Chair of Marketing and Innovation Management









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, 2020 AMA Winter Academic Conference Proceedings, San Diego, CA, USA, 2020 (with W. H. Weiger, M. Törhönen, J. Hamari)












Portrait photo of Johann Giertz. He is wearing a dark blue shirt.