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Faculties and Research

Portrait of Professor Caroline Wiertz

Professor Caroline Wiertz

Professor of Marketing and Associate Dean for Entrepreneurship

Faculty of Management

Contact

Visit Caroline Wiertz

Room BR4042, Bunhill Row

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Postal Address

Cass Business School
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom

Overview

Caroline is a Professor of Marketing, the Head of the Marketing Group, and an Associate Dean for Entrepreneurship at Cass Business School.

Caroline’s main research interests lie in the areas of consumer research and new media marketing. She has published in leading academic journals, such as the Journal of Consumer Research, the Journal of the Academy of Marketing Science, the Journal of Service Research, the International Journal of Research in Marketing, the Journal of Interactive Marketing, Psychology & Marketing, and Organization Studies. Her articles have been nominated for and won a number of best paper awards. Caroline is a member of the Editorial Review Board of the Journal of Interactive Marketing and Journal of Business Research and regularly reviews for a number of other journals.

Caroline teaches Marketing on the MSc in Marketing Strategy & Innovation and the Executive MBA. Over the years, she has won many awards for excellence and innovation in teaching and curriculum development.

Caroline is passionate about London's buzzing start-up world and was the co-founder of City Unrulyversity, a pop-up university in the heart of London's Tech City that delivers free sessions to budding entrepreneurs.

She also volunteers as a Trustee of the St Martin-in-the-Fields Charity and its annual BBC Radio 4 Christmas Appeal, which raises money for the homeless in London and people in need across the UK.

Qualifications

  1. MSc in International Business, University of Maastricht, The Netherlands
  2. PhD in Marketing, University of Maastricht, The Netherlands

Visiting Appointments

  1. Visiting Professor, ESCP Europe, Paris Campus, Mar – May 2012
  2. Visiting Professor, University of Muenster, Germany, Sep – Dec 2011

Fellowships

  1. International Fellow, Research Unit "How Social Media is Changing Marketing" (University of Hamburg), Apr 2015 – present

Memberships of Professional Organisations

  1. American Marketing Association
  2. Association for Consumer Research
  3. European Academy of Marketing

Languages

English (can read, write, speak, understand spoken and peer review), French (can read, write, speak and understand spoken) and German (can read, write, speak, understand spoken and peer review).

Expertise

Primary Topics

  • Consumer Behaviour
  • Digital Marketing
  • Marketing
  • Services Marketing
  • Social Media

Industries/Professions

  • advertising
  • e-commerce
  • film & entertainment
  • internet
  • marketing
  • media

Research Topics

The impact of different types of word of mouth on new product adoption
Focus on entertainment industry: motion pictures and video games
The drivers and dynamics of user-generated media popularity
Focus on social video
The effectiveness of advertising in social media
Focus on Twitter
Governance and engagement in online communities
Different types of objects and their mutations
Name
Annelise Sealy
Attendance
Sep 2017 – present, full-time
Thesis Title
Inconspicuous Consumption in the Age of Social Media
Role
1st Supervisor
Name
Varala Maraj
Attendance
Sep 2015 – present, full-time
Thesis Title
Rematerialization of Digital Objects
Role
2nd Supervisor
Name
Ho (Andrew) LeungHo (Andrew) Leung
Attendance
Sep 2012 – present, full-time
Thesis Title
Pursuit of Quantified Goals
Role
1st Supervisor
Name
Mario Campana
Attendance
Sep 2010 – Feb 2015, full-time
Thesis Title
When Social Innovations Counterperform: The Case of Complementary Currencies
Role
1st Supervisor
Name
Alkmini Gritzali
Attendance
Sep 2009 – May 2014, full-time
Thesis Title
A Dynamic Perspective of the Influence of Key Cultural Events on the Evolution of Product Categories
Role
2nd Supervisor
Name
Adnan Zahid
Attendance
Sep 2008 – Jul 2010, full-time
Thesis Title
Subcultures of Acculturation: The case of working class second generation Pakistani youth
Role
2nd Supervisor
Name
Christine Larbig
Attendance
Sep 2006 – Sep 2011, full-time
Thesis Title
Customer involvement in Service Innovation
Role
2nd Supervisor

Conference Papers and Proceedings (10)

  1. Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2016). Money as a Tool for Innovation. Consumer Culture Theory Conference 6-9 July, Lille, France.
  2. Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2014). Counterperformativity of Alternative Exchange Systems, Poster presentation. Consumer Culture Theory Conference Helsinki, Finland.
  3. Hennig-Thurau, T., Wiertz, C., Bohnenkamp, M. and Paul, M. (2013). What Drives Consumption and Engagement on Online Media-Sharing Platforms? An Investigation of YouTube. 2013 AMA Winter Marketing Educators' Conference 15-17 February, Las Vegas, US.
  4. Campana, M., Wiertz, C. and Feiereisen, S. (2013). Ideology and Alternative Market Systems: The Case of Complementary Currencies. Conference - EPIC - Ethnographic Praxis in Industry Conference London, UK.
  5. Bohnenkamp, B., Wiertz, C. and Hennig-Thurau, T. (2012). Consuming 'media trash': When "bad" becomes "good". Association for Consumer Research Conference October, Vancouver.
  6. Wiertz, C., Hartmann, B. and Arnould, E. (2011). Practice Consumption and Value Creation: Advancing the Practice Theoretical Ontology of Consumption Community. 39th Annual Association for Consumer Research Conference St. Louis, MO, USA.
  7. Wiertz, C. and Hennig Thurau, T. (2010). The Twitter effect: Investigating the impact of real-time electronic word-of-mouth on the success of short life cycle products. 39th EMAC Annual Conference 2010 1-4 June, Copenhagen, Denmark.
  8. Wiertz, C., Mathwick, C., de Ruyter, K. and Dellaert, B. (2009). A Balancing Act: Governance in a Virtual P3 Community. The Association for Consumer Research Annual North American Conference Pittsburgh, PA, USA.
  9. Wiertz, C. (2008). If You Love Something, Set It Free? Insights Into The "Empowered" Customer. Marketing Congress - Community Marketing Eindhoven, The Netherlands.
  10. Wiertz, C., de Ruyter, K., Dellaert, B. and Mathwick, C. (2005). The Drivers and Marketing Implications of Community Citizenship Behavior in Virtual Communities for Service Delivery. 14th AMA Frontiers in Services Conference 6-9 October, Tempe, AZ, USA.

Journal Articles (13)

  1. Marchand, A., Hennig-Thurau, T. and Wiertz, C. (2017). Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success. International Journal of Research in Marketing, 34(2), pp. 336–354. doi:10.1016/j.ijresmar.2016.09.003.
  2. Gkritzali, A., Lampel, J. and Wiertz, C. (2016). Blame it on Hollywood: The influence of films on Paris as product location. Journal of Business Research, 69(7), pp. 2363–2370. doi:10.1016/j.jbusres.2015.10.005.
  3. Hennig-Thurau, T., Wiertz, C. and Feldhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), pp. 375–394. doi:10.1007/s11747-014-0388-3.
  4. Hartmann, B.J., Wiertz, C. and Arnould, E.J. (2015). Exploring consumptive moments of value-creating practice in online community. Psychology and Marketing, 32(3), pp. 319–340. doi:10.1002/mar.20782.
  5. Stokburger-Sauer, N.E. and Wiertz, C. (2015). Online consumption communities: An introduction. Psychology and Marketing, 32(3), pp. 235–239. doi:10.1002/mar.20776.
  6. Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), pp. 242–256. doi:10.1016/j.intmar.2013.09.004.
  7. Blazevic, V., Wiertz, C., Cotte, J., de Ruyter, K. and Keeling, D.I. (2013). GOSIP in Cyberspace: Conceptualization and Scale Development for General Online Social Interaction Propensity. Journal of Interactive Marketing .
  8. Dholakia, U.M., Blazevic, V., Wiertz, C. and Algesheimer, R. (2009). Communal Service Delivery: How Customers Benefit From Participation in Firm-Hosted Virtual P3 Communities. Journal of Service Research, 12(2), pp. 208–226. doi:10.1177/1094670509338618.
  9. Paul, M., Hennig-Thurau, T., Gremler, D.D., Gwinner, K.P. and Wiertz, C. (2009). Toward a theory of repeat purchase drivers for consumer services. Journal of the Academy of Marketing Science, 37(2), pp. 215–237. doi:10.1007/s11747-008-0118-9.
  10. Mathwick, C., Wiertz, C. and De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), pp. 832–849. doi:10.1086/523291.
  11. Wiertz, C. and De Ruyter, K. (2007). Beyond the call of duty: Why customers contribute to firm-hosted commercial online communities. Organization Studies, 28(3), pp. 347–376. doi:10.1177/0170840607076003.
  12. Wiertz, C., de Ruyter, K., Keen, C. and Streukens, S. (2004). Cooperating for service excellence in multichannel service systems - An empirical assessment. Journal of Business Research, 57(4), pp. 424–436. doi:10.1016/S0148-2963(02)00276-X.
  13. Lambrecht, A., Tucker, C.E. and Wiertz, C. Advertising to Early Trend Propagators: Evidence from Twitter. Marketing Science .

Report

  1. Wiertz, C., Lambrecht, A. and Tucker, C. (2014). Should You Target Early Trend Propagators? Evidence from Twitter. Marketing Science Institute.

Scholarly Edition

  1. Wiertz, C., Ruyter, K.D. and Streukens, S. (2003). Cooperating For Service Excellence In Multi-Channel Service Systems: An Empirical Assessment.

Course Directorship

- 2013 - present, City Unrulyversity, Director
- 2013 - 2014, MSc in Marketing Strategy and Innovation, Director (co-director)
- 2015 - present, Entrepreneurship, Associate Dean

Subject/Academic Leadership

- November 2015 - present, Marketing Group, Subject Group Leader

- 2014 - 2015, "Delivering Enterprise Education Project" - part of the Research & Enterprise Workstream, Head of the Board

- 2009 - 2014, Marketing Stream on the MSc in Management, Leader

Editorial Activities (16)

  1. Journal of Business Research, Member of Editorial Board, 2016 – present.
  2. Journal of Service Research, Referee, 2016 – present.
  3. Journal of Interactive Marketing, Member of Editorial Board, 2015 – present.
  4. European Journal of Marketing, Referee, 2014 – present.
  5. Journal of Marketing Management, Referee, 2014 – present.
  6. Psychology & Marketing, Special Editor, 2013 – 2015.
  7. Psychology & Marketing, Referee, 2013 – present.
  8. Journal of Marketing Communications, Referee, 2012.
  9. Consumption, Markets, and Culture, Refereee, 2012 – present.
  10. International Journal of Research in Marketing, Referee, 2011 – present.
  11. Marketing Letters, Referee, 2011 – present.
  12. Marketing Letters, Referee, 2010 – present.
  13. Journal of Interactive Marketing, Referee, 2010 – present.
  14. Journal of Business Research, Referee, 2008 – present.
  15. Long Range Planning, Referee, 2005 – present.
  16. Journal of Service Management, Referee, 2004 – 2009.

Events/Conferences (32)

  1. Track Chair for Social Media Marketing, 46th European Academy of Marketing Conference. (Conference) Groningen, The Netherlands (2017). Session/Day Chair.
  2. Special sessions track chair for Social Media Marketing at the 2016 American Marketing Association Winter Educators' Conference. (Conference) Las Vegas, USA (2016). Session/Day Chair.
  3. 2016 Consumer Culture Theory Conference. (Conference) Lille, France (2016). Invited speaker.
    Paper: Money as a Tool for Innovation
    Author: Campana M.
    Co-authors: Wiertz, C., Feiereisen, S., and Bardhi, F.
  4. 2016 AMA Winter Educators’ Conference. (Conference) Las Vegas, USA (2016). Invited speaker.
    Paper: On the Sense and Nonsense of Measurement in Social Media Marketing
    Author: Wiertz C
  5. 44th European Marketing Academy Conference. (Conference) Leuven, Belgium (2015). Invited speaker.
    Paper: Should You Target Early Trend Propagators? Evidence from Twitter
    Author: Lambrecht A.
    Co-authors: Tucker, C., and Wiertz, C.
  6. Track Chair for Consumer Behaviour, 42nd European Academy of Marketing Conference. (Conference) Istanbul/Turkey (2013). Session/Day Chair.
  7. EPIC - Ethnographic Praxis in Industry Conference. (Conference) London/UK (2013).
    Paper: Ideology and Alternative Market Systems: The Case of Complementary Currencies
    Author: Campana M,
    Co-authors: Wiertz, C; and Feiereisen, S
  8. 42nd European Academy of Marketing Conference. (Conference) Istanbul, Turkey (2013).
    Paper: Consuming Media “Trash” - When “Bad” Can Be “Good”
    Author: Bohnenkamp B,
    Co-authors: Wiertz, C; and Hennig-Thurau, T
  9. 2013 AMA Winter Marketing Educators' Conference. (Conference) Las Vegas (2013).
    Paper: What Drives Consumption and Engagement on Online Media-Sharing Platforms? An Investigation of YouTube
    Author: Hennig-Thurau T
    Co-authors: Wiertz, C, Bohnenkamp, B, and Paul, M.
  10. Social Media Thought Leader Summit. (Conference) Munich, Germany (2012).
    Paper: Managing Brands in the Social Media Environment
    Author: Gensler S
    Co-authors: Liu-Thompkins, Y, Voelckner, F, and Wiertz, C (alphabetical order)
  11. 40th Annual Association for Consumer Research Conference. (Conference) Vancouver, CA (2012). Invited speaker.
    Paper: Consuming Media Trash: When "Bad" can be "Good"
    Author: Bohnenkamp B
    Co-authors: Wiertz, C; and Hennig-Thurau, T.
  12. 6th Consumer Culture Theory Conference. (Conference) Evanston, IL, USA (2011). Invited speaker.
    Paper: Consuming Community Practices: Insights from an Online European Gardening Community
    Author: Wiertz C.
    Co-authors: Hartmann, B; and Arnould, E
  13. 39th Annual Association for Consumer Research Conference. (Conference) St. Louis, MO, USA (2011). Invited speaker.
    Paper: Practice Consumption and Value Creation: Advancing the Practice Theroetical Ontology of Consumption Community
    Author: Hartmann B
    Co-authors: Wiertz, C; and Arnould E
  14. 39th European Academy of Marketing Conference. (Conference) Copenhagen, Denmark (2010). Invited speaker.
    Paper: The Twitter effect: Investigating the impact of real-time electronic word-of-mouth on the success of short life cycle products
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T
  15. 32nd INFORMS Marketing Science Conference. (Conference) Cologne, Germany (2010). Invited speaker.
    Paper: The “Twitter effect”: Investigating the impact of real-time electronic word-of-mouth on the success of short life cycle products
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T
  16. The Association for Consumer Research Annual North American Conference. (Conference) Pittsburgh, PA, USA (2009). Invited speaker.
    Paper: A Balancing Act: Governance in a Virtual P3 Community
    Author: Wiertz C
    Co-authors: Mathwick, C, de Ruyter, K, and Dellaert, B
  17. 31st INFORMS Marketing Science Conference. (Conference) Ann Arbor, MI, US (2009). Invited speaker.
    Paper: Demystifying the Tube: An Analysis of the Drivers of User-Generated Online Video Consumption
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T, Bohnenkamp, B, and Paul, M
  18. The Information Society Network - Regulatory Norms and Business Practice in Virtual Worlds. (Workshop) University of Exeter, UK (2008). Invited speaker.
    Paper: Governance Issues in Firm-Hosted Virtual P3 Communities
    Author: Wiertz C
    Co-authors: Mathwick, C, de Ruyter, K, and Deallert, B.G.
  19. Marketing Congress - Community Marketing. (Conference) Eindhoven, The Netherlands (2008). Invited speaker.
    Paper: If You Love Something, Set It Free? Insights Into The "Empowered" Customer
    Author: Wiertz C
  20. London SoTL (Scholarship of Teaching and Learning) Conference. (Conference) London (2008). Invited speaker.
    Paper: High-Engagement Learning in Business Education
    Author: Wiertz C
    Co-authors: Holtham, C and Palmer P
  21. 37th European Academy of Marketing Conference. (Conference) Brighton, UK (2008). Invited speaker.
    Paper: Broadcast Yourself: Investing Success Factors of User-Generated Online Videos
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T
  22. 17th AMA Frontiers in Services Conferenc. (Conference) College Park, MD, US (2008).
    Paper: If You Love Something, Set It Free? Governance Issues in Firm-Hosted Online Peer-to-Peer Problem Solving Communities
    Author: Wiertz C
    Co-authors: Mathwick, C, de Ruyter, K, and Dellaert, B
  23. 16th Annual AMA Frontiers in Service Conference. (Conference) San Francisco, CA, USA (2007).
    Paper: The Impact of Knowledge Creation and Community Design Features on Participation in Customer Communities for Service Support
    Author: Blazevic V
    Co-authors: Caroline Wiertz, Utpal Dholakia, Rene Algesheimer
  24. 2006 AMA Summer Marketing Educators' Conference. (Conference) Chicago, IL, USA (2006).
    Paper: Toward a Means-End Theory of Service Relationships: Linking Relationship-Driving Benefits with Service Attributes and Motivational Values
    Author: Paul M
    Co-authors: Thorsten Hennig-Thurau, Dwayne Gremler, Kevin Gwinner, Caroline Wiertz
  25. 34th European Marketing Academy Conference. (Conference) Milan, Italy (2005).
    Paper: Online Interaction Propensity: Conceptual foundations and scale development
    Author: Wiertz Caroline
    Co-authors: Vera Blazevic, June Cotte
  26. 2005 AMA Summer Marketing Educators' Conference. (Conference) San Francisco, CA, USA (2005).
    Paper: Reactions to Online Interactions: Conceptualization and Scale Development of Online Interaction Propensity
    Author: Wiertz C
    Co-authors: Vera Blazevic, June Cotte
  27. 14th AMA Frontiers in Services Conference. (Conference) Tempe, AZ, USA (2005).
    Paper: The Drivers and Marketing Implications of Community Citizenship Behavior in Virtual Communities for Service Delivery
    Author: Wiertz C
    Co-authors: Benedict Dellaert, Ko de Ruyter, Charla Mathwick
  28. 14th AMA Frontiers in Services Conference. (Conference) Tempe, AZ, USA (2005).
    Paper: Online Technical Support Communities: A Tool to Reduce Costs while Enhancing the Online Service Experience
    Author: Wiertz C
    Co-authors: Charla Mathwick, Ko de Ruyter
  29. 33rd European Marketing Academy Conference. (Conference) Murcia, Spain (2004).
    Paper: Moving the Brand Community Online: Assessing the Modering Effect of Brand Enthusiasm on Value Formation
    Author: Wiertz C
    Co-authors: Charla Mathwick, Ko de Ruyter
  30. 10th Recent Advances in Retailing & Services Science Conference. (Conference) Portland, OR, USA (2003).
    Paper: From 'Self-Solve' to 'Peer-Solve:' Informational and Social Support in OnlineTechnical Support Communities
    Author: Wiertz C
    Co-authors: Ko de Ruyter
  31. 31st European Marketing Academy Conference. (Conference) Braga, Portugal (2002).
    Paper: Virtual Communties for Service Delivery: Transferring the Notion of Pro-Social Behavior from 'Place' to 'Space'
    Author: Wiertz C
    Co-authors: Ko de Ruyter
  32. 11th AMA Frontiers in Services Conference. (Conference) Maastricht, The Netherlands (2002).
    Paper: The Drivers of Citizenship Behavior in Commercial Virtual Communities
    Author: Wiertz C
    Co-authors: Ko de Ruyter

Media Appearances (30)

  1. City Unrulyversity: a pop-up education. (2013) The Guardian (newspaper).
  2. (2013) The Financial Times (newspaper).
  3. The rise of digital marketing. (2013) The Independent (newspaper).
  4. Pop along for an education. (2013) The Independant (newspaper).
  5. When Twitter makes its nest. (2012) Ecommerce mag.
  6. Social cinema, a front row seat for everyone. (2012) Brand E.
  7. Der Twitter - Effekt. (2012) www.fr-online.de (website).
  8. Der Twitter-Effekt. (2012) www.berliner-zeitung.de (website).
  9. Twitter und Facebook entscheiden uber Erfolg von Kinofimen. (2012) www.speilgel.de (website).
  10. Wie Social Media die Kinobranche umkrempelt. (2012) www.wiwo.de (website).
  11. John Carter und der Twitter Effekt. (2012) Handelsblatt (magazine).
  12. L'effet Twitter bouscule l'industrie du cinema. (2012) Strategies.
  13. Twitter peut impacter votre business. (2012) www.e-marketing.fr (website).
  14. Twitter peut impacter votre business. (2012) www.ecommercmagt.fr (website).
  15. Twitter peut impacter votre business. (2012) www.chefdentreprise.com (website).
  16. Industrie du cinŽma: Analyse du ""Twitter Effect"" sur le succ�s des films produits par Hollywood. (2012) www.labourseetlavie.com (website).
  17. Hollywood turns to tweet analysis. (2012) www.ft.com (website).
  18. LATEST BUSINESS BULLETIN - Film industry shows how tweets influence box office returns. (2012) France24.
  19. (2011) France24.
  20. (2011) France24.
  21. Las Redes Sociales ofrecen una vision mas precisa del consumidor. (2011) www.cronista.com (website).
  22. Hollywood turns to tweet amalysis. (2010) Finanancial Times (newspaper).
  23. Consumers key to making business greener. (2008) www.europeanvoice.com (website).
  24. (2008) The Independent (newspaper).
  25. Open Season on the web. (2008) The Independent (newspaper).
  26. Open season on the web. (2008) www.independent.co.uk (website).
  27. (2007) www.thirdsector.co.uk (website).
  28. Paradox of the online treasure box. (2007) Gulf News.
  29. It's a total paradox . . . an absolute treasure box. (2007) Financial Times (newspaper).
  30. MySpace, YourSpace: we're all part of the onine business community now. (2007) Times (newspaper).