ZHONG Zeling

Assistant Professor
Description

Status : Assistant Professor

Department : Marketing

Diplomas and specializations : Doctorate in Management Sciences, Marketingspecialization, Paris Saclay University

Research fields : The impact of NICTs on consumer behavior, Digital Marketing, Responsible digital innovation, Human-computer interaction, PLS-SEM

Courses taught : Technological innovations and cybersecurity, CRM and Big Data, Big Data Analytics, Artificial Intelligence for Cybersecurity

Biography:

Zeling ZHONG is a professor-researcher of digital innovation and marketing at EDC Paris Business School. She holds a Ph.D. in Management Science from Paris-Saclay University. Her research explores consumer behavior in the digital era, the optimization of user experience in digital marketing, and the perception and adoption of emerging technologies. She has a particular interest in the social dynamics of smart connected objects and the user experience related to the Internet of Things, big data analytics, telemedicine, and artificial intelligence. 

Her academic contributions have been recognized with the ANDESE Best Thesis Award and a special distinction from the French Marketing Association and the International Marketing Trends Conference.

Selected publications :

  • Zhong, Z., Balagué, C. (2022). Understanding the Role of Consumer Psychological Motives in Smart Connected Objects Appropriation: A Higher Order PLS-SEM Approach. Proceedings of 2022 International Conference on Partial Least Squares Structural Equation Modeling (PLS-SEM), Cluj-Napoca, Romania
  • Balagué, C., Zhong, Z. (2022). The role of consumer perceptions of the ethics of machine learning in the appropriation of artificial intelligence-based Systems. Proceedings of 44th Annual INFORMS Marketing Science Conference. Chicago, United States
  • Zhong, Z. (2022). Understanding smart connected objects appropriation: a hierarchical component modelling approach. Proceedings of 21st IMTC (International Marketing Trends Conference). Rome, Italy
  • Zhong, Z., Balagué, C. (2021). Understanding consumer connected objects: proposing a user-centric taxonomy. Vie & Sciences de l’Entreprise, 211-212, 70-90. https://doi.org/10.3917/vse.211.0070 (Rang 4 FNEGE)
  • Benamar, L., Balagué, C., Zhong, Z. (2020). Internet of Things devices appropriation process: the Dynamic Interactions Value Appropriation (DIVA) framework. Technovation, 89, 102082. https://doi.org/10.1016/j.technovation.2019.06.001. (Rang 2 FNEGE)