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Kristine DE VALCK
Member of CNRS-GREGHEC Research Group
Kristine de Valck is Associate Professor of Marketing at HEC Paris since 2004. She has been on the digital forefront since 1999 when she started her PhD about the knowledge and friendship networks in virtual communities of consumption at RSM Erasmus University. Over the past 15 years, her research and teaching focus on how the Internet in general and social media in particular have changed consumer behaviour and the marketplace. Some of her latest research interests include measuring the ROI of social media marketing, understanding changing television series consumption patterns due to the rise of digital technologies, as well as managing member conflicts in online communities of consumption. Her work has been published in outlets such as the British Journal of Management, Decision Support Systems, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research and Psychology & Marketing. She has also contributed to various edited books. Kristine has won multiple awards for her research including the prestigious ‘Citations of Excellence Award 2013’ for her dissertation-based article that is among the 50 most-cited publications among 13,000 articles published in the top international academic journals. At HEC Paris, Kristine has developed numerous courses about social media marketing. One of these courses (Web 2.0 Marketing Communications – HEC Paris) is freely available at iTunesU and has been among the top downloads since 2010. In the context of her courses, Kristine has regularly collaborated with companies, including Disneyland Paris, Hammerson, Meetic, Renault, SFR, SmartSy, and Yahoo! Kristine was the academic director of the International Teachers Programme from 2012-2014, and she headed the Marketing PhD program from 2010-2013. Currently, she acts as the Marketing Department Chair.
"Marketing as a Means to Transformative Social Conflict Resolution: Lessons from Transitioning War Economies and the Colombian Coffee Marketing System", Journal of Public Policy & Marketing, Fall 2016, vol. 35, n° 2, pp. 185-197 (in coll. with A. BARRIOS, C. SCHULTZ, O. SIBAI, K. HUSEMANN, M. MAXWELL-SMITH, M. K. LUEDICKE).
"The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors", Journal of Marketing Research, June 2016, vol. 53, n° 3, pp. 297-318 (in coll. with A. BABIC, F. SOTGIU, T. H. A. BIJMOLT).
"Social Control in Online Communities of Consumption: A Framework for Community Management", Psychology and Marketing, March 2015, vol. 32, n° 3, pp. 250-264 (in coll. with O. SIBAI, A. FARRELL, J. M. RUDD).
"Lost in Translation: The Social Shaping of Marketing Messaging", GfK Marketing Intelligence Review, November 2014, vol. 6, n° 2, pp. 22-27 (in coll. with R. V. KOZINETS, A. WOJNICKI, S. J. S. WILNER).
"Social Commerce: A Contingency Framework for Assessing Marketing Potential", Journal of Interactive Marketing, November 2013, vol. 27, n° 4, pp. 311-323 (in coll. with M. S. YADAV, T. HENNIG-THURAU, D. L. HOFFMAN, M. SPANN).
"Using Blogs to Solicit Consumer Feedback: The Role of Directive Questioning Versus No Questioning", Journal of Interactive Marketing, February 2013, vol. 27, n° 1, pp. 62-73 (in coll. with C. Balagué).
"Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities", Journal of Marketing, March 2010, vol. 74, n° 2, pp. 71-89 (in coll. with R. Kozinets, A. Wojnicki, S. Wilner).
"Videography in Consumer Research; Visions for a Method on the Rise", Finanza Marketing e Produzione, 2009, vol. 27, n° 4, pp. 81-101 (in coll. with J. Hietanen, J. Rokka).
"Virtual Communities: A Marketing Perspective", Decision Support Systems, June 2009, vol. 47, n° 3, pp. 185-203 (in coll. with G. van Bruggen, B. Wierenga).
"Opening the Black Box of Buzzing Bloggers; Understanding How Consumers Deal with the Tension between Authenticity and Commercialism in Seeded WOM Campaigns", Advances in Consumer Research, 2008, vol. 35 (in coll. with R. Kozinets, S. J. S. Wilner, A. Wojnicki).
"Show Bizz Becomes Show Buzz: How Viral Diffusion Changes the Traditional Meaning-Making Process of a Rising Star", European Advances in Consumer Research, 2008, vol. 8 (in coll. with D. Rasolofoarison, G. Kretz).
"Look Who's Talking! Technology-Supported Impression Formation in Virtual Communities", Advances in Consumer Research, 2007, vol. 34, pp. 450-451 (in coll. with C. DAMBRIN).
"Satisfaction with Virtual Communities of Interest: Effect on Members' Visit Frequency", British Journal of Management, September 2007, vol. 18, n° 3, pp. 241-256 (in coll. with F. Langerak, P. Verhoef, P. W. J. Verlegh).
"Virtuele connecties tussen consumenten: netwerken van consumptiekennis en kameraadschap", Ontwikkelingen in het Marktonderzoek, 2006, vol. 31, pp. 27-43 (in coll. with B. Wierenga, G. Van Bruggen).
"Word-of-Mouth in Virtual Communities: A Netnographic Analysis", Advances in Consumer Research, 2005, vol. 33, pp. 573-575.
"The Effect of Members'Satisfaction with a Virtual Community on Member Participation", Advances in Consumer Research, 2004, vol. 31, pp. 56-57 (in coll. with P. W. J. Verlegh, P. Verhoef, F. Langerak).
"Bioscoopbeelden Kunnen Gerust Bezichtigd Worden; Rotterdamse Bioscopen in het Seizoen 1908/1909", Tijdschrift voor Mediageschiedenis, 1998, vol. 1, n° 1, pp. 32-46.
Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship, Erasmus Research Institute of Management (ERIM), 2005.
Chapters in Edited Books
"Fashion Blogging", in The Routledge Companion to Digital Consumption, R. W. Belk, R. Llamas (eds.), Routledge, New York, 2013, 62-71 (in coll. with G. Kretz).
"'Pixelize me': Digital Storytelling and the creation of archetypal mythis through explicit and implicit self-brand association in fashion and luxury blogs", in Research in Consumer Behavior, R. W. Belk (ed.), Emerald Group Publishing Limited, 2010, vol. 12, 313-332 (in coll. with G. Kretz).
"Better Understanding Construction of the Self : An Investigation of the Materiality of Consumption Experiences in Online Discussion Forums", in Research in Consumer Behavior, R. W. Belk (ed.), Emerald Group Publishing Limited, 2010, vol. 12, 287-313 (in coll. with A. Schwob).
"The War of the eTribes: Online Conflicts and Communal Consumption", in Consumer Tribes: Theory, Practice, and Prospects, B. Cova, R. V. Kozinets, A. Shankar (eds.), Elsevier/Butterworth-Heinemann, Burlington, MA, 2007, 260-274.
"Virtuele connecties tussen consumenten: netwerken van consumptiekennis en kameraadschap", in Ontwikkelingen in het Marktonderzoek, F. Bronner (Ed.), 2006, vol. 31, 27-43 (in coll. with B. Wierenga, G. Van Bruggen).
"Between Fame and Blame: The Contested Meaning of Personal Branding in the Field Of Journalism", 2014 (in coll. with L. P. LE).
"Agency in Market Creation and Evolution", Oxford, 2012, vol. Proceedings of the 7th Consumer Culture Theory Conference (in coll. with J. Hietanen, J. Rokka).
"Conflicts and Online Community Social Capital; The Influence of Conflict Management Practices. Proceedings of the 7th Consumer Culture Theory Conference, Said Business School Oxford, UK", Oxford, 2012, vol. Proceedings of the 7th Consumer Culture Theory Conference (in coll. with A. Farrell, J. Rudd, O. Sibai).
"Vulnerable Consumers: Ethnography of the Consumption of French Farmers Facing Impoverishment", Association for Consumer Research, 2012, vol. Advances in Consumer Research (in coll. with F. Passerard, R. LAUFER).
"Brothers in Paint: Practice-Oriented Inquiry into a Tribal Marketplace Culture", Mimeo, (in coll. with J. Rokka, J. Hietanen).
"Using Online Forums for In-Home Product Testing: A Field Experimentation", Mimeo, (in coll. with C. Balagué).
"Creativity and Information use in Teams", Mimeo, 2009 (in coll. with K. B. DAHLIN, K. YONG).
Employment Date: 2004
Main courses taught at HEC
Introduction to Marketing
Consumer Culture Theory and Theater
Consumer Psychology and Culture
2007 International Teachers Programme, IMD, Switzerland.
2005 Ph.D. in Marketing Management, ERIM, RSM, Erasmus University, The Netherlands.
1997 M.A. in Theater, Film & Television Studies, Universiteit Utrecht, The Netherlands.
1997 Exchange Student in Graduate Program, Communication Arts, University of Wisconsin-Madison, USA.
1992 Pre-University Degree, Marnix Gymnasium, The Netherlands.
Academic responsibilities at HEC
2015- Department Head, Marketing.
2010- Associate Professor.
2004- Member, GREGHEC (CNRS).
External academic responsibilities
2008-2008 April-May Visiting Scholar, Schulich School of Business, Université York.
Membership in Academic or Professional Organisation
Member, Editorial Board, Journal for the Advancement of Marketing Education.
Reviewer, Association for Consumer Research, Association Française de Marketing, Décisions Marketing, International Journal of Research in Marketing, International Journal of Technologies in Higher Education, Journal for the Advancement of Marketing Education, Journal of Business Research, Journal of Marketing, Marketing Theory, Recherche et Applications en Marketing.
Awards & Honors
2010 Prix Article Professeur de la Fondation HEC pour l'article "Networked narratives: Understanding word-of-mouth marketing online communities", Journal of Marketing.
2009 2009 ACR Film Festival Juror's Prize Award Best Consumer Research Videography for "Brothers in Paint".
2005 Nominated for the SAP-PIM Marketing Science Award 2005, the Netherlands for the dissertation "Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship", ERIM PhD Series: Research in Management, EPS-2005-050-MKT, ISBN 90-5892-078-X..
1998 Dr Peters Price 1998 for best master thesis in trends of audiovisual research.
Internet as a Research tool
Consumer culture theory