I am an assistant professor at INSEAD and my expertise lies in (1) status processes and luxury and (2) social influence, social media and word-of-mouth.
I currently conduct research and advise on projects for both luxury companies.
A first body of work focuses on understanding the key factors that govern the communication and reception of (a) mass messages (e.g., advertisements, political messages) and (b) interpersonal influences (e.g., viral messages) within social networks. A second body of work aims to uncover how status processes shed light on human feelings, thinking and behavior in both mature economies and emerging markets, and their implications for formulating effective luxury and premium strategies.
My work has been published in top academic journals and is regularly featured in outlets such as The Financial Times, The Economist, the Wall Street Journal, the Chicago Tribune, Forbes,CNN, Bloomberg etc...
At INSEAD, I teach Communication and Social Media Strategy (MBA and Executive Education). Prior to joining INSEAD, I was a faculty member at HEC Paris where I taught at the undergraduate and doctoral levels