Kristine DE VALCK

Professor

Marketing

Biography

Kristine de Valck is Professor of Marketing and Dean of Degree Programs at HEC Paris. She is an authority on online communities, word-of-mouth marketing, and the impact of digital transformation on consumer behavior and organizations.

Kristine de Valck’s research examines how online communities, social media, and digital platforms shape consumer behavior and marketing strategy. She is internationally recognized for advancing knowledge on word-of-mouth marketing and the dynamics of online networks.

She has published in leading journals such as the Journal of Consumer Research, Journal of Marketing Research, Journal of the Academy of Marketing Science, and Administrative Science Quarterly.

Her award-winning work explores topics ranging from the “brutalization” of online communities to co-creation practices and improvisation in business contexts.

Kristine regularly translates her findings for practitioners through keynotes, executive programs, and articles, including pieces in The Conversation and Harvard Business Review, such as “Why Moderators Can’t Protect Online Communities on Their Own” (2024) and “Improvisation Takes Practice” (2021).

Before becoming Dean of Degree Programs in 2021, she held leadership roles at HEC Paris, including Head of the Marketing Department, Associate Dean for the PhD Program, and Vice Dean for the TRIUM Global Executive MBA. She also serves on international boards and contributes to business school faculty development globally.

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Scientific articles

Co‐creative gift systems within digital platforms

Psychology and Marketing, October 2024, vol. 41, n° 10, pp 2329-2341, (in coll. with I. CIAMPA)

Why Online Consumption Communities Brutalize

Journal of Consumer Research, December 2024, vol. 51, n° 4, (in coll. with O. SIBAI, M. K. LUEDICKE)

Developing Improvisation Skills: The Influence of Individual Orientations

Administrative Science Quarterly, 2021, vol. 66, n° 3, pp 612-658, (in coll. with P. V. Mannucci, D. C. Orazi)

Conceptualizing the electronic word-of-mouth process: What we know and need to know about eWOM creation, exposure, and evaluation

Journal of the Academy of Marketing Science, 2 December 2020, vol. 48, n° 3, pp 422-448, (in coll. with A. BABIC ROSARIO, F. SOTGIU)

Understanding emerging adults' consumption of TV series in the digital age: A practice-theory-based approach

Journal of Business Research, February 2019, vol. 95, pp 253-265, (in coll. with S. FEIEREISEN, D. RASOLOFOARISON, J. SCHMITT)

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, July 2015, vol. 32, n° 3, pp 250-264, (in coll. with O. SIBAI, A. FARRELL, J. M. RUDD)

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)

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)

Books

La inteligencia situacional en la formación de adultos

Octaedro Editorial 2024 (in coll. with M. FIOL, M. PLANELLAS, C. SERRANO-ARCHIMI, G. AMADO-FISCHGRUND )

Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship

Erasmus Research Institute of Management (ERIM) 2005

Chapters in edited books

Ritual Transformation During Times of Crisis: Extending and Reducing Disrupted Rituals

Rituals, Consumption, And Marketing, C. Otnes, T. M. Lowrey, Routledge, London, 6

Netnography

Wiley Encyclopedia Of Management, 3Rd Edition, John Wiley & Sons UK, 9 - Marketing

Fashion Blogging

The Routledge Companion To Digital Consumption, R. W. Belk, R. Llamas (eds.), Routledge, New York, 62-71

Better Understanding Construction of the Self : An Investigation of the Materiality of Consumption Experiences in Online Discussion Forums

Research In Consumer Behavior, R. W. Belk (ed.), Emerald Group Publishing Limited, 12 , 287-313

'Pixelize me': Digital Storytelling and the creation of archetypal mythis through explicit and implicit self-brand association in fashion and luxury blogs

Research In Consumer Behavior, R. W. Belk (ed.), Emerald Group Publishing Limited, 12 , 313-332

The War of the eTribes: Online Conflicts and Communal Consumption

Consumer Tribes: Theory, Practice, And Prospects, B. Cova, R. V. Kozinets, A. Shankar (eds.), Elsevier / Butterworth-Heinemann, Burlington, MA, 260-274

Proceedings

Transforming Rituals and Rites of Passage During the Covid-19 Pandemic

Game of Roles: Meaningful playing in organizations

To Me or Not to Me: Personal Body as Contested Ownership

Advances in Consumer Research , 2016 , Duluth, MN , 44 (E. FUMAGALLI, Luca M. VISCONTI)

Between Fame and Blame: The Contested Meaning of Personal Branding in the Field Of Journalism