Dr Virginie Lavoye who joined Loughborough Business School as a Lecturer in Marketing in February 2024, where she conducts research on augmented reality and sustainable consumer behaviour. Virginie also teaches several marketing courses including Strategic Marketing Solutions.

She holds a PhD in Digital Marketing from LUT Business School, Finland specialized in augmented reality and consumer decision-making in retail contexts. Nowadays, Virginie’s research focusses on the effects of digital technologies in retail and also environmental and social sustainability contexts.

Her research has been published in several high-ranked marketing journals, including the Journal of Business Research and the Journal of Services Marketing. Additionally, she has presented numerous scientific articles at international marketing conferences, such as the Academy of Marketing Science (AMS) and the Academy of Marketing Conference (AMA).