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Shahrzad Yaghtin

Associate Professor at UCLy

8. Sustainable Business and Organisations

syaghtin@univ-catholyon.fr

Campus Lyon - Saint Paul
10 Place des archives 69002 Lyon

Further information

Research areas

Autre Autre Autre Autre Autre Autre

Teaching areas

Marketing Sciences de gestion Other Other Other Other Other

Presentation

Dr Shahrzad Yaghtin is a lecturer at UCLy and a marketing researcher with the UR CONFLUENCE: Sciences et Humanités (EA1598). Before joining academia, she worked in the B2B environment (Energy sector) for more than a decade. Her research focuses on B2B marketing, digital marketing, sustainable marketing, and the application of machine learning techniques for marketing communication. She also studies blockchain technologies and new business models for the circular economy. She uses a wide range of methodologies, including quantitative and qualitative, in her research.
  • Scientific Publications & Communications
    • Articles In Peer-Reviewed Journals
      • YAGHTIN, Shahrzad, MERO, Joel (2024). «Augmenting machine learning with human insights; the model development for B2B pers». Journal of Business & Industrial Marketing, 39, 6, 1192-1208. [+]
      • YAGHTIN, Shahrzad (2022). «B2B digital content marketing in uncertain situations: a systematic review». Journal of Business & Industrial Marketing, 37, 9, 1852-1866. [+]
      • YAGHTIN, Shahrzad (2020). «Planning a goal-oriented B2B content marketing strategy». Marketing Intelligence and Planning, 38, 7, 1007-1020. [+]
    • Chapters
      • YAGHTIN, Shahrzad (2021). «Sustainable B2B marketing during a pandemic crisis: An overview of sustainable solutions and marketing practices». In : Al Kindi, Moosa bin Abdullah (dir.), Co-creating the Post COVID19 World Exploring Sustainable Path. Arab Open University, 49-66.
    • Interventions In Symposiums
      • Communications in a symposium, scientific seminars
        • YAGHTIN, Shahrzad, CHENG, Yu-Jung (2024). «Using Social Media Monitoring to Manage Buniness Online Reputation». 13th International Conference on New Ideas in Management, Economics and Accounting, IMEACONF 2024, May 2024, Rome, Italy. [+]
        • YAGHTIN, Shahrzad (2023). «Creating content to enhance business customers' engagement: A motivational model». 10th International Conference on Opportunities and Challenges in Management, Economics and Accounting (OMEACONF), Omeaconf, June 2023, Nice, France. [+]
        • YAGHTIN, Shahrzad (2023). «Developing a machine-learning based recommender system to persuade sustainable consumption». Persuasive 2023, Society for Persuasion and Technology (SPT), Eindhoven University of Technology, April 2023, Eindhoven, Netherlands.
        • YAGHTIN, Shahrzad (2023). «Building sustainable resilience through dissiminating valuable information: Review of literature focusing on pandemic crises». Journée d'étude "Incertitude(s)", UR CONFLUENCE : Sciences et Humanités, UCLy, February 2023, Lyon, France.
        • YAGHTIN, Shahrzad, MERO, Joel (2021). «How to integrate human insight with machine learning capabilities for B2B personalization». CBIM2021 "Challenges and opportunities for increasingly turbulent times in business markets", Center for Business and Industrial Marketing, June 2021, Georgia, United States of America.
  • Scientific valorisation and dissemination of knowledge
    • Products with a Didactic and/or Practical Purpose
      • Études de cas déposées
        • YAGHTIN, Shahrzad (2024). «ONYA: How to persuade consumers to buy a sustainable product?», M2229. Centrale de cas et de médias pédagogiques (CCMP), 1-7. [+]
        • YAGHTIN, Shahrzad (2024). «The Re-factory: Value creation through Circular Economy», 524-0083-1. The Case Centre, 1-4. [+]
    • Popular Science
      • Articles
        • YAGHTIN, Shahrzad (2023). «Gamification in education: What considerations should be noticed to leverage it?». Le Blog de l'ESDES. [+]
        • YAGHTIN, Shahrzad (2023). «Building sustainable resilience through dissiminating valuable information: Review of literature focusing on pandemic crises». Le Blog de l'ESDES. [+]
        • YAGHTIN, Shahrzad (2023). «The Circular Economy: A concept with Meanings and Similar Terms». Le Blog de l'ESDES. [+]
        • YAGHTIN, Shahrzad (2022). «How Nudge Theory Can Motivate people to Embrace Sustainable Consumption?». Le Blog de l'ESDES. [+]
  • Scientific Collaborations
    • Member of research laboratories
      • Since 01/09/2022, Member of Sustainable Business and Organizations research group, UR CONFLUENCE : Sciences et Humanité (EA 1598), UCLy, France
  • Diplomas
    • 2020, Doctorat (PhD), Sciences de gestion, Marketing, Université islamique Azad(IAU), Iran