Creating Marketing Magic and Innovative Future Marketing Trends Proc
This volume includes the full proceedings from the 2016 Academy of Marketing Science (AMS) Annual Conference held in Orlando, Florida, entitled Creating Marketing Magic and Innovative Future Marketing Trends. The marketing environment continues to be
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Maximilian Stieler Editor
Creating Marketing Magic and Innovative Future Marketing Trends Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
Creating Marketing Magic and Innovative Future Marketing Trends
Developments in Marketing Science: Proceedings of the Academy of Marketing Science
More information about this series at http://www.springer.com/series/13409
Maximilian Stieler Editor
Creating Marketing Magic and Innovative Future Marketing Trends Proceedings of the 2016 Academy of Marketing Science (AMS) Annual Conference
Editor Maximilian Stieler Department of Marketing & Services University of Bayreuth Bayreuth, Germany
ISSN 2363-6165 ISSN 2363-6173 (electronic) Developments in Marketing Science: Proceedings of the Academy of Marketing Science ISBN 978-3-319-45595-2 ISBN 978-3-319-45596-9 (eBook) DOI 10.1007/978-3-319-45596-9 Library of Congress Control Number: 2016963633 © Academy of Marketing Science 2017 This work is subject to copyright. All rights are reserved by the Publisher, whether the whole or part of the material is concerned, specifically the rights of translation, reprinting, reuse of illustrations, recitation, broadcasting, reproduction on microfilms or in any other physical way, and transmission or information storage and retrieval, electronic adaptation, computer software, or by similar or dissimilar methodology now known or hereafter developed. The use of general descriptive names, registered names, trademarks, service marks, etc. in this publication does not imply, even in the absence of a specific statement, that such names are exempt from the relevant protective laws and regulations and therefore free for general use. The publisher, the authors and the editors are safe to assume that the advice and information in this book are believed to be true and accurate at the date of publication. Neither the publisher nor the authors or the editors give a warranty, express or implied, with respect to the material contained herein or for any errors or omissions that may have been made. Printed on acid-free paper This Springer imprint is published by Springer Nature The registered company is Springer International Publishing AG The registered company address is: Gewerbestrasse 11, 6330 Cham, Switzerland
Conference Co-Chairs: Dipayan (Dip) Biswas, University of South Florida, USA Claas Christian Germelmann, University of Bayreuth, Germany
AMS OFFICERS (2014-2016) President Linda Ferrell Belmont University, USA
Vice President for Development Michael Ewing Deakin University, Australia
Executive Vice President/Director Harold W. Berkman University of Miami, USA
Secretary/Treasurer Lauren Beitelspacher Portland State University, USA
President-Elect Adilson Borges NEOMA Business School, France
Co-Chairs, Board of Governors Joseph F. Hair, Jr. Kennesaw State University, USA
Immediate Past-President Victoria Crittenden Babson College, USA
Barry J. Babin Louisiana Tech University, USA
Vice President for Publications O.C. Ferrell Belmont University, USA
Co-
