Personnalités à la une
Melanie Clegg, new Tenure-Track Assistant Professor at HEC Lausanne
On August 1, 2024, Melanie Clegg joined the Department of Marketing at the Faculty of Business and Economics, University of Lausanne, as Tenure-Track Assistant Professor. Her area of expertise is digital marketing.
How do digital technologies change marketing practice? How can Artificial Intelligence be used to stimulate creativity and innovation? What is the trade-off between originality and conformity in the proliferation of social media trends?
Focusing on these and other important questions, Melanie Clegg’s research addresses various aspects of digital marketing, ranging from the usage of artificial intelligence to social media marketing. To gain insights into these timely topics, Melanie Clegg applies a combination of unstructured data analyses, behavioral experiments, and machine learning.
Her research has been featured in leading marketing journals, including the Journal of Consumer Research, Marketing Letters, and the Harvard Business Review.
Prior to joining HEC Lausanne, Melanie Clegg was an Assistant Professor at the Vienna University of Economics and Business (WU Vienna). Previously, Melanie Clegg completed her Ph.D. at the University of Lucerne and was as a visiting scholar at Columbia Business School.