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. and 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), pp. 38–47. doi: 10.33423/jabe.v22i9.3666.

Written conference contributions, peer-reviewed

• Beurer-Züllig, B., Dörner, A. and Rozumowski, A. (2026) 'Yet another persuasion tactic? : de-influencing with alternative brand recommendations and consumer perceptions', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2025, Volume 2. Cham: Springer, pp. 483–496. doi: 10.1007/978-3-032-16288-5_34.
• Rozumowski, A. and Beurer-Züllig, B. (2025) 'Trust in AI-generated virtual assistants in online-consulting', in 13th FINT Conference on Trust Within and Between Organizations, Genoa, Italy, 18-21 June 2025.
• Rozumowski, A. et al. (2025) 'Application of AI in e-commerce strategies : the current state among Swiss e-commerce providers', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2024, Volume 1. Singapore: Springer, pp. 57–76. doi: 10.1007/978-981-96-3077-6_4.
• Beurer-Züllig, B., Rozumowski, A. and Hauri, D. (2025) 'The perfect match : a practical framework for effective influencer marketing in the tourism industry', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2024, Volume 1. Singapore: Springer, pp. 775–791. doi: 10.1007/978-981-96-3077-6_48.
• Beurer-Züllig, B., Demiriz, U. and Klaas, M. (2025) 'The influence of email marketing campaign timing on campaign performance and purchasing amount : an online field experiment', in Reis, J. L. et al. (eds) Marketing and Smart Technologies : Proceedings of ICMarkTech 2024, Volume 2. Singapore: Springer, pp. 401–411. doi: 10.1007/978-981-96-3081-3_25.
• Dörner, A., Beurer-Züllig, B. and Rozumowski, A. (2025) 'Don't buy it : the impact of de-influencing on purchase intentions', in 54th Annual Conference of the European Marketing Academy (EMAC), Madrid, Spain, 25-30 May 2025.
• Beurer-Züllig, B., Rozumowski, A. and Klaas, M. (2022) 'Let me entertain you : the influence of augmented reality on purchasing intention in e-commerce', in Proceedings of the 55th Hawaii International Conference on System Sciences. Honolulu: University of Hawai'i at Manoa, pp. 4933–4942. doi: 10.24251/HICSS.2022.601.
• Beurer-Züllig, B. and 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', in Proceedings of the 53rd Hawaii International Conference on System Sciences. Honolulu: University of Hawai'i at Manoa, pp. 2579–2588. doi: 10.24251/HICSS.2020.314.
• Beurer-Züllig, B. (2018) 'Trust in car brands : a quantitative analysis on trust in car brands in Switzerland', in 10th & 11th international conferences on new challenges in management and business, p. 68.
• Beurer-Züllig, B. and Seiler, R. (2017) 'Deal or no deal? : assessing the daily deal shopper', in Proceedings of the 50th Hawaii International Conference on System Sciences (2017). Waikoloa: HICSS, pp. 4108–4117. doi: 10.24251/HICSS.2017.497.
• Beurer-Züllig, B., Kavci, S. and Möckli, M. (2015) 'Do you remember? : a comparison of nostalgic ad-evoked responses by baby-boomers and generation y', in AM2015 : the magic in marketing. AOM.

Other publications

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

Oral conference contributions and abstracts

• Klaas, M. and Beurer-Züllig, B. (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, A., Furchheim, P. and 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', in Proceedings of the EMAC 48th Annual Conference. EMAC. Available at: https://www.dropbox.com/sh/fcijar0b8mawxrp/AABDfbj4drdXkeH89muSVED6a?dl=0&preview=213_Collenberg_Furchheim_Beurer+Z%C3%BCllig_1204063320.pdf.

go back