Ajjan presents paper on the impact of brand momentum on sales

Associate Professor Haya Ajjan presented her research to academic and industry experts and business analytics professionals during the 2017 Pre-ICIS SIGDSA Symposium.

Haya Ajjan, associate professor of management information systems and director of the Center for Organizational Analytics, presented a paper on the impact of brand momentum on sales at the 2017 Pre-ICIS SIGDSA Symposium: Analytics for Societal and Organizational Transformations on Dec. 10 in Seoul, South Korea.

The symposium, which brought together academic and industry experts and professionals in the field of business analytics and decision-support science, attracted faculty participants from around the world. 

Ajjan and her co-authors Uday Kulkarni, Arizona State University, and Amit Deokar, University of Massachusetts Lowell, defined brand momentum in the context of online platforms. They conceptualized brand momentum as an aggregation of consumers’ engagements with the brand measured in terms of temporal changes in their sentiments’ frequency and intensity. Their research questions revolved around detecting brand momentum in social media settings and through online e-commerce platforms, and the consequences of brand momentum on product sales.

Ajjan also co-chaired the symposium’s Teaching Session with Aleš Popovič, faculty of economics, University of Ljubljana.

The Association for Information Systems (AIS) is the premier professional association for individuals and organizations who lead the research, teaching, practice, and study of information systems worldwide. The AIS SIGDSA provides networking opportunities for people who conduct research, develop and/or teach about any type of decision support/analytics, knowledge management or data management systems intended to support managers and decision makers. Members discuss issues related to the design, history, theory, practice, methods and techniques, new developments, and applications of computing technologies to support decision processes and decision-making by individuals, groups and organizations.