ESLSCA Paris Business School, CERFIM | France
Author Profile
Early Academic Pursuits
Dr. Meriem El Bouhali is a distinguished scholar in the field of digital marketing and business-to-business (B2B) research. Her academic journey reflects a consistent trajectory of excellence and depth in management sciences. She holds a Ph.D. in Management Sciences (Digital Marketing) from Université Paris 2 Panthéon-Assas, earned in December 2020. Her doctoral thesis, titled “Convertir les visiteurs du site web en clients : comment la qualité du site web de fournisseur influence la confiance et l’intention de sélection dans un contexte de sourcing ?”, was awarded with “Mention très honorable avec les félicitations à l’unanimité”, a prestigious distinction reflecting both the academic quality and practical relevance of her research. Her thesis received the University Thesis Prize of Paris 2, emphasizing its contribution to the field.
Her academic foundations are equally solid. Dr. El Bouhali completed a Master 2 in Management Sciences (Organizational Management) at Université Paris 2 Panthéon-Assas in 2013 and a Master 1 in Economics and Management at Université Paris 1 Panthéon-Sorbonne in 2012. She also completed the EDEN Doctoral Seminar on Advances in B2B Marketing at the Turku School of Economics in Finland in 2019, further reinforcing her international research exposure.
Professional Endeavors
Dr. El Bouhali currently serves as an Associate Professor and Program Director at ESLSCA Business School Paris, where she leads the MBA in Digital Marketing and Innovation. Her responsibilities span from academic course design and delivery to program coordination and student mentorship. She is involved in the strategic development of curricula, pedagogical innovation, partnership building, and international academic initiatives.
Her professional academic experience includes roles as an adjunct faculty member at the Faculté Libre de Droit, d’Économie et de Gestion (2016–2021), a contractual professor at Université de Picardie Jules Verne (2018–2019), and an ATER (Attachée Temporaire d’Enseignement et de Recherche) at Université Paris 2 Panthéon-Assas (2014–2016). Across these positions, she has taught a wide range of subjects, including digital marketing, B2B marketing, service marketing, international negotiation, customer loyalty, and research methodology.
Contributions and Research Focus
Dr. El Bouhali’s research is rooted in the digital transformation of B2B marketing, with a specific interest in how website quality, digital trust, and online partner selection influence business relationships. Her published work includes studies on blockchain adoption in auditing, internal branding and social media performance, and sustainable business models in the financial services sector.
Her doctoral and postdoctoral work investigates the intersection between digital interface quality and supplier selection, using both qualitative and quantitative methods. Her approach blends theory with practical application, providing insight into how organizations can improve digital presence to build trust and enhance buyer engagement.
Impact and Influence
Through her research and teaching, Dr. El Bouhali has made significant contributions to both academia and industry. Her work on digital trust in sourcing contexts and social media capabilities has been cited and discussed in academic conferences and peer-reviewed journals. She has participated in high-level conferences such as the EMAC Annual Conference, the Association Française du Marketing, and the International Marketing Trends Conference. Her research is shaping modern marketing discourse, particularly in the context of sustainability, customer relationship management, and technological innovation.
Academic Citations and Publications
Dr. El Bouhali’s peer-reviewed articles and academic collaborations reflect her influence in the field. Key publications include:
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“Blockchain Technology Adoption Intention among the Big Four Audit Firms” (The British Accounting Review, 2025)
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“Les capacités dans le domaine des médias sociaux, déterminants de la performance salariée” (Gestion2000, 2024)
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“Vers un business model durable: une étude de cas d’un groupe de services financiers” (Droit et Patrimoine, 2023)
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“Choix du fournisseur à l’ère du digital” (Cahiers de recherche FACO, 2019)
She also has multiple articles under review or submitted to reputable journals, including Technovation, Studies in Higher Education, and Research in International Business and Finance.
Technical Skills
Dr. El Bouhali is proficient in both qualitative and quantitative research methodologies, using tools such as SPSS, SMART PLS, and QDA Miner. She is also adept with the Microsoft Office 365 Suite and delivers distance education via platforms like Zoom, Teams, and Discord. Her teaching approach incorporates active learning, including flipped classrooms and problem-based learning strategies.
Teaching Experience
Her teaching expertise covers both undergraduate and graduate levels, including Bachelor’s, MBA, and Master’s programs. She has taught a broad spectrum of courses in marketing, including digital marketing, customer loyalty, strategic marketing, and CSR. Her teaching style emphasizes critical thinking, real-world application, and interactive methodologies.
She has also played an active role in supervising master’s theses, coordinating program accreditations (RNCP), and organizing student workshops, conferences, and international study tours. She is involved in faculty development and supports student engagement initiatives.
Legacy and Future Contributions
Dr. El Bouhali’s academic legacy is defined by her commitment to bridging the gap between theory and practice, especially in the fast-evolving domains of digital marketing and sustainable innovation. Looking ahead, she plans to continue researching how digital transformation impacts buyer–supplier dynamics, with a focus on AI integration, B2B trust models, and sustainable customer engagement.
Her role in shaping future marketing professionals is not limited to teaching—she actively designs programs that are industry-relevant, research-driven, and pedagogically progressive. As a member of the CERFIM and LARGEPA research labs, she is well-positioned to influence future debates on responsible marketing and technological change.
Publications
Blockchain technology adoption intention among the Big Four audit firms, 2025