Social Influence, WOM and beyond: Future Trends in Digital Media
Seminar at the University of Zaragoza, 23-24 March 2017.
GENERAL INFORMATION
Within the framework of the research projects “Social commerce and its influence on customer value” and “Marketing of experiences for an integral and profitable management of customer relations” financed by the Ministry of Economy and Competitiveness, and within the research activities developed by the Generés group, a seminar will be held on social influence in digital media which will take place on 23 and 24 March 2017 at the University of Zaragoza.
The seminar, entitled “Social Influence, WOM and beyond: future trends in digital media”, aims to provide a forum for debate on the new challenges and developments that digital contexts pose in the field of marketing. The WOM and other mechanisms of social influence are a key research topic, given their relevance to commercial communication and customer management. Recommendation and reference systems, as well as ratings, forums, etc., allow users to acquire an active role in the business communication strategy, which favours their participation and engagement with the company.
The seminar will feature presentations of selected papers submitted by researchers within the deadline, as well as invited lectures on the theme of the seminar, by two internationally renowned professors:
- Michael Haenlein, ESCP Europe (http://www.michaelhaenlein.eu/)
- Thorsten Hennig-Thurau, Westfäliche Wilhelms-Universität Münster (http://www.marketingcenter.de/lmm/team/chair.html)
In addition to their respective talks, the two guest professors will offer comments on the papers presented at the seminar.
SEMINAR PROGRAMME
The programme of the seminar can be consulted HERE.
CALL FOR PAPERS
We encourage you to contribute to the seminar through the presentation of papers, which can address any aspect within the scope of social influence in digital media, for example:
- The effectiveness of WOM incentive programs.
- The value of social media post (trust, quality and credibility).
- Social networks, blogs and participation in virtual communities.
- Engagement in social commerce.
- WOM Valence.
- Online reviews and relationships with the brand in virtual communities.
As well as any other subject related to the above or, in general, to the WOM and social commerce.
Authors wishing to submit their papers should send an abstract in English (500-1000 words, font Times New Roman 12, line spacing 1.5) clearly indicating the research problem and the objectives of the paper, the data and methods used, and the results obtained. Work in progress can also be sent. Submissions will be sent electronically to cherrand@unizar.es, and all papers received by February 28, 2017 will be considered. The notification of the acceptance of the papers will take place on March 8.
Certificates of presentation and attendance will be issued (presentations will be made in English).
INSCRIPTIONS
Registration for the seminar will be open from 1 March. To do so, please fill in the following FORM.
The fee for registration for all participants and attendees is 60 euros.
KEY DATE SUMMARY:>
Deadline for submission of papers: We extend the deadline until March 8, 2017
Opening of registration: 1 March 2017
Communication of acceptance of works: 8 March 2017
Date and place of the seminar: 23 and 24 March 2017, Faculty of Economics and Business of the University of Zaragoza (Paraíso campus).
For more information please contact Julio Jiménez (jjimenez@unizar.es) or Carolina Herrando (cherrand@unizar.es).
