Economy TikTok relies on Luxury Tech for its first French...

TikTok relies on Luxury Tech for its first French university partnership

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648x415 logo application tiktok illustration

The logo of the TikTok application. (illustration) – Jaap Arriens/Sipa USA/SIPA

  • Cannes will host an academic and research program that will study the behavior of high-end buyers via social networks.
  • A “unique” training because “economists will be interested in the impact of emotions on economic behavior”, according to researcher Giuseppe Attanasi, president of the Cocolab human sciences laboratory at the University of Côte d’Azur.

What do the most downloaded app in 2020 have in common with the world leader in “influencer marketing” for luxury brands? TikTok and the French Launchmetrics are the main partners of the new university training being launched in Cannes.

An academic and research program that will study the behavior of high-end buyers via social networks. Clearly, how are these consumers influenced.

And it is “unique in the world” because “economists will be interested in the impacts of emotions on economic behavior”, presented Thursday, in town hall of Cannes, the researcher Giuseppe Attanasi, president of the laboratory of Human Sciences Cocolab (for ” complexity and cognition ”) at the University of Côte d’Azur.

“Trades that may not even exist yet”

He will co-direct this Master “of science” Luxury tech entrepreneurship & affluencer management (with his full name) which will welcome from the next school year, on the future Cannes campus and in its ferry terminal, 25 to 30 French and foreign students. Focused on the world of luxury, a universe that sticks to the skin of the Croisette, “this research will have many other outlets in the trade, more and more purchases being made on social networks”, says the specialist. .

Students will be prepared in particular to manage “affluenceurs”, a sort of new generation influencer. A project that allows the French Riviera university “to be at the forefront by training, thanks to artificial intelligence and behavioral economics, the talents of tomorrow in professions that perhaps do not yet exist in France. France ”, enthuses its president Jeannick Brisswalter. “It’s better to get ahead,” he insists.

TikTok, which signs its first partnership (financial and for access to internships) with a French university, and Lauchmetrics also intend to support dozens of start-ups in this world of “Luchury tech” in Cannes. “A brilliant idea and a fine example of a public / private project, around a sector, luxury, still growing despite the crisis”, welcomes the LR mayor of Cannes David Lisnard.



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