Michael Haenlein and his co-authors analyzed the use of customers as micro-influencers to drive sales of everyday consumer products.
For years, celebrities have represented brands and helped sell their products. Today, consumer packaged goods (CPG) manufacturers are also investing in word-of-mouth programs and encouraging customers to market their products. But do these programs really help increase sales of consumer products?
This is the question that Michael Haenlein, professor of marketing at ESCP Europe, tried to answer with Florian Dost, professor at the University of Lancaster, Ulrike Phieler, PhD student at the European Viadrina University, and Barak Libai, professor at the Arison School of Business, in an article they published in the Journal of Marketing and in a managerial version published by the American Marketing Association.
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Nous avons eu le plaisir de coordonner ensemble pendant 3 ans les séminaires du CEFAG. Le CEFAG, c’est un programme de formation doctorale développé par la FNEGE depuis près de quarante ans, sous forme de 3 séminaires résidentiels d’une semaine. Il accueille chaque année une douzaine de doctorants sélectionnés au plan national. Dans cet ouvrage, nous avons voulu raconter pour partager (même si cela reste nécessairement partiel) ce qui se joue en termes d’apprentissage et d’expérience durant ces séminaires.
LAROCHE Hervé - ESCP Business School |
SCHMIDT Géraldine - IAE Paris-Sorbonne |
- Tendances
- Pédagogie du Management