Dr. Trang Tran, Assistant Professor of Marketing, attended the Society of Marketing Advances Conference in Atlanta, GA from November 2 to November 5, 2016 where his co-authors and he had two papers accepted. The first paper was entitled “Personalized Advertising: How Do E-Retailers Strengthen Brand Relationship on Facebook?” and the second “How Personalized Advertising Affects Equity of Brands Advertised on Facebook? A Mediation Mechanism”. Both papers focused on investigating how customers respond to personalized ads posted on Facebook, but each paper examined different seminal constructs. He was also session chair of two sessions “The Role of Social Media in Brand and Company Communications” and “Brand Attachment and Trust” as well as co-chair of the Product & Brand Management track of this conference.