Dr. Florian Gasser

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

• 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

LinkedIn

Publications

Articles in scientific journal, peer-reviewed

• Buder, F., Di Napoli, S., & Gasser, F. (2025). Marketing as a silo-breaker : how to turn organizational constraints into opportunities for strategic influence. NIM Marketing Intelligence Review, 17(2), 48–53. https://doi.org/10.2478/nimmir-2025-0017
• Gotsch, M. L., & Gasser, F. (2024). 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

Book chapters, peer-reviewed

Gotsch, M. L., Knaus, D. L., & 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 (pp. 186–211). Erich Schmidt. https://doi.org/10.37307/b.978-3-503-24053-1

Written conference contributions, peer-reviewed

Beritelli, P., Gasser, F., & Seifpour, Z. (2024, August 28). Choice heuristics for visiting cultural sites : a comparative study with two polar cases. 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.

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