Our youngest researcher, Elham Maleki, attended and presented at EMAC 2016, which was in Oslo. The European Marketing Academy (EMAC) is a professional society for people involved or interested in marketing theory and research established in 1975. The purpose of the European Marketing Academy is to provide a society for persons professionally concerned with or interested in marketing theory and research. Its aims are to serve as the core of a communication network for disseminating information and promoting international exchange in the field of marketing.
We are happy to ask her some questions about her experience.
Elham, what did you do that your submission to EMAC was accepted and you could present at this prestigious conference?
First of all you need to have a research project, which tackles and important problem and contribute to previous research. In our case, it also solves a big problem for managers. And of course you need to write it down in a way that also researches from different areas understand the topic, the methods and the outcomes.
What is your project about?
To convince consumers to become customers in the digital world, firms must first compete for their attention and draw them to their websites. Understanding the competitive environment for digital consumer attention is crucial for firms’ strategic actions about positioning, communication, cooperation and acquisitions. Using organic search engine data, we propose a new approach to understand the competitive market for digital consumer attention.
How could you benefit from this conference?
Although the presentation time for every presenter is just 20 minutes, I was lucky to have good researchers in the list of my audience and I could get useful feedbacks, which will help to improve the project even further.
Did you have the chance to see OSLO on top of your conference time?
Even though you usually don’t want to miss even a second of this valuable conference, I could still find a chance to take a look at a modern Oslo. And I loved it. Especially and surprisingly the sunshine in the harbor next to the Opera House. That’s a view and feeling you won’t forget.
What are you planning next regarding research and conferences?
I will present in two weeks again at ISMS Marketing Science Conference 2016 in Shanghai, hopefully a more improved version of our current project.
Thanks a lot for your information and good luck in China!
Monika from the Chair of Electronic Commerce