2024

Journal articles

titre

Emission-smart advertising: Balancing performance with CO2 emissions in digital advertising

auteur

Nadr El Hana, Galina Kondrateva, Silvia Martin

article

Technological Forecasting and Social Change, 2024, 209, pp.123818. ⟨10.1016/j.techfore.2024.123818⟩

resume

The environmental impact of digital advertising is the subject of debate. Effective media planning and content management are crucial for capturing audience attention and achieving objectives such as brand recognition, increased traffic, user engagement, and loyalty building. However, few studies highlight the risks of prioritizing economic gains over ecological sustainability and the massive tons of CO2 emissions that an average digital ad campaign generates. This study makes a significant contribution to the literature by introducing the novel framework of emission-smart advertising that balances the performance of digital advertising and CO2 emissions reduction. A two-phase methodology combined a qualitative study and the Delphi method. Based on our findings, we elaborate on innovative and rarely discussed theoretical, managerial, and community contributions. These contributions concern solutions merging media performance evaluation and reduction of CO2 emissions of digital ad campaigns, as well as the optimization process at all stages, including energy saving, choice, formats, data, and key performance indicators.

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Books

titre

Marketing Digital : SEO, SEA, ChatGPT

auteur

Maria Mercanti-Guérin, Nadr El Hana, Patrik Roussel

article

Vuibert, 2024, 2311412957

resume

Un livre de révision et d'entraînement sur le cours de marketing digital : fiches de cours, QCM et exercices corrigés Clair et accessible, cet outil de révision est idéal dans le cadre d’un cours sur le marketing digital. Composé de 16 fiches, il se concentre sur les principales notions à connaître pour maîtriser : les techniques de création, d’analyse et de gestion de sites Web ; les stratégies de référencement et l’optimisation de la e-réputation ; les outils pour animer des communautés et effectuer de la publicité ciblée ; les développements du Web 3.0, de l’utilisation de l’IA en marketing et des technologies disruptives comme la blockchain et les NFT.

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2023

Journal articles

titre

When your supporters become your opponents: Exploring the unintended effects of parodies on social media engagement

auteur

Ouidade Sabri, Nadr El Hana, Zineb Abidi, Silvia Martin

article

Psychology and Marketing, 2023, ⟨10.1002/mar.21928⟩

resume

Abstract Using parodies to mock politicians' personal flaws is a prevalent practice and represents an important threat to their brand image and reputation. However, the ability of parodies based on personal attacks to create positive social media engagement from the parodist's point of view is still unexplored. This study contributes to the attribution–emotion–action theory by exposing the unintended effects of parodies on social media engagement. We began with a content analysis of 331 parodies of political figures posted on YouTube from 2012 to 2019. Then, by using both a machine‐learning‐based analysis of 31,300 comments on those parodies and an experiment, we compared the effectiveness of two types of parodies based on personal attacks, depending on the type of stigma depicted: controllable versus uncontrollable. Our findings are paradoxical. Compared to parodies based on controllable personal stigmas, parodies of uncontrollable stigmas foster less supportive social media engagement toward the parodist and his/her parody (i.e., likes, shares), especially among individuals who were originally detractors and opponents of the parodied politician. Those effects are mediated by the role of moral‐condemning emotions expressing the inappropriateness of the topic selected by the parodist. Henceforth, it is advisable for parodists to refrain from incorporating representations of an uncontrollable stigma into their spoof creations, as such actions may imperil the levels of engagement exhibited by their audience, encompassing both their reception of the parodies and their perception of the parodists themselves.

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titre

Cookiepocalypse: What are the most effective strategies for advertisers to reshape the future of display advertising?

auteur

Nadr El Hana, Maria Mercanti-Guérin, Ouidade Sabri

article

Technological Forecasting and Social Change, 2023, 188, pp.122297. ⟨10.1016/j.techfore.2022.122297⟩

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Other publications

titre

AIR FRANCE : Les outils de self-service au coeur de la stratégie digitale

auteur

Ivana Lackovic, Nadr El Hana, Ouidade Sabri

article

cas CCMP, 2023, https://www.ccmp.fr/collection-ccmp/cas-air-france-les-outils-de-self-service-au-coeur-de-la-strategie-digitale

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2022

Journal articles

titre

Does the type of parody content affect the attitude toward the politician? A 2 moderated-mediation analysis

auteur

Nadr El Hana, Ouidade Sabri

article

Décisions Marketing, 2022, Avril-Juin (106)

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Conference papers

titre

COOKIEPOCALYPSE: WHAT ARE THE MOST EFFECTIVE STRATEGIES FOR ADVERTISERS TO RESHAPE THE FUTURE OF ONLINE DISPLAY ADVERTISING?

auteur

Nadr El Hana, Maria Mercanti-Guérin, Ouidade Sabri-Zaaraoui

article

Green, Digitizing and redefining Aims in an Uncertain and Finite World, Aciek 2022, Jun 2022, Seville, Spain

resume

Third party cookie is a tacking code set by a third-party platform or a technology provider on the website the user is visiting. This small amount of text identifies users online, reveals their interests and provide powerful informations useful in enhancing online display advertising. With the passing of new legislations protecting the user’s privacy, the phasing out of third-party cookies has started. By 2023, all major browsers will block all third-party cookies and identifier for advertisers (IDFA) tracking. Therefore, advertisers and marketers are becoming more restricted in their ability to create user profiles, personalize ads and analyze performances. Advertisers need to start pivoting now to prepare for what’s next. In that context, the purpose of this study is to investigate different alternatives and forecast technological progress to help advertisers implement the most appropriate strategy (ies) to effectively overcome this disappearance of third-party cookies. By conducting semi-structured interviews with 15 experts, and according to the main benefits of third-party cookies (i.e., targeting; attribution scale), we have established a framework which categorize the alternatives strategies into six categories. The study has strong implications for advertisers and policy makers.

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titre

Business model du podcast radio

auteur

Nadr El Hana, Ouidade Sabri

article

ENIG, 2022, Paris, France

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2021

Journal articles

titre

Se digitaliser sans renier ses valeurs : Quelles stratégies marketing digital les marques de luxe déploient-elles pour relever ce défi ?

auteur

Ouidade Sabri, Nadr El Hana, Wissal Ben Arfi

article

Revue management & avenir, 2021, N° 123 (3), pp.119-139. ⟨10.3917/mav.123.0119⟩

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titre

Expressing one's opinions freely on politicians using parodies: Effect of the sources of political parodies (user- vs. media-generated parodies)

auteur

Nadr El Hana, Ouidade Sabri

article

Psychology and Marketing, 2021, ⟨10.1002/mar.21484⟩

resume

Political parody, which is entitled to free speech protection under the First Amendment to the U.S. Constitution, aims at criticizing politicians' policies and ideas with humor. As such, political parodies represent a serious threat to a politician's brand image and reputation. Despite their prevalence in political life and debates, the relative persuasive effects of political parodies based on their communication source (user-generated parody [UGP] vs. media-generated parody [MGP]) have been underexplored. To fill this gap, we developed two studies. The first study involved content analysis of more than 330 parody videos posted on YouTube between 2012 and April 2019 in France. Our findings, in Study 1, showed that MGP led to fewer likes and a more negative attitude toward the parody than UGP. The second study, based on controlled experiment, provided evidence through mediation; compared to UGP, MGP led to more negative attitudes toward the parody and less perceived influence of the parody because of a higher perception of the source's intention to manipulate. This mediating effect was significant only when individuals were highly skeptical of traditional media. These findings add to current theories of political parody, free speech and user-generated content and offer actionable insights to practitioners.

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titre

Self-mockery in advertising : when not taking yourself seriously makes consumers take you seriously

auteur

Ouidade Sabri, Nadr El Hana

article

Journal of Marketing Trends, 2021, 7 (1), p. 21-30

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Conference papers

titre

Digitalisation de la radio : Repenser le business model du podcast. 4 ème édition de la conférence sur l'entrepreneuriat, innovation et gouvernance

auteur

Nadr El Hana

article

4 ème édition de la conférence sur l'entrepreneuriat, innovation et gouvernance, 2021, Paris, France

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Other publications

titre

CCI Paris-Île-De-France : créer ses buyers personas à partir de focus groups pour un parcours utilisateur efficace

auteur

Ouidade Sabri, Nadr El Hana, Zaida Yasmine

article

2021

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titre

CCI Paris-Île-De-France : créer ses buyers personas à partir de focus groups pour un parcours utilisateur efficace

auteur

Nadr El Hana, Ouidade Sabri, Zaida Yasmine

article

2021

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titre

CCI Paris-Île-De-France : créer ses buyers personas à partir de focus groups pour un parcours utilisateur efficace

auteur

Nadr El Hana, Ouidade Sabri, Yasmina Zaida

article

cas CCMP, 2021, https://www.ccmp.fr/collection-ccmp/cas-cci-paris-ile-de-france-creer-ses-buyers-personas-a-partir-de-focus-groups-pour-un-parcours-utilisateur-efficace

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Books

titre

Marketing digital

auteur

Ouidade Sabri, Nadr El Hana, Elie Sic Sic

article

Vuibert, 2021

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