Research seminar: How digital disruption is changing marketing

Date Monday 21 May 2018
Time 1pm - 2:30pm
Where MSB.0.01
Presenter Professor Martin Wetzels (Waikato Management School and Maastricht University)
Admission Cost Free

Marketing expert Professor Martin Wetzels will give a research seminar at Waikato Management School on how digital disruption is changing the face of marketing. All staff, students, and members of the public are welcome to come along to the 21 May seminar, being held in room MSB.0.01, from 1pm to 2.30pm.

Digital marketing - especially social media - are rapidly evolving into strategic priorities for most firms in most industries. In fact, the growth of internet advertising is such that it will probably overtake TV advertising by the end of 2018.

Social media content on Facebook, Twitter and Instagram is characterised predominantly by user-generated content, known as UGC, which mainly consists of reviews, blogs, posts, tweets, photos and video.

The popularity of UGC is due to the fact that customers trust the opinions of their fellow customers far more than traditional marketing communications. 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.

Dr Martin Wetzels is an Adjunct Professor of Marketing at Waikato Management School, and Professor in Marketing and Supply Chain Research at the School of Business & 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 current research interests focus on digital marketing, social media and new technologies in marketing.

His work has resulted in more than 90 articles in leading international journals, such as MIS Quarterly, Journal of Marketing,  Journal of Consumer Research, Journal of Product Innovation Management, Journal of Consumer Psychology, European Journal of Marketing, and International Journal of Research in Marketing.

His work has received more than 15,500 citations on Google Scholar, resulting in an H-index of 51 and a G-index of 125, putting him in the top 1% of marketing professors at the top 500 universities in USA, Canada, UK, New Zealand and Australia.