Valoriser les médias sociaux

par Anatoli Colicev

Projet de thèse en Science de gestion - EM2C

Sous la direction de Vincenzo Esposito vinzi.

Thèses en préparation à Cergy-Pontoise , dans le cadre de ED EM2P - Economie, Management, Mathématiques et Physique , en partenariat avec ESSEC (laboratoire) depuis le 01-09-2014 .


  • Résumé

    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).

  • Titre traduit

    Valuing Social Media


  • Résumé

    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).