The management information systems professor presented research on mining online reviews during the Association for Information System’s annual conference and served as a program co-chair of the symposium leading up to the conference.
Haya Ajjan, Gordon Professor in Entrepreneurship and associate professor of management information systems in the Martha and Spencer Love School of Business, co-chaired the Special Interest Group on Decision Support and Analytics (SIGDSA) Symposium leading up to the 2019 International Conference on Information Systems (ICIS) in Munich, Germany, held Dec. 14-18.
As program co-chair, Ajjan provided leadership for the SIGDSA Symposium, which consisted of education sessions and networking opportunities for people who conduct research, develop and/or teach any type of decision support/analytics, knowledge management or data management systems. The event focused on how business analytics and data science can inspire an innovative mindset. Elon University supported the event as a co-sponsor.
Additionally, Ajjan presented her co-authored paper “Mining Online Reviews to Uncover Consumer Brand Engagement” during the analytics and data science category of the ICIS conference, whose theme examined uncovering and exploring interesting questions arising between information systems and innovative systems.
In the paper, Ajjan and co-authors Uday Kulkarni, Arizona State University, and Amit V. Deokar, University of Massachusetts Lowell, build on the theoretical foundations of consumer engagement from the marketing literature to propose a novel way to measure consumer brand engagement using machine learning and natural language processing of consumer-generated online content. The paper creates an opportunity to investigate the antecedent and consequent relationships between consumer brand engagement and other critical marketing constructs such an intention to purchase and customer loyalty.
The ICIS conference is the most prestigious gathering of information systems academics and research-oriented practitioners in the world. Each year papers and panel presentations are selected from more than 800 submissions.
At Elon, Ajjan also serves as the director of the Elon Center for Organizational Analytics and Faculty Administrative Fellow for the Office of the President. Ajjan earned her MBA and doctorate from the University of North Carolina at Charlotte’s Belk College of Business. Her research focuses on better understanding the impact of technology use on individuals, groups, and organizations.