CCMS research seminars

Research seminar by Thijs Zwienenberg from TU Eindhoven & Charlotte De Sainte Maresville from Université de Bretagne Sud, invited by Simon Hazée

2:00-3:00 PM: Prof. Thijs Zwienenberg (TU Eindhoven) will present a paper entitled “Identifying customer experiences with blockchain-based financial marketplaces: a structural topic modeling approach” .

3:00-3:45 PM: Charlotte De Sainte Maresville (Université de Bretagne Sud), currently a visiting researcher at UCLouvain, will present a paper on “Performing transparency: regimes of visibility and the politics of scientific truth in marketing research”.

Abstract #1

Blockchain-based financial marketplaces (BFMs) are making significant marketing investments to attract users, as exemplified by Bybit's $150 million sponsorship of the Red Bull Formula One racing team and OKX’s $20 million sponsorship of soccer club Manchester City. BFMs are new digital services where consumers engage in different blockchain-related services, such as acquiring and trading cryptocurrencies, non-fungible tokens (i.e., a unique digital asset that represents ownership of a digital or physical asset), and participating in blockchain learning academies. While expectations are that by 2028 almost one billion cryptocurrency users will exist, research has mainly focused on identifying consumers’ intention to pay with cryptocurrency using established models such as TAM and UTAUT. The public’s involvement with broader use cases of the blockchain (e.g., consider tokenization as a driver of transformation in real estate or artwork) and customer experiences with service providers (i.e., BFMs) in this domain have been left unexplored. A comprehensive overview of actual customer experiences is required to better understand this complex, volatile and error-sensitive financial service. Using a structural topic modeling approach,  this study identifies and maps actual customer experiences with blockchain-based financial marketplaces 

Abstract #2

Nous proposons une lecture critique de la montée des normes de transparence dans la recherche en marketing et communication. Plutôt que de considérer la transparence comme une simple amélioration méthodologique, nous l’analysons comme un régime de visibilité qui contribue à reconfigurer les conditions de production et de validation du savoir scientifique. En mobilisant les travaux sur la performativité et les régimes de vérité, la présentation met en lumière une tension croissante entre une vérité procédurale, fondée sur la conformité aux standards institutionnels de transparence, et une vérité plus phénoménologique liée à la validité conceptuelle et à la complexité des phénomènes étudiés. L’objectif est d’ouvrir une discussion sur les implications épistémologiques des transformations contemporaines des normes méthodologiques.

Thijs Zwienenberg bio (from TU Eindhoven)

RESEARCH PROFILE

Thijs (Johannes) Zwienenberg is an assistant professor of Innovation Management with the Innovation Technology Entrepreneurship & Marketing research group at the department of Industrial Engineering & Innovation Sciences. His research interest centers on digital (marketing) innovations and business models such as the sharing economy and blockchain technology, and online conversations. He is also focused on quantitative research methods such as text mining and analytics, meta-analyses and open science practices. 

ACADEMIC BACKGROUND

Thijs Zwienenberg received, in 2023, a PhD degree in Business Economics from the KU Leuven (Belgium). He also holds a Msc in Communication Sciences from the University of Ghent. After finishing his doctorate trajectory at the KU Leuven, he was appointed as an assistant professor of Innovation Management with the Innovation Technology Entrepreneurship & Marketing research group at the department of Industrial Engineering & Innovation Sciences of Eindhoven University of Technology

Charlotte De Sainte Maresville bio (from The Conversation)

Charlotte De Sainte Maresville est doctorante à l’IAE de l’Université Bretagne Sud (UBS), sous la direction des professeurs Christine Petr et Russell Belk. Soutenue par une convention CIFRE avec Odaptos, elle étudie la manière dont les expressions faciales (authentiques ou artificielles, présentes ou absentes) influencent la perception, l’engagement et les comportements dans les environnements en ligne. Ses travaux s’inscrivent à l’interface du marketing, des sciences comportementales et du design, afin de concevoir des expériences numériques plus émotionnellement intelligentes et éthiquement responsables.