Marketing

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Composition

The MARK’In research team is made up of the following members:

Lines of research:

The MARK’In team researchers focus on the following themes:

Digital marketing

We're interested in the new approaches and opportunities offered by data-driven marketing and digital marketing, taking advantage of technologies arising from Big Data and AI. In addition, we are working on supporting companies in implementing digital marketing strategies. We are also interested in exploring the role of social network marketing tools (e.g. digital influencers) in digital marketing strategy.





Responsible marketing
for sustainable development

We are interested in strategies for integrating marketing and socially responsible consumption into companies. In particular, we focus on the interaction between marketing and sustainable development to help companies anticipate environmental, ethical and social aspects in the development and implementation of their marketing strategy. We are also interested in helping companies implement a Green Marketing approach and policy aimed at integrating ecological issues into their marketing strategies. Finally, we are studying the impact of green advertising ("greenwashing") on consumer behavior and brand image.

List of recent publications:

  • Mestaoui, I. & Benali, A. (2022)
    Tourism in Tunisia : Evolution of the tourism sector from the 60s until today in Gohar, Amir (Ed) Tourism Governance :              A Critical Discourse on a Global Industry. Berlin, Boston: De Gruyter Oldenbourg.
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  • MEJRI BRIKI Olfa et BEN HARIZ Hanen (2020)
    Mise en place d’une campagne de lancement d’un nouveau pack Goûter Président pour le compte de l’IAT : Cas Président, Centrale de Ressources Pédagogiques.
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  • Mestaoui, I., Touzani, M. (2020)
    Investigating Travelers’ Dilemma in Managing Their Online/Offline Presence on Travel Experience. In : Bach Tobji, M.A., Jallouli, R., Samet, A., Touzani, M., Strat, V.A., Pocatilu, P. (eds) Digital Economy. Emerging Technologies and Business Innovation. ICDEc 2020. Lecture Notes in Business Information Processing, vol 395. Springer, Cham.
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  • Fatma Abdellah-Kilani and Rihab Zorai, (2019)
    “Brand Origin Recall Accuracy (BORECA): a new measure of brand origin salience”, International Marketing Review, Vol. 36 No. 3, pp. 464-482.
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  • Rihab Zorai et Hamida Skandrani (2018)
    “Comportement multi-canal entre magasin physique et site web marchand : Facteurs explicatifs du choix du canal et trajectoires adoptées “. International Journal of Economics & Strategic Management of Business Process, Vol. 14, pp. 61-71.
  • Rihab Zorai Charfeddine & Fatma Abdallah Kilani (2016)
    “Ethnocentrisme, Religiosité et Matérialisme : cas du vêtement dans un pays en transition” , la Tunisie. International Journal of Economics & Strategic Management of Business Process (ESMB) Vol. 6, pp. 1-8.