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Sonja Gensler
Researcher at University of Münster
Publications - 21
Citations - 4695
Sonja Gensler is an academic researcher from University of Münster. The author has contributed to research in topics: Brand awareness & Social media. The author has an hindex of 12, co-authored 20 publications receiving 3917 citations. Previous affiliations of Sonja Gensler include University of Groningen & University of Amsterdam.
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Popularity of brand posts on brand fan pages : An investigation of the effects of social media marketing
TL;DR: In this article, the authors analyzed 355 brand posts from 11 international brands spread across six product categories and found that vivid and interactive brand post characteristics enhance the number of likes and positive comments on a brand post.
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The Impact of New Media on Customer Relationships
Thorsten Hennig-Thurau,Thorsten Hennig-Thurau,Edward C. Malthouse,Christian Friege,Sonja Gensler,Lara Lobschat,Arvind Rangaswamy,Bernd Skiera +7 more
TL;DR: In this article, the authors introduce a new "pinball" framework of new media's impact on relationships with customers and identify key new media phenomena which companies should take into account when managing their relationships with customer in the new media universe.
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Managing brands in the social media environment
TL;DR: In this article, a framework of social media's impact on brand management is introduced, arguing that consumers are becoming pivotal authors of brand stories due to new dynamic networks of consumers and brands formed through social media and the easy sharing of brand experiences in such networks.
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A Study of the Diffusion of Alternative Fuel Vehicles: An Agent‐Based Modeling Approach*
TL;DR: In this article, the authors used an agent-based model to investigate factors that can speed the diffusion of eco-innovations, namely alternative fuel vehicles (AFVs), in the automotive industry.
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The Showrooming Phenomenon: It's More than Just About Price
TL;DR: In this paper, the benefits and costs of showrooming were examined and found that expected average price savings from showroom are positively associated with show-rooming, while the perceived dispersion in online prices is also positively related to showroom.