5th SAMS Conference
Program Overview (pdf) (Download 
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8.00 am – Morning Coffee
Location: Room 1 (Deuxieme, 2nd Floor)
8.50 am – Group Photo
Location: Room 1 (Deuxieme, 2nd Floor)
9.00 am – Welcome Speech
Location: Room 1 (Deuxieme, 2nd Floor)
9.15 am – Session 1
Title: From Targeted Campaigns to AR: Optimizing Marketing Effectiveness (90 Minutes)
Chair: David Finken
▪ Talk 1: Better together: The Core Components of Marketing Communication Mix Effectiveness & Efficiency (Philipp Kaufmann, University of St. Gallen)
▪ Talk 2: Understanding the Differential Effect of Prior Customer-Brand Relationships on Customers’ Retaliatory Reactions (Fereshteh Vahidi, University of Geneva)
▪ Talk 3: Targeted Direct Marketing Campaigns to Maximize Customer Contributions Beyond Short Term (Patrick Bachmann, ETH Zurich)
▪ Talk 4: Seeing but Not Smelling: Augmented Reality Displays Decrease Preferences for Products with Olfactory Importance (David Finken, ETH Zurich)
Location: Room 1 (Deuxieme, 2nd Floor)
10.45 am – Coffee Break
Location: Room 1 (Deuxieme, 2nd Floor)
11.00 am – Session 2
Title: Navigating AI, Detachment, Branding and Performance in the Workplace (90 Minutes)
Chair: Reto Hofstetter
▪ Talk 1: Enhancing Collaborative Ideation with Generative AI: Choosing Between Text and Image Artefacts (Felix Schakols, University of St. Gallen)
▪ Talk 2: Closing the Gap or Giving (More) Power to the Powerful? How and When AI Empowers Employees (Ertugrul Uysal, ETH Zurich)
▪ Talk 3: The ‘Detachment Paradox’: Employers Recognize the Benefits of (Perceived) Detachment for Workers and Their Performance and Yet Penalize It in Employee Evaluations (Eva Buechel, USC Marshall)
▪ Talk 4: On-Brand or Off-Brand Social Media Marketing? The Interplay between Brand and Employee Generated Content (Reto Hofstetter, University of St. Gallen)
Location: Room 1 (Deuxieme, 2nd Floor)
12.30 pm – Lunch Break (standing lunch with vegetarian/vegan options)
Location: Clubrooms 3/4/5 (Deuxieme, 2nd Floor)
1.30 pm – Session 3 (parallel session)
Title: Ambiguity, Truth, and Sharing in Online Environments (80 Minutes)
Chair: Leif Brandes
▪ Talk 1: Seeing through the Fog: Increased Ability Leads to less Dishonesty in Ambiguous Settings (Michael Puntiroli, University of Neuchatel)
▪ Talk 2: The Mere Sharing Effect: Sharing Ambiguous Information Increases Truth Ratings (Andrea Bublitz, University of Basel)
▪ Talk 3: Online Reviews for Shared Consumption Experiences (Leif Brandes, University of Lucerne)
Location: Room 1 (Deuxieme, 2nd Floor)
1.30 pm – Session 4 (parallel session)
Title: Communication and Identity in Digital and Luxury Spaces (80 Minutes)
Chair: Jonas Görgen
▪ Talk 1: Talk Less, Impress More: How Human Speech Backfires in Luxury Brand Advertising Videos by Reducing Awe (Zitian Adam, University of Lausanne)
▪ Talk 2: Disengaging from Polarized Debates: Promises and Pitfalls of Expressing Receptiveness on Social Media (Yvan Norotte, HEC Paris)
▪ Talk 3: Unique and Entitled: How Non-fungible Tokens Can Breed Selfishness in Online Communities (Jonas Görgen, University of St. Gallen)
Location: Room 2 (Terrassensaal, 5th Floor)
2.50 pm – Coffee Break
Location: Room 1 (Deuxieme, 2nd Floor) & Room 2 (Terrassensaal, 5th Floor)
3.15 pm – Session 5 (parallel session)
Title: Sustainability, Transparency and Rankings: Insights into E-Commerce (90 Minutes)
Chair: Andrea Giuffredi-Kähr
▪ Talk 1: Increasing Sustainable Consumption: Product-Specific Environmental Impact Scores (Ursa Bernardic, ETH Zurich)
▪ Talk 2: Voluntary Carbon Offsets in Online Retailing (Katherine Rother, University of Zurich)
▪ Talk 3: Heterogeneous Position Effects and the Power of Rankings (Rafael Greminger, UCL School of Management)
▪ Talk 4: Transparency in Online Shopping: The Impact of Displaying Historical After Sales Performance Metrics on Return Rates and Purchase Likelihood (Andrea Giuffredi-Kähr, University of Zurich)
Location: Room 1 (Deuxieme, 2nd Floor)
3.15 pm – Session 6 (parallel session)
Title: Bridging Academia and Practice: Relevance, Big Data, and Realistic Experiments (80 Minutes)
Chair: Hauke Roggenkamp
▪ Talk 1: From Academia to Application: Can Marketing Researchers Estimate Managerial Relevance? (Malte Bleeker, University of St. Gallen)
▪ Talk 2: Big Data for Online Conversation Tracking. Scalable and Interpretable Topics from Online Discourse on Social Media (Marco Biella, University of Basel)
▪ Talk 3: Digital In-Context Experiments: A New Paradigm in Social Media Research (Hauke Roggenkamp, University of St. Gallen)
Location: Room 2 (Terrassensaal, 5th Floor)
4.45 pm – SAMS Board Meeting + Break “Meet the Co-Author”
Location “Board Meeting”: Room 1 (Deuxieme, 2nd Floor)
Location “Break”: Room 2 (Terrassensaal, 5th Floor)
5.00 pm – Award Presentation & Apéro
Location: Room 2 (Terrassensaal, 5th Floor)
A Big Thanks
A day full of amazing academic presentations and discussions
