Dr. Bettina Beurer-Züllig

Experience

• Research Assistant / Project Manager
  University of St. Gallen / Institute for Media and Communications Management
  06 / 2006 - 04 / 2011
• Business Development Manager Fixed and Mobile Solutions
  Alcatel Switzerland AG
  02 / 2001 - 01 / 2004
• Consultant
  Alcatel Switzerland AG
  10 / 1998 - 02 / 2001

Network

ORCID digital identifier

ORCID ID: 0009-0006-1911-7163

Publications

Articles in scientific journal, peer-reviewed

Seiler, R., Beurer-Züllig, B., & Rozumowski, A. (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), 38–47. https://doi.org/10.33423/jabe.v22i9.3666

Written conference contributions, peer-reviewed

• Rozumowski, A., & Beurer-Züllig, B. (2025, June 21). Trust in AI-generated virtual assistants in online-consulting. 13th FINT Conference on Trust within and between Organizations, Genoa, Italy, 18-21 June 2025.
• Beurer-Züllig, B., Rozumowski, A., & Hauri, D. (2025). The perfect match : a practical framework for effective influencer marketing in the tourism industry [Conference paper]. In J. L. Reis, L. M. Gomes, Z. Bogdanović, & J. P. Marques dos Santos (Eds.), Marketing and Smart Technologies : Proceedings of ICMarkTech 2024, Volume 1 (pp. 775–791). Springer. https://doi.org/10.1007/978-981-96-3077-6_48
• Rozumowski, A., Beurer-Züllig, B., Peter, M. K., Neher, A., Siscaro, D., & Zumstein, D. (2025). Application of AI in e-commerce strategies : the current state among Swiss e-commerce providers [Conference paper]. In J. L. Reis, L. M. Gomes, Z. Bogdanović, & J. P. Marques dos Santos (Eds.), Marketing and Smart Technologies : Proceedings of ICMarkTech 2024, Volume 1 (pp. 57–76). Springer. https://doi.org/10.1007/978-981-96-3077-6_4
• Beurer-Züllig, B., Demiriz, U., & Klaas, M. (2025). The influence of email marketing campaign timing on campaign performance and purchasing amount : an online field experiment [Conference paper]. In J. L. Reis, J. Cascalho, M. K. Peter, L. P. Reis, & M. T. Tiago (Eds.), Marketing and Smart Technologies : Proceedings of ICMarkTech 2024, Volume 2 (pp. 401–411). Springer. https://doi.org/10.1007/978-981-96-3081-3_25
• Dörner, A., Beurer-Züllig, B., & Rozumowski, A. (2025, May 30). Don’t buy it : the impact of de-influencing on purchase intentions. 54th Annual Conference of the European Marketing Academy (EMAC), Madrid, Spain, 25-30 May 2025.
• Beurer-Züllig, B., Rozumowski, A., & Klaas, M. (2022). Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce [Conference paper]. Proceedings of the 55th Hawaii International Conference on System Sciences, 4933–4942. https://doi.org/10.24251/HICSS.2022.601
• Beurer-Züllig, B., & Klaas, M. (2020). The social side of brick and mortar : the impact of brand-related user-generated content on different consumer typologies in food retailing [Conference paper]. Proceedings of the 53rd Hawaii International Conference on System Sciences, 2579–2588. https://doi.org/10.24251/HICSS.2020.314
• Beurer-Züllig, B. (2018). Trust in car brands : a quantitative analysis on trust in car brands in Switzerland [Conference paper]. 10th & 11th International Conferences on New Challenges in Management and Business, 68.
• Beurer-Züllig, B., & Seiler, R. (2017). Deal or no deal? : assessing the daily deal shopper [Conference paper]. Proceedings of the 50th Hawaii International Conference on System Sciences (2017), 4108–4117. https://doi.org/10.24251/HICSS.2017.497
• Beurer-Züllig, B., Kavci, S., & Möckli, M. (2015). Do you remember? : a comparison of nostalgic ad-evoked responses by baby-boomers and generation y. AM2015 : The Magic in Marketing.

Other publications

• Frau, D., & Beurer-Züllig, B. (2023, September 1). Promoting social sustainability by embedding diversity in higher education. Conference Teaching and Learning for Change : Sustainability in Higher Education, Bern, Schweiz, 1. September 2023. https://www.he-sustainability.ch/_files/ugd/e9061f_fa33125c2a6a4d60afe1014ebc96f1d0.pdf
• Rozumowski, A., Beurer-Züllig, B., & Hari, J. J. (2019). How gender influences trust assessments in sales negotiations. 10th FINT Workshop on Trust within and between Organizations, St. Gallen, Switzerland, 9-11 January 2019.

Oral conference contributions and abstracts

• Klaas, M., & Beurer-Züllig, B. (2023, January). Firm-generated, user-generated and machine generated content in the digital economy : analytics, prediction, recommendation, and impact minitrack. 56th Hawaii International Conference on System Sciences (HICSS), Maui, USA, 3-6 January 2023.
• Collenberg, A., Furchheim, P., & Beurer-Züllig, B. (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. Proceedings of the EMAC 48th Annual Conference. https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf

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