AFM Thesis Prize 2021 awarded to Jean Pfiffelmann

The Prix de thèse AFM (AFM Thesis Prize) awards the best French-speaking thesis in marketing that was defended in the previous year, after a demanding selection process. It has been awarded to Jean Pfiffelmann during the 37th International Congress of the Association Française du Marketing (University of Angers- GRANEM and ESSCA Angers), organized online from the 19th to the 21st May 2021.

The award has also been given for the second consecutive time to a Doctor of the Magellan - iaelyon Research Center.

A thesis on the personalization of recruitment campaigns on social media

This doctoral work, positioned in human resources marketing, aims to answer the following question: How does identification-based personalized recruitment advertising influence potential employees’ responses? From a theoretical standpoint, this doctoral work contributes to the understanding of the working mechanisms of recruitment ad personalization by revealing several mediating processes and boundary conditions.

This dissertation may help recruiters aiming to improve their application pool while optimizing their recruitment spending and social media managers who need to design effective advertising tools to increase their revenue based on recruiters’ ad spending. Two articles on this thesis have already been published in the peer-reviewed Journal of Business Research and Décisions Marketing respectively.

► The abstract of the thesis “Identification-based personalization effects in recruitment advertising"
 

“My years as a doctoral student at the Magellan – iaelyon Research Center have been incredibly enriching. I really appreciated the seminars and trainings provided by the Economic and Management Sciences Doctoral School, as well as research days within the Marketing Group.

The exchanges with researchers, the feedback on my work during seminars, as well as the financial support given by the Research Center were all catalysts for my winning of the 2021 Thesis Prize of the Association Française de Marketing. But not only, as I had already received the 2021 Thesis Prize given by Marketing Trends.

It’s my second prize of the year! The thesis prize shows not only a research interest in the applications of marketing to other disciplinary fields with a thesis on the interface between marketing and human resources, but also attests to a keen interest for essay-based doctorate dissertation, a current trend in doctoral students in management sciences. Accomplishing my thesis could not have been possible without the support of my thesis supervisor, Sébastien Soulez, nor as pleasant without the cheerfulness of the doctoral students of the Magellan – iaelyon Research Center !"

The path of Jean Pfiffelmann

Obtaining his undergraduate and postgraduate education in marketing from the University of Haute Alsace, Jean did a year on exchange at the University of Economics in Katowice (Poland).

He moved to Lyon in 2016 to do his thesis at the Magellan – iaelyon Research Center, with a doctoral contract at iaelyon, followed by an assistant professor position.

Since September 2020, Jean is a faculty member at EM Strasbourg.

We extend our warmest congratulations to Jean, as well as to his thesis supervisor.