Dr. Léna Griset
Overview
Léna is an assistant professor of marketing (LTF) whose research lies at the intersection of digital transformation, health communication, and influencer marketing strategies. Her work explores how digital platforms and opinion leaders shape consumer behavior, with a particular focus on public health, trust, and compliance. She also investigates responsible marketing strategies in highly regulated sectors, including healthcare, where brand trust and treatment adherence are critical, as well as education. Drawing on her international experience across Europe (France, UK), Oceania (Australia), and North America (Canada), her research further considers the cross-cultural dimensions of consumer behavior and how cultural context shapes perceptions in diverse markets. Léna holds a PhD in Marketing from Université Côte d’Azur (UCA) in France, where her dissertation examined the influence of opinion leaders in the primary goods sector. She also earned a Doctorate in Business Administration (DBA) from UCA with a focus on marketing, a path inspired by her early professional experience in the luxury sector with brands such as Cartier and Breitling. She has held teaching and academic mentorship roles at several leading European business schools, including EDHEC Business School and ESMT Berlin, and is an affiliate researcher with the EDHEC Chair for Management in Innovative Health.
Digital marketing, healthcare digitization, and influencer marketing strategies
| Publications |
| Griset, L., Menvielle, L. & Dash, R. (2025). The impact of influencer power on consumers’ highereducation brand trust: France & Canada compared (external link) . Management international, 29(1), 1-15. |
| Griset, L., Menvielle, L., & Dash, R. (n.d.). Social media influencers in public health management: Improving treatment compliance. Gestion et Management Public. (Manuscript accepted, subject to incorporation of final reviewer comments- third round). |
| Griset, L., Menvielle, L., & Dash, R. (n.d.). Influencing health compliance in the social media era: Unveiling the impact of social media influencers’ credibility and interaction on treatment adherence. Gestion 2000. (Under review - second round, potentially accepted for publication pending revisions). |
Conferences
Griset, L., Menvielle, L., & Ertz, M. (2025). Influential opinion leaders: transforming healthcare brand perceptions and driving medication adherence on social media. In Academy of Marketing Science (AMS).
Griset, L., Menvielle, L., & Dash, R. (2024). Influential opinion leaders: Shaping healthcare brand perceptions and enhancing medication adherence on social media. In European Marketing Academy (EMAC).
Griset, L., Menvielle, L., & Dash, R. (2024). Leaders d'opinion influents : impact sur la perception des marques du secteur de la santé et l'adhésion aux traitements via les réseaux sociaux. In Association Française du Marketing (AFM).
Griset, L. (2024). Leaders d’opinion : Impact des messages sur la perception et l’adhésion aux soins de santé via les réseaux sociaux. In Journée Internationale du Marketing Santé (JIMS).
Griset, L., Menvielle, L., & Dash, R. (2024). Navigating fake news and misinformation in pharmaceutical marketing: Strategies for maintaining trust. In Journée Internationale du Marketing Santé (JIMS).
Cervellon, M.-C., Griset, L., & Menvielle, L. (2023). Designing an influencer program in China: Chopard campaign by Hylink. In North American Case Research Association (NACRA).
Griset, L., Menvielle, L., & Dash, R. (2023, July). The impact of influencers’ power on consumer trust towards the brand in the higher education and research sector. A comparative analysis between France & Canada. In ATLAS AFMI.
Griset, L., Menvielle, L., & Dash, R. (2023, May 23-24). Leaders d’opinion, influence et observance thérapeutique : Description d’un mécanisme. Paper presented at the 10° Colloque Santé, Aramos, Marseille.
Griset, L., & Tournois, N. (2020). Children as luxury brands new challenge: towards an accessorization phenomenon of this target. In International Marketing Trends Conference.
Book Chapter
Griset, L., Menvielle, L., & Dash, R. (2024). L'impact du pouvoir des influenceurs sur la confiance des consommateurs envers les marques de l'enseignement supérieur : Étude comparative entre la France et le Canada. In Collection Atlas AFMI. Vuibert.
Publications in media
Griset, L., Menvielle, L., & Dash, R. (2023, October 1). Réseaux sociaux : le pouvoir insoupçonné des influenceurs sur notre santé. The Conversation. Retrieved from
https://theconversation.com/reseaux-sociaux-le-pouvoir-insoupconne-des-influenceurs-sur-notre-sante-212580
Griset, L., Menvielle, L., & Dash, R. (2023, November 3). Peut-on faire confiance aux influenceurs santé?. Retrieved from https://www.reforme.net/societe/2023/11/03/peut-on-faire- confiance-aux- influenceurs-sante/
Griset, L., Menvielle, L., & Dash, R. RTS. (2023). La Matinale [Audio podcast]. Retrieved from https://www.rts.ch/audio-podcast/2023/audio/la-matinale-26177707.html