aemarktg
Institut for Afsætningsøkonomi
![ae ae](https://www.cbs.dk/files/cbs.dk/styles/medium/public/antonia-erz_marktg.jpg?itok=S5ylWdDj)
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.
- Human and consumer behavior in digital environments
- Social media influencers
- Consumer information-processing, consumer motivation, consumer judgement and decision-making
- Departmental Education Advisor (2020)
- Elective coordinator (2019)
- Shop steward (since 2017)
- Co-founder of the Digital Marketing Research Cluster
- The Power of (Marketing) Language: How Names, Frames, and Phrases Affect our Perceptions, Judgements, and Decisions (elective, MSc)
- Consumer Behaviour (mandatory course, HA (Psyk))
- Bachelor’s projects and Master’s theses in my areas of interest (see above)
- PhD supervision
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
Cheltenham : Edward Elgar Publishing 2024, 436 s.
I: Business Education in the 21st Century: Developing Discipline Competences and Transformation Capabilities. . red. /Adam Lindgreen; Eleri Rosier; Antonia Erz; Ben Marder; Sylvia von Wallpach. Cheltenham : Edward Elgar Publishing 2024, s. xxii-xxxi
Paper presented at The European Association for Consumer Research Conference. EACR 2023, 2023
I: European Management Journal, Vol. 40, Nr. 4, 2022, 8 s., s. 459-466
I: Assessment & Evaluation in Higher Education, Vol. 47, Nr. 3, 5.2022, s. 390-410
I: Industrial Marketing Management, Vol. 106, 2022, 5 s., s. A7-A11
I: International Marketing Review, Vol. 38, Nr. 6, 2021, s. 1308-1330
I: Journal of Travel Research, Vol. 60, Nr. 1, 1.2021, s. 31-46
I: Studies in Higher Education, Vol. 45, Nr. 11, 11.2020, s. 2274-2286
I: Computers in Human Behavior, Vol. 110, 9.2020
I: European Management Journal, Vol. 37, Nr. 3, 2019, 6 s., s. 245-250
I: Computers in Human Behavior, Vol. 91, 2.2019, s. 72–83
Abstract from The 47th EMAC Annual Conference 2018, 2018
I: Computers in Human Behavior, Vol. 89, 12.2018, s. 48-60
I: Journal of Interactive Marketing, Vol. 43, Nr. 3, 8.2018, s. 69-82
I: Developing New Functional Food and Nutraceutical Products. red. /Debasis Bagchi; Sreejayan Nair. London : Academic Press 2017, s. 63-83
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)
Paper presented at The 44th EMAC Annual Conference 2015, 2015
Paper presented at French-Austrian-German Workshop on Consumer Behaviour, 2015
I: ACR 2014 Association for Consumer Research North American Conference 2014: Proceedings. . red. /June Cotte; Stacy Wood; Linda Price. Baltimore : Association for Consumer Research 2014, 3 s.
I: SCP Winter Conference: Proceedings. . red. /Mark Forehand; Americus Reed. www : Society for Consumer Psychology 2014, 3 s.
I: European Advances in Consumer Research, Vol. 10, 2013, 2 s., s. 196-197
Abstract from 40th Annual Conference of the Association of Consumer Research. ACR 2012, 2012
Frederiksberg : CBS Business Stories 2019
I: Nyhedsbrevet om Forbrugeradfærd, Nr. 22, 2014, s. 2-9
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CBS kårer årets bedste forskningsformidler
New CBS-developed teaching material is like ''a digital and interactive textbook''
Den feminine fordel
Nu køber vi både modetøj og møbler online
Taler du emoji'sk?
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