Projects
Social marketing in low-involvement situations: a cue management perspective Ghent University
This project aims to increase the effectiveness of social campaigns, by investigating if the concept of cue management, developed within a commercial context, can be fruitfully applied in social marketing. Cue management refers to the planning of persuasive campaigns in low-involvement situations. It investigates how certain cues impact campaign effectiveness, since information processing in low-involvement situations seems to be ...
DDMS - Datadriven Marketing Strategy - Data-driven and informational privacy in the marketing strategy of Flemish SMEs in the GDPR era AP Hogeschool Antwerpen
How do health care customers value 'cure' and 'care' online? A marketing and text mining approach towards scale development. University of Antwerp
The importance of visual cues in (digital) marketing Ghent University
Visual appeals in marketing communication influence consumption behavior and consumer wellbeing. When investigating and optimizing marketing techniques it is important to consider the capabilities and needs of the whole population to decrease the actual or perceived mismatch between a viewer and the visual appeal of the designed object, environment and/or communication. Furthermore, the visual marketing methods cannot be seen isolated from ...
Producing and marketing Antwerp and Brussels tapestries, 1520–1770. Toward a new macro-understanding of Flemish tapestry. KU Leuven
Producing and marketing Antwerp and Brussels tapestries, 1520–1770. Toward a new macro-understanding of Flemish tapestry.
New marketing strategies for behavioral change in obesity Hasselt University
Unintended effects of marketing trends on regulatory focus and associated consequences / From status concerns to number concerns: Consequences for consumer decisions and consumption enjoyment Ghent University
In the current project, it will be investigated whether exposure to an abundant number of choices in a host of life areas and exposure to images of luxury lead to a promotion focus. In addition, various (potentially) harmful effects of an (induced) promotion focus for self and society will be investigated.
- Current project investigates whether status aspirations elicit a quantitative mindset that is characterized by a preference for ...
Integrated Marketing Communications: Creating synergies through advertising in different media University of Antwerp
Leveraging the power of social influence for customer relationship management: identifying and developing influential customers using social network analysis Ghent University
In a first phase, this research aims to develop a new algorithm for identifying influencers. In a second phase, existing predictive churn models will be optimized by incorporating edge weights and directions in the social network. Phase 3 tries to disentangle homophily and social contagion in predictive models to improve interpretability of these effects.