Martin Wetzels

Professor of Marketing

EDHEC Business School

France

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About

Martin Wetzels is a Professor of Marketing at EDHEC Business School in France. His research focuses on areas such as innovation management, omnichannel retailing, and the influence of technology on customer engagement and experience. Recent articles highlight his work on topics including trust in smart voice assistants, digital advertising enhancements using blockchain, and service innovation for sustainability in the agri-food sector.

Articles (18)

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2025

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2025

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2025

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2025

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2025

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2024

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2024

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2024

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2023

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2022

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2022

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2022

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2022

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2022

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2021

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2021

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2021

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2020

Collaborators (8)

Siggi Gudergan

Aalto University

FINLAND

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Dhruv Grewal

Toyota chair of commerce and electronic business and professor of marketing

Babson College

UNITED STATES

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Susan Stead

RWTH Aachen University

GERMANY

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Syed Rahman

Macquarie University

AUSTRALIA

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Jamie Carlson

University of Newcastle Australia

AUSTRALIA

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Ruud Wetzels

Radboud University

NETHERLANDS

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Valerio Stallone

Head of Department

ZHAW

SWITZERLAND

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Evelyne Vanpoucke

Associate Professor

Université libre de Bruxelles

BELGIUM

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Martin Wetzels

Research Interests

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About

Articles (18)

How do omnichannel customer experiences affect customer engagement? Theory and empirical validation

Share of time in omnichannel retailing: Definition and measurement

How Topic Modeling Can Spur Innovation Management

Evoking trust in smart voice assistants

Servitizing for sustainability: Leveraging technology-enabled platforms and service innovation for carbon reduction in Africa’s Agri-Food Sector: A dynamic capabilities perspective

The role of a smile in customer–employee interactions: Primitive emotional contagion and its boundary conditions

Enhancing Digital Advertising with Blockchain Technology

Narrate, Act, and Resonate to Tell a Visual Story: A Systematic Review of How Images Transport Viewers

A Systematic and Visual Overview of 25 Years of the Journal of Service Research: The Journey Continues

How communications by AI-enabled voice assistants impact the customer journey

The impact of asymmetric perceptions of buyer-supplier governance mechanisms on relational rents

How artificiality and intelligence affect voice assistant evaluations

Perceived Omnichannel Customer Experience (OCX): Concept, measurement, and impact

Toward Multisensory Customer Experiences: A Cross-Disciplinary Bibliometric Review and Future Research Directions

Applications of Blockchain Technology in marketing—A systematic review of marketing technology companies

Moving Service Research Forward

The road ahead is digital for innovation management and there is no way back

Patterns in Motion: How Visual Patterns in Ads Affect Product Evaluations

Collaborators (8)

Siggi Gudergan

Dhruv Grewal

Susan Stead

Syed Rahman

Jamie Carlson

Ruud Wetzels

Valerio Stallone

Evelyne Vanpoucke

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