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

In addition to her work at the FHNW, she writes 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
  

Articles in Scientific Journal, peer-reviewed

• Rozumowski, Anna; Schäfer, Wolfgang; Klaas, Michael, 2020. Resistance to customer-driven business model innovations: An explorative customer experience study on voice assistant services of a Swiss tourism destination. Athens Journal of Tourism.7(4), S. 191-208. Available at: https://doi.org/10.30958/ajt.7-4-1
• Seiler, Roger; Beurer-Züllig, Bettina; Rozumowski, Anna, 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), S. 38-47. Available at: https://doi.org/10.33423/jabe.v22i9.3666

Book Chapters, peer-reviewed

• Rellstab, Rolf; Rozumowski, Anna, 2018. Aufbau von Customer Engagement bei der New Belgium Brewing Company. In: Rüeger, Brian; Hannich, Frank; Fuchs, Rainer; Müller, Steffen; Klaas, Michael; Suvada, Adrienne, Hrsg., Emotionalisierung im digitalen Marketing: Erfolgreiche Methoden für die Marketingpraxis. Stuttgart: Schäffer-Poeschel.S. 145-160.

Conference Contributions, peer-reviewed

• Stallone, Valerio; Rozumowski, Anna; Pelka, Amelie; Reisig, Dominik; Pankratz, Claire, 2021. Now you see me: A quantitative study on the effects of ad blocker usage on users' brand perception [Paper]. In: Rocha, Álvaro; Reis, José Luís; Peter, Marc K.; Cayolla, Ricardo; Loureiro, Sandra; Bogdanović, Zorica, Hrsg.,ICMarkTech'20 : The 2020 International Conference on Marketing and Technologies, Lisbon (Portugal), 8-10 October 2020.Singapur:Springer.S. 699-708.Smart Innovation, Systems and Technologies; 205. Available at: https://doi.org/10.1007/978-981-33-4183-8_56
• Haupt, Martin; Rozumowski, Anna, 2021. Sorry I am still learning: Active expectation management of chatbots [Paper]. In: Kommers, Piet; Isaías, Pedro, Hrsg., Proceedings of the 19th International Conference e-Society 2021.ES 2021: 19th International Conference e-Society 2021, Virtual, 3-5 March 2021. S. 275-278. Available at: https://www.esociety-conf.org/wp-content/uploads/2021/03/02_202101C036.pdf
• Rozumowski, Anna; Rellstab, Rolf; Klaas, Michael, 2019. Human vs chatbot: Who is perceived as more trustworthy? [Paper]. In: Chian-Son, Yu; Chien-kuo, Li; Ta-Wei, Hung, Hrsg., e-CASE & e-Tech 2019 Proceedings. e-CASE & e-Tech 2019, Fukuoka, Japan, 1-3 April 2019.Japan: Chulalongkorn University. S. 45-57.

Further Publications

• Müller, Steffen; Klaas, Michael; Collenberg, Anja; Rozumowski, Anna; Lenggenhager, Vera Nina,2020.- Marketing Analytics Studie: Einsatz von Marketing Analytics und Artificial Intelligence in Schweizer Unternehmen. Winterthur: ZHAW Zürcher Hochschule für Angewandte Wissenschaften. Available at: https://doi.org/10.21256/zhaw-20910
• Rozumowski, Anna; Beurer-Züllig, Bettina; Hari, Jürg J., 2019. How gender influences trust assessments in sales negotiations [Paper]. In: 10th FINT Workshop on "Trust Within and Between Organizations", St. Gallen, 9-11 January 2019. First International Network on Trust (FINT).
• Rozumowski, Anna; Hari, Jürg J.; Dermody, Janine, 2017. Warmth and competence: how to become a trustworthy "Lovable Star" in business [Paper]. In: The 50th Academy of Marketing Conference, Hull, United Kingdom, 3-6 July 2017. Academy of Marketing

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• ResearchGate