Kristine de Valck is Associate Professor of Marketing at HEC Paris since 2004. She has been on the digital forefront since 1999 when she started her PhD about the knowledge and friendship networks in virtual communities of consumption at RSM Erasmus University. Over the past 15 years, her research and teaching focus on how the Internet in general and social media in particular have changed consumer behaviour and the marketplace. Some of her latest research interests include measuring the ROI of social media marketing, understanding changing television series consumption patterns due to the rise of digital technologies, as well as managing member conflicts in online communities of consumption. Her work has been published in outlets such as the British Journal of Management, Decision Support Systems, Journal of Interactive Marketing, Journal of Marketing, Journal of Marketing Research and Psychology & Marketing. She has also contributed to various edited books. Kristine has won multiple awards for her research including the prestigious ‘Citations of Excellence Award 2013’ for her dissertation-based article that is among the 50 most-cited publications among 13,000 articles published in the top international academic journals. At HEC Paris, Kristine has developed numerous courses about social media marketing. One of these courses (Web 2.0 Marketing Communications – HEC Paris) is freely available at iTunesU and has been among the top downloads since 2010. In the context of her courses, Kristine has regularly collaborated with companies, including Disneyland Paris, Hammerson, Meetic, Renault, SFR, SmartSy, and Yahoo! Kristine was the academic director of the International Teachers Programme from 2012-2014, and she headed the Marketing PhD program from 2010-2013. Currently, she acts as the Marketing Department Chair.