Prof. Ph.D. Gabriela Alves Werb


My research lies in the interface among marketing, finance, and information systems. I am particularly interested in understanding how marketing activities may create novel risk exposures for firms, investors, and customers. 

Research Interest:

Substantive Interests

  • ​​​​​​​Market-Based Assets
  • Non-Financial Risks
  • Stock Markets 
  • Search Engine Analytics
  • Online Marketplaces
  • Digital Marketing Strategy
  • User-Generated Content

Methodological Interests

  • Machine Learning 
  • Time Series Analysis 
  • Natural Experiments
  • Monte Carlo Methods
  • Textual Analysis
  • Deep Learning
  • Advanced Econometrics

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digitale Märkte, digitales Marketing, Risikominimierung, Suchmaschinen

Last updated on 2021-16-08 at 12:03