Lighthouse Lecture Series: It is only words, or is it? How digital disruption is changing marketing
Digital marketing and especially social media are rapidly evolving into strategic marketing communication priorities for most firms in most industries worldwide. The importance of internet advertising is growing ever faster and will probably overtake TV advertising by the end of this year.
Social media content on Facebook, Twitter and Instagram is characterized predominantly by user-generated content (UGC). The impact of UGC is underlined by the fact that customers trust their fellow customers more than traditional marketing communications. However, UGC mainly consists of unstructured data, such as text (reviews, blogs, posts and tweets), and increasingly, pictures and video.
As a result, new analysis tools based on “Big Data” analytics are required to provide novel and actionable insights into social media and UGC for marketing practitioners. Prof. Dr. Wetzels is currently research theme leader for the SBE research theme Data-Driven Decision-Making (D3M).
|Monday 27 November 2017|
2:00 pm - 3:30 pm
|E6A 102 Theatrette|
|Wednesday 22 November 2017|
Professor Dr Martin Wetzels is Professor in Marketing and Supply Chain Research at the School of Business and Economics, Maastricht University, the Netherlands. His main research interests are services marketing, marketing research and analytics, B2B marketing, marketing channels and social media and digital marketing.
His work has resulted in more than 90 articles in leading, international journals, such as, MIS Quarterly, Journal of Marketing, Management Science, Journal of Operations Management, Journal of Consumer Research, Accounting, Organizations and Society, Journal of the Academy of Marketing Science, Journal of Retailing, Journal of Service Research, Information & Management, Long Range Planning, Industrial Marketing Management, Journal of Product Innovation Management, Journal of Consumer Psychology, Journal of Management Studies, Journal of Business Research, Psychology and Marketing, Marketing Letters, European Journal of Marketing, and International Journal of Research in Marketing.
He has contributed more than 130 papers to conference proceedings and presentations. His work has received more than 14000 citations on Google Scholar resulting in a h-index of 49 and a g-index of 119, putting him in the Top 1% (full) Marketing Professors on the basis of a Google Scholar benchmark for the top 500 universities in USA, Canada, UK, New Zealand and Australia (cf. Soutar et al., 2015). He serves on the editorial review board of ten leading, international journals and actively reviews for numerous international journals and he chaired a number of international conferences, such as IPSERA and SERVSIG.
He has supervised more than twenty PhDs on a wide variety of marketing related topics. His current research interests focus on digital marketing, social media and new technologies in marketing. He is currently research theme leader for the SBE research theme Data-Driven Decision-Making (D3M).