Dr. Johann Nikolai Giertz, M.Sc.

Academic Education

since 09/2021 Research Assistant at the chair of Marketing and Innovation Management, Georg-August-Universität Göttingen
02/2019 - 08/2021 Research Assistant at the chair of Digital Marketing, Georg-August-Universität Göttingen

Master Thesis

' "A Streamer’s Stream“ – An Empirical Study on the Success Factors of Streams on Twitch'
04/2016 - 01/2019 Studies of the Master of Science’s degree program ‘Marketing and Channel Management’ at the Georg-August-University of Göttingen

Bachelor Thesis

'The Influence of Mobile Services on Purchase Behavior in Retailing: An Analysis of Application Fields and Success Factors'

10/2011 - 08/2015 Studies of the Bachelor of Science’s degree program ‘Business Administration’ at the Georg-August-University of Göttingen
Focus: Marketing and Channel Management

08/2013 - 12/2013

Study abroad at the Catholic University of Lille, France

Professional Qualification

08/2015 - 03/2016 eProfessional, Hamburg
Internship in the Key Account Management Department
01/2015 - 03/2015 Airbus Group, Bremen
Internship in the Plant Programme Department


Publications in Refereed Journals

Publications in Refereed Proceedings
  • A Streamer’s Stream: The What and How of Successful Social Live Streaming, in: 2020 AMA Winter Academic Conference Proceedings, San Diego, CA, USA, 2020 (with J. Giertz, M. Törhönen, J. Hamari), forthcoming.