معرفی
Laurie Balbo is an Associate Professor at GEM, leading the Marketing, Communication and Sales department since April 2020. Previously, she served as Assistant Professor (2012–2019) and Associate Professor (2019–present) at Montpellier Business School. Her expertise spans social marketing (public health communications), social media marketing (influencer-driven strategies), and consumer behavior research. She teaches Marketing, Consumer Behavior, Market Research, and Data Analysis across undergraduate, postgraduate, MSc, and MBA programs, alongside contributing to Executive Education.
Her doctoral research (2011), which won the AFM and FNEGE PhD award (2012), focused on enhancing health communication effectiveness. Her work bridges theoretical frameworks with practical applications, using mixed-methods approaches including experiments, surveys, and interviews. Key publications explore online communities’ role in health behaviors, message framing strategies, and the impact of plain packaging on consumption patterns.
- Education: PhD in Marketing (2011)
Her research has been presented at major conferences like the Association for Consumer Research (ACR), European Marketing Academy (EMAC), and Association Française du Marketing (AFM). Articles appear in journals such as Recherche et Applications en Marketing and Food Quality and Preferences.
- Awards: AFM and FNEGE Annual PhD Award (2012)
Her advising and grants focus on bridging academic research with real-world health and marketing challenges. She actively collaborates with institutions and NGOs to design effective public health communication campaigns.
