معرفی
Maud Derbaix is an Associate Professor of Marketing at KEDGE Business School, affiliated with the Creative Industries Research Group. Her work bridges marketing theory with cultural consumption research.
- Current academic position: Associate Professor
- Institutional affiliation: KEDGE Business School
Her research focuses on consumer behavior in arts and culture, examining:
- Narrative transportation through transmedia storytelling
- Authenticity perception in digital reproduction
- Intergenerational transmission of cultural tastes
- Music fandom and prosumer dynamics
- Interactive technologies in cultural tourism
- Informal learning communities in creative industries
Recent publications reveal consistent exploration of audience engagement across multiple domains, including:
- Live performances and cultural events
- Virtual world consumer behavior
- Heritage marketing strategies
- Digital platform dynamics
She collaborates with multiple researchers including:
- Marc Korchia
- Danièle Bourgeon-Renault
- Claire Derbaix
- Antoine Gombault
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