Dr. Anna Victoria Rozumowski
Dr. Anna Victoria Rozumowski
Activities at FHNW
Lecturer
Anna Rozumowski is a lecturer in marketing at the Institute for Competitiveness and Communication at the FHNW. One of her main areas of expertise is digital marketing, where she focuses on the following topics:
- Digital Marketing Strategy
- Persona Development
- Use, Acceptance and Trust in New Technologies (e.g. Chatbots / Avatars, Human-Machine Interactions)
- Influencer Marketing
- Trust in Direct Customer Contact / Sales
She wrote her dissertation at Oxford Brookes University on the topic of "Evaluating trust based on impression formation in business encounters".
In Continuing Education, she is active in the CAS Data Driven Marketing.
She previously worked at the Institute of Marketing Management in the Digital Marketing department at the ZHAW, Zurich University of Applied Sciences, for over five years and has worked in marketing at St.Gallen-Bodensee Tourism and Switzerland Tourism before.
For more information, see her LinkedIn.
Current teaching activities and subject areas:
- Marketing in the BSc International Management programme
- Supervision of diverse student projects
Different research projects in the areas of:
- Digital Marketing (with a focus on the use of Chatbots, Avatars and Influencer Marketing).
- Customer Engagement
- Acceptance and Trust in new Technologies in Digital Marketing
- Trust in Direct Customer Contact/Sales
- Warmth and Competence
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No peer reviewed content available
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Peer reviewedHaupt, M., Rozumowski, A., Freidank, J., & Haas, A. (2023). Seeking empathy or suggesting a solution? Effects of chatbot messages on service failure recovery. Electronic Markets, 33(56). https://doi.org/10.1007/s12525-023-00673-0
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Peter, M. K., Savoy, V., Tonazzi, M., von Büren, D., & Rozumowski, A. (2022). Digitale Transformation, Business Model Innovation und IT-Sicherheit. Veränderung als Chance für die kontinuierliche digitale Transformation nutzen. Hochschule für Wirtschaft FHNW. https://doi.org/10.13140/RG.2.2.34900.17282
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Peer reviewedBeurer-Züllig, B., Rozumowski, A., & Klaas, M. (2022). Let me entertain you - the Influence of augmented reality on purchasing intention in e-commerce. Proceedings of the 55th Hawaii International Conference on System Sciences, 4933–4942. https://doi.org/10.24251/hicss.2022.601
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Peer reviewedHaupt, M., & Rozumowski, A. (2021). Active expectation management in chatbot conversations. In L. L. Bove, S. J. Bell, & A. Hito (Eds.), Something Different. ANZMAC 2021, Conference Proceedings. University of Melbourne. https://irf.fhnw.ch/handle/11654/43365
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Stallone, V., Rozumowski, A., Pelka, A., Reisig, D., & Pankratz, C. (2021). Now you see me: a quantitative study on the effects of ad blocker usage on users’ brand perception. In Á. Rocha, J. L. Reis, M. K. Peter, R. Cayolla, S. Loureiro, & Z. Bogdanović (Eds.), Marketing and smart technologies. Proceedings of ICMarkTech 2020 (pp. 699–708). Springer. https://doi.org/10.1007/978-981-33-4183-8_56
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Seiler, R., Beurer-Züllig, B., & 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), 37–45. https://doi.org/10.33423/jabe.v22i9.3666
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Rellstab, R., & Rozumowski, A. (2018). Aufbau von Customer Engagement bei der New Belgium Brewing Company. In B. P. Rüeger, F. M. Hannich, R. Fuchs, S. Müller, M. Klaas, & A. Suvada (eds.), Emotionalisierung im digitalen Marketing (pp. 149–165). Schäffer-Pöschel. https://doi.org/10.34156/9783791043159-149
Contact
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Dr. Anna Victoria Rozumowski
- Lecturer, Institute for Competitiveness and Communication
- Telephone
- +41 62 957 30 26 (direct)
- YW5uYS5yb3p1bW93c2tpQGZobncuY2g=
- FHNW University of Applied Sciences and Arts Northwestern Switzerland
School of Business
Riggenbachstrasse 16
CH – 4600 Olten