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Giulia Pavone is assistant professor and researcher at KEDGE Business School. She obtained her Ph.D. in Management Sciences at the University Toulouse 1 Capitole - Toulouse School of Management. Her thesis received several awards: the Best Thesis Award of the French Marketing Association (AFM), the Special Thesis Award of the Adetem Circle, and the Sphinx Best Thesis Award. Her research interests focus on the interactions between consumers and artificial intelligence (AI)-based technologies, with a particular interest in factors affecting trust and intentions to use smart technologies, and the ethics of AI. She teaches AI and the ethics of AI in the Programme Grande Ecole (PGE), and the management of technology and digital transformation in the specialised master marketing digital and data. She has published her research in international journals, such as Journal of Interactive Marketing and Journal of Service Management Research.    

    Recent publications
    Publication Year of publication Type of publication
    PAVONE, G., K. DESVEAUD, "Strategic Implications of Chatbots in Marketing: Exploring Applications and Factors of Customer Acceptance" in The Impact of Digitalization on Current Marketing Strategies., Emerald Publishing Limited Ed., Emerald Group Publishing Limited, pp. 1-18, 2024 2024 Book chapter
    PAVONE, G., L. MEYER-WAARDEN, A. MUNZEL, "Rage Against the Machine: Experimental Insights into Customers’ Negative Emotional Responses, Attributions of Responsibility, and Coping Strategies in Artificial Intelligence–Based Service Failures", Journal of Interactive Marketing, 2023, vol. 58, no. 1, pp. 52-71. 2023 Journal article
    MEYER-WAARDEN, L., G. PAVONE, T. POOCHAROENTOU, P. PRAYATSUP, M. RATINAUD, A. TISON, S. TORNÉ, "How Service Quality Influences Customer Acceptance and Usage of Chatbots?", Journal of Service Management Research, 2020, vol. 4, no. 1, pp. 35-51 2020 Journal article
    Teaching domains


    • IA et éthique de l'IA
    Research domains