Prof. Andreas Lanz, Assistant Professor of Marketing at HEC Paris, offers a seminar on Seeding and Dissemination in User-Generated Content Networks (3 ECTS).

Prof.Andreas Lanz holds a Ph.D. in Business Administration from the University of Mannheim. His multi-method research projects on seeding and dissemination in user-generated content networks – combining both secondary and experimental data – lie primarily in the intersection between marketing, economics, and information systems, and are geared towards understanding the use of social influence for firms (e.g., through influencers) and its impact on society. Andreas’ award-winning work has been published in the Journal of Marketing Research (JMR), the Management Information Systems Quarterly (MISQ), and Quantitative Marketing and Economics (QME). Check Google Scholar for the latest publications.

Seminar description: In this seminar, students will receive an overview of selected topics in the domain of seeding and dissemination of individuals/firms and their content in user-generated content networks (e.g., SoundCloud or Instagram), before working towards developing novel research directions in this domain, which they will then present on the last day of the seminar.

The seminar will take place from May 30th to June 2nd, 2023, daily from 9:00 – 16:00 in AND 4.57 (Campus Zurich Oerlikon). More information is available in the course catalog.