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)