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
Publications in Refereed JournalsPublications in Refereed Journals
- The invisible leash: when human brands hijack corporate brands' consumer relationships, in: Journal of Service Management, Vol. 33, No. 3, p. 485-495, 2021 (with L. D. Hollebeek, W. H. Weiger, M. Hammerschmidt) Impact Factor: 11.768
- Content- Versus Community-Focus in Live Streaming Services: How to Drive Engagement in Synchronous Social Media, in: Journal of Service Management, Vol. 33, No. 1, 33-58. (with W. H. Weiger, M. Törhönen, J. Hamari), Impact Factor: 11.768
- Streamers: the new wave of digital entrepreneurship? Extant corpus and research agenda, in: Electronic Commerce Research and Applications, Vol. 46, March-April, 2021, 101027 (with M. Törhönen, W. H. Weiger, J. Hamari), Impact Factor: 3.824
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.
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 W. H. Weiger. Törhönen, J. Hamari), forthcoming.