Insaf KHELLADI

Insaf KHELLADI Reserach Active Faculty - Associate Professor
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    • Department
      Marketing Department
    • Languages
      French, English
    • Teaching specialisations
      Digital and Omnichannel Marketing, Responsible Consumption, Phygital Customer Journey and Immersive Experiences, Consumer Behavior and Innovation, Brand Management and E-Reputation, Research Methodologies (Qualitative and Quantitative)
    • Areas of research
      Human–Technology Interactions (Generative AI, Virtual Agents, Metaverse, Blockchain, Social Robots), Consumer Behavior and Technology Adoption, Responsible Consumption and Brand Legitimacy, Knowledge Management, Communities, and Co-Creation Dynamics, E-Reputation and Online Trust, Innovations in the Wine Industry
    • Campus
      Paris

    Biography

    Insaf KHELLADI is a Professor of Marketing & Deputy Head of the Marketing Division at Excelia Business School (Paris–Cachan campus). She holds a Doctoral degree in Management Sciences from IAE Nice – Université Côte d’Azur and brings over twenty-five years of combined professional and academic experience. Her interdisciplinary research explores human–technology interactions, responsible consumption, and knowledge management. Insaf has published extensively in peer-reviewed journals (i.e., TSFC, JBR, JTT, R&D Mgt, IJEB&R, IMR), contributed to public debates through platforms such as The Conversation and FNEGE Media, and regularly serves as a guest speaker, track chair, and reviewer for international conferences and journals. She currently serves as Associate Editor & Area Coordinating Editor (Africa Region) for the Journal of Knowledge Management. Drawing on her experience within international organizations such as the UNDP, IFC, and the World Bank, Insaf stands at the intersection of research, pedagogy, and responsible innovation. Her academic trajectory is distinguished by a strong record of scholarly publications, interdisciplinary research leadership, international engagement, and pedagogical innovation across Bachelor, Master, and DBA levels.

  • 2018

    Doctorate in Management Sciences, IAE Nice

    2010

    MBA Global Finance, IAE Nice

  • 2025

    Deputy director of the Marketing department, Excelia, La Rochelle, France

    2025

    Reserach Active Faculty - Associate Professor, Excelia, La Rochelle, France

    2021-2025

    Adjunct Professor, EM Normandie, Caen, France

    2020-2025

    Associate Professor, EMLV Business School, Paris, France

    2019-2020

    Adjunct Professor, Paris School of Business, Paris, France

    2019-2020

    Associate Professor, ICD Business School, Paris, France

    2019-2022

    Adjunct Professor, NEOMA Business School, Rouen, France

  • Journal articles

    YUAN, Z., TOUFAILY, E., KHELLADI, I. (2025). Crypto-art et marché : les NFT, révolution ou mirage ? The Conversation.
    GHAMGUI, N., KHELLADI, I., CASTELLANO, S. (2025). Comment les femmes construisent-elles leur légitimité dans la transmission des entreprises familiales ? The Conversation.
    KHELLADI, I., KEFI, H., VEG-SALA, N., MANI, Z. (2025). Les chatbots émotionnels alimentés par l’IA, entre remèdes émotionnels et mirages affectifs. The Conversation.
    KEFI, H., KHELLADI, I., MANI, Z., VEG-SALA, N. (2024). AI-enabled social support chatbot usage: flowing ambivalence and liminalities. Journal of Decision Systems, 1-24. doi:10.1080/12460125.2024.2443226.
    KHELLADI, I., LEJEALLE, C., REZAEE VESSAL, S., CASTELLANO, S., GRAZIANO, D. (2024). Why do people buy virtual clothes? Journal of Consumer Behaviour, 23 (3), 1389-1405. doi:10.1002/cb.2270.
    LARIF, S., ESSID, M., CASTELLANO, S., KHELLADI, I. (2024). Knowledge‐brokering activities as enactors of innovative constructive deviance in open R&D projects. R&D Management, 54 (3), 431-449. doi:10.1111/radm.12651.
    CASTELLANO, S., KHELLADI, I., ORHAN, M. (2024). Amazon : derrière l’innovation, une armée de travailleurs précaires ? The Conversation.
    KHELLADI, I., CASTELLANO, S., LEJEALLE, C. (2023). Sustainability as the Missing Link to Uncover the Double Edge of NFT Technology Legitimacy. Journal of Innovation Economics, Prépublication (0), I162-XXIX. doi:10.3917/jie.pr1.0162.
    KHELLADI, I., CASTELLANO, S., VINÇOTTE, E. C. (2023). The role of social intrapreneurship and serious games in generating social innovation in the healthcare sector. International Journal of Entrepreneurial Behaviour and Research, 31 (2/3), 631-647. doi:10.1108/IJEBR-02-2022-0208.
    REZAEE VESSAL, S., PARTOUCHE, J., KHELLADI, I., CASTELLANO, S., ORHAN, M., SORIO, R. (2023). When cause familiarity leads to positive attitudes toward brands in a cause–brand alliance: a cross-cultural study during the COVID-19 pandemic. International Marketing Review, 40 (5), 1245-1262. doi:10.1108/IMR-12-2021-0385.
    CASTELLANO, S., KHELLADI, I., SORIO, R., REZAEE VESSAL, S., PARTOUCHE‐SEBBAN, J., ORHAN, M. A. (2023). Cause‐related marketing in pandemic context—The effects of cause‐brand fit and cause‐brand alliance on customer‐based legitimacy and reputation. Business Ethics, the Environment & Responsibility, 32 (S3), 196-211. doi:10.1111/beer.12538.
    KHELLADI, I., REZAEE VESSAL, S., LEJEALLE, C., CASTELLANO, S. (2023). NFT : êtes-vous prêt à acheter un vêtement virtuel ? The Conversation.
    ORHAN, M. A., KHELLADI, I., CASTELLANO, S., SINGH, S. K. (2022). Work experience on algorithm-based platforms: The bright and dark sides of turking. Technological Forecasting and Social Change, 183, 121907. doi:10.1016/j.techfore.2022.121907.
    HOBEIKA, J., KHELLADI, I., ORHAN, M. A. (2022). Analyzing the corporate social responsibility perception from customer relationship quality perspective. An application to the retail banking sector. Corporate Social Responsibility and Environmental Management, 29 (6), 2053-2064. doi:10.1002/csr.2301.
    PARTOUCHE-SEBBAN, J., REZAEE VESSAL, S., SORIO, R., CASTELLANO, S., KHELLADI, I., ORHAN, M. A. (2021). How death anxiety influences coping strategies during the COVID-19 pandemic: investigating the role of spirituality, national identity, lockdown and trust. Journal of Marketing Management, 37 (17-18), 1815-1839. doi:10.1080/0267257X.2021.2012232.
    KHELLADI, I., CASTELLANO, S., HOBEIKA, J., PERANO, M., RUTAMBUKA, D. (2021). Customer knowledge hiding behavior in service multi-sided platforms. Journal of Business Research, 140, 482-490. doi:10.1016/j.jbusres.2021.11.017.
    KHELLADI, I., CASTELLANO, S., LEJEALLE, C. (2021). The role of members’ lived experience in the evolution of online communities toward online communities of practice. Journal of Knowledge Management, 26 (8), 1968-1984. doi:10.1108/jkm-03-2021-0250.
    KHELLADI, I., CASTELLANO, S., MEJRI, C. A. (2021). Communicating customer value proposition in the French pharmaceutical industry. The case of OTC drugs. Journal of Business & Industrial Marketing. doi:10.1108/JBIM-07-2020-0373.
    KALISZ, D. E., KHELLADI, I., CASTELLANO, S., SORIO, R. (2021). The adoption, diffusion & categorical ambiguity trifecta of social robots in e-health – Insights from healthcare professionals. Futures. doi:10.1016/j.futures.2021.102743.
    KHELLADI, I., CASTELLANO, S., DUTOT, V., LEHU, J.-M., HAEB, R. C. (2021). The Influence of Geolocated Mobile Coupons on Customer Behavior. International Journal of Technology and Human Interaction. doi:10.4018/IJTHI.2021040102.
    ORHAN, M. A., CASTELLANO, S., KHELLADI, I., MARINELLI, L., MONGE, F. (2021). Technology distraction at work. Impacts on self-regulation and work engagement. Journal of Business Research, 126, 341-349. doi:10.1016/j.jbusres.2020.12.048.
    CASTELLANO, S., KHELLADI, I., SORIO, R. (2021). Le vin sans alcool est-il vraiment du vin ? The Conversation.
    CASTELLANO, S., KHELLADI, I., SORIO, R. (2021). Will the world ever accept non-alcoholic wine? The Conversation.
    CASTELLANO, S., KHELLADI, I., SORIO, R. (2021). ¿Es realmente vino el vino sin alcohol? The Conversation.
    CASTELLANO, S., CHANDAVIMOL, K., KHELLADI, I., ORHAN, M. A. (2021). Impact of self-leadership and shared leadership on the performance of virtual R&D teams. Journal of Business Research, 128, 578-586. doi:10.1016/j.jbusres.2020.12.030.
    CASTELLANO, S., KHELLADI, I., SORIO, R., ORHAN, M., KALISZ, D. (2021). Exploring the microfoundations of nomadic dynamic capabilities: The example of flying winemakers. Technological Forecasting and Social Change, 163, 120445. doi:10.1016/j.techfore.2020.120445.
    CASTELLANO, S., KHELLADI, I., IVANAJ, S. (2021). Entrepreneurial Intensity and Firm Performance: The Role of Institutional Ambidexterity. IEEE Transactions on Engineering Management, 68 (2), 350-359. doi:10.1109/TEM.2019.2901500.
    KHELLADI, I., CASTELLANO, S., KALISZ, D. (2020). The smartization of metropolitan cities: the case of Paris. International Entrepreneurship and Management Journal, 16 (4), 1301-1325. doi:10.1007/s11365-020-00691-w.
    PARTOUCHE, J., VESSAL, S., KHELLADI, I., CASTELLANO, S., SAKKA, G. (2020). Effects of cause-related marketing campaigns on consumer purchase behavior among French millennials. International Marketing Review, 37 (5), 923-943. doi:10.1108/IMR-12-2018-0348.
    KHELLADI, I., KOROMYSLOV, M. (2019). Millennials français et chinois : des rapports au luxe bien différents…. The Conversation.
    CASTELLANO, S., KHELLADI, I. (2017). Neymar au PSG : un cas d’école sur l’e-réputation. The Conversation.

    Chapters

    CLAIN, P., KHELLADI, I., RODRIGUES, C., BIANCALANI, A., GUERARD, G., REZAEE VESSAL, S. (2024). Increase Social Acceptability of Nuclear Fusion, Agrivoltaics, and Offshore Wind Through National Support Programmes. Strengthening European Energy Policy (pp. 101-113). Springer.
    CASTELLANO, S., KHELLADI, I. (2021). Quels sont les avantages perçus de la réalité augmentée pour les entreprises et le grand public ? La transformation digitale en entreprise : 100 Questions/Réponses. Paris: Ellipses.
    CASTELLANO, S., KHELLADI, I. (2021). Qu’est-ce que la réalité augmentée ? In La transformation digitale en entreprise : 100 Questions/Réponses. Paris: Ellipses.

  • Papers presented at academic or professional meetings

    FILALI-BOISSY, D., JOUNY-RIVIER, E., KHELLADI, I., LEJEALLE, C. (2025). Le pouvoir social des influenceurs virtuels : du suivi à la conversion des followers. 41ème Congrès International de l’AFM.
    FILALI-BOISSY, D., JOUNY-RIVIER, E., KHELLADI, I., LEJEALLE, C. (2025). The Influence of Virtual Influencers: Shaping Consumer Conversion Paths. AMS World Marketing Congress. Dijon:
    KHELLADI, I. (2024). Proceedings Co-Chair. 8th International Conference on Technologies & Organization.
    FILALI-BOISSY, D., JOUNY-RIVIER, E., KHELLADI, I., LEJEALLE, C. (2024). Influenceurs virtuels vs réels : Analyse des mécanismes d’influence sous le prisme de la théorie du pouvoir social. 23ème Colloque sur le Marketing Digital. Paris:
    KHELLADI, I. (2023). Scientific Committee Member. 7TH CONFERENCE FOR INFORMATION & COMMUNICATION TECHNOLOGIES FOR ORGANIZATION & SOCIETY. Paris:
    LEJEALLE, C., KHELLADI, I., CASTELLANO, S. (2023). Isomorphism institutionalization process of NFT and impact on customer value creation. 30th Innovation and Product Development Management Conference (IPDMC). Lecco:
    GHAMGUI, N., HENTATI, I., LOUATI, N., CASTELLANO, S., KHELLADI, I. (2023). Investigating the interrelated drivers of eco-innovations in developing countries. 5 th edition of Ethical Finance and Sustainability. Energy Transition & Sustainability. Paris:
    GHAMGUI, N., CASTELLANO, S., KHELLADI, I., DESGARDIN, E. (2023). En quête de légitimité : la place des femmes dans la succession des entreprises familiales.. 9èmes Journées Georges Doriot - Entrepreneuriat et Société. Montréal:
    LIU, X., CASTELLANO, S., KHELLADI, I., DI VAIO, S. (2023). Smart ports around the world: Evaluation & Benchmark.. Annual Regional Sustainable Development Conference (ARSDC). Ho Chi Minh City:

    Published cases with instructional materials

    GARCIA-PENTECOTE, C., LEJEALLE, C., KHELLADI, I. (2025). Copains de Bastien : les NFT au service de l'expérience client.. Centrale de Cas et Médias Pédagogiques.

    Broadcasts

    REZAEE VESSAL, S., KHELLADI, I. (2024). The roles of cause familiarity, cause-brand fit and perceived betrayal in cause-brand alliances.. France.
    CASTELLANO, S., KHELLADI, I., LEJEALLE, C. (2022). Qu’est-ce que le Métaverse ? France.
    CASTELLANO, S., KHELLADI, I., LEJEALLE, C. (2022). NFTs : quelles opportunités pour les marques ?
    KHELLADI, I. (2021). Le marketing lié à une cause : quelle perception des Millennials Français ?

    Press articles

    KHELLADI, I. (2023). Le robot social, plus que parfait !. Monde des grandes écoles. France.
    KHELLADI, I. (2022). C'est Pas Faux – NFT et crypto-monnaies : nouvelles formes d’investissement ? France.
    KHELLADI, I. (2021). Entre réseaux sociaux et data : l'ère du ‘sur-mesure’ pour tous. Les Echos. France.
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