Dr. Florian Gasser
Dr. Florian Gasser
ZHAW
School of Management and Law
Center for Brand Management
Theaterstrasse 17
8400 Winterthur
Work at ZHAW
Position
- Lecturer in Digital Marketing & Marketing Technology
- Head of the CAS Content Marketing program
Focus
- Consumer Behaviour
- Impact of Social Media Influencers on sustainable consumer behaviour
- Voting Behaviour
- Content Marketing
Education and Continuing education
Education
- PhD (HSG) / General Management / Consumer Behaviour
University of St. Gallen
09 / 2018 - 09 / 2023 - Executive Diploma / Diplomacy
European Academy for Diplomacy
2022 - 2023 - CAS in Higher Education Didactics / Higher Education Didactics
University of St. Gallen
2020 - 2021 - Mag.rer.soc.oec. / International Business & Economics
University of Innsbruck
2011 - 2015 - MSc / Accounting, Auditing & Taxation
University of Innsbruck
2011 - 2014 - MSc / European Policy & Integration
University of Innsbruck
2011 - 2014 - BSc / Business & Economics
University of Innsbruck
2008 - 2011 - BA / Political Science
University of Innsbruck
2008 - 2011
Network
Awards
- SHSG Teaching Award 2026
University of St. Gallen / Studentenschaft
05 / 2026 - Research Award for Outstanding Early-Career Research in Wholesale
Wholesale Research Association
09 / 2025 - Alfred Gerardi Memorial Award "Best Dissertation"
DDV
11 / 2024 - American Marketing Association Sales SIG Best Dissertation Award - Runner Up
AMA Sales SIG
08 / 2024 - DGT ITB Research Award - "Best Dissertation"
DGT
03 / 2024
Social media
Publications
Articles in scientific journal, peer-reviewed
- Buder, F., Di Napoli, S. and Gasser, F. (2025) 'Marketing as a silo-breaker : how to turn organizational constraints into opportunities for strategic influence', NIM Marketing Intelligence Review, 17(2), pp. 48–53. doi: 10.2478/nimmir-2025-0017.
- Gotsch, M. L. and Gasser, F. (2024) 'The effect of autonomous sensory meridian response (ASMR) messages on consumer brand perceptions and intentions', Journal of Consumer Behaviour, 24(1), pp. 5–19. doi: 10.1002/cb.2370.
Book chapters, peer-reviewed
Gotsch, M. L., Knaus, D. L. and Gasser, F. (2025) 'Trendanalyse im schweizerischen Destinationsmanagement : Gewichtung regionaler Einflüsse und Identifikation von Datenquellen für intelligentes Monitoring', in Resilienz im alpinen Tourismus : Schweizer Jahrbuch für Tourismus 2024/2025. Berlin: Erich Schmidt, pp. 186–211. doi: 10.37307/b.978-3-503-24053-1.
Written conference contributions, peer-reviewed
Beritelli, P., Gasser, F. and Seifpour, Z. (2024) 'Choice heuristics for visiting cultural sites : a comparative study with two polar cases', in 73rd AIEST Conference of Ideas, Bolzano, Italy, 25-28 August 2024.
Publications before appointment at the ZHAW
- Gotsch, M. L., & Gasser, F. (2025).The effect of autonomous sensory meridian response (ASMR)messages on consumer brand perceptions and intentions.Journal of Consumer Behaviour, 24(1), 5–19. https://doi.org/10.1002/cb.2370
- Gasser, F. & Gotsch, M. (2024). Corporate Social Responsibility (CSR) Communication in Ski Tourism: Impact of Different Communication Styles on Customer Perception and Sustainable Behavior. In Bieger, T., Beritelli, P. & Laesser, C. (Hrsg.). Schweizer Jahrbuch für Tourismus 2023-2024 (pp. 19-38). Erich Schmidt Verlag.
- Gotsch M., Knaus D. & Gasser, F. (2025). Trendanalyse im schweizerischen Destinationsmanagement. Gewichtung regionaler Einflüsse und Identifikation von Datenquellen für intelligentes Monitoring, In Bieger, T., Beritelli, P. & Laesser, C. (Hrsg.). Schweizer Jahrbuch für Tourismus 2024-25 (171–196), Erich Schmidt Verlag.
- Gasser, F. (2022). The Art of Social Media Influence. Marketing Review St. Gallen, 4, 64-72. ISSN 1865-6544.