Kristine DE VALCK

Professor

Marketing

Biography

Kristine de Valck is Professor of Marketing and Dean of Degree Programs. Her research and teaching focus on how the Internet and social media have changed consumer behavior, organizations, and marketing practice.

Her work has been published in Administrative Science Quaterly, British Journal of Management, Decision Support Systems, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing and Psychology & Marketing, as well as in various edited books. She 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. Her Journal of Marketing Research article “The Effect of Electronic Word of Mouth on Sales; a Meta-Analytic Review of Platform, Product, and Metric Factors" was finalist of the 2021 Weitz-Winer-O'Dell Award of the American Marketing Association.

Kristine has developed numerous courses about marketing through social media, including a freely available course on iTunesU (2010) and a course as part of a degree-awarding HEC Master's program on Coursera (2017). Kristine regularly collaborates with companies, including Air France-KLM, Balenciaga, BNP-Paribas, Canson, Carrefour, Disneyland Paris, Etam Group, Gucci, Orange Business Service, Renault, Saint Laurent, SEB, and SFR. She serves as board member of the International Schools in Business Management consortium and Vlerick Business School.

Kristine has a PhD in Marketing Management from RSM Erasmus University (2005). She has been a faculty member at HEC Paris since 2004 where she has held various positions including Marketing PhD Director (2010-2013), Marketing Department Chair (2015-2017), Associate Dean & Director of the PhD Program (2018-2021) and Academic Director of the Kering Luxury Chair (since 2016).

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Scientific articles

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, december, 2 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, 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)

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)

Books

Virtual Communities of Consumption: Networks of Consumer Knowledge and Companionship

Erasmus Research Institute of Management (ERIM) 2005

Chapters in edited books

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

Virtuele connecties tussen consumenten: netwerken van consumptiekennis en kameraadschap

Ontwikkelingen In Het Marktonderzoek, F. Bronner (Ed.), 31, 27-43

Proceedings

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

Game of Roles: Meaningful playing in organizations

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

Agency in Market Creation and Evolution

Working papers

Creativity and Information use in Teams

Mimeo , 2009

Brothers in Paint: Practice-Oriented Inquiry into a Tribal Marketplace Culture

Mimeo , 2023

Using Online Forums for In-Home Product Testing: A Field Experimentation