Papers by Laurent Muzellec
Central and Eastern European eDem and eGov Days
We use Facebook as a case study to investigate the complex relationship between the firm's public... more We use Facebook as a case study to investigate the complex relationship between the firm's public discourse (and actions) surrounding data privacy and the performance of a business model based on monetizing user's data. We do so by looking at the evolution of public discourse over time (2004-2021) and relate topics to revenue and stock market evolution. Drawing from archival sources like Zuckerberg, we use Latent Dirichlet Allocation (LDA) topic modeling algorithm to reveal 19 topics regrouped in 6 major themes. We first show how, by using persuasive and convincing language that promises better protection of consumer data usage, but also emphasizes greater user control over their own data, the privacy issue is being reframed as one of greater user control and responsibility. Second, we aim to understand and put a value on the extent to which privacy disclosures have a potential impact on the financial performance of social media firms. There we found significant relationship between the topics pertaining to privacy and social media/technology, sentiment score and stock market prices. Revenue is found to be impacted by topics pertaining to politics and new product and service innovations while number of active users is not impacted by the topics unless moderated by external control variables like Return on Assets and Brand Equity. Further, the inclusion of negative connoting words and "hate speeches" can have a disruptive impact on the financial performance of firms due to discontentment among users.
R&D Management Conference, 2018
Technology Analysis & Strategic Management, 2021
With the advent of the digital economy, two-sided platforms have gained significant momentum over... more With the advent of the digital economy, two-sided platforms have gained significant momentum over the last two decades. Contrary to traditional businesses, two-sided platforms do not have linear value creation; instead, they create value by enabling interactions or exchange between two different groups of customers. This configuration creates challenges as well as opportunities and calls for an in-depth investigation in the digital context. This research investigates how digital platforms create value in two-sided platforms. The paper is based on a multiple-case study of four leading digital companies. The sampling is based on a theoretical and replication logic. Both primary and secondary sources are used for the research. This paper indicates that the value created by those digital platforms is based not only on their ability to reduce transaction costs and resolve frictions between two sides, but also on four other drivers (trustworthy environment, data-driven expansions, personalized services, and engagement mechanisms). These drivers enhance and enrich the basic value proposition of matchmaking. The four drivers build upon one another, bringing together two matching value propositions and forming a structure that is represented as the two-sided DNA.
Creativity and Innovation Management, 2021
An increasing number of businesses have adopted a platform business model. Plat- form companies s... more An increasing number of businesses have adopted a platform business model. Plat- form companies such as Airbnb, Amazon, Facebook, Google, Salesforce and Uber are amongst the world's most valuable companies and have revolutionized their respec- tive industries. But what are platforms? Is there a unique definition? How do they innovate, and what is their place in the innovation literature? This editorial article considers those questions. First, it provides an overview of platform definitions, their evolution, and increasing relevance in today's economy. Then, it presents and contex- tualizes the six papers of this special section that lie at the intersection of platforms and innovation literature streams. In doing so, a framework contextualizing the emerging concept of ‘Platform-Driven Innovation’ is proposed. It shows how plat- forms may have very different roles in the innovation processes acting as Simplifiers, Catalyst or Enablers. Finally, this paper contains some suggestions on how future research may explore the intersection between innovation and platforms.
International Journal of Electronic Government Research
Organisations, including public service organisations, are increasingly adopting a digital transf... more Organisations, including public service organisations, are increasingly adopting a digital transformation strategy, and deploying digital capabilities to enhance customer experience. However, digital initiatives in public services often focus more on the technology with relatively less regard to the citizen for whom the services are designed. To address this lacuna, this study contextualises the digital transformation of public services by focusing on the citizen. This study is based on data collected in the conduct of two projects involving public services within an EU member state. Based on the analysis of the citizen-journey in availing of public services, five common pain-points are identified – information inconsistencies, intricate website navigation, bureaucratic jargon, disconnected multichannel touchpoints, and a lack of real-time online support. To alleviate the pain-points, we offer five insights based on academic insights and international benchmarking.
Strengths management and emotional intelligence are two concepts that have tremendous potential f... more Strengths management and emotional intelligence are two concepts that have tremendous potential for managers to maximize their productivity and job satisfaction. Effectively blending these two concepts in practice will lead to actualizing managers' potential and, thus, their productivity and job satisfaction. This blending of strengths management and emotional intelligence will also create positive energy and motivation in those supervised and, in turn, enhances their performance and job satisfaction. Additionally, the work unit and organization will gain from the synergy generated from the marriage of strengths management and emotional intelligence by managers who effectively integrate these two concepts into their thinking and behaviors.
The Irish Journal of Management, 2020
AirBnB has become a preferred accommodation marketplace for the travellers around the world. AirB... more AirBnB has become a preferred accommodation marketplace for the travellers around the world. AirBnB is a two-sided digital platform that connects guests and hosts. In so doing, it creates value for both sides of the platform. Guests save money on the accommodation and hosts get earnings from their otherwise idle space. The case follows the company from the inception to its growth and current challenges with wider community. The case helps to understand the key features of digital platforms: how do they create value for all users; how do they shape value propositions for two sides, and how does the community become a stakeholder in the platform business. It also focuses on the issue of trust and the need for the company to integrate the concerns of other stakeholders such as communities and local authorities. Finally, the case highlights the impact of Covid-19 on the company and the travel industry.
Informatics, 2021
This study examines the experience of marketing departments to become fully data-driven decision-... more This study examines the experience of marketing departments to become fully data-driven decision-making organizations. We evaluate an organic approach of departmental sensemaking and an administered approach by which top management increase the influence of analytics skilled employees. Data collection commenced with 15 depth interviews of marketing and analytics professionals in the US and Europe involved in the implementation of big data analytics (BDA) and was followed by a survey data of 298 marketing and analytics middle management professionals at United States based firms. The survey data supports the logic that BDA sensemaking is initiated by top management and is comprised of four primary activities: external knowledge acquisition, improving digitized data quality, big data analytics experimentation and big data analytics information dissemination. Top management drives progress toward data-driven decision-making by facilitating sensemaking and by increasing the influence of...
Advances in Advertising Research (Vol. XI), 2021
Journal of Information Technology Teaching Cases, 2020
From its humble origin in 2003, BlaBlaCar has become a preferred ride-sharing platform for the pa... more From its humble origin in 2003, BlaBlaCar has become a preferred ride-sharing platform for the passengers across Europe. BlaBlaCar is an online marketplace that connects drivers and passengers and helps them share the costs of journeys. In so doing, it creates value for both sides of the platform. Drivers save money of the cost of the trip, and passengers get a low-cost option to reach their destination. The case follows the company from the inception to its growth and current challenges. The case helps the students in understanding the business of digital platforms as it relates to value creation for the customers, matching the value proposition for two sides, revenue and pricing strategies, and the crucial role of trust in sharing economy.
Journal of Product & Brand Management, 2019
Purpose This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understo... more Purpose This paper aims to uncover the drivers of consumer-brand engagement on Facebook, understood here as users’ behavioral responses in the form of clicks, likes, shares and comments. We highlight which content components, interactivity cues (calls to action [CTA]) and media richness (e.g. video, photo and text) are most effective at inducing consumers to exhibit clicking, liking, commenting and sharing behaviors toward branded content. Design/methodology/approach This study analyzes 757 Facebook-based brand posts from a media and entertainment brand over a 15-week period. It investigates the relationship between interactive cues and media richness with consumer engagement using a negative binomial model. Findings Results show positive relationships for both interactivity cues and media richness content components on increasing consumer-brand engagement outcomes. The findings add clarity to previous inconsistent findings in the marketing literature. CTAs enhance all four engageme...
Internet Research, 2019
Purpose The purpose of this paper is to delineate the current state of the art of sharing economy... more Purpose The purpose of this paper is to delineate the current state of the art of sharing economy (SE) research and practice. It provides a new framework to help managers and academics to consider this field with the right managerial and theoretical lenses. Design/methodology/approach A systematic literature on the SE was conducted, resulting in the analysis of 114 articles in the management literature. This was completed by the empirical investigations of business model and industry of 32 members of three national associations promoting SE: SE UK, Ireland and Denmark. Findings Papers dealing with SE themes focus on consumers’ motivations, impact on the society, market and policy, as well as the revenue model. SE businesses can be differentiated depending on whether their assets are new or re-used and the transaction is permanent or temporary. Based on this matrix, the study reveals four archetypes of SE businesses: “on-demand renters,” “lifecycle extenders,” “seller aggregators” an...
Journal of Research in Interactive Marketing, 2019
Purpose This paper aims to improve understanding of data-driven marketing by examining the experi... more Purpose This paper aims to improve understanding of data-driven marketing by examining the experiences of managers implementing big data analytics in the marketing function. Through a series of research questions, this exploratory study seeks to define what big data analytics means in marketing practice. It also seeks to uncover the challenges and identifiable stages of big data analytics implementation. Design/methodology/approach A total of 15 open-ended in-depth interviews were conducted with marketing and analytics executives in a variety of industries in Ireland and the USA. Interview transcripts were subjected to open coding and axial coding to address the research questions. Findings The study reveals that managers consider marketing big data analytics to be a series of tools and capabilities used to inform product innovation and marketing strategy-making processes and to defend the brand against emerging risks. Additionally, the study reveals that big data analytics implemen...
Journal of Advertising Research, 2017
Journal of Product & Brand Management, 2017
Purpose This paper aims to provide a social network site influence (SNSI) profile of early adopte... more Purpose This paper aims to provide a social network site influence (SNSI) profile of early adopters. This study explores the relationship between personality traits of early adopters of social network sites (SNS), their propensity to share information and rumors and their general SNSI. Design/methodology/approach An online survey was sent to the first users of Twitter (n = 200) and Google+ (n = 130) to assess their personality traits. Answers of each respondent were matched to their SNSI scores from Klout and PeerIndex, the industry standard for measuring SNSI. Findings Early adopters of SNS, in comparison to market mavens, are more likely to exert influence on one particular topic related to their profession: technology and the internet. Their levels of extraversion, openness and conscientiousness have a positive and significant impact on information sharing, and a negative impact on rumor sharing. Both, information sharing and rumor sharing have a positive and significant impact o...
The higher education sector has become increasingly competitive and prospective students are adop... more The higher education sector has become increasingly competitive and prospective students are adopting a consumerist approach to institution and programme choice. In response, higher education marketing has become more complex, market-oriented and business-like. ...
International Journal of Retail & Distribution Management, 2016
Purpose The purpose of this paper is to describe the nature of a branded mobile application exper... more Purpose The purpose of this paper is to describe the nature of a branded mobile application experience for children, and analyse how these experiences affect the children’s and parents’ brand perceptions. Design/methodology/approach The authors use a qualitative approach focussing on the consumer perspective. Children were asked to use two selected applications from an I-Pad tablet (“La Grande Recre” – A1 and “MonkiMi” – A2). Children and parents were subsequently interviewed. Findings Children primarily valued the emotional experience of the application (app). The parents appreciated their children’s cognitive experience of the mobile app. Parents are much more responsive to mobile application communication, as they perceive to have more control over this new media and value the cognitive and emotional dimension of their children experience of the app. Research limitations/implications The study shows that branded apps can be an extremely effective way in delivering valuable brand content which positively impact brand perceptions. This initial and exploratory study calls for further extensive research in this area. Practical implications This research demonstrates the untapped potential of sponsored apps as a communication medium. Originality/value The paper indicates that mobile applications constitute a new communication channel for retailers and brand owners to interact at an emotional level with their existing or prospective customers.
Revista Românã de Marketing
SSRN Electronic Journal, 2000
Abstract: This paper considers the case of four virtual brands (Duff Beer, Bertie Botts Every Fla... more Abstract: This paper considers the case of four virtual brands (Duff Beer, Bertie Botts Every Flavor Beans, Margaritaville and Aimee Weber) and the attachment of these brands to physical products in the real and virtual worlds. The authors contend these cases are not merely manifestations of the'reverse product placement'process but are representative of a wider phenomenon, labeled'brand precession.'Brand precession not only assumes that the brand initially exists a priori in the virtual but that commercial translation is not necessarily ...
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Papers by Laurent Muzellec