PORTES Audrey

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", Recherche et Application en Marketing, June 2026, vol. 41, no. 2, pp. 124-159

ESTARAGUE, J., A. PORTES - "Rationalité économique, efficacité temporelle ou quête de sens ? Une analyse des tensions du smart-shopping alimentaire. 42ème Congrès International de l'Association Française du Marketing (AFM)" - 2026, Angers, France

PORTES, A., F. CELHAY, A. MISSONIER, C. CLÉMENT DUBREUIL, "Non, les basketteurs de la NBA ne sont ni des bêtes ni des guerriers", The Conversation, June 2026, vol. June, no. June 2026, pp. -

ESTARAGUE, J., A. PORTES - "Smart-Shopping as a Dynamic Arbitrage: How Citizens Resolve Frictions between Budgetary Contrainsts and Sustainable Food Aspirations. European Social Marketing Conference" - 2026, Montpellier, France

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.

Marketing, E-commerce, Artificial intelligence, Marketing digital, Advertising

Marketing