Understanding in-store interactive technology use: a uses and gratifications theory (UGT) perspective Available to Purchase

Hafida Boudkouss is a PhD student, member of the LUMEN Lab (ULR 4999, IAE Lille, University School of Management). Her research focuses on phygital and interactivity dynamics between consumer, sales staff and digital technologies.

Souad Djelassi is an Associate Professor of Marketing at University School of Management (Marketing Techniques Department, IUT “C”). She is member of the LUMEN Lab and of the chair Transformation of Retailing Ecosystem(s) and New market DynamicS-TREND(S). Her current research, in service and retailing sectors, includes customers' participation in value co-creation through crowdsourcing, open innovation, usage of new technologies, and retail in African emerging countries. Her research has been published in several international peer reviewed journals, including Decision Support System, Industrial Marketing Management, International Journal of Retail and Distribution Management, Recherche et Applications en marketing, Revue Française de Gestion, Revue Française de Marketing, Décisions Marketing,…, and in various conferences proceedings (CCT, EIRASS, AFM, ACR, AMS, etc.). She is a member of the French Marketing Association.