This week’s presentation features Professor Carla Netto (PUCPR), who will discuss her research “Users’ registering to websites: Is it honeymoon? And how long does it last?”. The seminar will take place on April 24th, from 9am to 10am, in a hybrid format, either in classroom 204 at EA or via Zoom. Join us! Below is a brief description of the seminar:
Registration of customers to a website is a milestone in customer journey that symbolizes trust and long-term commitment of customers towards a firm. Previous literature shows that registration is correlated to the trust in the firm and that it has an impact on the firm’s ability to personalize the communication and increases satisfaction, profits, the likelihood to adopt an innovation, and purchases. However, there is no evidence on the length of these effects. Using a unique dataset that combines both consumers’ search and purchases from a European e-tailer in the luxury industry, we show that (1) registration has a positive effect on both users’ search and purchase behavior; (2) that this effect has a short length – it expires after two to three later interactions; (3) spend more money and time on the website, however take longer breaks between visits.
Learn more about Professor Carla: She is a Professor in the undergraduate and PPAD programs at PUCPR (School of Business). She completed two post-doctoral periods in Administration at the University of Bologna – Italy, earned her doctorate with merit in Administration from UFRGS, holds a master’s degree in Administration, and graduated in Communication from PUCRS. She is interested in developing research and algorithms that ensure consumer privacy and help balance performance asymmetry between large and small companies, contributing to topics relevant to marketing professionals and society and the development of public policies. She applies econometric models, time series forecasting, and machine learning techniques to achieve this. She has experience with qualitative and quantitative research and is proficient in R programming language. As a lecturer, she has taught classes in English and Portuguese in Brazil, Portugal, and Italy, and supervised master’s students in the Netherlands. She has over 10 years of experience in planning, research, and market intelligence, having worked at companies such as Senac-RS and Grupo RBS.
Meeting Link: https://mit.zoom.us/j/92825888029
