Assistant Professor
Ph.D. in Marketing Analytics - Ghent University
Major Coordinator
Track: Marketing
LEM Member
  • 2018 : Ph.D. in Marketing Analytics, Ghent University, Belgium
Professional Experiences
Academic Experience
  • 2019 - present, Affiliate Professor of Marketing, KU Leuven, Leuven, Belgium
  • 2018 - 2019, Affiliate Professor of Marketing, HEC Liège - Management School, University of Liège, Liège, Belgium
Published Papers in Refereed Journals
  • Meire M., Coussement K., De Caigny A., Hoornaert S., (2022). Does it pay off to communicate like your online community? Evaluating the effect of content and linguistic style similarity on B2B brand engagement, Industrial Marketing Management, 106 (2022) 292-307.
  • Viswanathan V., Malthouse E. C., Maslowska E., Hoornaert S., Van den Poel D., (2018). Dynamics between social media engagement, firm-generated content, and live and time-shifted TV viewing, Journal of Service Management (formerly IJSIM), 29 (3) 378-398.
  • Hoornaert S., Ballings M., Malthouse E. C., Van den Poel D., (2017). Identifying New Product Ideas: Waiting for the Wisdom of the Crowd or Screening Ideas in Real Time, Journal of Product Innovation Management, 34 (5) 580-597.
Book Chapters
  • Hewett K., Hoornaert S., Meire M., (2022), Firm Strategies for One-on-One Exchanges with Customers in Social Media, in: The SAGE Handbook of Social Media Marketing.
Grande Ecole (Master cycle) :
  • Business game
  • Marketing management
  • Marketing strategy
MSc in Big Data Analytics for Business :
  • Big data tools 2