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.
How to Improve Consumer Welfare With Marketing Interventions
Fei Gao holds a Ph.D. from HEC Paris and has joined Bentley University in the U.S. as an Assistant Professor in 2020. Fei Gao’s dissertation consists of developing marketing interventions to influence consumers judgment, choice, and behaviors. He was awarded the HEC Foundation prize for the best 2020 doctorate thesis at HEC Paris. In this interview, Fei Gao explains the different interventions he studied and developed for various goals, such as altering consumers’ taste judgments of indulgent drinks and foods, reducing consumers’ portion size choices, or motivating consumers to referring products and services with a prosocial incentive scheme.
3 Objectives to Create Intelligence in the Face of Uncertainty
Uncertainty is an invisible trap, set to blind our capacity to avoid nonsense and create actual intelligence. Why invisible? Because uncertainty is powered by what we do not know, which is particularly difficult to become aware of. Anne-Sophie Chaxel, HEC Paris Associate Professor of Marketing and expert in cognitive biases, gives three objectives to keep in mind to embrace uncertainty, along with practice tool boxes to create intelligence.
What is the Role of Social Media During the COVID-19 Crisis?
Today, social media such as Twitter, Facebook and Instagram, have become primary sources of information. They are also vehicles for fake news and disinformation. During a crisis like the COVID-19 pandemic, how should social media be mastered and employed in a responsible way? HEC Paris Associate Professor of Marketing, Kristine de Valck, has been studying the role of social networks in the marketplace since 1999. She explains.
How Do Governments And Individuals Make Decisions In A Time Of Crisis? The Case Of The Coronavirus
Why different countries have made very different decisions to fight the coronavirus? What are the potential consequences of such crisis on the psychology of the population? In this interview, Anne-Sophie Chaxel, HEC Paris Associate Professor of Marketing specialized in consumer behavior and decision-making, explains the different approaches of governments toward their responsibility, and the biases behind non-optimal behaviors and decisions. She also shares her recommendation regarding decision-making processes.
Herding and Social Media Word-of-Mouth: Evidence from Groupon
How can herding and social media word-of-mouth increase the demand online? In this interview, Xitong Li, Associate Professor of Information Systems at HEC Paris, unveils his latest research co-authored by Lynn Wu of the Wharton School, University of Pennsylvania, revealing what they have found from Groupon’s combination of both techniques.
TV series consumption habits in the era of Netflix: How young adults embrace and protect themselves from ATAWAD TV watching
How do young adults feel about television streaming and how does this feeling affect their watching of television series? How do those consumers embrace and protect themselves from the possibilities of ATAWAD (anytime, anywhere, any device) TV watching?
Why Many Luxury Leaders Prefer not to Use the Word Luxury
Luxury is a three faceted word. It refers first to a concept, very subjective thus always hotly debated. It is also a very lucrative macro-economic sector that has been growing over the last 25 years. Finally, it also designates a very specific strategy, distinct from other strategies such as a fashion strategy, a premium strategy or a masstige strategy. Any company can adopt a luxury strategy even if it does not produce the classical goods or services traditionally associated with the luxury sector. Apple is a typical example.
Managing Fake News
Can studying fake news be good? At least two professors at HEC Paris think so. Ludovic François and Dominique Rouziès explain why and how in their recent Harvard Business Review article entitled “The Real Story of the Fake Story of One of Europe’s Most Charismatic CEOs”. In this article they recount how HEC Paris offered a seminar to teach students how to manage corporate crisis by using the internet. In the process, the seminar taught the students the impact of fake news. Here is the story.
The Sales Revolution
The conference focused on the challenges facing 21st century salesforce management. New players with disruptive strategies are forcing many major companies to reinvent their salesforces. The internet and cloud services are altering the nature of customer relations and there is a sharp rise in the technical competencies required by today’s salespeople. These are driving big changes in the role of marketing and sales requiring new attitudes, tools, and competencies to effectively manage sales performance. Director General of HEC Paris, Peter Todd, gave an exceptionally insightful keynote speech signifying that business schools were aware of these trends and working to create and share the knowledge necessary for successful salesforces in the 21st century.