Business Case Studies, Executive Interviews, Andrew T Stephen on Social Networking

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Interview with Andrew T Stephen on Social Networking

May 2010 - By Dr. Nagendra V Chowdary

The web is becoming more social, that’s for sure, but companies like Google are working very hard to incorporate social elements into the search. Facebook content gets indexed by Google, for instance. Twitter’s search engine is a powerful tool that can be used to search what’s being said on Twitter in real time.
– Andrew T Stephen
Effective executive Interview with Andrew T Stephen on  Social Networking

Andrew T Stephen is an Assistant Professor of Marketing at INSEAD. He teaches digital marketing with a focus on social media strategy and using new social technologies for non-traditional advertising in the MBA and Executive Education programs, and marketing strategy in the PhD program. He also works with several large and small technology and new media companies. Andrew has a PhD in Marketing (with Distinction) and an MPhil from Columbia University. His research focuses on understanding the causes, types and consequences of complex social interactions in marketplaces, and on how to use new media channels, such as social media, as part of integrated marketing communications strategies. This research is currently examining phenomena such as social networks, word-of-mouth, social media and user-generated content, social commerce, and mobile location-based advertising. Andrew’s research has appeared in leading scientific journals such as the Journal of Marketing Research, Psychological Science, and the Journal of Business Research. He has also appeared in the International Herald Tribune, New York Times, and Wall Street Journal. He received an honorable mention in the Direct Marketing Education Foundation’s Shankar-Spiegel Dissertation Proposal Competition (2009), won the Marketing Science Institute Alden G Clayton Dissertation Award (2009), and was awarded a prestigious Google-WPP Marketing Research Award (2010).

Useful for Understanding of:

  • Social Networking's Business and Operating Models
  • How Social Networking sites have given rise to social media and the implications there of
  • The Potential and the Dangers of Social Networking for the Corporate World
  • The Privacy and other concerns of Social Networking
Originally Published in Effective Executive, IUP
Effective Executive Reference No. 03M-2010-05-03-06
IBSCDC Reference No. INT0129
Year and Month of Publication May 2010
Keywords Social Networking, Social Networking and Social Media, Social Media Strategy, Social Networking sites' business models, Enterprise 2.0, Facebook, Twitter, YouTube, Myspace, LinkedIn, Orkut, Andrew T Stephen
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