Georgia Liadeli

External PhD Candidate, School of Business and Economics, Marketing

Personal information

Georgia Liadeli is a third-year Ph.D. candidate at the Marketing Department of the Vrije Universiteit Amsterdam (VU Amsterdam). Before starting the Ph.D., she worked as a consultant advising clients on M&A, IPO, and strategy projects. She is the recipient of the Winter American Marketing Association (AMA) Best Paper in Track Award (social media and digital marketing), the MSI & JPP&M research grant, and ABRI research grant. Her work is published in outlets such as Journal of Marketing, presented at international conferences including EMAC, Marketing Science, Global Marketing Special Interest Group (SIG), and Winter AMA. Her research is featured on the Science of Business Podcast and Journal of Marketing Buzz Podcast.

Research

Her research focuses on how brands can leverage new media to align their strategic positioning in the mind of the consumers, taking a more active role in the community.

In her first publication, she focuses on the effects of brands' owned social media performing a meta-analysis. She disentangles the effect of brands’ social media on important outcome variables such as sales and social media engagement considering platform, country, industry and brand characteristics of the primary studies.

In her second project she analyzes the chain of effects that is set in motion by owned social media affecting earned social media, brand associations and consumer buying behavior.

For her third project she assess the alignment between the positioning advocated by brands in their mission statements and their actual social media content, finding that aligned brands can generate higher social media engagement. This can help managers to identify areas of misalignment to prevent alienating consumers who may stop engaging with brands that they perceive do not align with their values.

Teaching

Tutorial Teacher