What are the best marketing theses in 2023?

Finalist thesis: “The relationship of individuals to social robots and its role in the process of appropriation”, by Marie Kerekes (Paris-Dauphine PSL University)

In his thesis, “The relationship of individuals to social robots and its role in the process of appropriation”, conducted under the direction of Denis Guiot and Emmanuelle Le Nagard, Marie Kerekes places social robots as an emerging technology that could contribute to the well-being of individuals. Her thesis takes place “in a qualitative ethnographic approach with the aim of providing a” thick description “(Geertz, 1973) to study the interactions between individuals and social robots”, she explains. Thus, after having defined social robots and reported on the main research themes on their subject (thanks to a multidisciplinary literature review), his research aims to answer the following questions: what is the relationship of individuals to social robots? ? How can it be defined and apprehended within the framework of the appropriation of the robot by individuals?

The thesis consists of 3 essays: the first puts into perspective the theoretical frameworks of the acceptance and appropriation of social robots; the second takes place with elderly people and conceptualizes the relationship of individuals to social robots (“in the context of an unfinished appropriation”, she specifies); finally the third observes the relationship of individuals to robots up to a phase of glorification. The robot is then put on a pedestal and derivative objects and works of art are created.

Biography of Marie Kerekes

After a course in literary preparatory classes at the Lycée Henri IV (Paris) and in Master Grande Ecole at NEOMA Business School (Reims), Marie Kerekes obtained her thesis in management sciences at the University Paris Dauphine – PSL on November 15, 2022. During her doctorate, Marie Kerekes began working as a research assistant with the European and international consortium ACCRA (Agile Co-Creation of Robots for Aging), then she was responsible for the Experimental Laboratory of the University of Paris Dauphine – PSL. Subsequently, she obtained a doctoral contract and was able to teach at her university. At the same time, she was the Community Manager of the @DrmDauphine Twitter account for three years and the doctoral coordinator of the DRM-Ermes team for two years. In 2021, she received a scholarship from the University of Friborg (Switzerland) which allowed her to do a 4-month visit to Olivier Furrer. Since October 2022, she has been working as a postdoctoral researcher and head of the Experimental Laboratory at ESSEC Business School.

She has had the opportunity to present collective work as well as her own research at various French and international conferences: among others, the AFM, IMTC, ACR and EMAC conferences. Marie Kerekes also obtained the Best Paper Award of the IMTC 2021 for his paper ” Elderly’s connection to social robots in France from his thesis. His research focuses on social robots and more broadly on new technologies and their appropriation by consumers. She is also interested in consumer well-being, interpretivism, and ethnographic approaches. In parallel with her research activities, Marie Kerekes is committed to the preservation and enhancement of the Château d’Armentières (Hauts-de-France).

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