• Dr. Sanja Stuhldreier

    Publications

     

    Publications in peer-reviewed journals:

    Stuhldreier, S. M. (2026). How Do Complainants and Observers Become Ambassadors: Importance of Customer Orientation and Entertainment Value in Generating Favourable Social Media Engagement. Marketing ZFP - Journal of Research and Management, 48(2), 52-70. https://doi.org/10.15358/0344-1369-2026-2-52, together with S. Bambauer-Sachse.

     

    Stuhldreier, S. M. (2026). Effective complaint management on social networks: The impact of response strategy, type, and account on consumer reactions. Journal of Services Marketing, 1-21. https://doi.org/10.1108/JSM-03-2025-0215, together with S. Bambauer-Sachse.

     

    Stuhldreier, S. M. (2024). Unlocking (re)purchase potential through corporate responsiveness on social networks: The role of perceived customer orientation. Journal of Retailing and Consumer Services, 81, 104041. https://doi.org/10.1016/j.jretconser.2024.104041

     

    Publications in collective works:

    Stuhldreier, S. M. (2024). How does the corporate response rate to random consumer comments affect (re)purchase intentions of social network users? The role of perceived customer orientation. In Rasouli, S., & Timmermans, H. (Eds.), Proceedings of the 30th Recent Advances in Retailing and Consumer Science Conference, Fuerteventura, June 27-30, 2024 (pp. 179-194). Eindhoven: RARCS.

     

    Stuhldreier, S. M. (2023). Effects of complaint management strategies in social networks on observers’ emotional attachment and brand commitment: An abstract. In Jochims, B., & Allen, J. (Eds.), Optimistic Marketing in Challenging Times: Serving Ever-Shifting Customer Needs. Proceedings of the 2022 AMS Annual Conference, May 25-27, Monterey, CA, USA (pp. 353-354). Cham: Springer International Publishing, together with S. Bambauer-Sachse.

     

    Publications in conference proceedings (Abstracts):

    Stuhldreier, S. M. (2025). Fast track to satisfaction? The role of response type and speed in online customer service on social networks. In: Going back to the roots of marketing. Book of Abstracts of the 2025 AMS Annual Conference, May 21-23, Montréal, Canada, together with S. Bambauer-Sachse.

     

    Stuhldreier, S. M. (2024). Social media marketing communication: Do purchase intentions depend on corporate response strategies? The role of perceived response appropriateness. In: Marketing and AI: Shaping the future together. Book of Abstracts of the 2024 AMS Annual Conference, May 22-24, Coral Gables, FL, USA, together with S. Bambauer-Sachse.

     

    Stuhldreier, S. M. (2023). Effects of corporate response patterns in social networks on brand attitudes and purchase intentions of observing consumers. In: Welcome to the new normal: Life after Chaos. Book of Abstracts of the 2023 AMS Annual Conference, May 17-19, New Orleans, LA, USA, together with S. Bambauer-Sachse.

     

    Prize :

    2026 Vigener Prize of the Faculty for the best doctoral thesis

     

     

     

    Title of presentation Location Date
    Fast track to satisfaction? The role of response type and speed in online customer service on social networks AMS Annual Conference, Montréal/CA 05/2025
    How does the corporate response rate to random consumer comments affect (re)purchase intentions of social network users? The role of perceived customer orientation RARCS Conference, Fuerteventura/ES 06/2024
    Social media marketing communication: Do purchase intentions depend on corporate response strategies? The role of perceived response appropriateness AMS Annual Conference, Coral Gables/USA 05/2024
    Effects of corporate response patterns in social networks on brand attitudes and purchase intentions of observing consumers AMS Annual Conference, New Orleans/USA 05/2023
    The impact of corporate response patterns on the consumer engagement in social networks SAMS Conference, Luzern/CH 11/2022
    To respond or not? Der Einfluss des Antwortmusters auf die Social Media Community Social Media Messe Zürich/CH 10/2022
    Effects of complaint management strategies in social networks on observers’ emotional attachment and brand commitment AMS Annual Conference, Monterey/USA 05/2022
    Defense of the doctoral thesis

    May 2026