15.00 – 15.30 Walk-in and registration
15.30 – 15.45 Welcome and introduction
Jos Lemmink, Professor of Marketing & Service Innovation at BISS and Maastricht University
15.45 – 16.15 Consumer behaviour insights from data-driven methods
Natalie de Vries, Conjoint research fellow at the University of Newcastle, Australia
The lines between data science and marketing are increasingly being blurred creating better outcomes for business and consumers alike. In this landscape, marketers and business managers need to work together with data scientists more effectively to ‘stay ahead of the game’ and remain competitive. Three different examples, an e-commerce co-purchasing network analysis, a personalised university ranking approach and a consumer donation behaviour analysis study are used to illustrate the innovative ways in which data science contributes to social science advancements.
16.15 – 17.00 Social media and new employee selection: How does new technology change an old game?
Jason Thatcher, Professor of Information Systems at Clemson University, South Carolina, USA
A variety of sources indicate decision makers use social media, such as Facebook and LinkedIn, to make decisions regarding potential employees. Unfortunately, there is scant academic research on the implications of this practice. To shed light on the relationship between social media and selection, we investigate whether applicants’ political attitudes and individuating information (i.e., job-related information) found on social media impact decision makers’ evaluations of job candidates’ likeability, similarity, and “hireability”. To evaluate these relationships, we conducted an experiment, which manipulated presentation of political attitudes and individuating information on two social media platforms. Our results indicated perceived similarity influenced liking and in turn, hireability, for all of our political conditions, regardless of the social media platform information was viewed on. Further, we found such effects in spite of individuating information. The study has many implications for practice, including indicating that political information on social media may influence hiring decisions; suggesting a need for future research on how to craft appropriate hiring policies.
17.00 – 17.30 Discussion with the audience
Moderated by Remko Helms, Professor of Information Systems at BISS and Open University
17.30 – 18.30 Networking and drinks