Valoriser les médias sociaux
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Auteur / Autrice : | Anatoli Colicev |
Direction : | Vincenzo Esposito vinzi |
Type : | Projet de thèse |
Discipline(s) : | Science de gestion - EM2C |
Date : | Inscription en doctorat le 01/09/2014 Soutenance le 06/07/2016 |
Etablissement(s) : | Cergy-Pontoise |
Ecole(s) doctorale(s) : | ED EM2P - Economie, Management, Mathématiques et Physique |
Partenaire(s) de recherche : | Laboratoire : ESSEC |
Mots clés
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Mots clés libres
Résumé
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At a general level, I study how marketing efforts impact on financial outcomes. More specifically, I theorize the impact of social media conversations on brand value; purchase funnel, customer-based brand equity and shareholder value. To analyze these issues, methodologically, I utilize time series modelling (VAR), panel models (dynamic panels and Panel Vector Auto Regression) and cross-sectional structural equations modelling (both PLS and classical SEM).