Department of Marketing

Anna-Bertha Heeris
Assistant professor

Room: SOL/D3.32
E-mail: ahc.marktg@cbs.dk

Dr. Anna-Bertha Heeris Christensen holds a Ph.D. in Marketing from Copenhagen Business School. Anna-Bertha does research in the liminal space between consumption, production and work within the digital context. Building on sociological foundations Anna-Bertha specializes in Influencer Marketing and the ethicality of commercializing humans.

Primary research areas

Anna-Bertha’s key research areas are human branding, influencer marketing, ethics and qualitative methods.

Administrative tasks

Social media
Link to this homepage


Other teaching activities

Selected publications

Christensen, A. B. H. (2022). Conflicts and Challenges in Practices of Commercializing Humans: An Ethnographic Study of Influencer Marketing Work.

Christensen, A. B. H., Gyrd-Jones, R., & Beverland, M. B. (2020). Digital Exploitation through Emotional Labour: The Work-practices of Influencers.

Erz, A., & Heeris Christensen, A. B. (2018). Transforming consumers into brands: Tracing transformation processes of the practice of blogging. Journal of Interactive Marketing43(1), 69-82.


Publications sorted by:
Anna-Bertha Heeris Christensen / Conflicts and Challenges in Practices of Commercializing Humans : An Ethnographic Study of Influencer Marketing Work.
Frederiksberg : Copenhagen Business School [Phd] 2022, 165 p. (PhD Series, No. 37.2022)
PhD thesis
Anna-Bertha Heeris Christensen; Richard Gyrd-Jones; Michael B. Beverland / Digital Exploitation through Emotional Labour : The Work-practices of Influencers.
Paper presented at 36th EGOS Colloquium 2020, 2020
Paper > 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
Antonia Erz; Richard Gyrd-Jones; Anna-Bertha Heeris Christensen / “I Blog so I Become” : Studying the Transformational Power of Fashion Blogging on Consumer Bloggers’ Self-concepts.
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 (Proceedings of the European Marketing Academy)
Article in proceedings > peer review
Academic Interests

Outside activities

No outside activities to report