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Contributions published at Marketing in the Digital Economy (Andrea Giuffredi-Kähr)

Contribution
Andrea Giuffredi-Kähr, Lucia Malär, Influencer Sharenting – How Can Children’s Privacy Rights Be (Better) Protected?, In: Conference of the European Marketing Academy, EMAC. 2023. (Conference Presentation) null
Giulia Crestini, Andrea Giuffredi-Kähr, Radu Tanase, Martin Natter, DOES PRICE TRANSPARENCY BENEFIT OR HARM ONLINE RETAILERS? A RETAILER AND CUSTOMER PERSPECTIVE , In: Conference of the European Marketing Academy, EMAC. 2023. (Conference Presentation) null
Andrea Giuffredi-Kähr, Malin Sophie Pimper, Sybilla Merian, Sabrina Stöckli, Martin Natter, Share a Future Without Plastic - by Strengthening Group Identity and Group Efficacy, In: Climate Challenge Conference (Pre-conference of the Society of Consumer Psychology Conference). 2023. (Conference Presentation) null
Giulia Crestini, Andrea Giuffredi-Kähr, Radu Petru Tanase, Martin Natter, Does Pricing Transparency Benefit or Harm the Retailer-Customer Relationship?, In: Annual Conference of the Decision Sciences Institute. 2022. (Conference Presentation) null
Sylvia Häusermann, Andrea Giuffredi-Kähr, Lucia Malär, Mansur Khamitov, Why you keep purchasing from brands with a Dark Triad brand personality even if it makes you feel bad, In: Conference of the European Marketing Academy, EMAC - Doctoral Colloquium. 2022. (Conference Presentation) null
Andrea Giuffredi-Kähr, Alisa Petrova, Lucia Malär, Sponsorship disclosure of influencers - a curse or a blessing?, Journal of Interactive Marketing, Vol. 57 (1), 2022. (Journal Article) Influencer marketing has become increasingly important in the field of marketing communication as an effective way to reach the appropriate target group. Using their own social media channels, influencers often give the impression that they have a personal rather than a commercial relationship with the brand and the products they promote. Therefore, when influencers post sponsored content, consumers often experience difficulty making accurate distinctions as to whether the influencer is offering a personal recommendation or doing a promotion. Given this issue, we examine to what extent sponsored posts of different influencer types affect consumers’ evaluations of the sponsoring brand and the influencer as well as what role the sponsorship disclosure plays therein. Across four experimental studies, we demonstrate that sponsored posts of mega influencers increase consumers’ persuasion knowledge relative to the posts of nano influencers, which decreases the trustworthiness of those posts and in turn negatively impact both brand and influencer evaluations. Interestingly, our results reveal that this indirect effect is only present when the sponsorship is not disclosed. Thus, more transparency by disclosing such sponsorship can eliminate the negative impacts of persuasion knowledge on the trustworthiness of posts and subsequent evaluations of the brand and the influencer. These findings have important implications for marketing practice and research.
Andrea Bublitz, The miscalibration of online news knowledge: Why consumers feel better informed than they objectively are, University of Zurich, Faculty of Business, Economics and Informatics, 2022. (Dissertation)
Petra Tipaldi, Andrea Giuffredi-Kähr, Martin Natter, Vincent Mak, Flexibility in Commitment Devices Contingent on Self- vs. Other-Achieved Goals, In: Conference of the Swiss Academy of Marketing Science. 2021. (Conference Presentation) null
Maren Meyer, Andrea Giuffredi-Kähr, Schöner Shein Die sonst so konsumbewusste Generation Z kauft beim chinesischen Onlinehändler Shein Fast Fashion zu Spottpreisen. Warum bloss, fragt sich unsere Autorin Maren Meyer, In: SonntagsZeitung, 15 August 2021. (Media Coverage) null
Gioia da Silva, Andrea Giuffredi-Kähr, Bezahlen mit Daten: Ein neues Geschäftsmodell macht die Privatsphäre im digitalen Raum zum Luxusgut, In: Neue Zürcher Zeitung, 31 May 2021. (Media Coverage) null
Giulia Crestini, HOW HAVE ONLINE CUSTOMER REVIEWS TRANSFORMED THE ROLE OF BRANDS AS SIGNALS OF INTANGIBLE ATTRIBUTES?, In: AMA Winter Conference 2021, Academy of Marketing Association, AMA Conference Proceedings, 2021. (Conference or Workshop Paper published in Proceedings) null
Julia Wamsler, Digitally enabled pricing and promotion strategies, University of Zurich, Faculty of Business, Economics and Informatics, 2021. (Dissertation)
Lucia Malär, Andrea Giuffredi-Kähr, Mansur Khamitov, The Dirty Thirty of Brand Personality: Narcissistic, Machiavellian, and Psychopathic Brands, In: Conference of the Association for Consumer Research (ACR) . 2020. (Conference Presentation) null
Andrea Giuffredi-Kähr, Bettina Nyffenegger, Wayne D. Hoyer, Mansur Khamitov, Harley Krohmer, Consumer Brand Sabotage, In: American Marketing Association (AMA) Winter Academic Conference . 2020. (Conference Presentation) null
Clemens Ammann, Andrea Giuffredi-Kähr, Bettina Nyffenegger, Harley Krohmer, Wayne D. Hoyer, Brand Defense, In: AMA Winter Academic Conference . 2020. (Conference Presentation) null
Luca Buccoliero, Elena Bellio, Giulia Crestini, Alessandra Arkoudas, Twitter and politics: Evidence from the US presidential elections 2016, Journal of Marketing Communications, Vol. 26 (1), 2020. (Journal Article) null
Andrea Giuffredi-Kähr, Bettina Nyffenegger, Mansur Khamitov, Harley Krohmer, Wayne D. Hoyer, How Consumer Brand Sabotage Affects Observing Consumers: Buffering versus Amplifying Effects of Consumers’ Prior Self-Brand Connections, In: The Association for Consumer Research Conference. 2019. (Conference Presentation) null
Andrea Giuffredi-Kähr, Bettina Nyffenegger, Mansur Khamitov, Harley Krohmer, Wayne D. Hoyer, How Consumer Brand Sabotage Affects Other Consumers: The Differential Role of Self-Brand Connection, In: Consumer Behavior Special Interest Group Conference. 2019. (Conference Presentation) null
Alisa Petrova, Andrea Giuffredi-Kähr, Lucia Malär, Dominik Hauert, Ad Transparency in Influencer Marketing: A Curse or A Blessing?, In: American Marketing Association Winter Academic Conference. 2019. (Conference Presentation) null
Andrea Giuffredi-Kähr, Bettina Nyffenegger, Harley Krohmer, Wayne D. Hoyer, When Consumer Brand Sabotage Harms Other Consumers Relationship with the Brand, In: The Association for Consumer Research Conference. 2018. (Conference Presentation) null

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