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Marcus Schögel
Title
Prof. Dr.
Last Name
Schögel
First name
Marcus
Email
marcus.schoegel@unisg.ch
Phone
+41 71 224 2833
Homepage
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1 - 10 of 145
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PublicationHungry for Growth(transfer – Zeitschrift für Kommunikation und Markenmanagent, 2022)
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PublicationFace Forward: How Employees’ Digital Presence on Service Websites Affects Customer Perceptions of Website and Employee Service Quality(Sage Journals, 2020-07-15)
;Grewal, DhruvType: journal articleJournal: Journal of Marketing ResearchVolume: 57Issue: 5Scopus© Citations 40 -
PublicationDetecting, Preventing, and Mitigating Online Firestorms in Brand Communities( 2019)
;Ludwig, Stephan ;Grewal, DhruvOnline firestorms pose severe threats to online brand communities. Any negative electronic word of mouth (eWOM) has the potential to become an online firestorm, yet not every post does, so finding ways to detect and respond to negative eWOM constitutes a critical managerial priority. The authors develop a comprehensive framework that integrates different drivers of negative eWOM and the response approaches that firms use to engage in and disengage from online conversations with complaining customers. A text-mining study of negative eWOM demonstrates distinct impacts of high and low arousal emotions, structural tie strength, and linguistic style match (between sender and brand community) on firestorm potential. The firm’s response must be tailored to the intensity of arousal in the negative eWOM to limit the virality of potential online firestorms. The impact of initiated firestorms can be mitigated by distinct firm responses over time, and the effectiveness of different disengagement approaches also varies with their timing. For managers, these insights provide guidance on how to detect and reduce the virality of online firestorms.Type: journal articleJournal: Journal of MarketingVolume: 83Issue: 3Scopus© Citations 201 -
PublicationIntegrating Bricks with Clicks : Retailer-Level and Channel-Level Outcomes of Online-Offline Channel IntegrationThis research examines the impact of online-offline channel integration (OI), defined as integrating access to and knowledge about the offline channel into an online channel. Although channel integration has been acknowledged as a promising strategy for retailers, its effects on customer reactions towards retailers and across different channels remain unclear. Drawing on technology adoption research and diffusion theory, the authors conceptualize a theoretical model where perceived service quality and perceived risk of the Internet store mediate the impact of OI while the Internet shopping experience of customers moderates the impact of OI. The authors then test for the indirect, conditional effects of OI on search intentions, purchase intentions and willingness to pay. Importantly, they differentiate between retailer-level and channel-level effects, thereby controlling for interdependencies between different channels. The results of three studies provide converging evidence and show that OI leads to a competitive advantage and channel synergies rather than channel cannibalization. These findings have direct implications for marketers and retailers interested in understanding whether and how integrating different channels affects customer outcomes.Type: journal articleJournal: Journal of RetailingVolume: 91Issue: 2
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PublicationType: journal articleJournal: Marketing Review St. GallenVolume: 31Issue: 4
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PublicationLeveraging the Buzz - From Fan to Lead Generation in BMW's Pre-CommunicationBMW has repeatedly attracted attention with innovative marketing ideas that snowballed word of mouth and customer interest. Its latest coup, the introduction of the BMW 1 Series M Coupé, is a prime example for lead generation with an integrated social media campaign. The following case study provides insights into the pre-communication and derives recommendations on how to create and leverage buzz.Type: journal articleJournal: Marketing Review St. GallenVolume: 28Issue: 4
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PublicationType: journal articleJournal: Marketing Review St. GallenVolume: 28Issue: 5
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PublicationType: journal articleJournal: Marketing Review St. GallenVolume: 25Issue: 4