DR. JOHANN NIKOLAI GIERTZ
SHORT CV
2022
Doctorate in Marketing (Dr. rer. pol.), Georg-August-University of Göttingen
2021 - 2022
Research Associate, Chair of Marketing and Innovation Management, Georg-August-University of Göttingen
2019 - 2021
Research Associate, Chair of Digital Marketing, Georg-August-University of Göttingen
2016 - 2019
M.Sc. in Marketing and Distribution Management, Georg-August-University of Göttingen
2011 - 2015
B.Sc. in Business Administration, Georg-August-University of Göttingen
2013
Study abroad, Catholic University of Lille, Lille, France
PRACTICAL EXPERIENCE
- Internship in the Key Account Management Department (eProfessional, Hamburg)
- Internship in the Plant Programme Department (Airbus Group, Bremen)
REFEREED JOURNAL ARTICLES
- The invisible leash: when human brands hijack corporate brands' consumer relationships, Journal of Service Management, Vol. 33, No. 3, pp. 485-495, 2021 (with L. D. Hollebeek, W. H. Weiger, M. Hammerschmidt)
- Content- Versus Community-Focus in Live Streaming Services: How to Drive Engagement in Synchronous Social Media, Journal of Service Management, Vol. 33, No. 1, 33-58 (with W. H. Weiger, M. Törhönen, J. Hamari)
- Streamers: the new wave of digital entrepreneurship? Extant corpus and research agenda, Electronic Commerce Research and Applications, Vol. 46, March-April 2021, 101027 (with M. Törhönen, W. H. Weiger, J. Hamari)
REFEREED CONFERENCE PROCEEDINGS
- A Streamer’s Stream: The What and How of Successful Social Live Streaming, AMA Winter Academic Conference Proceedings, San Diego, CA, USA, 2020 (with W. H. Weiger, M. Törhönen, J. Hamari)
