Sonia Capelli

Sonia Capelli is a University Professor of Marketing at iaelyon School of Management, part of Université Jean Moulin Lyon 3. She holds roles such as Educational Manager for the Connected Marketing and Digital Communication (MCCD) program and Co-Scientific Director of the ‘Lyon3 Coopération’ chair. Her research focuses on consumer behavior, cooperative models, and digital branding. She also leads the IDCoop endowment fund and participates in initiatives like the Student Film Festival on Consumption.

Her research spans studies on gamification in retail, advergames effectiveness, haptic technologies in marketing, and cooperative governance. Key contributions include analyzing the impact of ingredient visuals on consumer choices and the role of cooperative labeling in perceived product quality.

Recent publications emphasize innovation in marketing techniques, such as crowdsourcing contests for customer engagement and hybrid-reality applications in retail environments. She actively contributes to academic discourse through peer-reviewed journals like Journal of Business Research and Technological Forecasting and Social Change.

Prof. Capelli is involved in pedagogical leadership, including managing the University Diploma in Management Research Methods and overseeing courses like Societal Marketing and Ethical Marketing. Her work bridges academic research with practical applications in cooperative enterprises and digital marketing strategies.