Kristine DE VALCK

Professor

Marketing

devalck@hec.fr
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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.

 

 

 

Scientific articles

Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities

Journal of Marketing, July 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)

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)

Bioscoopbeelden Kunnen Gerust Bezichtigd Worden; Rotterdamse Bioscopen in het Seizoen 1908/1909

Tijdschrift voor Mediageschiedenis, 1998, vol. 1, n° 1, pp 32-46,

Books

Chapters in edited books

Proceedings

Agency in Market Creation and Evolution

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

Vulnerable Consumers: Ethnography of the Consumption of French Farmers Facing Impoverishment

Association for Consumer Research , 2012 , Advances in Consumer Research (F. Passerard, R. LAUFER)

Better Understanding the Materiality of Socializing Consumption Experiences: The Case of Online Discussion Forums in Virtual Communities

Scientific articles

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)

Books

Chapters in edited books

'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

Agency in Market Creation and Evolution

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

Vulnerable Consumers: Ethnography of the Consumption of French Farmers Facing Impoverishment

Association for Consumer Research , 2012 , Advances in Consumer Research (F. Passerard, R. LAUFER)

Better Understanding the Materiality of Socializing Consumption Experiences: The Case of Online Discussion Forums in Virtual Communities

Education

  • International Teachers Programme, IMD - Switzerland
  • Ph.D. in Marketing Management, Erasmus University, ERIM, RSM - The Netherlands
  • M.A. in Theater, Film Television Studies, Universiteit Utrecht - The Netherlands
  • Exchange Student in Graduate Program, Communication Arts, University of Wisconsin-Madison - USA
  • Pre-University Degree, Marnix Gymnasium - The Netherlands

Academic appointments

Academic Responsibilities at HEC

  • 2022-2023 Acting Associate Dean of MBA Programs HEC Paris
  • 2022-2023 Vice Dean TRIUM Global Executive MBA HEC-LSE-NYU HEC Paris
  • 2021- Dean of Degree Programs HEC Paris
  • 2021- Professor of Marketing HEC Paris
  • 2018-2021 Associate Dean, Director of the HEC Ph.D. Program HEC Paris
  • 2015-2017 Academic Director of EMBA Major Leading Digital Transformation HEC Paris
  • 2016- Academic Director, KERING Chair HEC Paris
  • 2012-2014 Academic Director of the International Teachers Programme HEC Paris
  • 2004-2010 Assistant Professor of Marketing HEC Paris

Scientific Activities

Editorial activities

  • 2014- Member, Editorial Review Board, Recherche et Application en Marketing

    • Awards & honors

    • 2021 Finalist Weitz-Winer-O'Dell Award - American Marketing Association
    • 2017 HEC Foundation Best Paper Award for The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors
    • 2014 Academy of Management Best Paper Award for Between Fame and Blame: The Contested Meaning of Personal Branding in the Field of Journalism
    • 2013 Citations of Excellence Award for Virtual Communities: A Marketing Perspective, Decision Support Systems (2009).
    • 2010 HEC Foundation Price Best Research Paper for "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities", which appeared in the Journal of Marketing
    • 2009 2009 ACR Film Festival Juror's Prize Award Best Consumer Research Videography for "Brothers in Paint"