Cass sponsors Social Media Think:Lab Thought Leaders' Summit
Summit aims to set the agenda for research on social media in the future
Cass Business School is co-sponsoring the first Social Media Think:Lab Thought Leaders' Summit taking place from 19 - 21 September 2012 in Munich, Germany.
Twenty-five of the world's top social media scientists have been invited to the summit to identify crucial developments for the marketing industry and to set the agenda for research on social media in the future.
Three Cass academics - Reader in Marketing Dr. Caroline Wiertz , and Visiting Research Professors of Marketing Professor. Thorsten Hennig-Thurau and Professor. Ko de Ruyter, are taking part in the event.
Professor Hennig-Thurau will be hosting the summit, along with Professor Dr. Charles Hofacker of Florida State University in the US and Dr. Björn Bloching of Roland Berger Strategy Consultants in Germany.
The summit is being held in cooperation with the Journal of Interactive Marketing, the leading scientific journal for social media research.
Social networks such as Facebook, Twitter and LinkedIn have been widely used by businesses as marketing tools to develop key branding messages and maintain relationships with their customers.
The summit will look at strategies for successfully managing businesses in a social media environment and will discuss key themes including consumer behaviour in social media, managing brands in the social media environment and key performance indicators. The resulting thought pieces will be published in a special issue of the Journal of Interactive Marketing, currently scheduled to appear in Summer 2013.
Dr Caroline Wiertz said: "It is great that Cass is at the forefront of such a leading academic event especially with the growth of social media becoming more crucial to business success. This further cements Cass Business School as a leader in social media research."
In March, research produced by both Dr. Caroline Wiertz and Prof. Thorsten Hennig-Thurau found Twitter messages sent by cinema-goers to their network of followers influenced whether a movie becomes a box office hit or miss in the opening weekend.