It is the best of times and the worst of times for interactive marketing. With the explosion in shopper data and the rapid ascent of mobile marketing, machine learning, virtual reality, augmented reality, internet of things, gaming, and artificial intelligence, there has never been a more exciting time to be in interactive marketing. At the same time, many markets are being disrupted and uncertainty looms over how interactive marketing is being reshaped.
The third Interactive Marketing Research Conference will focus on examining some the unanticipated consequences of all this disruption. The conference is further intended to support the Journal of Interactive Marketing®, and to promote high-quality research in interactive marketing, accordingly there be a special issue of the Journal on the topic as well.
We encourage you to submit presentations that address the conference theme of “examining unanticipated consequences” of interactive marketing. These unanticipated consequences can be positive or negative. They can be the object of your research or can come in the form of unexpected effects or findings. We would encourage you to highlight these unanticipated consequences and think about their implications for consumers, firms, and/or policy makers.
We welcome empirical, theoretical, and conceptual papers and are open to all methodological approaches. Since we want to stimulate debate, we welcome interesting ideas. The submissions should be 15-20 power-point slides max. Early-stage work can be significantly shorter. Submissions should include the following sections:
Title Slide – include author name(s) and affiliation(s), including email address of the lead author.
Audience & Motivation - What is your research motivation? Whose problem are you solving? Clearly establish the research motivation and identify a target audience and the issue they are grappling with.
Method - What provides confidence in your results? In the next 3 to 5 slides briefly describe your methods, whether those be analytical or empirical, and limitations/generalizability.
Unanticipated Consequence(s) – We would welcome a slide showing the unanticipated consequence(s) that you uncover.
Impact – What is the impact of the unanticipated consequence(s) that you uncover on consumers, firms, and/or policy maker? What change(s) are you advocating?
Linking Theory to Practice - Clearly describe how your research links marketing theory to practice.