Dr. Bettina Beurer-Züllig

Arbeit an der ZHAW

Tätigkeit an der ZHAW

Dozentin für Marketing

www.sml.zhaw.ch/de/management/imm/das-institut.html

Lehrtätigkeit in der Weiterbildung

• CAS Digital Brand Management
• CAS Marketing- & Corporate Communications

Aus- und Weiterbildung

Arbeits- und Forschungsschwerpunkte, Spezialkenntnisse

Kommunikation, Soziale Medien, Business Development

Beruflicher Werdegang

Lehrbeauftragte im Master Marketing Services and Communication Management, Universität St. Gallen
Projektleiterin am Institut für Medien und Kommunikationsmanagement, Universität St. Gallen
Wissenschaftliche Mitarbeiterin am Institut für Medien und Kommunikationsmanagement, Universität St. Gallen
Business Development Manager, Alcatel Schweiz AG

Aus- und Fortbildung

Dr. oec. HSG
CAS Hochschuldidaktik
M.A. HSG in Marketing Services and Communication Management
Dipl. Betriebswirt (FH)

Publikationen

• Seiler, Roger; Beurer-Züllig, Bettina; Rozumowski, Anna,

  2020.

  The impact of user-generated content on customer loyalty in food and beverages retail : an empirical study.

  Journal of Applied Business and Economics.

  22(9), S. 38-47.

  Verfügbar unter: https://doi.org/10.33423/jabe.v22i9.3666

• Beurer-Züllig, Bettina; Rozumowski, Anna; Klaas, Michael,

  2022.

  Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce [Paper].

  In:

  Proceedings of the 55th Hawaii International Conference on System Sciences.

  55th Hawaii International Conference on System Sciences (HICSS), Virtual, 3-7 January 2022.

  Honolulu:

  University of Hawai'i at Manoa.

  S. 4933-4942.

  Proceedings of the 55th Hawaii International Conference on System Sciences.

  Verfügbar unter: https://doi.org/10.24251/HICSS.2022.601

• Beurer-Züllig, Bettina; Klaas, Michael,

  2020.

  The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing [Paper].

  In:

  Proceedings of the 53rd Hawaii International Conference on System Sciences.

  53rd Hawaii International Conference on System Sciences (HICSS), Maui, HI, USA, 7-10 January 2020.

  Honolulu:

  University of Hawai'i at Manoa.

  S. 2579-2588.

  Verfügbar unter: https://doi.org/10.24251/HICSS.2020.314

• Beurer-Züllig, Bettina,

  2018.

  Trust in car brands : a quantitative analysis on trust in car brands in Switzerland [Paper].

  In:

  10th & 11th international conferences on new challenges in management and business.

  NCM Conference, Dubai, United Arab Emirates, 23 March 2018.

  S. 68.

• Beurer-Züllig, Bettina; Seiler, Roger,

  2017.

  Deal or no deal? : assessing the daily deal shopper [Paper].

  In:

  Proceedings of the 50th Hawaii International Conference on System Sciences (2017).

  HICSS, Waikoloa, USA, 4-7 January 2017.

  Waikoloa:

  HICSS.

  S. 4108-4117.

  Verfügbar unter: https://doi.org/10.24251/HICSS.2017.497

• Beurer-Züllig, Bettina; Kavci, Senem; Möckli, Melanie,

  2015.

  Do you remember? : a comparison of nostalgic ad-evoked responses by baby-boomers and generation y [Paper].

  In:

  AM2015 : the magic in marketing.

  AM2015 - The Magic in Marketing, Limerick, Ireland, 7-9 July 2015.

  AOM.

• Frau, Daniela; Beurer-Züllig, Bettina,

  2023.

  Promoting social sustainability by embedding diversity in higher education [Poster].

  In:

  Conference Teaching and Learning for Change : Sustainability in Higher Education, Bern, Schweiz, 1. September 2023.

  Bern:

  SDNS.

  Verfügbar unter: https://www.he-sustainability.ch/_files/ugd/e9061f_fa33125c2a6a4d60afe1014ebc96f1d0.pdf

• Rozumowski, Anna; Beurer-Züllig, Bettina; Hari, Jürg J.,

  2019.

  How gender influences trust assessments in sales negotiations [Paper].

  In:

  10th FINT Workshop on Trust Within and Between Organizations, St. Gallen, Switzerland, 9-11 January 2019.

  First International Network on Trust (FINT).

• Klaas, Michael; Beurer-Züllig, Bettina,

  2023.

  Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack.

  In:

  56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023.

• Collenberg, Anja; Furchheim, Pia; Beurer-Züllig, Bettina,

  2019.

  Taking advice from your popular friend : the influence of parasocial interaction and number of followers on brand attitude and brand purchase intentions on instagram.

  In:

  Proceedings of the EMAC 48th Annual Conference.

  EMAC 48th Annual Conference, Hamburg, Germany, 28-31 May 2019.

  EMAC.

  Verfügbar unter: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf

Publikationen vor Tätigkeit an der ZHAW

Buch

Beurer-Züllig, Bettina; Fieseler, Christian; Meckel, Miriam: European Communication Report 2008. Brussels : Helios Media, 2008.

Dissertation

Beurer-Züllig, Bettina: Smartphones im Unternehmenskontext : Effekte auf organisatorischer und individueller Ebene, Universität St. Gallen, Thesis. Bamberg : Difo-Druck GmbH, 2009.


Artikel (wissenschaftliche Zeitschrift)

Meckel, Miriam; Beurer-Züllig, Bettina; Fieseler, Christian: Rollenbilder Deutschsprachiger Kommunikationsmanager, eine empirische Untersuchung. In: Studies in Communication Sciences (2010), Nr. 1, S. 135-156.

Fieseler, Christian; Beurer-Züllig, Bettina; Meckel, Miriam: Typologies of Communicators in Europe. In: Corporate Communications: An International Journal 14 (2009), Nr. 2, S. 158-175.

Beurer-Züllig, Bettina; Fieseler, Christian; Meckel, Miriam: A descriptive inquiry into the corporate communication profession in Europe. In: Public Relations Review 35 (2009), Nr. 3, S. 270-279.


Konferenzpapier

Fieseler, Christian; Beurer-Züllig, Bettina; Meckel, Miriam: On the State of the Communication Profession in Europe. 2009. - The 59th Annual Conference of the International Communication Association. - Chicago, IL. (Best Paper Award Doctoral Candidate)

Beurer-Züllig, Bettina; Fieseler, Christian; Meckel, Miriam: The Emergence of the European Communications Manager - An Appraisal of a Profession Under Way. In. Laarne: Euprera, 2008. - European Public Relations Education and Research Association (Euprera) Congress 2008. - Milan, Italy, S. 1-25.

Beurer-Züllig, Bettina; Meckel, Miriam: Smartphones Enabling Mobile Collaboration. In: Proceedings of the 41st Annual Hawaii International Conference on System Science. Danvers, USA: Institute for Electrical and Electronics Engineers, 2008. - HICSS 41. - Waikaloa, Big Island, Hawaii, S. 25. - ISBN 978-0-7695-3075-8.

Beurer-Züllig, Bettina; Meckel, Miriam: Mobile E-Mail: Wie Kultur über die Nutzung und Wahrnehmung einer neuen Kommunikationstechnologie entscheidet.: -2007. - Interkulturelle und internationale Kommunikation. - Berlin, S. 23.

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