Soffien Bataoui

Soffien Bataoui is a University Professor of Marketing at the iaelyon School of Management, affiliated with Jean Moulin University Lyon 3 and the Magellan Laboratory. His work bridges academic research with practical applications in digital marketing.

• Research Focus: Humanization of digital interfaces (social presence, virtual hospitality, chatbots), atmosphere of digital interfaces (social factors, offline-online interactions), charity marketing, and AI appropriation by charities affecting donation behavior.
• Publications: Contributed to journals like Décisions Marketing, Recherche et Applications en Marketing, Revue Française de Gestion, and the Journal of Retailing and Consumer Services.
• Expertise: Combines theoretical insights with empirical studies on e-commerce, institutional websites, charity platforms, and collaborative consumption models.