PORTES Audrey
| Position | Assistant Professor |
| Academic department | Marketing, Sales, & Branding |
| Contact | a.portes@mbs-education.com |
Audrey Portes is an Assistant Professor of Marketing at MBS School of Business, where she leads the Digital Marketing specialization within the PGE3 program. She holds a PhD in Marketing from the University of Montpellier (2018) and previously held a faculty position at Aix-Marseille University. She spent over a decade as a digital marketing consultant, advising brands on their online strategies, a practitioner background that continues to inform her research and teaching.
Her work sits at the intersection of consumer behavior and digital environments, with a focus on the social and ethical dimensions of technology. She investigates how algorithms, connected devices, and data-driven platforms shape consumer decisions, identity, and trust, and at what cost. Her current research interests include:
- The influence of AI on e-commerce and health behaviors
- Consumer privacy, data protection, and digital trust
- Transparency and ethics in digital environments
- The dark sides of social media and connected devices
Her research has been published in peer-reviewed journals including Journal of Retailing and Consumer Services, Journal of Cleaner Production, Recherche et Applications en Marketing, and Management & Avenir.
DAVID VIDAL, D., A. PORTES, J. JOSSELIN MASSON, A.-S. ANNE SOPHIE CASES, "Examining the Impact of a Privacy Label on Consumer Perceived Vulnerability and Purchase Intention Towards Connected Devices" Forthcoming Recherche & Applications en Marketing
PORTES, A., G. GILLES N'GOALA - "Rassurer. In G. N'Goala, F. Paulhiac Scherrer, & F. Durif (Eds.), Ville intelligente ou vies intelligentes (pp. 69–89). ISTE Editions." - 2025, Montpellier, France
DAVID VIDAL, D., A. PORTES, J. JOSSELIN MASSON, A.-S. ANNE-SOPHIE CASES - "Le Nutri-Score appliqué aux données personnelles : L’impact d’un privacy score sur le processus de décision d’achat des consommateurs pour les objets connectés" - 2025, Association Française de Marketing (AFM), Lille, France
PORTES, A., G. N'GOALA - "Reassure. In G. N'Goala, F. Paulhiac Scherrer, & F. Durif (Eds.), The Smart and Resilient City: Models and Ways of Life (pp. 69–89). ISTE Editions." - 2025, Londres
GALLIN, S., A. PORTES, "Les algorithmes nous poussent à faire des achats impulsifs", The Conversation, September 2025, vol. September, no. 2025, pp. /
CELHAY, F., A. PORTES, A. MISSONIER, C. DUBREUIL, "Bullfighting or Jazz playing? Metaphors, brand differentiation, and the implications of team naming in sports leagues", European Sport Management Quaterly, 2025, no. https://doi.org/10.1080/16184742.2026.2622376
SANCHEZ, C. R., S. GALLIN, A. PORTES - "Using the Multivariate General Linear Model (MANOVA) in SPSS to Identify the Main and Interaction Effects of a Product Description Created by a Human Being Versus Artificial Intelligence" - 2024, SAGE Publications Inc.
PORTES, A. - "Interview vidéo pour Les Echos Start "Décryptage de la stratégie marketing de Cédric Grolet"" - 2024, Montpellier, France
CHAIZE, E., J. BOYSSELLE, A. PORTES, M. MERDJI, "L'influence de la Sémiotique dans l'environnement B2B : Transformer l'image de marque pour conquérir de nouveaux clients", EcoTimes,, February 2024, vol. February, no. 2024, pp. //
GALLIN, S., A. PORTES, "Online shopping: how can algorithm performance expectancy enhance impulse buying?", Journal of Retailing and Consumer Services, November 2024, vol. 81, no. November 2024, pp. 103988
Marketing, E-commerce, Artificial intelligence, Marketing digital, Advertising
Marketing
