Nathalie Lemaitre is a tenured professor of marketing at KEDGE Business School. She holds a PhD in marketing from the IAE of Aix-en-Provence (CERGAM, Aix-Marseille University) and has taught for 15 years at the IUT of Marseille, as well as at various higher education institutions (IAE of Toulon, ESG Aix, IUT of Corsica, IUT of Cannes, FEG). Her eight years of professional experience for a nationally renowned web agency allowed her to serve as Marketing Manager and Lead Trainer within their certified B2B training academy. She teaches fundamental and digital marketing. She was a visiting researcher at Queensland University (Australia), and her research focuses on consumer behavior and internet user behavior.