European Quant Marketing Workshop
Speaker
Dr. Francisco Villarroel Ordenes, Full Professor of Marketing at the University of Bologna
Topic
Quant Studies in Social Media Marketing: Data, Measurement, Modeling, and Apps.
Date and Time
October 23, 2025 @ 15:00-16:00 CET / 9:00-10:00 ET
Abstract
This workshop shares insights from quantitative research using large-scale social media field data. I will share practical challenges and solutions related to data collection (e.g., web scraping), developing measurements from multimodal content (e.g., text and image analysis with machine learning), and addressing modeling and endogeneity concerns (e.g., robustness checks). The session will also highlight how research findings can be translated into marketing applications, such as prototyping interactive decision-support tools. To illustrate, I will draw on two recent projects: one investigates how the design of text overlays in brand posts shapes consumer engagement, and the other examines how virtual influencers can compose images to increase impact. The first project has a more quantitative focus through the use of vision transformers to classify brand images into dynamic or static, while the second combines quantitative analyses with an experimental approach to find psychological mechanisms. Together, these examples demonstrate how rigorous quantitative approaches can both advance theory and yield actionable insights for social media marketing.
Target group
This workshop series aims to help Ph.D. students, junior researchers, and everyone else who is interested in doing and publishing quantitative marketing works. We cover a diverse range of topics with the intent to spark your inspiration and motivation through learning about quantitative models and methods from established scholars in the field.
How it works?
- Two workshops are held each semester. Workshop details are distributed by e-mail. Please reach out to the organizers to be added to the mailing list.
- All workshops are held online, with approximately 45 minutes of presentation and 15 minutes of Q&A.
- Please pre-register through the invitation e-mail, after which you will receive a Zoom link to the corresponding workshop.
- Feel free to spread the word to others who might be interested.
Contact
Gao, Xuehui
Assistant Professor
Department of Marketing and Strategy
Xuehui.Gao@hhs.se
Baldauf, Christoph
Assistant Professor
Department of Marketing and Strategy
christoph.baldauf@hhs.se