Research group at imec & Vrije Universiteit Brussel

Gaëlle Ouvrein

Senior Researcher

Personal Description

Gaëlle is assistant professor in Marketing at Vrije Universiteit Brussel, Faculty of Social Sciences & Solvay Business School. Gaëlle is also member of the Imec-SMIT MUX unit.

Her research focusses on positive and negative interactions and relationships between famous media-figures and a young audience, and this both in a media-psychological as well as marketing context. One of her core expertises deals with online celebrity bashing, which refers to all kinds of negative attacking towards famous people. She looked into the involvement in this practice from the side of the perpetrator, bystanders and celebrity-victim. Her more recent work looks into the potential positive effects of parasocial relationships with social media influencers on adolescents’ development.

She teaches several marketing courses within the department of Communication Sciences and supervises several doctoral researchers on related topics.