weihrauch, University of Amsterdam Szu-Chi Huang, Stanford University

15.15 – 15.35 Does Offline Trigger Online? – The Effects of Direct Mailing on Online Consumer Responses Along the Consumers’ Journey to Purchase

Lisan Lesscher, Lara Lobschat, Peter C. Verhoef, University of Groningen

15.35 – 15.50 The Effect of Users' Developmental Trajectory on Long–Term Engagement: a Dynamic Perspective

Robert Ciuchita, Dominik Mahr, Gaby Odekerken - Schröder Maastricht University

Breakout Session B Room HG2A–37

14.15 – 14.35 Automated Product Recommendations with Preference–Based Explanations

André Marchand, University of Cologne Paul Marx, University of Siegen

14.35 – 14.55 Examining the Drivers of Brand Performance using Large Scale Online Networks

Pankhuri Malhotra, Siddhartha Bhattacharyya, University of Illinois at Chicago

14.55 – 15.15 Economic Damage of Cookie Lifetime Restrictions

Klaus Miller, Bernd Skiera, Goethe University Frankfurt

15.15 – 15.35 Partitioning Sorted Sets: Overcoming Choice Overload while Maintaining Decision Quality

Benedict Dellaert, Erasmus University Rotterdam Tom Baker, University of Pennsylvania Eric Johnson, Columbia University

15.35 – 15.50 Functional Data Analysis Applied to e–WOM dynamics

Jason Ho, Robert Krider, Simon Fraser University Andrew Fogg, Import.io

15.50 – 16.20 Coffee Break Foyer

4

High Density Session Auditorium

16.20 – 17.20 Building, Leveraging, and Selling (out) Equity. An Empirical Study into the Effects of Endorsements on Co–Brand Equity

Jonne Guyt, University of Amsterdam

Which Cues Cause Consumers to Perceive Ads on Social Networking Sites as More Personalized? A Conjoint Analysis

Freya De Keyser, Nathalie Dens, University of Antwerp Patrick De Pelsmacker, University of Antwerp and Ghent University

Examining Popularity Predictors in Visual Brand–Related User Generated Content: A Machine Learning Approach

Annemarie Nanne, Marjolijn Antheunis, Tilburg University Guda van Noort, University of Amsterdam Eric Postma, Sander Wubben, Tilburg University

Personalization to the Max: Using Machine Learning to Understand Consumer Preferences Before They Do

Esther Swilley, Kansas State University

Applying Web Content Mining for Marketing Intelligence

Astrid Dickinger, Arno Scharl, MODUL University Vienna

Cutting Through the Clusters: Applying a Social Networks Approach to Explaining Brand–Related Social Media Content Flow

Itai Himelboim, University of Georgia Theo Araujo, Ewa Maslowska, University of Amsterdam

Modeling Resource Competition through TextSpatial Approach: Ecosystem Effects of Firm’s Self–Marketing

Prakash Satyavageeswaran, Ashish Galande, Sudhir Voleti, Indian School of Business

Rapid Prediction of High-Value Customers Using Machine Learning: The Case of Mobile Gaming Apps

Julian Runge, Humboldt University Berlin Rafet Sifa, Christian Bauckhage, University of Bonn Daniel Klapper, Humboldt University Berlin

Disentangling the "Social Sharing Paradox": A Three Market Study of Privacy, Trusting Beliefs and Online Information Disclosure

Margherita Pagani, Emlyon Business School Alessandro Ferrari, Facebook

Push and Pull: The Benefits of Using Mobile Platforms for Consumer Research

Alan Cooke, University of Florida Peter Zubcsek, Tel Aviv University

Keynote II Auditorium

17.25 – 18.05 Keynote II John Deighton, Harvard Business School

18.05 – 18.15 Closing Mirella Kleijnen & Charles Hofacker

Evening Program

20.00 – 23.30 Social Dinner & Celebrations Level Eleven Stationsplein 51, 1012 AB Amsterdam