Table Of ContentDevelopments in Marketing Science:
Proceedings of the Academy of Marketing Science
Juliann Allen
Bruna Jochims
Shuang Wu Editors
Celebrating
the Past and Future
of Marketing
and Discovery
with Social Impact
2021 AMS Virtual Annual Conference
and World Marketing Congress
Developments in Marketing Science:
Proceedings of the Academy
of Marketing Science
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. From 2014 on, new volumes will
continue to deliver cutting-edge research and insights, complementing the
Academy’s flagship journals, 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.
This book series is indexed in Scopus.
More information about this series at https://link.springer.com/bookseries/13409
Juliann Allen • Bruna Jochims • Shuang Wu
Editors
Celebrating the Past
and Future of Marketing
and Discovery with Social
Impact
2021 AMS Virtual Annual Conference
and World Marketing Congress
Editors
Juliann Allen Bruna Jochims
College of Business Administration MINT Research Center
Nicholls State University SKEMA Business School
Thibodaux, LA, USA Lille, France
Shuang Wu
Rohrer College of Business
Rowan University
Glassboro, NJ, USA
ISSN 2363-6165 ISSN 2363-6173 (electronic)
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
ISBN 978-3-030-95345-4 ISBN 978-3-030-95346-1 (eBook)
https://doi.org/10.1007/978-3-030-95346-1
© Academy of Marketing Science 2022
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2021 Academy of Marketing Science®
Conference – Annual and World Marketing
Congress
Celebrating the Past and Future of Marketing
&
Discovery with Social Impact
June 1–4, 2021
Virtual
v
AMS Officers (2020–2022)
President Vice President of Communications
Julie G. Moulard, Louisiana Tech Obinna Obilo, Central Michigan
University, USA University, USA
Executive Vice President/Director Vice President for Publications
Harold W. Berkman, University of James S. Boles, University of North
Miami, USA Carolina at Greensboro, USA
Executive Director Secretary/Treasurer
Barry J. Babin, University of Patricia Rossi, IÉSEG School of
Mississippi, USA Management, France
Immediate Past-President Co-Chair, Board of Governors
O.C. Ferrell, Auburn University, USA Barry J. Babin, University of
Mississippi, USA
President-Elect
Joseph F. Hair, Jr., University of South
Brad D. Carlson, St. Louis
Alabama, USA
University, USA
Vice President for Programs Co-Director of International
Nina Krey, Rowan University, USA Programs
Barry J. Babin, University of
Vice President for Engagement
Mississippi, USA
Janna Parker, James Madison
John B. Ford, Old Dominion
University, USA
University, USA
Vice President for Global
Membership
Felipe Pantoja, IÉSEG School of
Management, France
vii
AMS Board of Governors
Barry J. Babin Linda Golden
University of Mississippi, USA University of Texas, USA (2018–2024)
Co-Chair (2016–2022)
Jean-Luc Herrmann
Joseph F. Hair, Jr., University of Lorraine, France
University of South Alabama, USA (2016–2022)
Co-Chair (2018–2024)
David J. Ortinau
Sharon Beatty University of South Florida, USA
University of Alabama, USA (2016–2022)
(2020–2026)
Nicholas Paparoidamis
Adilson Borges Leonard de Vinci Business School
NEOMA Business School, France (EMLV), France (2018–2024)
(2020–2026)
Leyland Pitt
Linda Ferrell Simon Fraser University, Canada
Auburn University, USA (2018–2024) (2016–2022)
John B. Ford Manjit Yadav
Old Dominion University, USA Texas A&M University, USA
(2020–2026) (2020–2026)
ix
2021 AMS Annual Conference
Co-chairs
Lauren Beitelspacher, Babson College, USA
Marko Sarstedt, Otto-von-Guericke University, Germany
Joseph F. Hair, Jr., University of South Alabama, USA
2021 AMS Annual Conference
Tracks and Track Chairs
Advertising and IMC
Hyunju Shin, Georgia Southern University, USA
Yuan Li, Georgia Southern University, USA
Artificial Intelligence and Augmented Reality
Nina Krey, Rowan University, USA
Graeme McLean, University of Strathclyde, UK
Jennifer Brannon Barhorst, College of Charleston, USA
Big Data, Marketing Analytics, and Research Methods
Haya Ajjan, Elon University, USA
Dana Harrison, East Tennessee State University, USA
Branding and Brand Management
Kevin Shanahan, Mississippi State University, USA
Michael Breazeale, Mississippi State University, USA
Consumer Behavior
Steffen Jahn, University of Oregon, USA
Marcel Lichters, Otto-von-Guericke University Magdeburg, Germany
xi
xii 2021 AMS Annual Conference
Consumers in the Age of The Internet
Nicole Hess, Ludwig-Maximilians University, Germany
Sebastian Schubach, University of Passau, Germany
Digital Marketing
Kirk Plangger, King’s College London, UK
Matteo Montecchi, King’s College London, UK
Diversity and Inclusion
McDowell Porter III, California State University Fresno, USA
Aberdeen Leila Borders, Kennesaw State University, USA
International Marketing
Aliakbar Jafari, University of Strathclyde, UK
Lacramioara Radomir, Babes-Bolyai University, Romania
Marketing Pedagogy and Education
Adam Mills, Loyola University, USA
Narongsak (Tek) Thongpapanl, Brock University, Canada
Marketing Strategy
Sascha Raithel, Freie Universität Berlin, Germany
Manfred Schwaiger, Ludwig-Maximilians University, Germany
Innovation and New Product Development
Nicholas Zacharias, Martin-Luther University Halle-Wittenberg, Germany
Ad de Jong, Copenhagen Business School, Denmark
Personal Selling and Sales Management
Willy Bolander, Florida State University, USA
Corrine Novell, Pepperdine University, USA
Pricing
Dhruv Grewal, Babson College, USA
Abhijit Guha, University of South Carolina, USA
Retailing and Omni-Channel
Carol Esmark Jones, University of Alabama, USA
Stacey Robinson, University of Alabama, USA
Services Marketing
Sabine Benoit, University of Surrey, UK
Tobias Schäfers, Copenhagen Business School, Denmark
Social Media Marketing
Gerrit Cziehso, University of Münster, Germany
Ann-Christin Kupfer, University of Münster, Germany
