My work focuses on consumer behavior along the customer journey and on digital marketing. I am particularly interested and experienced in multi-, cross-, and omni-channel management, customer experience creation and in marketing communication at new digital touchpoints. For my research papers, I have conducted online experiments, collected field data, mined text data, and analyzed the data sets using stylometric analyses, text analyses, and regression analyses (including mixed and multi-level approaches).
2023 - heuteFachbereichsleitung Marketing & Sales - MCI Management Center Innsbruck2021 - heuteAssoziierte FH-Professorin am Department Wirtschaft & Management - MCI Management Center Innsbruck2021Senior Lecturer am Department Wirtschaft & Management - MCI Management Center Innsbruck2019 - 2021Postdoc, Projektleiterin und Leiterin des Kompetenzzentrums Omnichannel & Customer Experience Management - Forschungszentrum für Handelsmanagement, Universität St.Gallen2014 - 2019Wissenschaftliche Mitarbeiterin & Doktorandin - Forschungszentrum für Handelsmanagement, Universität St.Gallen2013Media & Kommunikation (Praktikum) - Swarovski KG2011Marketing & Sales (Praktikum) - Olympiaworld Innsbruck
2014 - 2019Doktorat in Betriebswirtschaftslehre - Universität St.Gallen (Dr. oec. HSG)2011 - 2012ERASMUS Austauschjahr - EM Business School Strasbourg2008 - 2013Internationale Wirtschaftswissenschaften (Spezialisierung: Marketing) - Universität Innsbruck (Mag.)
Der neue Gesundheitsmarkt: Gefahren und Chancen - Sandoz Pharmaceuticals AGErfolgreiches Management der Digitalen Transformation, Digitale Disruption im Retailing, Funktionales Marketing - Universität St.GallenMoments-of-Truth - How Can Retailers Increase Loyalty for Different Customer Segments?, ROPO Reality - How Can Retailers Steer the Customer Journey?, Neue Kanäle in Zeiten der Digitalisierung und Vertikalisierung, Omni-Channel & Customer Journey Management - Universität St.Gallen (Executive Education)Retailing Innovations - Universität St.GallenRetail Marketing - Bodensee Campus GmbHInternational & Global Marketing, International Marketing, International Sales, Marketing Research & Intelligence, Marktbearbeitung & Verteieb - MCI Management Center Innsbruck
2021American Marketing Association (AMA)2021 AMA's Retail and Pricing SIG Best Paper award for a paper published in 2019 that has made a significant contribution to the retail or pricing literature2020Journal of Retailing2020 Davidson Award for the best paper best paper published in the Journal of Retailing in 20192019EHI Retail InstituteScience Award Nomination (Top Dissertations) 2017European Marketing Academy (EMAC)EMAC Best Paper Award Finalist (Top 20 Papers)
2021 - 2024Projektmitarbeiter - Marketing Education in a Digital World: The Impact of Gamified Experiential Education in Transformative Learning - Swiss National Science Foundation
2020 - heuteMitglied - Association for Consumer Research (ACR)2017 - heuteMitglied - European Marketing Academy (EMAC)2017 - heuteMitglied - American Marketing Association (AMA)
Szilagyi Viktoria (2023): The Effect of Gamification on Attendees' Participation and Engagement at Large-Scale Online Business EventsHöliner Valentina (2023): The Impact of Brand Hate and Online Negative Word of Mouth on Consumers' Buying BehaviourByrnes Tomi (2023): Triggering Customer Attention and Engagement in Video Sharing Apps: A Qualitative Investigation of Generation ZZanon Simon (2023): The Impact of Event Sponsorship on Brand Loyalty and Brand Image Among Austrian ConsumersSiegel Miriam (2023): Weißes Gold wird grün - Die Zukunft des Skitourismus in TirolSchreiner Michael (2023): In-Store Smart Retailing: A Study on Factors Influencing the Consumers' Willingness to use Cashier-Free Grocery Stores in AustriaSchrade Laureen (2023): The Effect of Seasonal Free Shipping Promotions on the Smart Shopper Feeling and the Customer Purchase Intention in Online ShopsJehle Andreas (2023): The Sustainable Development Goals as Incentives for Enhancing Competitiveness in SMEsMeran Amelie (2023): Zahlungsbereitschaften für produkt- und servicebezogene Leistungen in Auto-AbonnementsTrost Susanne (2022): Customer Experience Management als Erfolgsfaktor für den Stromvetrieb am Beispiel der Generation YFahmi Mario (2022): Die Effizienz der verschiedenen Vertriebskanäle im regionalen BankensektorDervisevic Lejla (2022): Eine Imageanalyse eines Tiroler Einkaufszentrums als Basis der KundengewinnungLuchner Lara (2022): Success Factors of Social Commerce in Western Countries - Learnings From ChinaBrugger Katharina (2022): The Effects of Electronic Word of Mouth on People's Willingness to Pay in AustriaKopański Kacper (2022): Restaurants and Online Food Delivery Platforms in Poland - A Perspective for Improving Customer Acquisition and Retention
Korff Shannon (2023): Variables Influencing Consumer Purchasing Processes in Mobile E-Commerce vs. Mobile Social CommerceBrugger René (2023): Perceived Price Fairness in a Dynamic Pricing Setting - A Systematic Investigation of Influencing Factors for Price Fairness Perception in Retail MarketsFelder Nicole (2023): The Effect of AI-Enabled Personalization via Smartphones on Customer Experience in Grocery StoresHacket Margaretha (2023): Service Robots on the Rise: Responses of Frontline Service Employees to Collaborating With Service Robots in the Hospitality IndustryVeruňková Kateřina (2023): Customer Perception of Controversial, Sexual, and Stereotypical Humour Displayed in Social Media AdvertisingLöffler Johannes (2023): Success Criteria and Success Factors in IT-Consulting ProjectsRichter Felix Christian (2023): Destinationsmarketing Tirol: Die KI-unterstützte blau-gelborange Farbabstimmung von Fotos für Social-Media-WerbeanzeigenAuer Caroline (2023): Marketing Automation entlang der touristischen Customer Journey. Automatisierung von Marketingprozessen am Beispiel des Südtiroler Hotel- und GastronomiesektorsGualdiero Benedetta (2023): Luxury Fashion Brands and Social Media: Boycott or Support? A Survey Among Customers of Luxury FashionMänner Marlene (2022): Frontline Employee Engagement During an Organizational CrisisDe Wachter Jasmien (2022): The Impact of Context-Aware Technologies on B2B Sales