Conference and Presentations

Academic Conferences

“Innovating Content Strategy in Influencer Marketing: Examining Characteristics and Formats on Customer Engagement across Sponsorship Conditions and Influencer Tiers.” Global Fashion Management Conference, Madrid, 2026.\(^*\)

“Role of Reminder Email Campaigns in Effecting Different Levels of Abandoned Cart Recovery.” Association of Marketing Theory & Practice Conference, Myrtle Beach, SC. 2025.\(^*\)

“Promoting Safe Cycling in Older Adults: Insights from the COM-B Model.” International Social Marketing Conference, Canberra 2025.\(^*\)

“Effects of BNPL on Online Customer Behaviour”. ANZMAC, Hobart, 2024.

“Now or Never: Time Pressure in Livestream Shopping”. INFORMS Marketing Science, Sydney, 2024.\(^*\)

“The Power of Words: Persuasion in Livestreaming”. ANZMAC, Dunedin, 2023.\(^*\)

“Value Co-creation and Service Exchange via Non-Fungible Token (NFT) in an Online Marketing Environment: A Unique Perspective through Service-Dominant (S-D) Logic,” GMC Conference, Seoul, 2023.\(^*\)

“Direct and Indirect Effects of Firm Generated Content on Sales,” INFORMS Marketing Science Conference, Rome, 2019.\(^*\)

“Disentangling the Impact of Expert Product Ratings to Inform Market Strategies,” INFORMS Marketing Science Conference, Rome, 2019.\(^*\)

Best paper award in category Field Experiments and Causal Inferences in Marketing

“Disentangling the impact of Expert Product Ratings to inform Market Strategies,” AMA Winter Conference, Austin, 2019.\(^*\)

“Expert vs. E-Aggregator: Can Critics Continue to be Critical? Evidence from the Movie Industry,” AMA Winter Conference, Austin, 2019.\(^*\)

“Direct and Indirect Effects of Firm Generated Content on Sales,” INFORMS Marketing Science Conference, Rome, 2019.

“An Exploratory Analysis of User Retention and Engagement in Mobile App Market,” INFORMS Marketing Science Conference, PA, 2018.

“Consumers Like and Follow on Social Media. Do they Actually Impact Sales?,” EMAC Conference, Glasgow, UK, 2018.\(^*\)

“Mitigating Data Quality Hurdles in Patient-to-Patient Portals Dealing with Parkinson Disease,” Workshop on Information and Technologies and Systems, South Korea, 2017.\(^*\)

“Consumers Likes and Follows on Social Media: Do they actually impact sales?,” XIV Convegno annuale Società Italiana Marketing, Bergamo, Italy, 2017.\(^*\)

Best paper award.

“The Effect of Temporal Distance on Self-Presentation by Brand,” Association for Consumer Research, San Diego. 2017.\(^*\)

“The Effects of Self-Service Technology Discontinuance on Customer Response: Evidence from Field Experiment,” INFORMS Marketing Science Conference, LA, 2017.

“Online social shopping: The impact of social and commercial activities on user behavior on a social shopping platform,” Wharton School of the University of Pennsylvania, PA, 2017.\(^*\)

“The Role of Intrinsic & Extrinsic Factors on Multichannel Shopping Behaviors,” Wharton School of the University of Pennsylvania, PA, 2017.\(^*\)

“Self-Presentation By Brand: Antecedents, Consequences, and Mediating Roles,” EMAC Conference, Groningen, Netherlands, 2017.\(^*\)

“Online Social Shopping: Impact of Social and Commercial Activities on User Behaviors,” INFORMS Marketing Science Conference, Shanghai, 2016.

“Investigating the Impact of Multiple Communication and Marketing Mix Elements in a Multichannel Environment,” AMA Winter Marketing Academic Conference, Las Vegas, 2016.

“From Social to Sale: The Effects of Firm Generated Content in Social Media on Customer Behavior,” AMA Summer Marketing Educators’ Conference, Chicago, 2015.

“The Effects of Customer Participation in Firm Hosted Social Media on Customer Behavior: Evidence from a Quasi Experiment,” University of Arizona, Arizona, 2014.\(^*\)

“An Empirical Examination of the Drivers and Behavioral Consequences of Customer Participation in Firm Hosted Social Media,” Indian School of Business, Hyderabad, 2014.\(^*\)

“Impact of Digital (Dis) Engagements on Sales: Evidence from Email Advertising,” INFORMS Marketing Science Conference, Atlanta, 2014.

“The Effect of Customers’ Social Media Participation on Business Value: Evidence from a Field Study,” INFORMS Marketing Science Conference, Atlanta, 2014.

“The Effect of Social Media Marketing Communication on Customer Behavior: An Empirical Investigation,” INFORMS Marketing Science Conference, Istanbul, 2013.

“Understanding the Structure and the Motivating Factors of Consumers’ Social Media Participation,” INFORMS Marketing Science Conference, Istanbul, 2013.

“How Do Stock-Market Sentiments Affect Product Category Demand? Case of Organic and Virtue Products,” INFORMS Marketing Science Conference, Istanbul, 2013.\(^*\)

“Customers’ Social Media Participation and Business Value for Firms: Evidence from a Field Study,” AMA Winter Marketing Educators’ Conference, Las Vegas, 2013.\(^*\)

“Customers’ social media participation and business value for firms: Evidence from field study,” Sixth International Great Lakes Nasmei Conference, Chennai, 2012.\(^*\)

“An Empirical Investigation of the Link between Social Media Efforts and Customer Firm Relationship,” INFORMS Marketing Science Conference, Boston, 2012.\(^*\)

“The Impact of Customers’ Social Media Participation on Customer-Firm Relationship Duration: The Role of Offline Exchange, Product and Customer Characteristics,” ISR Special Issue Workshop on Social Media and Business Transformation, Univ. of Maryland, 2012.\(^*\)

“Investigating the Impact of Multiple Marketing Mix and Communication Mix in a Multichannel Environment,” INFORMS Marketing Science Conference, Houston, 2011.

“Optimizing Purchase Behavior at the Attribute Level,” SIMSR Conference, India, 2011.\(^*\)

Best paper award.

“Investigating the Impact of Multiple Marketing Mix and Communication Mix in a Multichannel Environment,” MSI/WCAI Conference, Wharton Business School, 2010.\(^*\)

“Investigating Consumer Response across Retail Store Formats,” INFORMS Marketing Science Conference, Cologne, 2010.

“Joint Determination of Health Insurance and Life Insurance Choice Using Data from Consumer Expenditure Survey,” Consumer Expenditure Survey (CE) Microdata Users’ Workshop, Bureau of Labor Statistics, Washington DC, 2010.

“A Study of Differential Response Behavior across Store Formats,” INFORMS Marketing Science Conference, Ann Arbor, 2009.

\(^*\)Paper presented by co-author.

Invited Presentations

“Marketing Analytics,” Aalto Executive Education, Helsinki, 2019.

“Practice of Big data in customer acquisition,” Program for Chinese Banker Delegation organized by EIT Digital, Aalto University, Helsinki, Finland, 2018.

“Social Media Marketing,” Discussant at IMR Doctoral Conference 2018. Bangalore, India, 2018.

“Social Media Marketing,” Pilot Program for Social Media Computing organized by EIT Digital, Aalto University, Helsinki, Finland, 2017.

“From Social to Sale: The Effects of Firm Generated Content in Social Media on Customer Behavior,” Dipartimento di Economia e Management, Università di Pisa, Italy, 2016.

“Marketing Analytics,” Panel discussion for Homecoming Day for alumni, Helsinki, Finland, 2016.

“Digitalization: The Business and Societal Perspectives,” Make It Digital, Aalto Digi Platform, Helsinki, Finland, 2016.

“From Social to Sale: The Effects of Firm Generated Content in Social Media on Customer Behavior,” Indian Institute of Management, Bangalore, India, 2016.

“Mis-Information in Healthcare Social Networks for Parkinson’s Disease,” Healthcare Research Group, Management Science and Systems Department, School of Management, University at Buffalo, 2015.

“Marketing in Digital Era,” Divia Aalto Executive Education, Helsinki, 2012.

“Customers’ Social Media Participation and Business Value for Firms: Evidence from a Field Study,” GSOM St. Petersburg University, St. Petersburg, 2012.