Academic Profile
PhD Candidate in Marketing
Africa Business School — UM6P
Fulbright Visiting PhD Scholar · NYU Stern School of Business
Scholarly Focus
Online Reputation Management & User Generated Content · LLMs & NLP Applications in Marketing · Digital Platform Policies
Econometrics · Machine Learning · LLMs · NLP & Text Mining · Empirical Studies
Published Work
Do managerial responses influence traveller retention?
Tourism Management, 112, 105243 (2026) · DOI
Navigating reputation challenges in the hospitality industry: a case study of a 4-star hotel in Marrakech
Emerald Emerging Markets Case Studies, 15(4), 1–6 (2025) · DOI
Papers Under Review
The Signaling Value of Managerial Responses: Linking Hotel Responses to Service Quality
Submitted to Journal of Service Research
Working Papers
Does Script Matter? Evaluating Large Language Models' Effectiveness in Managerial Responses to Online Reviews in a Low-Resource Language
Overtourism in the Media: Identifying Antecedents, Stakeholder Reactions, and Management Strategies through News Analysis
Systematic Literature Reviews in the Age of AI: Opportunities and Challenges of Using AI Tools and Large Language Models
Does Response Concreteness Matter? Evidence from Online Review Ratings
Conference Presentations
The Signaling Value of Managerial Responses: Linking Hotel Responses to Service Quality
Do Managerial Responses Influence Traveller Retention?
Hotel Management Responses: An Exploration of Hotel Responding Behaviour
Pedagogy
Teaching Assistant — Introduction to Data Science and Artificial Intelligence
Instructed four workshop sessions covering Python functions, statistical modelling, classification & clustering, and evaluation of student project presentations. Lead Instructor: Ravi Prakash Ranjan.
Teaching Assistant — Marketing
Led five sessions (~half the course) including Consumer Behaviour, New Products & Innovation, and Social Media Marketing. Lead Instructor: Kofi Osei-Frimpong.
Guest Lecture — Python in Service Research and Data-Driven Insights
Invited lecture on Python-based research methods: data collection & cleaning, textual analysis, variable operationalisation, and regression modelling using hotel review-response data.
Invited Workshop — Navigating Reputation Challenges in the Hospitality Industry
Designed and facilitated a one-day case-based workshop guiding students through analysis of reputation management challenges, moderating group discussions, and applying theoretical frameworks to managerial scenarios.
Recognition
Fulbright Joint Supervision Grant
New York University — Stern School of Business
Best Paper & Best Whiteboard Video Abstract
ABS Doctoral Research Summit · UM6P Africa Business School
IGPRC2023 Grand Finalist & Third Place
InSPiR2eS Global Pitching Research Competition
Academic Background
Fulbright Visiting PhD Scholar
Stern School of Business · New York University
Fulbright Joint Supervision Grant
PhD Candidate in Marketing
Africa Business School · University Mohammed VI Polytechnic
Research Foundation Certificate
Africa Business School · University Mohammed VI Polytechnic
Master of Strategic Marketing, Commercial and Business Management
Faculty of Law, Economic & Social Sciences — Souissi · Mohammed V University of Rabat
Bachelor's Degree in Marketing & Commercial Action
Multidisciplinary Faculty of Beni Mellal · Sultan Moulay Slimane University
Capabilities & Service
R · Stata · Python · LaTeX
NLTK · VADER · LSM · LDA Topic Modeling · Deep Learning
Selenium · Requests · Scrapy · BeautifulSoup (BS4)
Arabic (native) · Tamazight (native) · English (fluent) · French (intermediate) · Spanish (beginner)
AOM · AMA · BAM · EURAM · EMAC
Academy of Management · American Marketing Association · Academy of Marketing Science
Get in Touch
Ravi Prakash Ranjan
Asst. Professor of Business Analytics · UM6P Africa Business School
Thesis Advisor
Raveesh Mayya
Asst. Professor of Technology · NYU Stern
Fulbright Joint Supervisor & Co-author
Kofi Osei-Frimpong
Assoc. Professor of Marketing · UM6P Africa Business School