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 "Performez! Marketing Digital" 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.
Program management
Director of the Master's degree in brand management and communications
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 "Performez! Marketing Digital", Vuibert. Book certified by the FNEGE-EFMD. Category: Higher education book.
Journal articles
Journal articles
- auteur
- Nadr El Hana, Galina Kondrateva, Silvia Martin
- titre
- Emission-smart advertising: Balancing performance with CO2 emissions in digital advertising
- article
- Technological Forecasting and Social Change, 2024, 209, pp.123818. ⟨10.1016/j.techfore.2024.123818⟩
- identifiant
- hal-04747256
- typdoc
- Journal articles
- Accès au bibtex
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- 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
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- 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
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- 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
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- 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
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- 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
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- 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
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Conference papers
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
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- 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
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- 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
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Books
Books
- auteur
- Maria Mercanti-Guérin, Nadr El Hana, Patrik Roussel
- titre
- Marketing Digital : SEO, SEA, ChatGPT
- article
- Vuibert, 2024, 2311412957
- identifiant
- hal-04726603
- typdoc
- Books
- Accès au bibtex
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- auteur
- Ouidade Sabri, Nadr El Hana, Elie Sic Sic
- titre
- Marketing digital
- article
- Vuibert, 2021
- identifiant
- halshs-03230346
- typdoc
- Books
- Accès au bibtex
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