Marketing

Marketing

November 04th, 2022

Nudging Luxury Consumers to Contribute to Charity

Many luxury brands have engaged in corporate social responsibility by linking products to a charitable cause. But altruism is at odds with the materialistic motivations to purchase fancy watches or handbags. So how do luxury brands overcome the paradox and get their clients to engage in charitable giving? Find out in this new study by HEC Paris Marketing Professor L. J. Shrum and PhD Sukhyun Kim, and Kiwan Park of Seoul National University.

By L. J. Shrum

Marketing

March 23rd, 2022

Online Social Networking for Success: Go Premium or Go Home?

How to create business opportunities online? Are premium memberships in networks such as LinkedIn helpful for this purpose? The online presence of managers becomes more and more important, according to Andreas Lanz, Assistant Professor of Marketing at HEC Paris, who focuses on seeding questions in most of his research. Together with colleagues from Germany, Professor Lanz investigated premium memberships and found that going premium alone is not helpful––it is all about capitalizing on the advanced networking features.

By Andreas Lanz

Marketing

February 16th, 2022

Meta and Data Privacy: a Clash of Cultures and Generations?

HEC Paris Assistant Professor in Marketing, Klaus Miller, analyzes the February 3 Facebook/Meta stock market plunge. What exactly does it tell us about private data on internet and its links to the advertising world? We meet Klaus on February 8, the very day he and five co-researchers self-published “The Impact of the GDPR on the Online Advertising Market”. This book focuses on Europe’s GDPR and how it affects online publicity. In a wide-ranging discussion on personal data and the advertising industry, Klaus provides insights on ad blockers on news websites and their impact on our reading habits.

Assistant Professor

HEC Paris Trains Future Professors

Our PhD Students Got Talent

This special issue aims to show the excellence and diversity of the research conducted by HEC Paris PhD candidates and alumni. You will find a selection of cutting-edge findings, answering crucial questions such as: Is AI a threat to human creativity? Should we listen to the Wall Street gurus? How to better manage one’s promotion? How much do we value our private data? What are ambiguity and risk attitudes? How bad is the mere presence of a phone? HEC Paris PhD Program, headed by finance professor Johan Hombert, supports its students throughout their thesis writing and job placement in the best universities and business schools, such as the MIT, Wharton and Harvard Business School. Most PhD alumni continue to collaborate with professors at HEC, thanks to the strong relationships they have developed during their journey.

October 13th, 2021

phd hec paris - knowledge

Marketing

October 13th, 2021

The Smartphone: Not the Behemoth Feared by Business and Researchers

“How bad is the mere presence of a phone?” That's the title of the research paper co-authored by Claire Linares and Anne Laure Sellier and published by the review PLoS ONE. This is the product of two years of research, involving the replication of a paper that was written eight years ago by two British psychologists Andrew K. Przybylski and Netta Weinstein. In 2013, they presented data suggesting the physical presence of a cellphone in a meeting was harmful in terms of social interaction between strangers. A conclusion now disputed by the two HEC research academics.

By Claire Linares , Anne Laure Sellier

Our Latest Research on D&I

Why Diversity Matters

Why diversity matters. This special number presents the latest research from HEC professors and Ph.D. students on the impact of Human Resources policies and leadership on diversity and inclusion (D&I). These often throw up stereotypes in factors of discrimination and in shaping workplaces and society. Researchers explain their key findings in D&I and offer concrete insights and recommendations to better face management and career challenges. Hence, they attempt to answer certain crucial societal issues.

June 03rd, 2021

diversity and inclusion - aleutie-AdobeStock

Marketing

June 02nd, 2021

Who to Target? Latest Findings on Influencer Marketing

Who should I target? How to spread my content? Seeding is one of the most crucial questions in marketing today, according to Andreas Lanz, Assistant Professor of Marketing at HEC Paris, who focuses on this topic in most of his research. Professor Lanz and his colleagues answer these seeding questions at the annual ISMS Marketing Science Conference, which features several special sessions on influencer marketing this year – organized and co-chaired by Andreas Lanz. In this interview, Professor Lanz answers five questions on seeding, based on five research articles that will be presented at the conference.

Assistant Professor

Marketing

May 12th, 2021

How Brands Can Fight Gender Stereotypes in Ads

Men and women value a product differently depending on whether it has a male or female brand representation — think Mr. Clean or Betty Crocker. Specifically, female-identified brands are less appealing to male shoppers. But researchers have found a relatively simple way to combat this gender bias.

By Tina M. Lowrey

malboro man stereotype - adobe

Marketing

April 09th, 2021

6 minutes

When Videos Become Viral: Why, How and What Consequences?

Although popular wisdom assumes that virality is a random and thus unmanageable process, research by Haris Krijestorac (HEC Paris), Rajiv Garg (Goizueta Business School, Emory University) and Vijay Mahajan (University of Texas) finds several ways for marketers and content creators to design and promote their digital media in ways that significantly increase the likelihood of these media achieving virality and sustaining it. Interview with Haris Krijestorac, Assistant Professor of Information Systems.

By Haris Krijestorac

viral videos - AdobeStock_Editorial_Use_Only

Marketing

December 14th, 2020

5 minutes

Why Experiences Might Make Better Gifts for Older Children

What should we get for our kids this holiday season? As children get older, giving them something they can experience (live through) instead of material things makes them happier, according to new research published by HEC Paris professors Tina M. Lowrey and L. J. Shrum.

By Tina M. Lowrey , L. J. Shrum

kid and grand dad playing- Dusko-AdobeStock