Department of Marketing
I am primarily interested in human and consumer behavior in the context of online environments, social media, innovation, and branding. My research can be divided into two broad areas: First, I investigate how and why people use social and online media, applied to different contexts and platforms. One core topic is the emerging group of social media influencers, including bloggers and micro-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. Second, I am interested in how consumers respond to, process information of, and learn about novel marketing stimuli, such as analogies for novel products, novel brand names, or other marketing information. Methodologically, I am pragmatic and use both quantitative (incl. survey and experimental designs) and qualitative methods, often in triangulation.
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.
- Human and consumer behavior in online environments and social media
- Online Self-branding, social media influencers
- Consumer information-processing, consumer learning of (novel) information and branded, innovative product
The Power of (Marketing) Language: How Names, Frames, and Phrases Affect our Perceptions, Judgements, and Decisions (elective, MSc)
Consumer Behaviour (mandatory course, BSc)
Project-oriented Marketing Research Program (elective, MSc)
Bachelor’s projects and Master’s theses in my areas of interest (see above)
In: European Management Journal, Vol. 37, No. 3, 2019, 6 p., p. 245-250
In: Studies in Higher Education, 8.4.2019
In: Computers in Human Behavior, Vol. 91, 2.2019, p. 72–83
In: Journal of Travel Research, 30.12.2019
Abstract from The 47th EMAC Annual Conference 2018, 2018
In: Computers in Human Behavior, Vol. 89, 12.2018, p. 48-60
In: Journal of Interactive Marketing, Vol. 43, No. 3, 8.2018, p. 69-82
In: Developing New Functional Food and Nutraceutical Products. ed. /Debasis Bagchi; Sreejayan Nair. London : Academic Press 2017, p. 63-83
In: Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. . ed. /Klemens Knöferle; Luk Warlop; Bendik Samuelsen. Brussels : European Marketing Academy. EMAC 2016
Paper presented at The 44th EMAC Annual Conference 2015, 2015
Paper presented at French-Austrian-German Workshop on Consumer Behaviour, 2015
In: ACR 2014 Association for Consumer Research North American Conference 2014: Proceedings. . ed. /June Cotte; Stacy Wood; Linda Price. Baltimore : Association for Consumer Research 2014, 3 p.
In: SCP Winter Conference: Proceedings. . ed. /Mark Forehand; Americus Reed. www : Society for Consumer Psychology 2014, 3 p.
In: European Advances in Consumer Research, Vol. 10, 2013, 2 p., p. 196-197
Abstract from 40th Annual Conference of the Association of Consumer Research. ACR 2012, 2012
Frederiksberg : CBS Business Stories 2019
In: Nyhedsbrevet om Forbrugeradfærd, No. 22, 2014, p. 2-9
Influencere: De levende reklamesøjler
De levende reklamesøjler
Alle kan se sig selv i Kylie Jenner
Man kan relatere til Kylie Jenner
Influencere kæmper med at bevare danskernes tillid
Emojier gør læreren populær
Studie: Brug af emojis får en underviser til at fremstå dummere, men venlig
Smileys får dig til at fremstå dummere, men flink
Why teachers should use emojis more often?
Den negative anmeldelse får mest opmærksomhed
Venskabelig anbefaling eller betalt propaganda?
Kunde-anmeldelser på web kan give eller koste kunder
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