Nadr EL HANA

Senior Lecturer

Doctor at the Sorbonne Business School, Nadr EL HANA is a professor of digital marketing. Author of academic publications and case studies in digital marketing, political communication and advertising, he co-authored the book "Perform! Digital Marketing" with Vuibert, which was awarded the title of best management book in France in 2022 by EFMD and FNEGE. Before devoting himself to teaching and research, Nadr EL HANA gained over 10 years' experience with major communications agencies and advertisers, such as Publicis, Havas and Renault, as an expert in digital advertising and data management.

Domaine(s) d’expertise :

CV Publications

Awards and honors

2022: Prize for the best scientific paper at the ACIEK (Academy of Innovation Entrepreneurship, and Knowledge) conference in Seville (16th edition) entitled "Cookiepocalyspse: What are the most effective strategies for advertisers to reshape the future of display advertising?"

2021: Won the prize for the best management book in France awarded by the FNEGE-EFMD entitled "Performe! Digital Marketing", Vuibert. Book certified by the FNEGE-EFMD. Category: Higher education book.

Journal articles

auteur: Ouidade Sabri, Nadr El Hana, Zineb Abidi, Silvia Martin
titre: When your supporters become your opponents: Exploring the unintended effects of parodies on social media engagement
article: Psychology and Marketing, 2023, ⟨10.1002/mar.21928⟩
identifiant: hal-04309173
typdoc: Journal articles
Accès au bibtex

auteur: Nadr El Hana, Maria Mercanti-Guérin, Ouidade Sabri
titre: Cookiepocalypse: What are the most effective strategies for advertisers to reshape the future of display advertising?
article: Technological Forecasting and Social Change, 2023, 188, pp.122297. ⟨10.1016/j.techfore.2022.122297⟩
identifiant: hal-03957610
typdoc: Journal articles
Accès au bibtex

auteur: Nadr El Hana, Ouidade Sabri
titre: Does the type of parody content affect the attitude toward the politician? A 2 moderated-mediation analysis
article: Décisions Marketing, 2022, Avril-Juin (106)
identifiant: halshs-03664642
typdoc: Journal articles
Accès au bibtex

auteur: Ouidade Sabri, Nadr El Hana, Wissal Ben Arfi
titre: Se digitaliser sans renier ses valeurs : Quelles stratégies marketing digital les marques de luxe déploient-elles pour relever ce défi ?
article: Revue management & avenir, 2021, N° 123 (3), pp.119-139. ⟨10.3917/mav.123.0119⟩
identifiant: hal-03279895
typdoc: Journal articles
Accès au bibtex

auteur: Nadr El Hana, Ouidade Sabri
titre: Expressing one's opinions freely on politicians using parodies: Effect of the sources of political parodies (user- vs. media-generated parodies)
article: Psychology and Marketing, 2021, ⟨10.1002/mar.21484⟩
identifiant: halshs-03230338
typdoc: Journal articles
Accès au bibtex

auteur: Ouidade Sabri, Nadr El Hana
titre: Self-mockery in advertising : when not taking yourself seriously makes consumers take you seriously
article: Journal of Marketing Trends, 2021, 7 (1), p. 21-30
identifiant: hal-03313763
typdoc: Journal articles
Accès au bibtex

Conference papers

auteur: Nadr El Hana, Maria Mercanti-Guérin, Ouidade Sabri-Zaaraoui
titre: COOKIEPOCALYPSE: WHAT ARE THE MOST EFFECTIVE STRATEGIES FOR ADVERTISERS TO RESHAPE THE FUTURE OF ONLINE DISPLAY ADVERTISING?
article: Green, Digitizing and redefining Aims in an Uncertain and Finite World, Aciek 2022, Jun 2022, Seville, Spain
identifiant: hal-03779006
typdoc: Conference papers
Accès au bibtex

auteur: Nadr El Hana, Ouidade Sabri
titre: Business model du podcast radio
article: ENIG, 2022, Paris, France
identifiant: hal-04019289
typdoc: Conference papers
Accès au bibtex

auteur: Nadr El Hana
titre: Digitalisation de la radio : Repenser le business model du podcast. 4 ème édition de la conférence sur l'entrepreneuriat, innovation et gouvernance
article: 4 ème édition de la conférence sur l'entrepreneuriat, innovation et gouvernance, 2021, Paris, France
identifiant: hal-04309141
typdoc: Conference papers
Accès au bibtex

Books

auteur: Ouidade Sabri, Nadr El Hana, Elie Sic Sic
titre: Marketing digital
article: Vuibert, 2021
identifiant: halshs-03230346
typdoc: Books
Accès au bibtex