Research
lourim | Louvain-la-Neuve, Mons
Doctoral theses
The Partenamut-IPM Digital Marketing Chair supports doctoral research by funding theses.
Between 2016 and 2020, the chair enabled Laetitia Lambillotte to be the first doctoral student supported by its grant. She defended her thesis on November 30, 2020 with the title: Customer responses to personalized websites: essays on the process underlying experience. Discover here the summary of this research.
Since 2021, the chair is supporting its second doctoral student, Antoine Juquelier. He is from Mons. He obtained a Master's degree in Management Sciences with a specialisation in marketing in 2015 at the UCLouvain FUCaM Mons campus. He then accumulated professional experience in the private sector (Geoconsulting, CPM International, Computacenter) and in the public sector (CGRA) in several countries (Australia, Spain, Belgium). His PhD is supervised by Pr. Poncin and Pr. Hazée.
His PhD thesis focuses on the consumer experience when interacting with artificial intelligence. Nowadays, more and more interactions between consumers and companies are done through intelligent interfaces (e.g. chatbot, virtual assistant, robot). These intelligent interfaces are changing the way consumers behave and interact with companies on a daily basis. Therefore, this research aims to better understand the consumer experience during these interactions by adopting an experiential perspective, which pays particular attention to the social and affective dimensions of this experience. The central questions of this research are: what are the affective and social responses of the consumer during these interactions with intelligent interfaces? What characteristics of the artificial intelligence (e.g. artificial empathy), the context (e.g. emotional state) and the individual (e.g. vulnerable consumer) influence these responses? What are the consequences of these interactions for companies (e.g. engagement) and for consumers (e.g. well-being)? By answering these questions, this research aims to make theoretical contributions in the research fields of customer experience, service and human-machine interactions, as well as to formulate managerial recommendations to companies and organisations.
Awards
In 2021, researchers Laetitia Lambillotte, Nathan Magrofuoco, Prof. Ingrid Poncin and Prof. Jean Vanderdonckt received the best paper award at the AFM conference for a paper resulting from work supported by the Chair. Discover more about this award here.
Publications
The Chair aims to reinforce LouRIM's scientific expertise in the field of digital marketing around topics such as consumer behavior, customer experience, personalization, digital health, adoption of new technologies, gamification, value creation as well as ethical concerns in the digital context. Three publications in leading journals were published in 2022. They provide an in-depth understanding of the impact of web personalisation on the consumer experience and all the positive and negative consequences that can arise from it.
Discover here the publications made as part of the Chair.
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2026Juquelier, A., Hazée, S., Van Vaerenbergh, Y., & Poncin, I. (2026). Automated social presence in artificial agents: A conventional and qualitative comparative meta-analysis. Journal of the Academy of Marketing Science. Accepted/in-press. https://doi.org/10.1007/s11747-026-01177-x (Original work published 2026)
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2025Cambier, F., Darke, P. R., & Poncin, I. (2025). Promoting crowdsourced new products: Competing co‐contributor attractiveness, similarity, and persuasion knowledge processes. The Journal of product innovation management, 42(4), 679-703. https://doi.org/10.1111/jpim.12780 (Original work published 2025)
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Juquelier, A., Poncin, I., & Hazée, S. (2025). Empathic chatbots: A double-edged sword in customer experiences. Journal of Business Research, 188(115074), 1-12. https://doi.org/10.1016/j.jbusres.2024.115074 (Original work published 2025)
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Poncin, I. (2025). Rigueur, esprit critique et formation: les piliers d’une IA responsable. La Libre ECO. Published. (Original work published 2025)
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2024Sellier, Q., Sluÿters, A., Vanderdonckt, J., & Poncin, I. (2024). Evaluating gesture user interfaces: Quantitative measures, qualitative scales, and method. International Journal of Human-Computer Studies, 186(1), 1-24. https://doi.org/10.1016/j.ijhcs.2024.103242 (Original work published 2024)
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Charry, K., Poncin, I., Kullak, A., & Hollebeek, L. (2024). Gamification’s role in fostering user engagement with healthy food-based digital content. Psychology & Marketing, 41(1)(1), 69-85. https://doi.org/10.1002/mar.21892 (Original work published 2024)
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2023Leclercq, T., & Poncin, I. (2023). Breaking down the crowd of backers: profiling cooperative strategies on a reward-based crowdfunding platform. Journal of Marketing Management, 1-25. https://doi.org/10.1080/0267257x.2023.2203710 (Original work published 2023)
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Betti, N., DeSimone, S., Gray, J., & Poncin, I. (2023). The impacts of the use of data analytics and the performance of consulting activities on perceived internal audit quality. Journal of Accounting & Organizational Change. Published. https://doi.org/10.1108/jaoc-08-2022-0125 (Original work published 2023)
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2022Lambillotte, L., Bart, Y., & Poncin, I. (2022). When Does Information Transparency Reduce Downside of Personalization? Role of Need for Cognition and Perceived Control. Journal of Interactive Marketing, 57(3), 393-420. https://doi.org/10.1177/10949968221095557 (Original work published 2022)
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Poncin, I., Hammedi, W., & Lancelot-Miltgen, C. (2022). Advocacy for expanding research on technologies, experiences, services, and beyond! Recherche et Applications en Marketing, 37(3), 2-12. https://doi.org/10.1177/20515707221136986 (Original work published 2022)
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Poncin, I., Hammedi, W., & Lancelot-Miltgen, C. (2022). Technologies, expériences, services et au-delà ! Plaidoyer pour développer la recherche sur les technologies, les expériences et les services. Recherche et Applications en Marketing, 37(4), 1-12. https://doi.org/10.1177/07673701221128142 (Original work published 2022)
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Lambillotte, L., & Poncin, I. (2022). Customers facing companies’ content personalisation attempts: paradoxical tensions, strategies and managerial insights. Journal of Marketing Management, 1-31. https://doi.org/10.1080/0267257x.2022.2105384 (Original work published 2022)
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Lambillotte, L., Magrofuoco, N., Poncin, I., & Vanderdonckt, J. (2022). Enhancing playful customer experience with personalization. Journal of Retailing and Consumer Services : forging the link between research and practice, 68, 103017. https://doi.org/10.1016/j.jretconser.2022.103017 (Original work published 2022)
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2021Hammedi, W., Leclercq, T., Poncin, I., & Alkire, L. (2021). Uncovering the dark side of gamification at work: Impacts on engagement and well-being. Journal of Business Research, 122, 256-269. https://doi.org/10.1016/j.jbusres.2020.08.032 (Original work published 2021)
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Fall, N. A. M., Diop-Sall, F., & Poncin, I. (2021). Drivers of the experience value of mobile money transfer service: Senegaleseuser perspectives. Journal of Services Marketing, 35(7), 901-917. https://doi.org/10.1108/jsm-07-2020-0282 (Original work published 2021)
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Betti, N., Sarens, G., & Poncin, I. (2021). Effects of digitalisation of organisations on internal audit activities and practices. Managerial Auditing Journal, 36(6), 872-888. https://doi.org/10.1108/maj-08-2020-2792 (Original work published 2021)
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2020Leclercq, T., Poncin, I., Hammedi, W., Kullak, A., & Hollebeek, L. D. (2020). When gamification backfires: the impact of perceived justice on online community contributions. Journal of Marketing Management, 36(5-6), 550-577. https://doi.org/10.1080/0267257x.2020.1736604 (Original work published 2020)
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Cambier, F., & Poncin, I. (2020). Inferring Brand Integrity from Marketing Communications:The Effects of Brand Transparency Signals in a Consumer Empowerment Context. Journal of Business Research, 109(2020), 260-270. https://doi.org/10.1016/j.jbusres.2019.11.060 (Original work published 2020)
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Lajante, M., Droulers, O., Derbaix, C., & Poncin, I. (2020). Looking at aesthetic emotions in advertising research through a psychophysiological perspective. Frontiers in Psychology, 11. https://doi.org/10.3389/fpsyg.2020.553100 (Original work published 2020)
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Leclercq, T., Poncin, I., & Hammedi, W. (2020). Opening the black box of gameful experiences: Implications for gamification process design. Journal of Retailing and Consumer Services : forging the link between research and practice, 52. https://doi.org/10.1016/j.jretconser.2019.07.007 (Original work published 2020)
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Pleyers, G., & Poncin, I. (2020). Non-immersive virtual reality technologies in real estate: How customer experience drives attitudes toward properties and the service provider. Journal of Retailing and Consumer Services : forging the link between research and practice, 57, 102175. https://doi.org/10.1016/j.jretconser.2020.102175 (Original work published 2020)
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2019Garnier, M., & Poncin, I. (2019). Do enriched digital catalogues offer compelling experiences, beyond websites? A comparative analysis through the IKEA case. Journal of Retailing and Consumer Services : forging the link between research and practice, 47(47), 361-369. https://doi.org/10.1016/j.jretconser.2018.12.011 (Original work published 2019)
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2018
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Leclercq, T., Wafa, H., & Poncin, I. (2018). The Boundaries of Gamification for Engaging Customers: Effects of Losing a Contest in Online Co-creation Communities. Journal of Interactive Marketing, 44, 82-101. https://doi.org/10.1016/j.intmar.2018.04.004 (Original work published 2018)
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2017Poncin, I., Garnier, M., Ben Mimoun, M. S., & Leclercq, T. (2017). Smart technologies and shopping experience: Are gamification interfaces effective? The case of the Smartstore. Technological Forecasting and Social Change, 124, 320-331. https://doi.org/10.1016/j.techfore.2017.01.025 (Original work published 2017)
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Derbaix, C., Poncin, I., Derbaix, M., Naglieri, A., & Derbaix, A. (2017). Fusions et acquisitions : Réactions des consommateurs au redéploiement des marques. Revue française de gestion, 7(268), 97-132. https://doi.org/10.3166/rfg.2017.00177 (Original work published 2017)
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2016
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2026
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2025
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Derinöz, S., Lambotte, F., Poncin, I., & Provost, A.-C. (2025). Bridging the Science-Business Gap in Work-Integrated Learning Through Students’ Master Theses: A Business Perspective in French-Speaking Belgium. WACE World Conference 2025, Istanbul.
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Derinöz, S., Lambotte, F., Poncin, I., & Provost, A.-C. (2025). Realize the potential of Work-Study Master’s Programme’s Theses as a Bridge between Academic’ Standards and Business’ Expectations: a Belgian Case-Study. Pedagogy in Action: Bridging Disciplines, Communities, & Industry, Marywood University, USA, and online.
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Derinöz, S., Lambotte, F., Poncin, I., & Provost, A.-C. (2025). Reinventing Master’s Theses as Work-Integrated Learning: A Multi-Stakeholder Approach. In Areskoug Josefsson, K., Assmo, P., Lundh Snis, U., Olsson, A. K., Lauvås, P., & Thon, A. (Eds.) (ed.), Proceedings of WIL’25: The 3rd International Conference of Work-Integrated Learning. University West.
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2024
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2023
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Sellier, Q., Poncin, I., & Vanderdonckt, J. (2023). Using Gestural Interaction Technology to Improve the Consumer Experience: An Abstract. In Bruna Jochims, Juliann Allen (ed.), Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs : Developments in Marketing Science (Proceedings of the Academy of Marketing Science, p. p. 305-306). Springer. https://doi.org/10.1007/978-3-031-24687-6_123
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2022
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Sellier, Q., Poncin, I., & Vanderdonckt, J. (2022). Exploration of the Impact of 3D Gestural Interaction on the Customer Experience. Proceedings 28th International Conference on Recent Advances in Retailing and Consumer Science, July 23 – 26, 2022, Baveno, Italy. Published. 28th International Conference on Recent Advances in Retailing and Consumer Science, Baveno, Italy.
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2021Sellier, Q., Poncin, I., & Vanderdonckt, J. (2021). User, Customer and Consumer Experience: Highlighting the Heterogeneity in the Literature. Proceedings of the 16th International Joint Conference on Computer Vision, Imaging and Computer Graphics Theory and Applications - Volume 2 HUCAPP, 229-236. https://doi.org/10.5220/0010316202290236
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2020
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2018
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2016
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2022
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Lambillotte, L., Bart, Y., & Poncin, I. (2022). Personalized Online Customer Experience: The Effect of Information Transparency: An Abstract. In F. Pantoja, S. Wu (eds) (ed.), From micro to macro: dealing with uncertainties in the global marketplace (p. p. 327-328). https://doi.org/10.1007/978-3-030-89883-0_84
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2021
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2020van de Sanden, S., Willems, K., Poncin, I., & Brengman, M. (2020). Digital Signage in the Store Atmosphere: Balancing Gains and Pains. In Eleonora Pantano (ed.), Retail Futures: The Good, the Bad and the Ugly of the Digital Transformation (p. p. 53-69). Emerald. https://doi.org/10.1108/978-1-83867-663-620201010
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Djelassi, S., Cambier, F., & Poncin, I. (2020). Consumers’ Non-Participation in Creative Crowdsourcing: Exploration Through the Lenses of Meaning of Work: An Abstract. In S. Wu, F. Pantoja, N. Krey (eds) (ed.), Marketing opportunities and challenges in a changing global marketplace (p. p. 321-322). springer Nature. https://doi.org/10.1007/978-3-030-39165-2_129
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2019
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