Areas of research
- Interaction with Social Robots and Technology
- Consumer behavior
- Ethnographic Methods
Areas of teaching
- Consumer Behavior
- Qualitative Methods
Grants and awards
ICIEMC 2024 Special Distinction Award in Consumers & Technology
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1st Prize IMTC’s Best Thesis Award 2024
International Marketing Trends Conference (IMTC), Paris, France
1st Prize Michael J. Baker Doctoral Thesis Award 2024
Academy of Marketing, United Kingdom
Publications from the last 5 years
Articles
KEREKES, M. (2025). Comprendre les interactions entre les consommateurs et les robots sociaux : une approche interprétativiste et ethnographique. Vie & Sciences de l'Entreprise, 223(5), pp. 75-103.
Conference proceedings
KEREKES, M. and BEN DOUISSA, S. (2025). Eco-friendly weddings: Practices, aesthetics, and value. In: NETNOCON 2025 Conference Proceedings. Marseille: Association for Netnographic Research, pp. 87-88.
KEREKES, M., GUIOT, D. and LE NAGARD, E. (2023). Individuals’ connection with social robots in a successful appropriation: a netnographic appropriation. In: NETNOCON 2023 Conference Proceedings. Manchester: Association for Netnographic Research, pp. 58-59.
LUCAS SOHET, L. and KEREKES, M. (2021). Videogames in virtual reality: representations and purchase intention among 15-30 year-old in France. In: Proceedings of the 20th International Conference Marketing Trends 2021 Venice, ed. Alberto Pastore, Julien Schmitt, Julio Jimenez, Klaus-Peter Wiedmann. Paris-Venice Marketing Trends Association.
KEREKES, M., GUIOT, D. and LE NAGARD, E. (2021). Elderly’s connection with social robots in France. In: Proceedings of the 20th International Conference Marketing Trends 2021 Venice, ed. Alberto Pastore, Julien Schmitt, Julio Jimenez, Klaus-Peter Wiedmann. Venice: Paris-Venice Marketing Trends Association.
Conferences and other contributions
KEREKES, M. (2025). Comprendre l’appropriation des robots sociaux : une perspective centrée sur les consommateurs. In: Séminaire de l'Institut de Recherche en Gestion. Créteil.
MAGNI, F., KEREKES, M., TANG, G., CHAO, M. and PARK, J. (2025). When AI Creates: Consumer Reactions to Human vs. AI-Made Creative Products, Symposium Navigating Uncertainty: Psychological and Organizational Insights on AI and Digitalization. In: AOM Annual Meeting. Copenhagen.
BOUTANG, J., KEREKES, M. and MIMOUNI, A. (2025). How to encourage low-carbon diets among young adult consumers? Insights from evolutionary psychology. In: Congrès international de l’AFM. Lille.
KEREKES, M., GUIOT, D. and LE NAGARD, E. (2024). Living with social robots: A netnographic exploration of consumer connection through customization and multilevel interaction. In: AFM Publication Booster. Lyon.
MAGNI, F., KEREKES, M., TANG, G., PARK, J. and CHAO, M. (2024). Threatened by AI? The Chain Effect of Producer Identity as AI on Creativity Evaluations and Willingness to Pay. In: ESSEC Experimental Workshop. Paris.
KEREKES, M. (2024). Comprendre le rapport aux robots sociaux et leur appropriation par les personnes âgées en perte d’autonomie : une approche interprétativiste et ethnographique. In: Séminiare du GIT AFM Temps et vieillissement.
MAGNI, F., KEREKES, M., TANG, G., PARK, J. and CHAO, M. (2024). Threatened by AI creativity? The chain effect of producer identity as AI on creativity evaluations and willingness to pay. In: 40th EGOS Colloquium. Milan.