aemarktg

Department of Marketing

Antonia
Erz
Associate professor
,
PHD


Room: SOL/D3.34
Tel:
+4538153461
E-mail: ae.marktg@cbs.dk
Presentation

I am primarily interested in human and consumer behavior in the context of digital environments. My main research focuses on questions such as how and why people use social and online media and how reviews and other stimuli and cues in the digital environment affect their judgements and decision-making. One core topic is the emerging group of social media influencers with the aim to understand their self-branding efforts, and, as such, their role in communicating and branding products, services, and experiences to follower audiences online. Methodologically, I am pragmatic and use both quantitative (incl. survey and experimental designs) and qualitative methods, often in triangulation.

I am co-founder of the Digital Marketing Research Center and member of the Consumer Research Cluster

From 2012-2015, I held an individual Marie Curie post-doc fellowship, funded by the EU 7th Framework Program. The project investigated experimentally how to compose good brand names for novel products based on information-processing theories. I received my Ph.D. from the University of St. Gallen, Switzerland. Before entering academia, I worked in PR, sales, and marketing in the automotive and software industry.

Primary research areas
  • Human and consumer behavior in digital environments
  • Social media influencers
  • Consumer information-processing, consumer motivation, consumer judgement and decision-making
Administrative tasks
Curriculum Vitae
Link to this homepage
www.cbs.dk/en/staff/aemarktg
Courses
  • The Power of (Marketing) Language: How Names, Frames, and Phrases Affect our Perceptions, Judgements, and Decisions (elective, MSc)
  • Consumer Behaviour (mandatory course, HA (Psyk))
Supervision
  • Bachelor’s projects and Master’s theses in my areas of interest (see above)
  • PhD supervision
Other teaching activities


Selected publications

You would like to know how ‘normal’ people became those important social media influencers as we know them today?

Then this article might be of interest to you: Antonia Erz; Anna-Bertha Heeris Christensen / Transforming Consumers Into Brands : Tracing Transformation Processes of the Practice of Blogging.
In: Journal of Interactive Marketing, Vol. 43, No. 3, 8.2018, p. 69-82

You are unsure whether smileys are appropriate when communicating with your students?

Then this could be a good read: Ben Marder; David Houghton; Antonia Erz; Lloyd Harris; Ana Javornik / Smile(y) – and Your Students Will Smile with You? : The Effects of Emoticons on Impressions, Evaluations, and Behaviour in Staff-to-student Communication.
In: Studies in Higher Education, 8.4.2019

Ever wondered whether the thought of social media makes you do good things?

Have a look here: Laura Lavertu; Ben Marder; Antonia Erz; Robert Angell / The Extended Warming Effect of Social Media : Examining Whether the Cognition of Online Audiences Offline Drives Prosocial Behavior in ‘Real Life’.
In: Computers in Human Behavior, Vol. 110, 9.2020

Do we really like the messiness of photos taken by other hotel guests when we decide which hotel to book online?

Learn about the pros and cons of professional photos on online review sites here: Ben Marder; Antonia Erz; Robert Angell; Kirk Plangger / The Role of Photograph Aesthetics on Online Review Sites : Effects of Management- versus Traveler-generated Photos on Tourists’ Decision Making.
I: Journal of Travel Research, 30.12.2019

Publications sorted by:
2021
Sebastian Oliver; Ben Marder; Antonia Erz; Jan Kietzmann / Fitted : The Impact of Academics’ Attire on Students’ Evaluations and Intentions.
In: Assessment & Evaluation in Higher Education, 19.5.2021
Journal article > peer review
Ben Marder; Antonia Erz; Robert Angell; Kirk Plangger / The Role of Photograph Aesthetics on Online Review Sites : Effects of Management- versus Traveler-generated Photos on Tourists’ Decision Making.
In: Journal of Travel Research, Vol. 60, No. 1, 1.2021, p. 31-46
Journal article > peer review
2020
Ben Marder; David Houghton; Antonia Erz; Lloyd Harris; Ana Javornik / Smile(y) – and Your Students Will Smile with You? : The Effects of Emoticons on Impressions, Evaluations, and Behaviour in Staff-to-student Communication.
In: Studies in Higher Education, Vol. 45, No. 11, 11.2020, p. 2274-2286
Journal article > peer review
Laura Lavertu; Ben Marder; Antonia Erz; Robert Angell / The Extended Warming Effect of Social Media : Examining Whether the Cognition of Online Audiences Offline Drives Prosocial Behavior in ‘Real Life’.
In: Computers in Human Behavior, Vol. 110, 9.2020
Journal article > peer review
2019
Minas Kastanakis; Sarah Robinson; Yannis Tsalavoutas; Mario Fernando; Claudia Jonczyk; Uriel Stettner; Ioannis Thanos; Barak Aharonson; Kristina Potočnik; Haina Zhang; Antonia Erz; Sylvia von Wallpach; Andreas Diedrich; Christopher R. Leupold; Liz Breen / Making a Difference : Thoughts on Management Scholarship from the Editorial Team.
In: European Management Journal, Vol. 37, No. 3, 2019, 6 p., p. 245-250
Editorial
Ben Marder; David Gattig; Emily Collins; Leyland Pitt; Jan Kietzmann; Antonia Erz / The Avatar's New Clothes : Understanding Why Players Purchase Nonfunctional Items in Free-to-play Games.
In: Computers in Human Behavior, Vol. 91, 2.2019, p. 72–83
Journal article > peer review
2018
Antonia Erz; Ben Marder; Elena Osadchaya / Consuming and Producing on Social Media : A Uses and Gratifications Perspective on Motives of Hashtag Use on Instagram.
Abstract from The 47th EMAC Annual Conference 2018, 2018
Conference abstract for conference > peer review
Antonia Erz; Ben Marder; Elena Osadchaya / Hashtags : Motivational Drivers, their Use, and Differences Between Influencers and Followers.
In: Computers in Human Behavior, Vol. 89, 12.2018, p. 48-60
Journal article > peer review
Antonia Erz; Anna-Bertha Heeris Christensen / Transforming Consumers Into Brands : Tracing Transformation Processes of the Practice of Blogging.
In: Journal of Interactive Marketing, Vol. 43, No. 3, 8.2018, p. 69-82
Journal article > peer review
2017
Karin Tollin; Antonia Erz; Jesper Vej / The Strategic Viewpoints of Innovation and Marketing Teams on the Development of Novel Functional Foods
In: Developing New Functional Food and Nutraceutical Products. ed. /Debasis Bagchi; Sreejayan Nair. London : Academic Press 2017, p. 63-83
Book chapter > peer review
More results... (total 17 results)
Academic Interests


Outside activities
  • 2020: External PhD-supervisor to Sebastian Oliver, University of Edinburgh, Business School
  • 2019 and ongoing: Associate editor for the area of marketing of European Management Journal