MRK 7

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What:
Plenary Session
When:
2:15 PM, Monday 19 May 2025 (1 hour 15 minutes)
Breaks:
Coffee break   03:30 PM to 03:45 PM (15 minutes)
Where:
University of Waterloo - 2104 School of Accounting and Finance
Themes:
MRKmarketing
Chair: Robert Opoku

Spiraling Consumer Communication on Social Media: Insight on the Majority Opinion’s Ability to Influence

Author(s)/Auteur(s): Mariam Hamam (Toronto Metropolitan University)


From Trends to Tweets: The Impact of Trendjacking on Brand Engagement and Its Interaction with Brand Innovation

Author(s)/Auteur(s): Fatemeh Vafaee Sefat (Wilfrid Laurier University Faculty of Graduate and Postdoctoral Studies), Ammara Mahmood (Wilfrid Laurier University), Shirley Chen (Wilfrid Laurier University), Michael Moorhouse (Wilfrid Laurier University) & Saurabh Mukesh Rawal (Wilfrid Laurier University)


Does Product Portfolio Greenness Drive Firm Value: Evidence from the U.S. CPG Industry

Author(s)/Auteur(s): Haoze Chen (McMaster University) & Devashish Pujari (McMaster University)


Employees as Machines: Positive Perceptions of Dehumanized Service Providers

Author(s)/Auteur(s): Jee Hyuk Wi (Wilfrid Laurier University) & Hae Joo Kim (Wilfrid Laurier University)

 

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