Goizueta students, professors present at AMA Winter Academic Conference

Students and professors with Emory’s Marketing Analytics Center made a mark at the 2018 American Marketing Association Winter Academic Conference in New Orleans.

Doctoral students Suh Yeon Kim and Zhe Han presented their research at the conference.

Kim discussed her research on competition and star power in which she looks at the consumer demand effects of star power. Investigating the generation process of star power, she found competition increases star power, which in turn can drive market demand.

Han presented research on gamification, which is the use of game-design elements and principles in nongame contexts to boost customer engagement. His research draws on the loyalty program literature to explain how consumer success in gamification programs is usually probabilistic.

Han teamed up with Associate Professor of Marketing Mike Lewis and Assistant Professor of Marketing Michelle Andrews for the gamification research paper and were all awarded a best track paper award for their work by the American Marketing Association.

Lewis, Andrews and Assistant Professor of Marketing Inyoung Chae also presented at the conference.

Lewis participated in a symposium geared toward helping doctoral students. He discussed how to generate ideas into projects and how to know whether an idea makes a contribution to the field.

Andrews discussed mobile ad bidding and how price information in search ads affects ad performance.

In Andrews’ mobile session on the effectiveness of search ads on mobile devices, she discussed the pivotal role of device migration in online purchases. For example, consumers often start their shopping journey on a smartphone before moving to a desktop. Because of this, she investigates the effect of search ads on mobile devices.

Andrews’ research on search ads involves field experiments with a European e-retailer and suggests that including product price in ads drives ad performance by decreasing clicks but increasing conversions.

Chae’s research focused on how user-generated content, such as consumer reviews, social media content and blogs, affects website traffic. Chae has done extensive research on how powerful user-generated content can increase sales, perception and online traffic.

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