Erik Ernesto Vázquez is the Founder and Director of Digital Business & Analytics programs at Leonard de Vinci Business School (EMLV) in Paris, France. He held positions as regional manager in Mexico and USA for Caterpillar Inc, a multinational Fortune 500. Erik also works as a consultant for multinational tech companies such as Oracle Corp. He has contributed to the practice in strategic projects such as being the Chief Marketing Officer of the startup Shopnet during the due diligence and acquisition by Coca-Cola FEMSA, a multinational Fortune Global 500. Erik moved into the higher education sector becoming the youngest MBA Director at UDEM, a top institution accredited by SACS, AACSB, and AMBA. In this role, he launched the AMBA accreditation process and actively contributed to obtaining it. In 2020, Erik launched the MSc DBA at EMLV, a program that obtained the accreditation Conférence des Grandes Écoles (CGE) and attracted students from more than 13 nationalities in the same year, exceeding enrollment quality and quantity expectations of the first cohort. He is an active member of the National Research Council of Science and Technology (CONACYT) System of Researchers SNI Level 1 as well as a reviewer for the European Academy of Management on the track of international competitiveness since 2016. Erik earned a doctoral degree from the University of Newcastle upon Tyne UK and Grenoble École de Management FR in which he specialized in digital business. Erik also holds an MBA from the University of North Carolina USA and EGADE Business School MX as well as an Engineering degree from UDEM MX. His research has been published in top international academic and practitioner journals such as Harvard Business Review, MIT Sloan Management Review, Electronic Markets, and Journal of Research in Interactive Marketing. He also trains participants of Executive Masters and MBA programs and supervises their applied research projects in digital business, he has launched MOOCs for executives enrolling +1,600 participants in +100 countries delivering them in English, Spanish, and French language.
Diana Davila Ruiz; Erik Ernesto VAZQUEZ HERNANDEZ
Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity Article de journal
Dans: Communication Today, vol. 12, no. 2, p. 112-128, 2021.
@article{davila_ruiz_1731,
title = {Examining Effects of Photography in Social Media and the Mediation Role of Perceived Authenticity},
author = {Diana Davila Ruiz and Erik Ernesto VAZQUEZ HERNANDEZ},
url = {https://communicationtoday.sk/examining-effects-of-photography-in-social-media-and-the-mediation-role-of-perceived-authenticity/},
year = {2021},
date = {2021-12-01},
journal = {Communication Today},
volume = {12},
number = {2},
pages = {112-128},
abstract = {Social media have gained traction in advertising campaigns for luxury and fashion apparel using influencers, who shape trends of photography. To remain competitive, however, influencers depend on how they convey authenticity, which largely relies on the key visual elements of the photographs they post on social media. The purpose of this study is to explore the visual elements of the photography used by social media influencers and to compare the main photography trends in digital media. Specifically, it aims to explore how new photography trends such as urban background style and fashion models with large body sizes affect consumers. To accomplish this objective, an online experimental setting was prepared to compare the effects of an urban versus a solid background and a fashion model with a large versus a thin body size on perceived authenticity and purchase intent. The research finds that urban background and large body size of the model significantly increase digital engagement. These results are in line with the research hypotheses that allude to the perception of authenticity as the key construct behind the effects on digital engagement. This inquiry also evaluates the interaction effect of the urban background and large body size of the model on perceived authenticity. In doing so, the present research examines the mediation role of perceived authenticity on the intention to buy. The results contribute to updating theory about the influencers' role on digital engagement and photography trends in social media. It also shows that perceived authenticity exerts a mediating role between the effect of visual elements on purchase intentions},
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Erik Ernesto VAZQUEZ HERNANDEZ
Effect of an e-retailer's product category and social media platform selection on perceived quality of e-retail products Article de journal
Dans: Electronic Markets, vol. 31, p. 139-157, 2021.
@article{vazquez_hernandez_1219,
title = {Effect of an e-retailer's product category and social media platform selection on perceived quality of e-retail products},
author = {Erik Ernesto VAZQUEZ HERNANDEZ},
url = {https://link.springer.com/article/10.1007%2Fs12525-020-00394-8},
year = {2021},
date = {2021-03-01},
journal = {Electronic Markets},
volume = {31},
pages = {139-157},
abstract = {The growth of e-retail has expanded to a wide range of product categories. E-retailers compete in a multichannel environment using several social media platforms (SMPs) where their product category and use of SMPs affect potential consumers' perception of product quality. Although studies have noted the potential of SMPs and differences between SMPs to support consumers in their information collection about products, the effect of different SMPs on consumers' perception of product quality remains unexplored. Based on a literature review, this research suggests a theoretical framework of the knowledge acquisition process for new consumers evaluating the quality of diverse retail products. Using network and information theory, this study proposes hypotheses to assess the effect of diverse e-retailer's product categories and different SMPs on consumer's perception of e-retail product quality for consumers unfamiliar with e-retail brands. After testing these hypotheses using primary data, results partially validate the theoretical framework. Research findings help practitioners to organise their e-retail products display across diverse SMPs and provide insights for scholars of e-retailing and digital media striving to acquire consumers online.},
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Erik Ernesto VAZQUEZ HERNANDEZ; Diana Davila Ruiz; Julio César García Martinez
Influence of consumer product categorization on digital sales: The mediating effect of conversion rate Article de journal
Dans: European Journal of Applied Business and Management, vol. 6, no. 4, p. 1-14, 2020.
@article{vazquez_hernandez_1412,
title = {Influence of consumer product categorization on digital sales: The mediating effect of conversion rate},
author = {Erik Ernesto VAZQUEZ HERNANDEZ and Diana Davila Ruiz and Julio César García Martinez},
url = {https://nidisag.isag.pt/index.php/IJAM/article/view/517},
year = {2020},
date = {2020-12-01},
journal = {European Journal of Applied Business and Management},
volume = {6},
number = {4},
pages = {1-14},
abstract = {Purpose: The objective is to know what the mediating effect of the category of consumer products on sales performance is.
Methodology: Data from 216 e-commerce platforms were used using the Search-Experience-Trust (SEC) categorization. Two t tests were used to confirm significant differences between product categories and regression analyzes were performed to test the hypotheses.
Results: The results show that the ease of evaluating products before consumption has two main effects in electronic commerce: 1) they increase web traffic and 2) they decrease their conversion rate. However, the results also show that the ease of evaluating a product category directly influences online sales per visitor, since the mediating effect of the conversion rate is only partial.
Implications: This study contributes in practice to be able to determine predictive models related to the supply and demand of retail products in electronic commerce and shows a way to segment consumers who depend on their perceptions of product categories.
Originality/Value: This research, unlike what is in the literature, contributes to the study of electronic commerce from the perspective of the company, and not from the perspective of the consumer, in the performance of sales and conversion rates.
Keywords: Category Management; Information Economics; E-commerce; Perceived product quality, Conversion rate.},
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Erik Ernesto VAZQUEZ HERNANDEZ
Effects of enduring involvement and perceived content vividness on digital engagement Article de journal
Dans: Journal Of Research In Interactive Marketing, vol. 14, no. 1, p. 1-16, 2019.
@article{vazquez_hernandez_1220,
title = {Effects of enduring involvement and perceived content vividness on digital engagement},
author = {Erik Ernesto VAZQUEZ HERNANDEZ},
url = {https://www.emerald.com/insight/content/doi/10.1108/JRIM-05-2018-0071/full/html},
year = {2019},
date = {2019-12-16},
journal = {Journal Of Research In Interactive Marketing},
volume = {14},
number = {1},
pages = {1-16},
abstract = {Retail marketers use brand communities (BCs) on social media (SM) to create digital engagement and reach new customers. However, this marketing form needs perceived content vividness and enduring involvement with products. The purpose of this study compares digital engagement (measured as an intention to recommend a retail brand online) produced by BCs of retailers at three levels of cognitive load (measured as exposure time to website).},
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Erik Ernesto VAZQUEZ HERNANDEZ; Daniela Cruz Delgado; Julio César García Martinez; Jose Ramón Lopez Arellano
Introducción a la innovación de cadenas de suministro aplicadas al comercio digital Ouvrage
Universidad Autónoma de Sinaloa, 2022, ISBN: 978-607-737-387-2.
@book{vazquez_hernandez_2220,
title = {Introducción a la innovación de cadenas de suministro aplicadas al comercio digital},
author = {Erik Ernesto VAZQUEZ HERNANDEZ and Daniela Cruz Delgado and Julio César García Martinez and Jose Ramón Lopez Arellano},
url = {https://isbnmexico.indautor.cerlalc.org/catalogo.php?mode=detalle&nt=383423},
issn = {978-607-737-387-2},
year = {2022},
date = {2022-12-01},
publisher = {Universidad Autónoma de Sinaloa},
abstract = {El futuro digital del comercio se ha visto cada vez más acelerado por la reciente pandemia global. Las implicaciones disruptivas en el comercio mundial fueron evidentes con la incertidumbre derivada de la pandemia. Antes de esto, los sistemas y procesos en los negocios cotidianos dieron a las sociedades la idea tranquilizadora del control: los productores planificaron cadenas de suministro globales con alta precisión y la digitalización de los sistemas logísticos se estancó en algunas industrias. Sin embargo, dada la reciente pandemia mundial pronosticar la demanda se volvió muy difícil por lo que la digitalización del comercio y los procesos logísticos se aceleraron.
Comenzaremos este curso de Comercio Digital Futuro aprendiendo la naturaleza del pensamiento sistémico aplicado a las empresas y la logística. Al hacerlo, aprenderemos sobre el mapeo de procesos para incorporar sistemas de TI que mejoren la eficiencia de las organizaciones. Además, aprenderemos sobre aplicaciones del desarrollo de sistemas de gestión del tiempo de trabajo y los principios detrás de la logística orientada a la demanda.
Para comprender las tendencias que dan forma al futuro del comercio, exploramos la historia del comercio global y cómo la optimización de la logística evolucionó a lo largo de los años. En esto, discutiremos la corriente de pensamiento que generó más tensión: Liberalización vs. Proteccionismo. Particularmente, aprenderemos sobre el impacto de las innovaciones en la logística del comercio minorista de una época anterior y cómo se compara con las innovaciones y tendencias actuales.
Exploraremos las implicaciones de las innovaciones actuales, como la impresión 3D y los sistemas de control, sobre comercio electrónico. Al hacerlo, identificaremos los usos de Big Data y sus desafíos, tales como las preocupaciones sobre la privacidad y las dificultades para implementar soluciones técnicas modernas en el comercio. Así mismo, comprenderemos mejor el futuro del comercio mundial al incorporar conocimientos sobre las cadenas de suministro adaptables y la digitalización de la producción.},
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Erik Ernesto VAZQUEZ HERNANDEZ
E-retailers' expansion to social media platforms: Role of business model alignment Ouvrage
Independent Amazon Publising, 2017, ISBN: 978-1520823126.
@book{vazquez_hernandez_1032,
title = {E-retailers' expansion to social media platforms: Role of business model alignment},
author = {Erik Ernesto VAZQUEZ HERNANDEZ},
url = {https://www.amazon.com/retailers-expansion-social-media-platforms/dp/1520823126},
issn = {978-1520823126},
year = {2017},
date = {2017-03-01},
pages = {165},
publisher = {Independent Amazon Publising},
abstract = {How does e-business model alignment affects e-retail? This books provides a general overview of how alignment in the digital age provides competitive advantages. The book aims to teach how to answer research questions about e-business model alignment and provides a comprehensive example using empirical methods with quantitative and qualitative analyses},
keywords = {},
pubstate = {published},
tppubtype = {book}
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Erik Ernesto VAZQUEZ HERNANDEZ
Effect of E-Retail Product Category on Performance Recueil
Dans: Giuseppe Granata, Andrea Moretta Tartaglione; Tsiakis, Theodosios (Ed.): Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments, vol. Chapter 8, p. pp. 152-16, IGI Global, 701 E. Chocolate Avenue, Hershey, PA 17033-1240, USA, 2019, ISBN: 9781522578567.
@incollection{vazquez_hernandez_1033,
title = {Effect of E-Retail Product Category on Performance},
author = {Erik Ernesto VAZQUEZ HERNANDEZ},
editor = {Giuseppe Granata, Andrea Moretta Tartaglione and Theodosios Tsiakis},
url = {https://www.igi-global.com/chapter/effect-of-e-retail-product-category-on-performance/228219},
issn = {9781522578567},
year = {2019},
date = {2019-05-01},
booktitle = {Predicting Trends and Building Strategies for Consumer Engagement in Retail Environments},
volume = {Chapter 8},
pages = {pp. 152-16},
publisher = {IGI Global},
address = {701 E. Chocolate Avenue, Hershey, PA 17033-1240, USA},
abstract = {Literature on product categorization of e-retail products has adopted a consumer view and studied the direct effect on consumer-level variables such as purchase intent or customer satisfaction. In doing so, the moderating effect of product categorization of e-retail products on firm-level variables has been ignored. To address the implications of e-retail product categorization, this chapter asks the following question, What is the moderating effect of e-retail product category on sales performance? This chapter uses concepts of information economics, e-retailing, and the search-experience-credence (SEC) categorization of products to develop theoretical hypotheses. Using data from 500 US e-retailers, this chapter contends that the ease to evaluate retail products online has a positive effect on sales volume of e-retail firms. This effect is the result of increased web traffic and decreased conversion rates, which describes the e-retail market behavior with firm-level variables.},
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Erik Ernesto VAZQUEZ HERNANDEZ
Réseaux sociaux : comment influencer la perception de la qualité d'un produit ? Divers
Harvard Business Review France, 2020.
@misc{vazquez_hernandez_1341,
title = {Réseaux sociaux : comment influencer la perception de la qualité d'un produit ?},
author = {Erik Ernesto VAZQUEZ HERNANDEZ},
url = {https://www.hbrfrance.fr/chroniques-experts/2020/09/31348-reseaux-sociaux-comment-influencer-la-perception-de-la-qualite-dun-produit/},
year = {2020},
date = {2020-09-01},
howpublished = {Harvard Business Review France},
keywords = {},
pubstate = {published},
tppubtype = {misc}
}
Erik Ernesto VAZQUEZ HERNANDEZ
The power of digital media Divers
MIT Sloan Management Review Mexico, 2020.
@misc{vazquez_hernandez_1541,
title = {The power of digital media},
author = {Erik Ernesto VAZQUEZ HERNANDEZ},
url = {https://mitsloanreview.mx/2020/06/22/el-poder-de-los-medios-digitales/},
year = {2020},
date = {2020-05-01},
howpublished = {MIT Sloan Management Review Mexico},
keywords = {},
pubstate = {published},
tppubtype = {misc}
}
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