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Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces

Proceedings of the 2018 Academy of Marketing Science (AMS) Annual Conference

  • Conference proceedings
  • © 2018

Overview

Editors:
  1. Nina Krey

    1. Rohrer College of Business, Rowan University, Glassboro, USA

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    You can also search for this editor in PubMed   Google Scholar

  2. Patricia Rossi

    1. IÉSEG School of Management (LEM-CNRS), Lille, France

    View editor publications

    You can also search for this editor in PubMed   Google Scholar

  • Explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience
  • Features cutting-edge research based on theory and rigorous research methodology
  • Provide insights for marketing theory and practice
  • Features the full proceedings from the 46th Academy of Marketing Science (AMS) Annual Conference

Included in the following conference series:

Conference proceedings info: AMSAC 2018.

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Table of contents (208 papers)

  1. Understanding the Viability of the Three Types of Approach of Advertising in Emerging Markets

    • Rajesh Kumar Srivastava, Manoj Bhide
    Pages 57-70

  2. In the Conflict Between the Heart and Mind: Involvement and Aspiration Matter: An Abstract

    • Nayyer Naseem, Attila Yaprak
    Pages 71-71

  3. Talking About My Generation: The Influence of Age on Counterfeit Luxury Consumption in the GCC Countries: An Abstract

    • Julia Pueschel, Béatrice Parguel, Cécile Chamaret, Pierre Valette-Florence
    Pages 73-73

  4. Understanding the Luxury Consumption During Weddings in Southern India: An Abstract

    • B. E. Ganesh, Varsha Jain, Russell Belk, Subhadip Roy
    Pages 75-76

  5. The Role of Proactive and Reactive Corporate Social Responsibility as an Extrinsic Cue in Mitigating Consumers’ Privacy Concerns: An Abstract

    • Sabinah Wanjugu
    Pages 77-78

  6. Optimal Advertising Strategies for Multinational Enterprises Facing a Product-Harm Crisis: An Abstract

    • Ran Liu
    Pages 79-80

  7. The Effects of Food-Related Retail Ambient Scents on Healthy/Unhealthy Food Purchases: An Abstract

    • Dipayan Biswas, Courtney Szocs
    Pages 81-81

  8. The Effects of Retail Ambient Music and Noise on Food Purchases: An Abstract

    • Dipayan Biswas, Kaisa Lund, Courtney Szocs
    Pages 83-83

  9. It’s all in the Mix: How Music and Light Affect Shoppers’ In-Store Behavior: An Abstract

    • Julian F. Allendorf, Mirja Kroschke, Manfred Krafft
    Pages 85-86

  10. Consumer Engagement Through Live Customer Service: An Abstract

    • Dan Li, Matthew Eastin
    Pages 87-88

  11. Consumers’ Willingness to Try a Robotic Shopping Assistant: The Role of Imagery: An Abstract

    • Nobuyuki Fukawa, Yu-Shan Huang (Sandy)
    Pages 89-89

  12. A ZMET Study of Real Meanings on Virtual Experiences in Young Consumers: An Abstract

    • Julieta Mercado-González, Carlos Gutiérrez-Marines, Pável Reyes-Mercado
    Pages 91-92

  13. Special Session: Does Marketing Have the Right Answers? Questions of Growth, Measurement, Insight, and Heart: An Abstract

    • Martin Key, Terry Clark, O. C. Ferrell, Bernard J. Jaworski, Leyland Pitt
    Pages 93-94

  14. The Relationship Between Collectivism and Seeking Product-Related Information on Social Networking Sites: An Abstract

    • Todd Pezzuti, James M. Leonhardt
    Pages 95-95

  15. A Framework and Call for Scholarship on “The Dark Side of Social Media”: An Abstract

    • Angeline Close Scheinbaum
    Pages 97-98

  16. Enriched Digital Catalogues: A Multi-study Approach: An Abstract

    • Ingrid Poncin, Marion Garnier
    Pages 99-99

  17. Exploring the Young People’s Cognitive Structure and Switching Intention Toward Social Networking Sites: An Abstract

    • Chin-Feng Lin, Chen-Su Fu
    Pages 101-101

  18. Overcoming the Rejection of Changing Sales Force Technologies Through Managerial Support: An Abstract

    • Michael Obal, Todd Morgan
    Pages 103-104

  19. What Salespeople Don’t Say: A Review of Literature on Nonverbal Communication of Salespeople: An Abstract

    • Shuang Wu, Bruce L. Alford
    Pages 105-105

  20. Value in Sales Interactions: A Study from the Buyer’s Perspective: An Abstract

    • Kenneth Le Meunier-FitzHugh, Leslie Caroline FitzHugh
    Pages 107-108
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  1. Boundary Blurred: A Seamless Customer Experience in Virtual and Real Spaces

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About this book

“We see our customers as invited guests to a party, and we are the hosts. It’s our job every day to make every important aspect of the customer experience a little bit better.” 

Jeff Bezos, Founder and CEO of Amazon.com


This proceedings volume explores the ways in which marketers can learn about customers through big data and other sources to create an enhanced customer experience. Consumers today do not simply demand engaging online or offline experiences anymore; they increasingly focus on one seamless experience throughout their journey across virtual and real spaces. While shopping in a physical store, consumers are checking their smart phones for customer reviews and competitive information, and catching a Pokémon or two at the same time. Online experience is no longer only about price shopping and convenience, and offline is no longer only about SKUs. Individual channels matter less and less; it is the omni-channel experience that is becoming main-stream. Marketers need to keep pace and continually adapt and contribute to the changing consumer landscape. Through countless touchpoints across different channels and media, marketers today can learn more about their customers and are better equipped than ever to provide them with a desired augmented experience: easy, fun, engaging, and efficient. Featuring the full proceedings from the 2018 Academy of Marketing Science (AMS) Annual Conference held in New Orleans, Louisiana, this volume provides ground-breaking research from scholars and practitioner from around the world that will help marketers continue to engage their customers in this new landscape.

Founded in 1971, the Academy of Marketing Science is an international organization dedicated to promoting timely explorations of phenomena related to the science of marketing in theory, research, and practice. Among its services to members and the community at large, the Academy offers conferences, congresses, and symposia that attract delegates from around the world. Presentations from these events are published in this Proceedings series, which offers a comprehensive archive of volumes reflecting the evolution of the field. Volumes deliver cutting-edge research and insights, complementing the Academy’s flagship journals, the Journal of the Academy of Marketing Science (JAMS) and AMS Review. Volumes are edited by leading scholars and practitioners across a wide range of subject areas in marketing science.

Editors and Affiliations

  • Rohrer College of Business, Rowan University, Glassboro, USA

    Nina Krey

  • IÉSEG School of Management (LEM-CNRS), Lille, France

    Patricia Rossi

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