aemarktg

Institut for Afsætningsøkonomi

Antonia
Erz
Lektor
,
PHD


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

Jeg er primært interesseret i menneskers og forbrugeres adfærd i forbindelse med digitale miljøer. Min forskning fokuserer hovedsageligt på spørgsmål om hvordan og hvorfor folk bruger sociale og online medier, og hvordan anmeldelser og andre stimuli og signaler i det digitale miljø påvirker deres vurderinger og beslutningstagning. Et kerneemne er den nye gruppe af social-media influencers med det formål at forstå deres self-branding-indsats og herunder deres rolle i kommunikation og branding af produkter, tjenester og oplevelser til deres følgere. Metodisk er jeg pragmatisk og bruger både kvantitative (inkl. spørgeskemaer og eksperimentelle designs) og kvalitative metoder, ofte i triangulering.

Jeg er medstifter af Digital Marketing Research Cluster og medlem af Consumer Research Cluster.

Fra 2012-2015 havde jeg et individuelt Marie Curie postdoc-stipendium, finansieret af EU's 7. rammeprogram. Projektet undersøgte eksperimentelt, hvordan man komponerer gode brandnavne for nye produkter baseret på informationsprocesteorier. Jeg fik min Ph.D. fra University of St. Gallen, Schweiz. Før mit arbejde som forsker, arbejdede jeg i PR, salg og markedsføring inden for bilindustrien og softwareindustrien.

Primære forskningsområder
  • Human and consumer behavior in digital environments
  • Social media influencers
  • Consumer information-processing, consumer motivation, consumer judgement and decision-making
Administrative opgaver
Curriculum Vitae
Link til denne hjemmeside
www.cbs.dk/staff/aemarktg
Kurser
  • The Power of (Marketing) Language: How Names, Frames, and Phrases Affect our Perceptions, Judgements, and Decisions (elective, MSc)
  • Consumer Behaviour (mandatory course, HA (Psyk))
Vejledning
  • Bachelor’s projects and Master’s theses in my areas of interest (see above)
  • PhD supervision
Udvalgte publikationer

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

Publikationer sorteret efter:
2021
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, Vol. 60, Nr. 1, 1.2021, s. 31-46
Tidsskriftartikel > 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.
I: Studies in Higher Education, Vol. 45, Nr. 11, 11.2020, s. 2274-2286
Tidsskriftartikel > 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’.
I: Computers in Human Behavior, Vol. 110, 9.2020
Tidsskriftartikel > 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.
I: European Management Journal, Vol. 37, Nr. 3, 2019, 6 s., s. 245-250
Leder
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.
I: Computers in Human Behavior, Vol. 91, 2.2019, s. 72–83
Tidsskriftartikel > 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
Konferenceabstrakt til konference > peer review
Antonia Erz; Ben Marder; Elena Osadchaya / Hashtags : Motivational Drivers, their Use, and Differences Between Influencers and Followers.
I: Computers in Human Behavior, Vol. 89, 12.2018, s. 48-60
Tidsskriftartikel > peer review
Antonia Erz; Anna-Bertha Heeris Christensen / Transforming Consumers Into Brands : Tracing Transformation Processes of the Practice of Blogging.
I: Journal of Interactive Marketing, Vol. 43, Nr. 3, 8.2018, s. 69-82
Tidsskriftartikel > peer review
2017
Karin Tollin; Antonia Erz; Jesper Vej / The Strategic Viewpoints of Innovation and Marketing Teams on the Development of Novel Functional Foods
I: Developing New Functional Food and Nutraceutical Products. red. /Debasis Bagchi; Sreejayan Nair. London : Academic Press 2017, s. 63-83
Bidrag til bog/antologi > peer review
2016
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.
I: Proceedings of the European Marketing Academy (EMAC) Conference: Marketing in the Age of Data. . red. /Klemens Knöferle; Luk Warlop; Bendik Samuelsen. Brussels : European Marketing Academy. EMAC 2016 (Proceedings of the European Marketing Academy)
Konferencebidrag i proceedings > peer review
Flere resultater ...(i alt 16 )
Bibeskæftigelse
  • 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