Daria Plotkina

Daria Plotkina

Participant in 2014
Work history 2016-Present— Associate Professor in E-Marketing, Head of Master's Program in International and European Business, EM Strasbourg Business School, University
of Strasbourg, France

April 2013- September 2013—Intern, Capsugel SAS, France
• Designed and assisted to put in action marketing plan aimed to develop and reinforce company's presence in Russia,
• created and managed communication plan and activities on the Russian market,
• assisted to marketing activities: market analysis, consumer surveys, product tests etc.

May 2011- July 2011—Sales Team Manager, Maxiforex(UFX Bank)-[ Forex broker], Tel Aviv, Israel
• Successfully led a team of 8 Account Managers and boosted their performance to 125% of the sales plan,
• assigned new customers,
• helped managing existing accounts,
• motivated the team,
• hired and trained two groups of 15 new Account Managers.

February 2011-May 2011—Account Manager, Maxiforex (UFX Bank), Tel Aviv, Israel
• Developed customer accounts with highest turnover among the team members,
• provided information for the customers, adopted offers to individual needs,
• managed accounts’ folder, maintained relationships with the clients and
• gathered feedback for further analysis and procedure improvement with the senior manager , which resulted in 27% increase of initial sale per customer ;
• developed and managed a partnership program.

September 2010-February 2011—Customer Service agent, E-trader [on-line options trade],Israel
• Provided efficient assistance to the customers by phone/e-mail,
• analysed persistent problems, compiled a weekly report with exact description of problems to be taken in account by the higher administration and comparisons of existing solutions.

2009 (April-September)—Tutor and volunteer Social Worker for school age children, Perah project of Ministry of Absorbtion of Israel], Israel
• Tutored school disciplines,
• organized and participated in social aid projects, including “Children against drugs” and “Driving responsibly” interactive projects.

2006-2008—Psychometrics Tutor, Kidum (Kaplan corporation)-[Educational management, tests preparation], Israel
• Taught Mathematics, English, Russian and Logics;
• organized classes, controlled logistics of teaching materials;
• analysed testing tendencies, developed pedagogical methods and exercises included in the course program.
Study history 2013-2016— PhD in Marketing and IS, EM Strasbourg Business School, University of Strasbourg,
2011-2013 — Master’s in European and International Business/ MRes in Marketing and Business Administration, EM Strasbourg Business School, University of Strasbourg, France

2007-2010 — B.A. in Economics and Accounting, Tel Aviv University, Israel

2006-2007 —Preparatory program for Foreign Students in Tel Aviv University, Israel –honors degree

1995-2005 —School with profound education of French, Moscow, Russia—honors degree
Publications * Plotkina, D. & Munzel A. (2016). “Delight the experts, but never dissatisfy your customers! A multi-category study on the
effects of online review source on intention to buy a new product”. Journal of Retailing and Consumer Services, 29, 1-11.
* Plotkina, D. & Munzel, A. (2013). “What’s new with you? On the moderating effect of product novelty on eWOM effectiveness”.
Ed. by Meyer-Waaden, L. & Geyer-Schulz, A.. Customer Empowerment, Karlsruhe.
* Fortier, A., & Plotkina, D. (2016). “Vos clients, des internautes qui se font entendre”. Capital Québec, 43
* Fortier, A., Plotkina, D., & Pallud, J. (2016). “On parle de vous : le saviez-vous? Magazine Surface”, 58

Phd Projects


Deceptive communication online

The recent advances in information and communication technologies (ICT) and the development of various online platforms provide consumers with abundant information for better-based decisions. At the same time, this seeming increase in customer competency is jeopardized by marketing practices that are constructed to deliberately deceive Internet users. Our research contains three parts: exploration of the existing literature on deception in various disciplines, to identify potential gaps and highlight the most promising topics for further research, analysis of the linguistic features of deceptive online reviews, to prescribe an appropriate detection and elimination mechanism, and analysis of the impact of deceptive online reviews on the consumer practices, aimed to provide motivation for marketers to avoid undermining communication channels of consumer interaction. Within our research we apply different methods of exploration and analysis, including scientometry of literature on deception, netnography of opinions on fake online reviews, experimentation on construction of true and fake online reviews, and experimentations on deception impact on consumer well-being, trust, and loyalty.
First stage of the thesis contains a zooming analysis of a total of 23,000 articles of which 8,000 were published in related disciplines and 113 articles in marketing journals and a netnographic study carried out to analyze text-based articulations from 1,507 Internet users to public online debates about bogus review. We used various techniques, such as publication statistics in chronological order and per author, content analyses, word mapping, and clustering. The results of these studies show a large neglect of deception practices and communication in the marketing and communication literature. While an increasing interest by scholars from multiple disciplines can be observed, most of the articles are published in psychology and the behavioral sciences. From a research object perspective, the literature so far widely focuses the detection of deception attempts in various face-to-face contexts such as in the court-room or during negotiations. In addition to those first results from the scientometric analyses, the netnography highlights Internet users’ fear on how fake reviews impact their choices, security, and investments as they consider themselves as being under prepared to deal with this type of manipulations.
To the best of our knowledge, the research is structured in a way to fill in gaps in the existing marketing and communication literature and provide applicable real-life solutions. However, further research is needed to expand the Internet community’s reactions and associations to additional forms of potential deception attempts (e.g.: YouTube videos).


Dissertation title Deceptive communication online: fake online reviews
Year of defence 2016

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