Vlerick Repository

The Vlerick Repository is a searchable Open Access publication database, containing the complete archive of research output (articles, books, cases, doctoral dissertations,…) written by Vlerick faculty and researchers and preserved by the Vlerick Library.

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Making your past and future work Open Access in the Vlerick Repository is easy. Send the details of your research output (incl. post-print version) to research@vlerick.com.


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Research Output
Business Research Projects
  • Analysis of the impact of corrective actions for stochastic project networks

    Vaseghi, Forough; Martens, Annelies; Vanhoucke, Mario (European Journal of Operational Research, 2024)
    In project management, a project plan is constructed that assigns a planned start time to each project activity. Based on this plan, the total planned project duration and cost can be determined. However, during project execution, deviations from the plan are inevitable due to uncertainty and variability. When these deviations endanger the timely completion of projects, the project manager should take corrective actions to get the project back on track. In this study, corrective actions are modelled as modifications of the original activity duration distributions (i.e., reduced mean and/or standard deviation) to account for the uncertain nature of their impact. Further, an analytical procedure is developed to rank activities according to their expected impact on the project duration distribution when they are controlled by a corrective action. This activity ranking is used to determine the number of actions that should be taken and to select the set of activities that will be controlled. A computational experiment on a large set of project networks with varying network complexity and network structures has been conducted. These experiments have shown that taking actions on a relatively small subset of activities, rather than on the entire set of project activities, proves more efficient, when the subset of activities is carefully selected. More precisely, the efficiency of the corrective actions process depends on both the number of actions and the activity selection criterion (activity ranking).
  • Transformative privacy calculus: Conceptualizing the personalization-privacy paradox on social media

    Cloarec, Julien; Meyer-Waarden, Lars; Munzel, Andreas (Psychlogy & Marketing, 2024)
    The rapid evolution of digital marketing underscores a critical tension between personalization and privacy, exacerbated by advances in data technologies and artificial intelligence. This study delves into the personalization-privacy paradox, emphasizing the dichotomy of consumer behavior—desiring customized interactions while guarding personal data. We explore how happiness with the internet (HWI) influences users' willingness to disclose personal information on social media, employing social exchange theory as our conceptual framework. Our research develops and tests a conceptual model that investigates the psychological mechanisms driving information-sharing behaviors on social media, including the moderating roles of trust beliefs and information collection concerns. By examining the mediating effect of posting frequency on the relationship between HWI and information disclosure for personalization, our findings contribute to understanding the complex interplay between happiness, trust and privacy concerns, coined as transformative privacy calculus. Our study enriches social exchange and privacy calculus theories, providing valuable implications for marketers aiming to navigate the balance between personalization and privacy, suggesting strategies to enhance user engagement without compromising privacy standards.
  • Creators, multipliers, and lurkers: who contributes and who benefits at online review sites

    Munzel, Andreas; Kunz, Werner H. (Journal of Service Management, 2014)
    Purpose - As the internet has become an increasingly relevant communication and exchange platform, social interactions exist in multiple forms. The research aims to integrate a multitude of those interactions to understand who contributes and why different types of contributors generate and leverage social capital on online review sites. Design/methodology/approach - Based on the literature about social capital, social exchange theory, and transformative consumer research, the authors carried out a study of 693 contributors on a hotel review site. Content analysis and a latent profile analysis were used to research the contribution types and the underlying motives for generating and leveraging social capital. Findings - Through the integration of various customer-to-customer interactions, the results reveal a three-class structure of contributors on review sites. These three groups of individuals show distinct patterns in their preferred interaction activities and the underlying motives. Research limitations/implications - The authors develop the existing literature on transmission of electronic word-of-mouth messages and typologies of contributors. Future research should seek to expand the findings to additional industry and platform contexts and to support the findings through the inclusion of behavioral data. Originality/value - The research contributes to researchers and marketers in the field by empirically investigating who and why individuals engage in online social interactions. The authors expand upon the existing literature by highlighting the importance of social debt in anonymous online environments and by assessing a three-class structure of online contributors.
  • Attention aux faux avis! Investigations expérimentales sur les indicateurs contextuels facilitant la détection des avis trompeurs par les internautes

    Munzel, Andreas (Recherche et Applications en Marketing, 2015)
    Les individus se fient aux avis publiés sur Internet dans leur décision d’achat. Toutefois, la crédibilité des avis d’internautes est remise en cause suite à la croissance des pratiques frauduleuses des entreprises publiant de faux avis. Différents mécanismes qui aident les internautes à détecter les faux avis sont examinés dans trois études expérimentales. Les résultats confirment l’importance d’une activation d’un mode de protection ainsi que les effets de deux des mécanismes potentiels étudiés sur la crédibilité. Cette recherche contribue au champ des interactions en ligne par la mise en avant de l’importance des facteurs contextuels – plutôt que textuels – comme les certifications et la cohérence des avis émis dans le processus de détection des faux-avis par les internautes. Prix académique de la recherche en management, cat. Marketing, 2016.

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