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
- Diversity
- Email Marketing
- Freemim Services
- Mobile Apps
- Online Games
- Sales Promotions
- Bashirzadeh Y., Garnier M., Aquino T., 2026.Call-to-Action promotionnel dans les e-mailings pour des ‘moments de luxe’ à la demande : Résultats d'une expérimentation terrain randomisée à grande échelleRecherche et Applications en Marketing, 41, 1: 67-95L’e-mailing est un outil stratégique et les e-mails promotionnels doivent être optimisés, notamment pour inciter les clients à réagir via le bouton de call-to-action (CTA). Les effets de l’e-mailing promotionnel restent en particulier flous lorsque des services touristiques adoptent l’économie collaborative et les nouvelles formes d’accessibilité digitalisée pour proposer des ‘moments de luxe’ à la demande. Cette étude s’appuie sur deux études contextuelles et une expérimentation terrain randomisée à grande échelle, menée en partenariat avec une entreprise de location de bateaux entre particuliers, pour analyser les effets d’un call-to-action promotionnel dans les e-mails d’une plateforme d’économie collaborative proposant l’accès à des ‘moments de luxe’ dans le secteur du tourisme. Nous constatons un impact négatif du call-to-action promotionnel sur le taux de clic et un impact positif de l’engagement préalable et de l’utilisation multicanale des clients sur les indicateurs de performance des e-mails. Cette recherche contribue ainsi à l’étude des ‘moments de luxe’ touristiques via l’économie collaborative et des CTA dans les e-mails promotionnels, tant d’un point de vue théorique que managérial.
- 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, 25, 1: 10-32
- 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, Romania
- 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, Australia
- 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, Spain
- 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, United States of America
- 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, Spain
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