Kristine DE VALCK

Professeur

Marketing

devalck@hec.fr
Profile picture

Biographie

Kristine de Valck est Professeur en Marketing et Doyenne des Programmes Diplômants. Ses recherches et son enseignement portent sur la façon dont l'Internet et les réseaux sociaux ont modifié le comportement des consommateurs, les organisations et la pratique du marketing.

Ses travaux ont été publiés dans Administrative Science Quarterly, British Journal of Management, Decision Support Systems, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research, Journal of Public Policy and Marketing et Psychology & Marketing, ainsi que dans divers ouvrages. Elle a remporté de nombreux prix pour ses recherches, dont le prestigieux "Citations of Excellence Award 2013" pour son article de thèse, qui figure parmi les 50 publications les plus citées parmi 13 000 articles publiés dans les meilleures revues académiques internationales. Son article paru dans le Journal of Marketing Research intitulé "The Effect of Electronic Word of Mouth on Sales ; a Meta-Analytic Review of Platform, Product, and Metric Factors" a été finaliste du prix Weitz-Winer-O'Dell 2021 de l'American Marketing Association. 

Kristine a développé de nombreux cours sur le marketing par les réseaux sociaux, notamment un cours en accès libre sur iTunesU (2010) et un cours dans le cadre d'un programme diplômant de HEC sur Coursera (2017). Kristine collabore régulièrement avec des entreprises, notamment Air France-KLM, Balenciaga, BNP-Paribas, Canson, Carrefour, Disneyland Paris, Etam Group, Gucci, Orange Business Service, Renault, Saint Laurent, SEB et SFR. Elle est membre du conseil d'administration du consortium International Schools in Business Management et de Vlerick Business School.

Kristine est titulaire d'un doctorat en marketing de l'université RSM Erasmus (2005). Elle est membre du corps professoral d'HEC Paris depuis 2004 où elle a occupé différents postes, notamment celui de Directrice du doctorat en marketing (2010-2013), de Coordinatrice du département marketing (2015-2017), de Doyenne Associée et Directrice du programme doctorale (2018-2021) et de Directrice académique de la Chaire Luxury en collaboration avec Kering (depuis 2016).

Articles scientifiques

Co‐creative gift systems within digital platforms

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

Why Online Consumption Communities Brutalize

Journal of Consumer Research, décembre 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 décembre 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, février 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, automne 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, juin 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, mars 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, novembre 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, février 2013, vol. 27, n° 1, pp 62-73, (in coll. with C. Balagué)

Ouvrages

La inteligencia situacional en la formación de adultos

Octaedro Editorial (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)

Chapitres d'ouvrages

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

Rituals, Consumption, And Marketing, Routledge, London

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

Actes de conférence

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

Cahiers de recherche

Creativity and Information use in Teams

Mimeo , 2009

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

Mimeo , 2025

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

Mimeo , 2025

Articles scientifiques

Co‐creative gift systems within digital platforms

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

Why Online Consumption Communities Brutalize

Journal of Consumer Research, décembre 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 décembre 2020, vol. 48, n° 3, pp 422-448, (in coll. with A. BABIC ROSARIO, F. SOTGIU)

Ouvrages

La inteligencia situacional en la formación de adultos

Octaedro Editorial (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)

Chapitres d'ouvrages

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

Rituals, Consumption, And Marketing, Routledge, London

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

Actes de conférence

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

Cahiers de recherche

Creativity and Information use in Teams

Mimeo , 2009

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

Mimeo , 2025

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

Mimeo , 2025

Formation

  • International Teachers Programme, IMD - Suisse
  • Ph.D. in Marketing Management, Erasmus University, ERIM, RSM - Pays-Bas
  • M.A. in Theater, Film & Television Studies, Universiteit Utrecht - Pays-Bas
  • Exchange Student in Graduate Program, Communication Arts, University of Wisconsin-Madison - Etats-Unis
  • Pre-University Degree, Marnix Gymnasium - Pays-Bas

Nominations académiques

Responsabilités académiques à HEC

  • 2021- Doyenne des Programmes Diplômants HEC Paris
  • 2021- Professeur, Marketing HEC Paris
  • 2018-2021 Doyen Associé, Directeur du Doctorat HEC HEC Paris
  • 2015-2017 Directeur Académique de la Majeure EMBA Leading Digital Transformation HEC Paris
  • 2016- Directeur Académique, KERING HEC Paris
  • 2012-2014 Directeur Académique d'International Teachers Programme HEC Paris

Activités scientifiques

Adhésion à l'organisation académique ou professionnelle

  • Membre, EMAC
  • Membre, ACR
  • Membre, AFM

Activités scientifiques

  • octobre 2017- Membre du Comité Scientifique Business Digest

    • Prix ​​& honneurs

    • 2021 Finalist Weitz-Winer-O'Dell Award - American Marketing Association
    • 2017 Prix Article Professeur de la Fondation HEC pour « 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 pour l'article “Between Fame and Blame: The Contested Meaning of Personal Branding in the Field of Journalism”
    • 2013 Citations of Excellence Award pour l'article “Virtual Communities: A Marketing Perspective”, Decision Support Systems (2009).
    • 2010 Prix Article Professeur de la Fondation HEC pour l'article "Networked Narratives: Understanding Word-of-Mouth Marketing in Online Communities", Journal of Marketing
    • 2009 ACR Film Festival Juror's Prize Award Best Consumer Research Videography for "Brothers in Paint"
    • 1998 Dr. Peters Award for Best Master Thesis on Trends in Audiovisual Research