Yashar Bashirzadeh
Yashar Bashirzadeh obtained his Ph.D. in Grenoble Ecole de Management (GEM) in 2019 and diplome de doctorat from IAE Aix-Marseille Université. He worked as an assistant professor of marketing at Rennes School of Business for two years prior to (re)joining GEM. He works as an empirical modeler on research questions that are rooted in the digital industry. He studies Customer Relationship Management (CRM) in the digital context. His research focus is on Freemium Games and Services, Mobile Apps, Email Marketing, and Sales Promotions among other topics. He teaches Quantitative Research Methods, Customer Data Analysis, and Digital Marketing.
- Behavioral Decision Making
- CRM
- Digital Marketing
- Diversité
- Email Marketing
- Freemim Services
- Mobile Apps
- Online Games
- Sales Promotions
- Bashirzadeh Y., Garnier M., Tania Aquino T., 2026.Promotional Call-to-actions in Emails for Access-Based ‘Moments of Luxury’: Evidence from a Large-scale Randomized Field ExperimentRecherche et Applications en Marketing: Online firstWith emailing as a strategic tool, promotional emails need to be optimized, notably in how they encourage customer reaction through the call-to-action (CTA) button. The effects of promotional emailing especially remain unclear when tourism services are embracing the sharing economy and new forms of digitalized accessibility to propose access-based ‘moments of luxury’. This study uses two research context studies and a large-scale randomized field experiment conducted with a peer-to-peer boat rental company to investigate the effects of a promotional CTA button in emails from a sharing economy platform proposing access to ‘moments of luxury’ in the tourism industry. We find a detrimental impact of promotional CTA on click-through rates and a positive impact of prior engagement and multichannel use of customers on email metrics. This research thereby contributes to tourism-related access-based ‘moments of luxury’, and promotional email CTA from both theoretical and managerial perspectives.
- Bashirzadeh Y., Meunier L., Mai R., 2026.Do Business School Students Value Faculty Diversity? Insights From a Dyadic Analysis of Students’ Evaluations of TeachingAcademy of Management Learning and Education: Online first
- Bashirzadeh Y., Malek S., Pruski Yamim A., Petersen J. A., Nadalizadeh A., 2025.The impact of “use in moderation” corporate social marketing (CSM) campaigns on free-to-play mobile game app usage and spendingInternational Journal of Research in Marketing, 42, 4, Part A: 1143-1162
- Bashirzadeh Y., Malek S., Petersen J. A., Pruski Yamim A., Nadalizadeh A., 2024.Corporate Social Marketing and Profitability: Evidence from a Use in Moderation Campaign in a Mobile Game53rd Annual Conference of The European Marketing Academy, EMAC European Marketing Academy, Bucharest, Roumanie
- Meunier L., Bashirzadeh Y., Ohadi S., 2024.Framing the Default Option RightJournal of Behavioral Decision Making, 37, 3: e2395
- Bashirzadeh Y., Petersen J. A., Mai R., Nadalizadeh A., 2024.Pinch Points: Investigating the Effects of Multi-level Effort-reward Program Designs in the Freemium Game Context through a Field ExperimentISMS Marketing Science Conference, INFORMS Society for Marketing Science, Sydney, Australie
- Bashirzadeh Y., Mai R., Faure C., 2022.How Rich is Too Rich? Visual Design Elements in Digital Marketing CommunicationsInternational Journal of Research in Marketing, 39, 1: 58-76
- Bashirzadeh Y., Malek S., Petersen A., Pruski Yamim A., Nadalizadeh A., 2021.Having Your Cake and Eating it Too: Investigating the Effects of Cross-selling in the Freemium Game Context through a Field ExperimentEuropean Marketing Academy EMAC Conference, EMAC European Marketing Academy, Espagne
- Bashirzadeh Y., Malek S., Petersen J. A., Pruski Yamim A., Nadalizadeh A., 2021.Having Your Cake and Eating it Too: Investigating the Effects of Cross-selling in the Freemium Game Context through a Field ExperimentISMS Marketing Science Conference, Marketing Science Conference, Etats-Unis
- Bashirzadeh Y., Malek S., Petersen A., Pruski Yamim A., Nadalizadeh A., 2021.Having Your Cake and Eating it Too: Investigating the Effects of Cross-selling in the Freemium Game Context through a Field ExperimentEighteenth Symposium on Statistical Challenges in Electronic Commerce Research, SCECR Conference, Madrid, Espagne
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