Prof. Dr. Jana Gross
Your expert for turning marketing data into information and information into insights!
Prof. Dr. Jana Gross is award-winning professor of digital marketing and new technologies at KEDGE Business School in Bordeaux. Jana is an expert and researcher in digital, data- and AI-driven marketing. She has a strong focus on strategy, analytics, personalization, and performance. She conducts cutting-edge research and develops data-driven, actionable, and science-based strategies that make brands successful in the digital world.
Jana earned a PhD from ETH Zurich and a MSc Economics from the Université de Lausanne. She has worked with companies, agencies, and content creators to support them sharpening their data-driven strategies and brands on digital and social channels. She is a highly requested keynote speaker at conferences, contributor to books, author of a variety of articles on the topic of digital, social media as well as influencer marketing. Jana is driven by her passion to build a bridge between science and action. With her analytical and in-depth knowledge, she helps companies to build, maintain, and optimize their marketing and branding strategies in the era of AI. Her expertise lies in supporting companies in aligning their marketing strategies with their data and AI goals. Jana is currently working as an expert, researcher, and lecturer in the digital world and is always looking for a new challenge.
Selected publications
ALGORITHMIC CONSUMPTION
In the chapter on "Algorithmic Consumption" in the Elgar Encyclopedia of Consumer Behavior, readers can expect an exploration of how algorithms influence and shape consumption in the digital age. The chapter explores how not only consumers' consumption is influenced by algorithms, but also how consumers influence algorithms. The chapter also dives into related concepts such as filter bubbles, echo chambers, and choice architecture.
DIE ZUKUNFT DER PERSONALISIERUNG: WIE
KI DAS MARKETING REVOLUTIONIERT
Künstliche Intelligenz (KI) fordert und verändert aktuelle Marketingpraktiken grundlegend und nachhaltig. Der zunehmende Druck auf Firmen in Bezug auf die KI-Entwicklung verlangt von Unternehmen, agiler und offener für KI zu werden. Dieser Artikel bietet einen zukunftsorientierter Ansatz für eine ganzeinheitliche Integration sowie Anwendung von KI im Marketing.
INFLUENCER MARKETING ON INSTAGRAM:
EMPIRICAL RESEARCH ON SOCIAL MEDIA ENGAGEMENT WITH SPONSORED POSTS
In the current study, we investigate how consumers engage with sponsored posts compared to non-sponsored ones and how engagement varies when such are posted by microinfluencers compared to macroinfluencers. Moreover, we explore
engagement with sponsored posts containing
different advertising appeals based on the advertising strategy. Using a binomial regression on a unique data set of 64,438 sponsored Instagram posts by SMIs, we show that (1) users engage more with sponsored compared to NSPs, (2) particularly by microinfluencers, and (3) users engage more with sponsored posts with informational appeals by macroinfluencers than by microinfluencers.
NAVIGATING COMPUTATIONAL LINGUISTICS IN MARKETING PRACTICES: THE BARRIERS OF NATURAL LANGUAGE PROCESSING IN SOCIAL MEDIA MARKETING AND A PATH TO FUTURE RESEARCH
The increasing adoption of natural language processing (NLP) technologies and solutions has created new marketing opportunities on social media. However, scholars have not devoted sufficient attention to understanding of the barriers and associated challenges of NLP solutions as a social media marketing tool. The purpose of the paper aims to fill this void in research and practice. We employed a qualitative research approach to identify fourteen challenges and discuss the primary barrier areas: (1) credibility, (2) customization, (3) cross-modality, and (4) convergence. Based on these findings, we initiate a path of future research questions for a deeper understanding of successful adoption of NLP technologies and solutions in marketing practices on social media.
HOW TO MAKE INFLUENCER ADVERTISING ENGAGING ON INSTAGRAM: EMOTIONAL STORYTELLING IN SPONSORED POSTS
This research investigates how emotional storytelling in advertising messages in sponsored Instagram posts by microinfluencers compared to macroinfluencers affects social media engagement. Based on our analysis of 6,122 sponsored posts on Instagram, we find that social media users engage more with sponsored posts with emotional than with neutral ones. Furthermore, results indicate that the effect of emotional storytelling on engagement depends on whether sponsored posts are produced by microinfluencers or macroinfluencers. This study provides theoretical insights into how to exploit both the message as well as the source to optimize the effectiveness of influencer advertising.
ONLINE COMMUNICATION STYLES OF NARCISSISTIC CONTENT AND LOW VERSUS HIGH SOCIAL MEDIA ENGAGEMENT: EVIDENCE FROM INSTAGRAM
Little is known about how narcissists communicate and how this communication affects social media engagement. Using the hashtag #workout and a combination of application programming interface and human coders to generate a unique dataset of 1096 Instagram posts, we show that online communication style varies with the degree of narcissism and that such communication deeply shapes audiences’ engagement with narcissistic content. We aim to guide both research and practice toward a more holistic understanding of narcissistic communication and its effects on social media.
A TYPOLOGY OF BRAND-RELATED CONTENT
ON SOCIAL MEDIA
The article presents an overview of brand-related content on social media and shows its role in the marketing mix. Content that contains brands, products, and services is referred to as brand-related content. There are many different forms of brand-related social media content. I distinguish between (1) rooted content, (2) nurtured content, (3) planted content, (4) seeded content, (5) cultivated content, and (6) flourished content. I conclude by discussing the role of brand-related content in the marketing strategies of companies and its influence on the marketing communication of companies.
BRAND-RELATED CONTENT ON SOCIAL MEDIA:
CONSUMERS AS SOCIAL MEDIA INFLUENCERS
Consumers produce and upload brand-related content (BRC) to their social media profiles, acting as social media influencers (SMIs) when they recommend brands in their content. While consumers differ fundamentally in their motivations for producing and uploading BRC to their social media profiles, many marketing managers do not distinguish between different consumer types on social media, opting for a one-size-fits all approach. Hence, marketing managers lack an understanding of how to use these SMIs’ full potential. We develop a framework that shows that consumers are motivated either by intrinsic or extrinsic motivations to produce and upload brand-related content. Moreover, our framework shows
that brand-related communication is either brand-focused or passion-focused.
THE BIG FOUR OF INFLUENCER MARKETING:
A TYPOLOGY OF INFLUENCERS
Selecting the right type of influencers for an influencer campaign is a challenging task. This article introduces a typology for influencers presenting four distinct types: Snoopers, Informers, Entertainers, and Infotainers. Temporal dynamics and influencer type transitions based on social presence and domain breadth are shown to provide a guideline for companies to successfully scout influencers.
ALLE SIND POTENTIELLE INFLUENCER!​
NOUS SOMMES TOUS DES INFLUENCEURS POTENTIELS!
In der Kommunikation führt kein Weg an Influencern vorbei. Für die erfolgreiche Integration von Influencern in die Kommunikation können fünf Typen unterschieden werden. Zu welchem zählen Sie?
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La communication ne peut se passer des influenceurs. Une distinction entre cinq catégories différentes doit permettre de les intégrer avec succès à une opération marketing. À laquelle appartenez-vous?
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