Essec\Faculty\Model\Profile {#2216
#_id: "B00806952"
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"slug" => "kubler-raoul"
"fullName" => "Raoul KUBLER"
"lastName" => "KUBLER"
"firstName" => "Raoul"
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"email" => "b00806952@essec.edu"
"status" => "ACTIF"
"campus" => "Campus de Cergy"
"departments" => []
"phone" => "01 34 43 32 62"
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"externalCvUrl" => "https://faculty.essec.edu/en/cv/kubler-raoul/pdf"
"googleScholarUrl" => "https://scholar.google.com.tr/citations?user=utVvhwwAAAAJ&hl=de"
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0 => Essec\Faculty\Model\CareerItem {#2226
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]
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]
]
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}
1 => Essec\Faculty\Model\CareerItem {#2227
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]
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}
2 => Essec\Faculty\Model\CareerItem {#2228
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"en" => "Ozyegin University"
]
"country" => array:2 [
"fr" => "Turquie"
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]
]
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}
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0 => Essec\Faculty\Model\Diplome {#2218
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]
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]
]
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}
1 => Essec\Faculty\Model\Diplome {#2220
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2 => Essec\Faculty\Model\Diplome {#2217
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0 => Essec\Faculty\Model\Distinction {#2229
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1 => Essec\Faculty\Model\Distinction {#2230
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2 => Essec\Faculty\Model\Distinction {#2231
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}
3 => Essec\Faculty\Model\Distinction {#2232
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4 => Essec\Faculty\Model\Distinction {#2233
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5 => Essec\Faculty\Model\Distinction {#2234
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#_id: null
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6 => Essec\Faculty\Model\Distinction {#2235
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0 => Essec\Faculty\Model\TeachingItem {#2224
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1 => Essec\Faculty\Model\TeachingItem {#2225
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2 => Essec\Faculty\Model\TeachingItem {#2222
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3 => Essec\Faculty\Model\TeachingItem {#2223
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0 => Essec\Faculty\Model\ExtraActivity {#2221
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2 => Essec\Faculty\Model\ExtraActivity {#2219
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0 => Essec\Faculty\Model\These {#2236
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1 => Essec\Faculty\Model\These {#2237
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2 => Essec\Faculty\Model\These {#2238
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3 => Essec\Faculty\Model\These {#2239
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0 => Essec\Faculty\Model\Contribution {#2241
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1 => Essec\Faculty\Model\Contribution {#2243
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"title" => "Machine Learning and Big Data"
"description" => "KÜBLER, R., WIERINGA, J. et PAUWELS, K. (2017). Machine Learning and Big Data. Dans: <i>Leeflang, Wieringa, Bijmolt, and Pauwels: Advanced Methods for Modeling Markets</i>. 1st ed. Springer."
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"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
2 => Essec\Faculty\Model\Contribution {#2245
#_index: "academ_contributions"
#_id: "13136"
#_source: array:18 [
"id" => "13136"
"slug" => "best-worst-scaling"
"yearMonth" => "2012-03"
"year" => "2012"
"title" => "Best/Worst Scaling"
"description" => "KÜBLER, R. (2012). Best/Worst Scaling. Dans: <i>Albers, Klapper, Konradt, Walter, Wolf: Methodik der empirischen Forschung</i>. 1st ed. Springer."
"authors" => array:1 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
]
"ouvrage" => "Albers, Klapper, Konradt, Walter, Wolf: Methodik der empirischen Forschung"
"keywords" => []
"updatedAt" => "2022-09-09 14:58:25"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
3 => Essec\Faculty\Model\Contribution {#2242
#_index: "academ_contributions"
#_id: "14356"
#_source: array:18 [
"id" => "14356"
"slug" => "when-and-where-should-the-government-advertise-for-support-of-its-anti-pandemic-actions"
"yearMonth" => "2023-09"
"year" => "2023"
"title" => "When and Where Should the Government Advertise for Support of its Anti-Pandemic Actions"
"description" => "KUBLER, R., WELKE, L. et PAUWELS, K. (2023). When and Where Should the Government Advertise for Support of its Anti-Pandemic Actions. Dans: 20th Marketing Dynamics Conference 2023. Boston."
"authors" => array:3 [
0 => array:3 [
"name" => "KUBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "WELKE Lina"
]
2 => array:1 [
"name" => "PAUWELS K"
]
]
"ouvrage" => "20th Marketing Dynamics Conference 2023"
"keywords" => []
"updatedAt" => "2023-09-27 01:00:43"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
4 => Essec\Faculty\Model\Contribution {#2246
#_index: "academ_contributions"
#_id: "14889"
#_source: array:18 [
"id" => "14889"
"slug" => "dont-panic-predicting-the-likelihood-and-duration-of-retail-brand-crises"
"yearMonth" => "2024-06"
"year" => "2024"
"title" => "Don’t Panic: Predicting the Likelihood and Duration of Retail Brand Crises"
"description" => "KUBLER, R., HEWETT, K., PAUWELS, K. et EILERT, M. (2024). Don’t Panic: Predicting the Likelihood and Duration of Retail Brand Crises. Dans: 2024 Retail in the Age of Gobal Uncertainty. Paris."
"authors" => array:4 [
0 => array:3 [
"name" => "KUBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "HEWETT Kelly"
]
2 => array:1 [
"name" => "PAUWELS Koen"
]
3 => array:1 [
"name" => "EILERT Meike"
]
]
"ouvrage" => "2024 Retail in the Age of Gobal Uncertainty"
"keywords" => []
"updatedAt" => "2024-07-10 01:01:22"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
5 => Essec\Faculty\Model\Contribution {#2240
#_index: "academ_contributions"
#_id: "14898"
#_source: array:18 [
"id" => "14898"
"slug" => "the-effect-of-banning-social-media-users-on-future-social-media-behavior"
"yearMonth" => "2024-06"
"year" => "2024"
"title" => "The effect of banning social media users on future social media behavior"
"description" => "KUBLER, R., MANKE, K. et PAUWELS, K. (2024). The effect of banning social media users on future social media behavior. Dans: 21st Marketing Dynamics Conference 2024. Santorini."
"authors" => array:3 [
0 => array:3 [
"name" => "KUBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "MANKE Kai"
]
2 => array:1 [
"name" => "PAUWELS Koen"
]
]
"ouvrage" => "21st Marketing Dynamics Conference 2024"
"keywords" => []
"updatedAt" => "2024-07-10 01:01:22"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Communications dans une conférence"
"en" => "Presentations at an Academic or Professional conference"
]
"support_type" => array:2 [
"fr" => null
"en" => null
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
6 => Essec\Faculty\Model\Contribution {#2244
#_index: "academ_contributions"
#_id: "13126"
#_source: array:18 [
"id" => "13126"
"slug" => "the-role-of-the-partner-brands-social-media-power-in-brand-alliances"
"yearMonth" => "2018-03"
"year" => "2018"
"title" => "The Role of the Partner Brand’s Social Media Power in Brand Alliances"
"description" => "KUPFER, A.K., PÄHLER VOR DER HOLTE, N., KÜBLER, R. et HENNIG-THURAU, T. (2018). The Role of the Partner Brand’s Social Media Power in Brand Alliances. <i>Journal of Marketing</i>, 82(3), pp. 25-44."
"authors" => array:4 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "KUPFER Ann-Kristin"
]
2 => array:1 [
"name" => "PÄHLER VOR DER HOLTE Nora"
]
3 => array:1 [
"name" => "HENNIG-THURAU Thorsten"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "social media"
1 => "content marketing"
2 => "influencer marketing"
3 => "movie stars"
4 => "entertainment marketing"
]
"updatedAt" => "2023-01-27 01:00:44"
"publicationUrl" => "https://doi.org/10.1509%2Fjm.15.0536"
"publicationInfo" => array:3 [
"pages" => "25-44"
"volume" => "82"
"number" => "3"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand's social media power potential (size and activity of the social media network), social media power exertion (different posting behaviors and comments), and their interaction. The authors test this framework with an extensive data set from the film industry, in which films function as composite products and actors represent partner brands. The data set features 442 movies, including 1,318 actor–movie combinations and weekly social media data (including 41,547 coded Facebook posts). The authors apply a linear mixed-effects model, in which they account for endogeneity concerns. The partner brand's social media power potential, power exertion, and their interaction can all lead to higher composite product sales. By coding different types of product-related posts, this article provides estimates of their varying monetary value."
"en" => "Managers frequently seek strategies to profit systematically from social media to increase product sales. By forming a brand alliance, they can acquire an installed social media base from a partner brand in an attempt to boost the sales of their composite products. Drawing from power theory, this article develops a conceptual model of the influence of the social media power of partner brands on brand alliance success. The proposed framework details the partner brand's social media power potential (size and activity of the social media network), social media power exertion (different posting behaviors and comments), and their interaction. The authors test this framework with an extensive data set from the film industry, in which films function as composite products and actors represent partner brands. The data set features 442 movies, including 1,318 actor–movie combinations and weekly social media data (including 41,547 coded Facebook posts). The authors apply a linear mixed-effects model, in which they account for endogeneity concerns. The partner brand's social media power potential, power exertion, and their interaction can all lead to higher composite product sales. By coding different types of product-related posts, this article provides estimates of their varying monetary value."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
7 => Essec\Faculty\Model\Contribution {#2247
#_index: "academ_contributions"
#_id: "13127"
#_source: array:18 [
"id" => "13127"
"slug" => "app-popularity-where-in-the-world-are-consumers-most-sensitive-to-price-and-user-ratings"
"yearMonth" => "2018-03"
"year" => "2018"
"title" => "App Popularity: Where in the World Are Consumers Most Sensitive to Price and User Ratings?"
"description" => "KÜBLER, R., PAUWELS, K., YILDIRIM, G. et FANDRICH, T. (2018). App Popularity: Where in the World Are Consumers Most Sensitive to Price and User Ratings? <i>Journal of Marketing</i>, 82(5), pp. 20-44."
"authors" => array:4 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "PAUWELS Koen"
]
2 => array:1 [
"name" => "YILDIRIM Gökhan"
]
3 => array:1 [
"name" => "FANDRICH Thomas"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "price sensitivity"
1 => "rating sensitivity"
2 => "mobile apps"
3 => "dynamic panel model"
4 => "Hofstede's cultural factors"
]
"updatedAt" => "2023-01-27 01:00:44"
"publicationUrl" => "https://doi.org/10.1509/jm.16.0140"
"publicationInfo" => array:3 [
"pages" => "20-44"
"volume" => "82"
"number" => "5"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural differences across countries to examine how app popularity reacts to price and ratings, controlling for product characteristics. Estimated across 60 countries, a dynamic panel model with product-specific effects reveals that price sensitivity is higher in countries with higher masculinity and uncertainty avoidance. Ratings valence sensitivity is higher in countries with higher individualism and uncertainty avoidance, while ratings volume sensitivity is higher in countries with higher power distance and uncertainty avoidance and those that are richer and have more income equality. For managers, the authors visualize country groups and calculate how much price should decrease to compensate for a negative review or lack of reviews. For researchers, they highlight the moderators of the volume and valence effects of online ratings, which are becoming ubiquitous in this connected world."
"en" => "Many companies compete globally in a world in which user ratings and price are important drivers of performance but whose importance may differ by country. This study builds on the cultural, economic, and structural differences across countries to examine how app popularity reacts to price and ratings, controlling for product characteristics. Estimated across 60 countries, a dynamic panel model with product-specific effects reveals that price sensitivity is higher in countries with higher masculinity and uncertainty avoidance. Ratings valence sensitivity is higher in countries with higher individualism and uncertainty avoidance, while ratings volume sensitivity is higher in countries with higher power distance and uncertainty avoidance and those that are richer and have more income equality. For managers, the authors visualize country groups and calculate how much price should decrease to compensate for a negative review or lack of reviews. For researchers, they highlight the moderators of the volume and valence effects of online ratings, which are becoming ubiquitous in this connected world."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
8 => Essec\Faculty\Model\Contribution {#2248
#_index: "academ_contributions"
#_id: "13128"
#_source: array:18 [
"id" => "13128"
"slug" => "the-impact-of-the-covid-19-pandemic-on-restaurant-resilience-lessons-generalizations-and-ideas-for-future-research"
"yearMonth" => "2022-02"
"year" => "2022"
"title" => "The Impact of the COVID-19 Pandemic on Restaurant Resilience: Lessons, Generalizations, and Ideas for Future Research"
"description" => "KARNIOUCHINA, K., SARANGEE, K., THEOKARY, C. et KÜBLER, R. (2022). The Impact of the COVID-19 Pandemic on Restaurant Resilience: Lessons, Generalizations, and Ideas for Future Research. <i>Service Science</i>, 14(2), pp. 212-277."
"authors" => array:4 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "KARNIOUCHINA Kate"
]
2 => array:1 [
"name" => "SARANGEE Kumar"
]
3 => array:1 [
"name" => "THEOKARY Carol"
]
]
"ouvrage" => ""
"keywords" => array:2 [
0 => "services industries "
1 => "performance"
]
"updatedAt" => "2023-08-25 09:40:49"
"publicationUrl" => "https://doi.org/10.1287/serv.2021.0293"
"publicationInfo" => array:3 [
"pages" => "212-277"
"volume" => "14"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Pandemics cause business disruptions that have serious implications for the design and delivery of services, leading to adverse performance consequences for services industries. Focusing on the restaurant industry, the authors present a conceptual framework of restaurants’ resilience during a pandemic that is grounded in existing services and strategy research, secondary and qualitative sources, and insights obtained from social media data. This framework is tested via an empirical analysis of the Yelp COVID-19 data set. Several interesting trends in consumer preferences are identified including a rapid shift toward third-party app delivery models. Surprisingly, the analysis shows that partnering with third-party app delivery services before COVID improved firms’ resilience, whereas during the pandemic, these partnerships have a negative impact on restaurant survival. Furthermore, the study documents some important differences between the drivers of restaurant survival before versus during the pandemic, highlighting critical changes in consumer preferences that may shape the industry in the future."
"en" => "Pandemics cause business disruptions that have serious implications for the design and delivery of services, leading to adverse performance consequences for services industries. Focusing on the restaurant industry, the authors present a conceptual framework of restaurants’ resilience during a pandemic that is grounded in existing services and strategy research, secondary and qualitative sources, and insights obtained from social media data. This framework is tested via an empirical analysis of the Yelp COVID-19 data set. Several interesting trends in consumer preferences are identified including a rapid shift toward third-party app delivery models. Surprisingly, the analysis shows that partnering with third-party app delivery services before COVID improved firms’ resilience, whereas during the pandemic, these partnerships have a negative impact on restaurant survival. Furthermore, the study documents some important differences between the drivers of restaurant survival before versus during the pandemic, highlighting critical changes in consumer preferences that may shape the industry in the future."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
9 => Essec\Faculty\Model\Contribution {#2249
#_index: "academ_contributions"
#_id: "13129"
#_source: array:18 [
"id" => "13129"
"slug" => "communication-behavior-of-companies-in-product-recalls-without-customer-identification-information"
"yearMonth" => "2010-03"
"year" => "2010"
"title" => "Communication behavior of companies in product recalls without customer identification information"
"description" => "KÜBLER, R. et ALBERS, S. (2010). Communication behavior of companies in product recalls without customer identification information. <i>Marketing: Journal of Research and Management</i>, 6(1), pp. 19-30."
"authors" => array:2 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "ALBERS Sönke"
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "Product Recall"
1 => "Product Crisis"
2 => "Communication"
3 => "Retail Industry"
4 => "Consumer Goods"
5 => "Content Analysis"
6 => "3SLS"
]
"updatedAt" => "2023-01-06 10:03:01"
"publicationUrl" => "http://dx.doi.org/10.15358/0344-1369-2010-JRM-1-59"
"publicationInfo" => array:3 [
"pages" => "19-30"
"volume" => "6"
"number" => "1"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => "Allemagne"
"en" => "Germany"
]
"abstract" => array:2 [
"fr" => "Although companies that sell products such as automobiles can easily track down their clients, companies that produce consumer goods usually lose direct contact with their customers at the retailer’s cash register. This anonymity results in the obligation to communicate any product failure and/or recall action to a wide range of anonymous and potential customers, while running the risk of scaring off future buyers. Hypothesizing that companies know how to best communicate a recall, we investigate a sample of 104 German recall campaigns to identify common dimensions of recall messages and behavioral drivers that may minimize the risk of alienating future customers and reduce potential sales losses due to the product crisis. We identify six major underlying dimensions of recall messages and find empirical evidence for existing recall routines of companies depending on the degree of hazard and the probability of a product defect."
"en" => "Although companies that sell products such as automobiles can easily track down their clients, companies that produce consumer goods usually lose direct contact with their customers at the retailer’s cash register. This anonymity results in the obligation to communicate any product failure and/or recall action to a wide range of anonymous and potential customers, while running the risk of scaring off future buyers. Hypothesizing that companies know how to best communicate a recall, we investigate a sample of 104 German recall campaigns to identify common dimensions of recall messages and behavioral drivers that may minimize the risk of alienating future customers and reduce potential sales losses due to the product crisis. We identify six major underlying dimensions of recall messages and find empirical evidence for existing recall routines of companies depending on the degree of hazard and the probability of a product defect."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
10 => Essec\Faculty\Model\Contribution {#2250
#_index: "academ_contributions"
#_id: "13130"
#_source: array:18 [
"id" => "13130"
"slug" => "content-valuation-strategies-for-digital-subscription-platforms"
"yearMonth" => "2021-03"
"year" => "2021"
"title" => "Content valuation strategies for digital subscription platforms"
"description" => "KÜBLER, R., SEIFERT, R. et KANDZIORA, M. (2021). Content valuation strategies for digital subscription platforms. <i>Journal of Cultural Economics</i>, 45(2), pp. 295-326."
"authors" => array:3 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "SEIFERT Rouven"
]
2 => array:1 [
"name" => "KANDZIORA Michael"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "Video on demand"
1 => "Business models"
2 => "Content strategy"
3 => """
Portfolio\n
valuation
"""
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://doi.org/10.1007/s10824-020-09391-3"
"publicationInfo" => array:3 [
"pages" => "295-326"
"volume" => "45"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "For digital video subscription platforms, creating and managing content portfolios are critical to acquire new customers, retain existing customers, leverage cross-sales, and generate advertising revenues. We treat content portfolios as a form of pure bundling which may vary in composition and attractiveness over time. Therefore, evaluating the value contribution of each content piece is essential to manage a platform’s portfolio efficiently and to understand how a specific content piece contributes to the bundle’s attractiveness. In this article, we develop an ROI content valuation framework for a digital film subscription platform. This framework describes how a single piece of content diffuses through consumers’ journeys and influences subscription fees through acquisition and retention as well as revenues from cross-sales and advertising. This conceptual approach allows us to address the heterogeneity across content and platform contingencies such as exclusive availability and platform specifics, and link them to revenue streams. Building on this framework, we offer avenues for future research and provide potential lead performance indicators together with their operationalization, enabling all parties involved in the production, marketing, distribution, and sales of content to determine the platform-specific value of a content piece."
"en" => "For digital video subscription platforms, creating and managing content portfolios are critical to acquire new customers, retain existing customers, leverage cross-sales, and generate advertising revenues. We treat content portfolios as a form of pure bundling which may vary in composition and attractiveness over time. Therefore, evaluating the value contribution of each content piece is essential to manage a platform’s portfolio efficiently and to understand how a specific content piece contributes to the bundle’s attractiveness. In this article, we develop an ROI content valuation framework for a digital film subscription platform. This framework describes how a single piece of content diffuses through consumers’ journeys and influences subscription fees through acquisition and retention as well as revenues from cross-sales and advertising. This conceptual approach allows us to address the heterogeneity across content and platform contingencies such as exclusive availability and platform specifics, and link them to revenue streams. Building on this framework, we offer avenues for future research and provide potential lead performance indicators together with their operationalization, enabling all parties involved in the production, marketing, distribution, and sales of content to determine the platform-specific value of a content piece."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
11 => Essec\Faculty\Model\Contribution {#2251
#_index: "academ_contributions"
#_id: "13131"
#_source: array:18 [
"id" => "13131"
"slug" => "the-impact-of-value-related-crises-on-price-and-product-performance-elasticities"
"yearMonth" => "2020-03"
"year" => "2020"
"title" => "The impact of value-related crises on price and product-performance elasticities"
"description" => "KÜBLER, R., LANGMAACK, M., ALBERS, S. et HOYER, W. (2020). The impact of value-related crises on price and product-performance elasticities. <i>Journal of the Academy of Marketing Science</i>, 48, pp. 776-794."
"authors" => array:4 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "LANGMAACK Michael"
]
2 => array:1 [
"name" => "ALBERS Sönke"
]
3 => array:1 [
"name" => "HOYER Wayne"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://doi.org/10.1007/s11747-019-00702-5"
"publicationInfo" => array:3 [
"pages" => "776-794"
"volume" => "48"
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Previous research on the impact of corporate crises on customers’ elasticity has largely focused on performance-related crises (e.g., product recalls) and found an increasing price elasticity under these conditions. We investigate whether this result differs for value-related crises that are due to ethical violations, such as the use of child labor or environmental pollution. In line with moral foundation theory (MFT), we propose that value-related crises lead to stronger moral outrage and increased boycott intentions, thereby decreasing price and product-performance elasticities."
"en" => "Previous research on the impact of corporate crises on customers’ elasticity has largely focused on performance-related crises (e.g., product recalls) and found an increasing price elasticity under these conditions. We investigate whether this result differs for value-related crises that are due to ethical violations, such as the use of child labor or environmental pollution. In line with moral foundation theory (MFT), we propose that value-related crises lead to stronger moral outrage and increased boycott intentions, thereby decreasing price and product-performance elasticities."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
12 => Essec\Faculty\Model\Contribution {#2252
#_index: "academ_contributions"
#_id: "13132"
#_source: array:18 [
"id" => "13132"
"slug" => "faking-or-convincing-why-do-some-advertising-campaigns-win-creativity-awards"
"yearMonth" => "2012-03"
"year" => "2012"
"title" => "Faking or convincing: Why do some advertising campaigns win creativity awards?"
"description" => "KÜBLER, R. et PROPPE, D. (2012). Faking or convincing: Why do some advertising campaigns win creativity awards? <i>BuR Business Research</i>, 5(1), pp. 60-81."
"authors" => array:2 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "PROPPE Dennis"
]
]
"ouvrage" => ""
"keywords" => array:6 [
0 => "advertising agencies"
1 => "advertising award shows"
2 => "new business"
3 => "creative success"
4 => "fake campaigns"
5 => "partial least squares"
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://link.springer.com/article/10.1007/BF03342732"
"publicationInfo" => array:3 [
"pages" => "60-81"
"volume" => "5"
"number" => "1"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue professionnelle"
"en" => "Professional journal"
]
"countries" => array:2 [
"fr" => "Allemagne"
"en" => "Germany"
]
"abstract" => array:2 [
"fr" => "Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has been dominated by pure speculation about the success of different routines, approaches and strategies in winning creativity awards, for the first time our study delivers an empirical insight into the key drivers of creativity award success. We investigate what strategies and which elements of an advertising campaign are truly likely to lead to winning the maximum number of creativity awards. Using a sample of 108 campaigns, we identify factors that influence campaign success at international advertising award shows. We identify innovativeness and the integration of multiple channels as the key drivers of creativity award success. In contrast to industry beliefs, meaningful or personally connecting approaches do not seem to generate a significant benefit in terms of winning creativity awards. Finally, our data suggest that the use of so-called “fake campaigns” to win more creativity awards does not prove to be effective."
"en" => "Since the Sarbanes-Oxley Act was passed in 2002, it has become commonplace in the advertising industry to use creativity-award-show prizes instead of gross income figures to attract new customers. Therefore, achieving a top creativity ranking and winning creativity awards have become high priorities in the advertising industry. Agencies and marketers have always wondered what elements in the advertising creation process would lead to the winning of creativity awards. Although this debate has been dominated by pure speculation about the success of different routines, approaches and strategies in winning creativity awards, for the first time our study delivers an empirical insight into the key drivers of creativity award success. We investigate what strategies and which elements of an advertising campaign are truly likely to lead to winning the maximum number of creativity awards. Using a sample of 108 campaigns, we identify factors that influence campaign success at international advertising award shows. We identify innovativeness and the integration of multiple channels as the key drivers of creativity award success. In contrast to industry beliefs, meaningful or personally connecting approaches do not seem to generate a significant benefit in terms of winning creativity awards. Finally, our data suggest that the use of so-called “fake campaigns” to win more creativity awards does not prove to be effective."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
13 => Essec\Faculty\Model\Contribution {#2253
#_index: "academ_contributions"
#_id: "13133"
#_source: array:18 [
"id" => "13133"
"slug" => "battle-of-the-brand-fans-impact-of-brand-attack-and-defense-on-social-media"
"yearMonth" => "2018-03"
"year" => "2018"
"title" => "Battle of the brand fans: Impact of brand attack and defense on social media"
"description" => "ILHAN, B.E., KÜBLER, R. et PAUWELS, K. (2018). Battle of the brand fans: Impact of brand attack and defense on social media. <i>Journal of Interactive Marketing</i>, 43(2), pp. 33-51."
"authors" => array:3 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "ILHAN Behice Ece"
]
2 => array:1 [
"name" => "PAUWELS Koen"
]
]
"ouvrage" => ""
"keywords" => array:9 [
0 => "Social media"
1 => "eWOM"
2 => "Rival brands"
3 => "Brand engagement"
4 => "Attack"
5 => "Defense"
6 => "Across pages"
7 => "Sentiment analysis"
8 => "Time series analysis"
]
"updatedAt" => "2023-01-27 01:00:44"
"publicationUrl" => "https://doi.org/10.1016/j.intmar.2018.01.003"
"publicationInfo" => array:3 [
"pages" => "33-51"
"volume" => "43"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
We show how brand fans navigate Across social media, Attack rival brands and how these rival brands' fans Defend their brand in 5 industries\n
We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-media brand engagement\n
We show that this behavior increases and prolongs the effects of managerial actions such as IMC campaigns and new-product introductions.
"""
"en" => """
We show how brand fans navigate Across social media, Attack rival brands and how these rival brands' fans Defend their brand in 5 industries\n
We quantify the prevalence of Attack, Defense and Across behavior and its impact on broader social-media brand engagement\n
We show that this behavior increases and prolongs the effects of managerial actions such as IMC campaigns and new-product introductions.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
14 => Essec\Faculty\Model\Contribution {#2254
#_index: "academ_contributions"
#_id: "13134"
#_source: array:18 [
"id" => "13134"
"slug" => "social-medias-impact-on-the-consumer-mindset-when-to-use-which-sentiment-extraction-tool"
"yearMonth" => "2020-03"
"year" => "2020"
"title" => "Social Media's Impact on the Consumer Mindset: When to Use Which Sentiment Extraction Tool?"
"description" => "KÜBLER, R., COLICEV, A. et PAUWELS, K. (2020). Social Media's Impact on the Consumer Mindset: When to Use Which Sentiment Extraction Tool? <i>Journal of Interactive Marketing</i>, 50(3), pp. 136-155."
"authors" => array:3 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "COLICEV Anatoli"
]
2 => array:1 [
"name" => "PAUWELS Koen"
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "Sentiment extraction"
1 => "Consumer attitudes -Language dictionary -Maching learning"
2 => "LIWC"
3 => "Support vector machine"
4 => "Brand strength"
5 => "Volume"
6 => "Valence -User generated content"
]
"updatedAt" => "2023-01-27 01:00:44"
"publicationUrl" => "https://doi.org/10.1016/j.intmar.2019.08.001"
"publicationInfo" => array:3 [
"pages" => "136-155"
"volume" => "50"
"number" => "3"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "User-generated content provides many opportunities for managers and researchers, but insights are hindered by a lack of consensus on how to extract brand-relevant valence and volume. Marketing studies use different sentiment extraction tools (SETs) based on social media volume, top-down language dictionaries and bottom-up machine learning approaches. This paper compares the explanatory and forecasting power of these methods over several years for daily customer mindset metrics obtained from survey data. For 48 brands in diverse industries, vector autoregressive models show that volume metrics explain the most for brand awareness and purchase intent, while bottom-up SETs excel at explaining brand impression, satisfaction and recommendation. Systematic differences yield contingent advice: the most nuanced version of bottom-up SETs (SVM with Neutral) performs best for the search goods for all consumer mind-set metrics but Purchase Intent for which Volume metrics work best. For experienced goods, Volume outperforms SVM with neutral. As processing time and costs increase when moving from volume to top-down to bottom-up sentiment extraction tools, these conditional findings can help managers decide when more detailed analytics are worth the investment."
"en" => "User-generated content provides many opportunities for managers and researchers, but insights are hindered by a lack of consensus on how to extract brand-relevant valence and volume. Marketing studies use different sentiment extraction tools (SETs) based on social media volume, top-down language dictionaries and bottom-up machine learning approaches. This paper compares the explanatory and forecasting power of these methods over several years for daily customer mindset metrics obtained from survey data. For 48 brands in diverse industries, vector autoregressive models show that volume metrics explain the most for brand awareness and purchase intent, while bottom-up SETs excel at explaining brand impression, satisfaction and recommendation. Systematic differences yield contingent advice: the most nuanced version of bottom-up SETs (SVM with Neutral) performs best for the search goods for all consumer mind-set metrics but Purchase Intent for which Volume metrics work best. For experienced goods, Volume outperforms SVM with neutral. As processing time and costs increase when moving from volume to top-down to bottom-up sentiment extraction tools, these conditional findings can help managers decide when more detailed analytics are worth the investment."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
15 => Essec\Faculty\Model\Contribution {#2255
#_index: "academ_contributions"
#_id: "13406"
#_source: array:18 [
"id" => "13406"
"slug" => "social-interactions-in-the-metaverse-framework-initial-evidence-and-research-roadmap"
"yearMonth" => "2023-07"
"year" => "2023"
"title" => "Social interactions in the metaverse: Framework, initial evidence, and research roadmap"
"description" => "HENNIG-THURAU, T., ALIMAN, D., HERTING, A., CZIEHSO, G., LINDER, M. et KÜBLER, R. (2023). Social interactions in the metaverse: Framework, initial evidence, and research roadmap. <i>Journal of the Academy of Marketing Science</i>, 51, pp. 889-913."
"authors" => array:6 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "HENNIG-THURAU Thorsten"
]
2 => array:1 [
"name" => "ALIMAN Dorothea"
]
3 => array:1 [
"name" => "HERTING Alina"
]
4 => array:1 [
"name" => "CZIEHSO Gerrit"
]
5 => array:1 [
"name" => "LINDER Marc"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Metaverse"
1 => "Virtual reality"
2 => "Social interactions"
3 => "Computer-mediated environment"
4 => "Social presence"
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://doi.org/10.1007/s11747-022-00908-0"
"publicationInfo" => array:3 [
"pages" => "889-913"
"volume" => "51"
"number" => null
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Real-time multisensory social interactions (RMSIs) between people are at the center of the metaverse, a new computer-mediated environment consisting of virtual “worlds” in which people act and communicate with each other in real-time via avatars. This research investigates whether RMSIs in the metaverse, when accessed through virtual-reality headsets, can generate more value for interactants in terms of interaction outcomes (interaction performance, evaluation, and emotional responses) than those on the two-dimensional (2D) internet (e.g., Zoom meetings). We combine theoretical logic with extensive field-experimental probes (which support the value-creation potential of the virtual-reality metaverse, but contradict its general superiority) to develop and refine a framework of how RMSIs in the metaverse versus on the 2D internet affect interaction outcomes through interactants’ intermediate conditions. The refined framework serves as foundation for a research roadmap on RMSIs in the metaverse, in which we highlight the critical roles of specific mediating and moderating forces along with interactional formats for future investigations of the metaverse and also name key business areas and societal challenges that deserve scholarly attention."
"en" => "Real-time multisensory social interactions (RMSIs) between people are at the center of the metaverse, a new computer-mediated environment consisting of virtual “worlds” in which people act and communicate with each other in real-time via avatars. This research investigates whether RMSIs in the metaverse, when accessed through virtual-reality headsets, can generate more value for interactants in terms of interaction outcomes (interaction performance, evaluation, and emotional responses) than those on the two-dimensional (2D) internet (e.g., Zoom meetings). We combine theoretical logic with extensive field-experimental probes (which support the value-creation potential of the virtual-reality metaverse, but contradict its general superiority) to develop and refine a framework of how RMSIs in the metaverse versus on the 2D internet affect interaction outcomes through interactants’ intermediate conditions. The refined framework serves as foundation for a research roadmap on RMSIs in the metaverse, in which we highlight the critical roles of specific mediating and moderating forces along with interactional formats for future investigations of the metaverse and also name key business areas and societal challenges that deserve scholarly attention."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
16 => Essec\Faculty\Model\Contribution {#2256
#_index: "academ_contributions"
#_id: "13956"
#_source: array:18 [
"id" => "13956"
"slug" => "data-driven-campaigning-wie-einfluss-messbar-gemacht-werden-kann-und-wie-wir-damit-effizientere-kampagnen-gestalten-konnen"
"yearMonth" => "2023-04"
"year" => "2023"
"title" => "Data Driven Campaigning: Wie Einfluss messbar gemacht werden kann und wie wir damit effizientere Kampagnen gestalten können"
"description" => "KÜBLER, R. et MANKE, K. (2023). Data Driven Campaigning: Wie Einfluss messbar gemacht werden kann und wie wir damit effizientere Kampagnen gestalten können. Dans: Martin Fuchs, Martin Motzkau eds. <i>Digitaler Wahlkampf</i>. 1st ed. Wiesbaden: Springer, pp. 121-144."
"authors" => array:2 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "MANKE Kai"
]
]
"ouvrage" => "Digitaler Wahlkampf"
"keywords" => array:5 [
0 => "Digital election campaign"
1 => "impact measurement"
2 => "resource allocation"
3 => "data analytics"
4 => "user generated content"
]
"updatedAt" => "2023-04-17 10:30:35"
"publicationUrl" => "https://link.springer.com/chapter/10.1007/978-3-658-39008-2_8"
"publicationInfo" => array:3 [
"pages" => "121-144"
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Chapitres"
"en" => "Book chapters"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Digitization, and in particular the use of social networks, creates new opportunities and challenges for the management of political campaigns. Campaign managers now have additional communication tools and channels at their disposal to interact with their previous voters and to address new groups of voters. This results in a dynamic model with different reference points to both the online and offline world. But with new opportunities come new challenges. In order to increase campaign efficiency or to control the effectiveness of the channels and content used, campaign managers now have to understand the dynamic and complex relationships between the various channels and media in order to ensure an efficient allocation of their funds."
"en" => "Digitization, and in particular the use of social networks, creates new opportunities and challenges for the management of political campaigns. Campaign managers now have additional communication tools and channels at their disposal to interact with their previous voters and to address new groups of voters. This results in a dynamic model with different reference points to both the online and offline world. But with new opportunities come new challenges. In order to increase campaign efficiency or to control the effectiveness of the channels and content used, campaign managers now have to understand the dynamic and complex relationships between the various channels and media in order to ensure an efficient allocation of their funds."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
17 => Essec\Faculty\Model\Contribution {#2257
#_index: "academ_contributions"
#_id: "14240"
#_source: array:18 [
"id" => "14240"
"slug" => "applied-marketing-analytics-with-r"
"yearMonth" => "2023-08"
"year" => "2023"
"title" => "Applied Marketing Analytics with R"
"description" => "YILDIRIM, G. et KÜBLER, R. (2023). <i>Applied Marketing Analytics with R</i>. 1st ed. London, Thousand Oaks: SAGE Publications."
"authors" => array:2 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "YILDIRIM Gökhan"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2023-10-18 10:31:12"
"publicationUrl" => "https://uk.sagepub.com/en-gb/eur/applied-marketing-analytics-using-r/book277514"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Livres"
"en" => "Books"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.\n
\n
Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning.\n
Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course.\n
This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers.
"""
"en" => """
Marketing has become increasingly data-driven in recent years as a result of new emerging technologies such as AI, granular data availability and ever-growing analytics tools. With this trend only set to continue, it’s vital for marketers today to be comfortable in their use of data and quantitative approaches and have a thorough grounding in understanding and using marketing analytics in order to gain insights, support strategic decision-making, solve marketing problems, maximise value and achieve success.\n
\n
Taking a very hands-on approach with the use of real-world datasets, case studies and R (a free statistical package), this book supports students and practitioners to explore a range of marketing phenomena using various applied analytics tools, with a balanced mix of technical coverage alongside marketing theory and frameworks. Chapters include learning objectives, figures, tables and questions to help facilitate learning.\n
Also included online with the datasets are software codes and solutions (R Markdowns, HTML files) to use with the book, as well as PowerPoint slides, a teaching guide and a testbank for instructors teaching a marketing analytics course.\n
This book is essential reading for advanced level marketing students and marketing practitioners who want to become cutting-edge marketers.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
18 => Essec\Faculty\Model\Contribution {#2258
#_index: "academ_contributions"
#_id: "14383"
#_source: array:18 [
"id" => "14383"
"slug" => "does-it-matter-to-all-in-the-same-way-how-culture-moderates-the-perception-of-corporate-unethical-behavior"
"yearMonth" => "2023-05"
"year" => "2023"
"title" => "Does it Matter to All in the Same Way? How Culture Moderates the Perception of Corporate Unethical Behavior"
"description" => "DEWENDER, S. et KUBLER, R. (2023). Does it Matter to All in the Same Way? How Culture Moderates the Perception of Corporate Unethical Behavior. Dans: <i>Proceedings of the European Marketing Academy, 52nd, (114153)</i>. European Marketing Academy (EMAC)."
"authors" => array:2 [
0 => array:3 [
"name" => "KUBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "DEWENDER Stefanie"
]
]
"ouvrage" => "Proceedings of the European Marketing Academy, 52nd, (114153)"
"keywords" => array:7 [
0 => "Corporate unethical behavior"
1 => "Consumer perception"
2 => "Online conversations"
3 => "Cross-cultural analysis"
4 => "Uncertainty avoidance"
5 => "Cross-cultural and International Marketing"
6 => "Marketing Strategy"
]
"updatedAt" => "2024-05-31 16:19:34"
"publicationUrl" => "https://proceedings.emac-online.org/index.cfm?abstractid=A2023-114153&Does%20it%20matter%20to%20all%20in%20the%20same%20way?%20How%20culture"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => "2023"
"number" => ""
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Corporate unethical behavior has seen high interest by marketing scholars, managers, as well as consumers. Recent research reports substantial risks arising from being associated with corporate unethical behavior. Still, it remains unclear if all consumers perceive unethicality similarly and judge companies’ behavior the same way. This becomes even more important, as most studies focus on US or European consumers, who share similar cultural backgrounds, making it impossible to predict if consumers from other cultural backgrounds (e.g. Asia) perceive a specific behavior to be unethical. We address this research gap by investigating how different forms of corporate misbehavior trigger online conversations in 41 countries. We rely on nearly one million tweets related to 26 incidents. Using a regression-based model we find that share of voice is high when customers in countries with low values in power distance and uncertainty avoidance are affected personally by a company’s misbehavior."
"en" => "Corporate unethical behavior has seen high interest by marketing scholars, managers, as well as consumers. Recent research reports substantial risks arising from being associated with corporate unethical behavior. Still, it remains unclear if all consumers perceive unethicality similarly and judge companies’ behavior the same way. This becomes even more important, as most studies focus on US or European consumers, who share similar cultural backgrounds, making it impossible to predict if consumers from other cultural backgrounds (e.g. Asia) perceive a specific behavior to be unethical. We address this research gap by investigating how different forms of corporate misbehavior trigger online conversations in 41 countries. We rely on nearly one million tweets related to 26 incidents. Using a regression-based model we find that share of voice is high when customers in countries with low values in power distance and uncertainty avoidance are affected personally by a company’s misbehavior."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
19 => Essec\Faculty\Model\Contribution {#2259
#_index: "academ_contributions"
#_id: "14443"
#_source: array:18 [
"id" => "14443"
"slug" => "the-effect-of-review-images-on-review-helpfulness-a-contingency-approach"
"yearMonth" => "2024-03"
"year" => "2024"
"title" => "The effect of review images on review helpfulness: A contingency approach"
"description" => "KÜBLER, R., LOBSCHAT, L., WELKE, L. et VAN DER MEIJ, H. (2024). The effect of review images on review helpfulness: A contingency approach. <i>Journal of Retailing</i>, 100(1), pp. 5-23."
"authors" => array:4 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "LOBSCHAT Lara"
]
2 => array:1 [
"name" => "WELKE Lina"
]
3 => array:1 [
"name" => "VAN DER MEIJ Hugo"
]
]
"ouvrage" => ""
"keywords" => array:4 [
0 => "User-generated content"
1 => "Electronic word of mouth"
2 => "Online product reviews"
3 => "Image analysis"
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://doi.org/10.1016/j.jretai.2023.09.001"
"publicationInfo" => array:3 [
"pages" => "5-23"
"volume" => "100"
"number" => "1"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Online retailing is still dominated by information asymmetries, as it often remains difficult for consumers to fully judge the quality of a product online. Reviews written by customers help to reduce this asymmetry. Helpful reviews have thus become an important tool to drive online sales. Beside textual information, reviews nowadays also often include images that can further help consumers to better judge products or services. While online retailers need to invest substantial resources in hosting and incentivizing review images, it remains unclear under which conditions review images drive (or reduce) review helpfulness and how review image content affects review helpfulness. We rely on a set of more than 97,000 reviews from Amazon to investigate the contingencies under which review images increase review helpfulness. Furthermore, we rely on more than 6,000 images in our data set to explore how review image content (i.e., image focus and context fit) drives review helpfulness. Our results show that online retailers should especially motivate consumers to include images in a review when the overall rating is extremely positive, when the reviewer has a high reputation, and when the review addresses a hedonic or experience product. Our image content analysis further shows that images help to increase helpfulness when they show the product in application. This effect is especially strong in the case of longer reviews."
"en" => "Online retailing is still dominated by information asymmetries, as it often remains difficult for consumers to fully judge the quality of a product online. Reviews written by customers help to reduce this asymmetry. Helpful reviews have thus become an important tool to drive online sales. Beside textual information, reviews nowadays also often include images that can further help consumers to better judge products or services. While online retailers need to invest substantial resources in hosting and incentivizing review images, it remains unclear under which conditions review images drive (or reduce) review helpfulness and how review image content affects review helpfulness. We rely on a set of more than 97,000 reviews from Amazon to investigate the contingencies under which review images increase review helpfulness. Furthermore, we rely on more than 6,000 images in our data set to explore how review image content (i.e., image focus and context fit) drives review helpfulness. Our results show that online retailers should especially motivate consumers to include images in a review when the overall rating is extremely positive, when the reviewer has a high reputation, and when the review addresses a hedonic or experience product. Our image content analysis further shows that images help to increase helpfulness when they show the product in application. This effect is especially strong in the case of longer reviews."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
20 => Essec\Faculty\Model\Contribution {#2260
#_index: "academ_contributions"
#_id: "14480"
#_source: array:18 [
"id" => "14480"
"slug" => "tuning-in-what-ai-and-user-generated-content-can-tell-us-about-consumers"
"yearMonth" => "2023-07"
"year" => "2023"
"title" => "Tuning In - What AI and User Generated Content Can Tell Us About Consumers"
"description" => "KÜBLER, R. et ROMBOUTS, J. (2023). Tuning In - What AI and User Generated Content Can Tell Us About Consumers. <i>ESSEC Knowledge</i>."
"authors" => array:2 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:3 [
"name" => "ROMBOUTS Jeroen"
"bid" => "B00469813"
"slug" => "rombouts-jeroen"
]
]
"ouvrage" => ""
"keywords" => []
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://knowledge.essec.edu/en/innovation/tuning-ai-and-user-generated-content-consumers.html"
"publicationInfo" => array:3 [
"pages" => null
"volume" => null
"number" => null
]
"type" => array:2 [
"fr" => "Articles ou vidéos de vulgarisation"
"en" => "Press article, video or other popular media"
]
"support_type" => array:2 [
"fr" => "Presse"
"en" => "Press"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "We are living in the most data-rich period of humankind. We create and store more data on a daily basis than our ancestors did in the last 2000 years - combined. This data comes from various digital sources, where consumers leave intentionally (and unintentionally) valuable information for marketers in the form of user-generated content. The authors explain what this data can tell us about consumer behavior."
"en" => "We are living in the most data-rich period of humankind. We create and store more data on a daily basis than our ancestors did in the last 2000 years - combined. This data comes from various digital sources, where consumers leave intentionally (and unintentionally) valuable information for marketers in the form of user-generated content. The authors explain what this data can tell us about consumer behavior."
]
"authors_fields" => array:2 [
"fr" => "Systèmes d'Information, Data Analytics et Opérations"
"en" => "Information Systems, Data Analytics and Operations"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
21 => Essec\Faculty\Model\Contribution {#2261
#_index: "academ_contributions"
#_id: "14595"
#_source: array:18 [
"id" => "14595"
"slug" => "will-the-revolution-devour-its-children-the-impact-of-generative-and-interactive-ai-on-operative-and-strategic-marketing"
"yearMonth" => "2023-10"
"year" => "2023"
"title" => "Will the revolution devour its children? The Impact of Generative and Interactive AI on Operative and Strategic Marketing"
"description" => "KÜBLER, R. (2023). Will the revolution devour its children? The Impact of Generative and Interactive AI on Operative and Strategic Marketing. <i>Décisions Marketing</i>, 112(4), pp. 267-288."
"authors" => array:1 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Generative AI"
1 => "Interconnected AI"
2 => "Marketing Strategy"
3 => "User Generated Content"
4 => "Data Value"
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://185.34.32.93/journal-decisions-marketing-2023-4-page-267.htm?contenu=auteurs"
"publicationInfo" => array:3 [
"pages" => "267-288"
"volume" => "112"
"number" => "4"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
Over the past decade, we have observed a significant shift in marketing fueled by the ability to harness the growing volume of data and customer insights available to marketers. This transformation has reached a new phase due to advancements in computational power and deep-learning algorithms. Generative AI models have played a pivotal role in democratizing the creation of professional customer insights, offering market participants unparalleled opportunities to develop sophisticated marketing tools swiftly and with minimal resources.\n
Simultaneously, AI models are increasingly engaging with each other, indicating that this transformative journey is far from reaching its peak. While embracing customer-centricity and enhancing operational efficiency hold promise for the long term, they also present notable challenges for brands and marketing managers. In this paper, we explore the diverse opportunities and obstacles that arise from this transformation and extract strategic insights to guide managers in effectively navigating this (r)evolution.
"""
"en" => """
Over the past decade, we have observed a significant shift in marketing fueled by the ability to harness the growing volume of data and customer insights available to marketers. This transformation has reached a new phase due to advancements in computational power and deep-learning algorithms. Generative AI models have played a pivotal role in democratizing the creation of professional customer insights, offering market participants unparalleled opportunities to develop sophisticated marketing tools swiftly and with minimal resources.\n
Simultaneously, AI models are increasingly engaging with each other, indicating that this transformative journey is far from reaching its peak. While embracing customer-centricity and enhancing operational efficiency hold promise for the long term, they also present notable challenges for brands and marketing managers. In this paper, we explore the diverse opportunities and obstacles that arise from this transformation and extract strategic insights to guide managers in effectively navigating this (r)evolution.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
22 => Essec\Faculty\Model\Contribution {#2262
#_index: "academ_contributions"
#_id: "14774"
#_source: array:18 [
"id" => "14774"
"slug" => "unstructured-data-research-in-business-toward-a-structured-approach"
"yearMonth" => "2024-04"
"year" => "2024"
"title" => "Unstructured data research in business: Toward a structured approach"
"description" => "DE HAAN, E., PADIGAR, M., EL KIHAL, S., KÜBLER, R. et WIERINGA, J. (2024). Unstructured data research in business: Toward a structured approach. <i>Journal of Business Research</i>, 177(2), pp. 114655."
"authors" => array:5 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "DE HAAN Evert"
]
2 => array:1 [
"name" => "PADIGAR Manjunath"
]
3 => array:1 [
"name" => "EL KIHAL Siham"
]
4 => array:1 [
"name" => "WIERINGA Jaap"
]
]
"ouvrage" => ""
"keywords" => array:3 [
0 => "Unstructured data"
1 => "Strategic framework"
2 => "Organizational learning theory"
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://doi.org/10.1016/j.jbusres.2024.114655"
"publicationInfo" => array:3 [
"pages" => "114655"
"volume" => "177"
"number" => "2"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "Despite the unprecedented growth in both the volume of unstructured data (UD) and the associated methodological sophistication, there is a growing managerial need for a structured view of how to select data sources and methods given a specific use case or scenario. Handling UD is typically resource intensive, requires many steps, and involves high uncertainty, but UD can contain rich information not found in structured data. Recognizing the gap in clear guidelines for leveraging UD in managerial decision-making, we develop a systematic three-step approach: (1) problem identification, (2) solutions development, and (3) problem resolution. Building on organizational learning theory, we propose a solutions development framework with four conceptually distinct uses of UD based on two dimensions: organizational learning goals (exploration and exploitation) and environmental scanning scope (internal and external data sources). Finally, we discuss implications for practitioners and outline key focus areas for future research directions."
"en" => "Despite the unprecedented growth in both the volume of unstructured data (UD) and the associated methodological sophistication, there is a growing managerial need for a structured view of how to select data sources and methods given a specific use case or scenario. Handling UD is typically resource intensive, requires many steps, and involves high uncertainty, but UD can contain rich information not found in structured data. Recognizing the gap in clear guidelines for leveraging UD in managerial decision-making, we develop a systematic three-step approach: (1) problem identification, (2) solutions development, and (3) problem resolution. Building on organizational learning theory, we propose a solutions development framework with four conceptually distinct uses of UD based on two dimensions: organizational learning goals (exploration and exploitation) and environmental scanning scope (internal and external data sources). Finally, we discuss implications for practitioners and outline key focus areas for future research directions."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
23 => Essec\Faculty\Model\Contribution {#2263
#_index: "academ_contributions"
#_id: "14853"
#_source: array:18 [
"id" => "14853"
"slug" => "the-impact-of-covid-19-on-how-core-and-peripheral-service-satisfaction-impacts-customer-satisfaction"
"yearMonth" => "2024-09"
"year" => "2024"
"title" => "The impact of Covid-19 on how core and peripheral service satisfaction impacts customer satisfaction"
"description" => "KÜBLER, R. et SEGGIE, S. (2024). The impact of Covid-19 on how core and peripheral service satisfaction impacts customer satisfaction. <i>Journal of Business Research</i>, 182, pp. 114784."
"authors" => array:2 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:3 [
"name" => "SEGGIE Steven"
"bid" => "B00739424"
"slug" => "seggie-steven"
]
]
"ouvrage" => ""
"keywords" => array:7 [
0 => "COVID-19"
1 => "Airline industry"
2 => "Services"
3 => "Pandemic"
4 => "Customer satisfaction"
5 => "Core service"
6 => "Peripheral service"
]
"updatedAt" => "2024-06-20 01:01:17"
"publicationUrl" => "https://doi.org/10.1016/j.jbusres.2024.114784"
"publicationInfo" => array:3 [
"pages" => "114784"
"volume" => "182"
"number" => ""
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "The COVID-19 pandemic has done significant economic damage to the service industry and has also led to changes in how satisfaction with core and peripheral services impact overall customer satisfaction in services. In our study of 110,388 reviews of 145 major airlines from 2019 to 2022, we demonstrate how pre-pandemic, both core service satisfaction and peripheral service satisfaction impact overall customer satisfaction. However, we also observe that during the pandemic, the positive effect of peripheral service satisfaction on overall customer satisfaction is strengthened while the positive effect of core service satisfaction on overall customer satisfaction is weakened. Interestingly, these effects continue post-pandemic. Our results provide key theoretical and managerial implications."
"en" => "The COVID-19 pandemic has done significant economic damage to the service industry and has also led to changes in how satisfaction with core and peripheral services impact overall customer satisfaction in services. In our study of 110,388 reviews of 145 major airlines from 2019 to 2022, we demonstrate how pre-pandemic, both core service satisfaction and peripheral service satisfaction impact overall customer satisfaction. However, we also observe that during the pandemic, the positive effect of peripheral service satisfaction on overall customer satisfaction is strengthened while the positive effect of core service satisfaction on overall customer satisfaction is weakened. Interestingly, these effects continue post-pandemic. Our results provide key theoretical and managerial implications."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
24 => Essec\Faculty\Model\Contribution {#2264
#_index: "academ_contributions"
#_id: "14864"
#_source: array:18 [
"id" => "14864"
"slug" => "metrics-gone-wrong-what-managers-can-learn-from-the-2016-us-presidential-election"
"yearMonth" => "2021-05"
"year" => "2021"
"title" => "Metrics Gone Wrong: What Managers Can Learn from the 2016 US Presidential Election"
"description" => "KÜBLER, R. et PAUWELS, K. (2021). Metrics Gone Wrong: What Managers Can Learn from the 2016 US Presidential Election. <i>Nürnberg Institute of Marketing Intelligence </i>, 13(1), pp. 30-35."
"authors" => array:2 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "PAUWELS Koen"
]
]
"ouvrage" => ""
"keywords" => array:6 [
0 => "Metrics"
1 => "Dashboards"
2 => "Decision-Making"
3 => "Polls"
4 => "Probabilistic Models"
5 => "User-Generated Data"
]
"updatedAt" => "2024-10-31 13:51:19"
"publicationUrl" => "https://doi.org/10.2478/nimmir-2021-0005"
"publicationInfo" => array:3 [
"pages" => "30-35"
"volume" => "13"
"number" => "1"
]
"type" => array:2 [
"fr" => "Articles"
"en" => "Journal articles"
]
"support_type" => array:2 [
"fr" => "Revue scientifique"
"en" => "Scientific journal"
]
"countries" => array:2 [
"fr" => "Allemagne"
"en" => "Germany"
]
"abstract" => array:2 [
"fr" => """
In the 2016 presidential election, the vast majority of available polls showed a comfortable lead for Hillary Clinton throughout the whole race, but in the end, she lost. Campaign managers could have known better, if they had had a closer look at other data sources and variables that – like polls – show voter engagement and preferences. In the political arena, donations, media coverage, social media followership, engagement and sentiment may similarly indicate how well a candidate is doing, and most of these variables are available for free.\n
Validating the bigger picture with alternative data sources is not limited to politics. The latest marketing research shows that online-consumer-behavior metrics can enrich, and sometimes replace, traditional funnel metrics. Trusting a single ‘silver bullet’ metric does not just lead to surprises, it can also mislead managerial decision-making. Econometric models can help disentangle a complex web of dynamic interactions and show immediate and lagged effects of marketing or political events.
"""
"en" => """
In the 2016 presidential election, the vast majority of available polls showed a comfortable lead for Hillary Clinton throughout the whole race, but in the end, she lost. Campaign managers could have known better, if they had had a closer look at other data sources and variables that – like polls – show voter engagement and preferences. In the political arena, donations, media coverage, social media followership, engagement and sentiment may similarly indicate how well a candidate is doing, and most of these variables are available for free.\n
Validating the bigger picture with alternative data sources is not limited to politics. The latest marketing research shows that online-consumer-behavior metrics can enrich, and sometimes replace, traditional funnel metrics. Trusting a single ‘silver bullet’ metric does not just lead to surprises, it can also mislead managerial decision-making. Econometric models can help disentangle a complex web of dynamic interactions and show immediate and lagged effects of marketing or political events.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
25 => Essec\Faculty\Model\Contribution {#2265
#_index: "academ_contributions"
#_id: "14899"
#_source: array:18 [
"id" => "14899"
"slug" => "mimicking-psychometrics-with-ugc"
"yearMonth" => "2024-05"
"year" => "2024"
"title" => "Mimicking Psychometrics with UGC"
"description" => "ADLER, S., WELKE, L., SARSTEDT, M., KUBLER, R. et PAUWELS, K. (2024). Mimicking Psychometrics with UGC. Dans: <i>2024 Conference of the Working Group: Data Analysis and Classification in Marketing. The Value of User Generated Data for Managerial Decision Making</i>."
"authors" => array:5 [
0 => array:3 [
"name" => "KUBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "ADLER Susanne"
]
2 => array:1 [
"name" => "WELKE Lina"
]
3 => array:1 [
"name" => "SARSTEDT Marko"
]
4 => array:1 [
"name" => "PAUWELS Koen"
]
]
"ouvrage" => "2024 Conference of the Working Group: Data Analysis and Classification in Marketing. The Value of User Generated Data for Managerial Decision Making"
"keywords" => []
"updatedAt" => "2024-07-10 01:01:22"
"publicationUrl" => null
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
"type" => array:2 [
"fr" => "Actes d'une conférence"
"en" => "Conference Proceedings"
]
"support_type" => array:2 [
"fr" => "Editeur"
"en" => "Publisher"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => ""
"en" => ""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
26 => Essec\Faculty\Model\Contribution {#2266
#_index: "academ_contributions"
#_id: "15302"
#_source: array:18 [
"id" => "15302"
"slug" => "i-like-i-share-i-vote-mapping-the-dynamic-system-of-political-marketing"
"yearMonth" => "2025-01"
"year" => "2025"
"title" => "I like, I share, I vote: Mapping the dynamic system of political marketing"
"description" => "KÜBLER, R., KAI MANKE, K. et KOEN PAUWELS, K. (2025). I like, I share, I vote: Mapping the dynamic system of political marketing. <i>Journal of Business Research</i>, 186(10), pp. 115014."
"authors" => array:3 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
1 => array:1 [
"name" => "KAI MANKE Kai"
]
2 => array:1 [
"name" => "KOEN PAUWELS Koen"
]
]
"ouvrage" => ""
"keywords" => array:5 [
0 => "Political marketing"
1 => "Digital marketing"
2 => "Disinformation"
3 => "Social media"
4 => "Word-of-Mouth"
]
"updatedAt" => "2024-10-31 13:54:26"
"publicationUrl" => "https://doi.org/10.1016/j.jbusres.2024.115014"
"publicationInfo" => array:3 [
"pages" => "115014"
"volume" => "186"
"number" => "10"
]
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"en" => "Scientific journal"
]
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"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => "This study examines the dynamic relationships between actions from the multiple stakeholders in political marketing. Using over 200 million social media posts, media coverage, advertising data, and poll results, we map a highly dynamic and interconnected system involving candidates, voters, media, and digital platforms. Our results highlight feedback effects even more intense than in comparable systems of traditional marketing. Our empirical findings show that beside the candidates’ own marketing efforts, on- and offline-chatter significantly influences candidate actions, media narratives, and voter behavior, with disinformation playing a critical role in discussions and polls. Traditional media amplifies online conversations and disinformation, further influencing political support. Our results provide campaign managers with insights into how to navigate this dynamic system and how to handle disinformation and poll ambiguity. We further provide guidelines for media professionals, and policymakers to navigate and regulate this complex dynamic system."
"en" => "This study examines the dynamic relationships between actions from the multiple stakeholders in political marketing. Using over 200 million social media posts, media coverage, advertising data, and poll results, we map a highly dynamic and interconnected system involving candidates, voters, media, and digital platforms. Our results highlight feedback effects even more intense than in comparable systems of traditional marketing. Our empirical findings show that beside the candidates’ own marketing efforts, on- and offline-chatter significantly influences candidate actions, media narratives, and voter behavior, with disinformation playing a critical role in discussions and polls. Traditional media amplifies online conversations and disinformation, further influencing political support. Our results provide campaign managers with insights into how to navigate this dynamic system and how to handle disinformation and poll ambiguity. We further provide guidelines for media professionals, and policymakers to navigate and regulate this complex dynamic system."
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
27 => Essec\Faculty\Model\Contribution {#2267
#_index: "academ_contributions"
#_id: "15333"
#_source: array:18 [
"id" => "15333"
"slug" => "its-all-connected-understanding-social-medias-role-in-the-american-election"
"yearMonth" => "2024-11"
"year" => "2024"
"title" => "It’s All Connected: Understanding Social Media’s Role in the American Election"
"description" => "KÜBLER, R. (2024). It’s All Connected: Understanding Social Media’s Role in the American Election. <i>ESSEC Knowledge</i>."
"authors" => array:1 [
0 => array:3 [
"name" => "KÜBLER Raoul"
"bid" => "B00806952"
"slug" => "kubler-raoul"
]
]
"ouvrage" => ""
"keywords" => array:2 [
0 => "social media role"
1 => "American election"
]
"updatedAt" => "2024-11-13 12:49:25"
"publicationUrl" => "https://knowledge.essec.edu/en/society/understanding-social-medias-role-american-election.html"
"publicationInfo" => array:3 [
"pages" => ""
"volume" => ""
"number" => ""
]
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"en" => "Press article, video or other popular media"
]
"support_type" => array:2 [
"fr" => "Presse"
"en" => "Press"
]
"countries" => array:2 [
"fr" => null
"en" => null
]
"abstract" => array:2 [
"fr" => """
How can we understand the American election? \n
Using over 200 million social media posts, media hits, advertising information, and poll results, Raoul Kübler (ESSEC Business School) alongside Kai Manke (University of Münster) and Koen Pauwels (Northeastern University), mapped a framework, published in the Journal of Business Research, for understanding political marketing - and understanding the role of disinformation and media.
"""
"en" => """
How can we understand the American election? \n
Using over 200 million social media posts, media hits, advertising information, and poll results, Raoul Kübler (ESSEC Business School) alongside Kai Manke (University of Münster) and Koen Pauwels (Northeastern University), mapped a framework, published in the Journal of Business Research, for understanding political marketing - and understanding the role of disinformation and media.
"""
]
"authors_fields" => array:2 [
"fr" => "Marketing"
"en" => "Marketing"
]
"indexedAt" => "2024-12-22T05:21:57.000Z"
]
+lang: "en"
+"_type": "_doc"
+"_score": 5.9299917
+"parent": null
}
]
"avatar" => "https://faculty.essec.edu/wp-content/uploads/avatars/B00806952.jpg"
"contributionCounts" => 28
"personalLinks" => array:2 [
0 => "<a href="https://orcid.org/0009-0001-3294-3105" target="_blank">ORCID</a>"
1 => "<a href="https://scholar.google.com.tr/citations?user=utVvhwwAAAAJ&hl=de" target="_blank">Google scholar</a>"
]
"docTitle" => "Raoul KUBLER"
"docSubtitle" => "Associate Professor"
"docDescription" => "Department: Marketing<br>Campus de Cergy"
"docType" => "cv"
"docPreview" => "<img src="https://faculty.essec.edu/wp-content/uploads/avatars/B00806952.jpg"><span><span>Raoul KUBLER</span><span>B00806952</span></span>"
"academ_cv_info" => ""
]
#_index: "academ_cv"
+lang: "en"
+"_type": "_doc"
+"_score": 5.0369525
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}
