This axis studies how consumers decide and how organisations create value for them. It covers brand marketing, digital influence, measuring advertising effectiveness and the attractiveness of places, from smart tourism to Moroccan craft heritage.
Research questions
- What can neuroscience contribute to understanding purchasing behaviour, and under which ethical conditions?
- How should value be attributed to the different touchpoints of a customer journey (multi-touch attribution)?
- What role do influencers, human and virtual, play in new consumption patterns?
- Why does the intention to consume responsibly translate so rarely into action in Morocco?
- How does a destination's smartness (connectivity, sensors, virtual reality) change the tourist's experience and perceived value?
Themes and fields
Neuromarketing and "feel data"; experiential and holistic marketing; home-made cosmetics consumption; e-reputation of press agencies; smart tourism destinations in Morocco; agritourism; gastronomy, crafts and the attractiveness of Fez; cultural heritage and place branding; territorial communication.
Approaches
Qualitative field research, conceptual models tested through surveys, bibliometric analyses and advanced marketing-data analysis.
Contributing teams: EDS, OSD, DDESSF and EMFO.
Representative work
Chapter · 2025
Advanced multi-touch attribution for improved marketing analytics
El Mekkaoui, Z. E. A., & Benyoussef, H.
In Artificial Intelligence and Data Analytics for Innovative Applications in Engineering, Sustainability and Technology, 183-191. Cham: Springer Nature Switzerland
Article · 2025
Connectivity and sensing at the core of Smart Tourism Destinations (STD): A qualitative research applied to the case of Morocco
Belhaj Soulami, N., & Azdimousa, H.
Lecture Notes in Networks and Systems (pp. 518–528), Springer
Chapter · 2025
The role of technology in preserving and promoting artisanal cultural heritage: The Moroccan Caftan case
Fatmi, I., & El Harouchi, L.
In International Conference on Advanced Intelligent Systems for Sustainable Development, 1-10. Cham: Springer Nature Switzerland
Article · 2024
Consommation socialement responsable au Maroc : Vers une compréhension du fossé attitude-comportement
El Frioui, R., & Benyoussef, H.
Revue de Publicité et de Communication Marketing, 2(2)
Thesis · 2023
Neuromarketing outil de mesure de la Feel Data, de l’efficacité publicitaire et du comportement d’achat
Yahia MOUAMMINE
Direction de thèse : Hassan AZDIMOUSA, Université Ibn Tofaïl