Caroline Wiertz

Professor of Marketing and Associate Dean for Entrepreneurship at Cass Business School


Cass Business School

Caroline is a Professor of Marketing, the Head of the Marketing Group, and an Associate Dean for Entrepreneurship at Cass Business School.

Caroline’s main research interests lie in the areas of consumer research and new media marketing. She has published in leading academic journals, such as the Journal of Consumer Research, the Journal of the Academy of Marketing Science, the Journal of Service Research, the International Journal of Research in Marketing, the Journal of Interactive Marketing, Psychology & Marketing, and Organization Studies. Her articles have been nominated for and won a number of best paper awards. Caroline is a member of the Editorial Review Board of the Journal of Interactive Marketing and Journal of Business Research and regularly reviews for a number of other journals.

Caroline teaches Marketing on the MSc in Marketing Strategy & Innovation and the Executive MBA. Over the years, she has won many awards for excellence and innovation in teaching and curriculum development.

Caroline is passionate about London's buzzing start-up world and was the co-founder of City Unrulyversity, a pop-up university in the heart of London's Tech City that delivers free sessions to budding entrepreneurs.

She also volunteers as a Trustee of the St Martin-in-the-Fields Charity and its annual BBC Radio 4 Christmas Appeal, which raises money for the homeless in London and people in need across the UK.


  • MSc in International Business, University of Maastricht, The Netherlands
  • PhD in Marketing, University of Maastricht, The Netherlands

Visiting Appointments

  • Visiting Professor, ESCP Europe, Paris Campus, Mar – May 2012
  • Visiting Professor, University of Muenster, Germany, Sep – Dec 2011


International Fellow, Research Unit "How Social Media is Changing Marketing" (University of Hamburg), Apr 2015 – present

Memberships of Professional Organisations

  • American Marketing Association
  • Association for Consumer Research
  • European Academy of Marketing


English (can read, write, speak, understand spoken and peer review), French (can read, write, speak and understand spoken) and German (can read, write, speak, understand spoken and peer review).


Primary Topics

  • Consumer Behaviour
  • Digital Marketing
  • Marketing
  • Services Marketing
  • Social Media


  • advertisinge-commerce
  • film & entertainment
  • internet
  • marketing
  • media

Research Topics

  • The impact of different types of word of mouth on new product adoption Focus on entertainment industry: motion pictures and video games
  • The drivers and dynamics of user-generated media popularity Focus on social video
  • The effectiveness of advertising in social media Focus on Twitter
  • Governance and engagement in online communities
  • Different types of objects and their mutations

Journal Articles (13)

  • Marchand, A., Hennig-Thurau, T. and Wiertz, C. (2017). Not all digital word of mouth is created equal: Understanding the respective impact of consumer reviews and microblogs on new product success. International Journal of Research in Marketing, 34(2), pp. 336–354. doi:10.1016/j.ijresmar.2016.09.003.
  • Gkritzali, A., Lampel, J. and Wiertz, C. (2016). Blame it on Hollywood: The influence of films on Paris as product location. Journal of Business Research, 69(7), pp. 2363–2370. doi:10.1016/j.jbusres.2015.10.005.
  • Hennig-Thurau, T., Wiertz, C. and Feldhaus, F. (2015). Does Twitter matter? The impact of microblogging word of mouth on consumers’ adoption of new movies. Journal of the Academy of Marketing Science, 43(3), pp. 375–394. doi:10.1007/s11747-014-0388-3.
  • Hartmann, B.J., Wiertz, C. and Arnould, E.J. (2015). Exploring consumptive moments of value-creating practice in online community. Psychology and Marketing, 32(3), pp. 319–340. doi:10.1002/mar.20782.
  • Stokburger-Sauer, N.E. and Wiertz, C. (2015). Online consumption communities: An introduction. Psychology and Marketing, 32(3), pp. 235–239. doi:10.1002/mar.20776.
  • Gensler, S., Völckner, F., Liu-Thompkins, Y. and Wiertz, C. (2013). Managing brands in the social media environment. Journal of Interactive Marketing, 27(4), pp. 242–256. doi:10.1016/j.intmar.2013.09.004.
  • Blazevic, V., Wiertz, C., Cotte, J., de Ruyter, K. and Keeling, D.I. (2013). GOSIP in Cyberspace: Conceptualization and Scale Development for General Online Social Interaction Propensity. Journal of Interactive Marketing .
  • Dholakia, U.M., Blazevic, V., Wiertz, C. and Algesheimer, R. (2009). Communal Service Delivery: How Customers Benefit From Participation in Firm-Hosted Virtual P3 Communities. Journal of Service Research, 12(2), pp. 208–226. doi:10.1177/1094670509338618.
  • Paul, M., Hennig-Thurau, T., Gremler, D.D., Gwinner, K.P. and Wiertz, C. (2009). Toward a theory of repeat purchase drivers for consumer services. Journal of the Academy of Marketing Science, 37(2), pp. 215–237. doi:10.1007/s11747-008-0118-9.
  • Mathwick, C., Wiertz, C. and De Ruyter, K. (2008). Social capital production in a virtual P3 community. Journal of Consumer Research, 34(6), pp. 832–849. doi:10.1086/523291.
  • Wiertz, C. and De Ruyter, K. (2007). Beyond the call of duty: Why customers contribute to firm-hosted commercial online communities. Organization Studies, 28(3), pp. 347–376. doi:10.1177/0170840607076003.
  • Wiertz, C., de Ruyter, K., Keen, C. and Streukens, S. (2004). Cooperating for service excellence in multichannel service systems - An empirical assessment. Journal of Business Research, 57(4), pp. 424–436. doi:10.1016/S0148-2963(02)00276-X.
  • Lambrecht, A., Tucker, C.E. and Wiertz, C. Advertising to Early Trend Propagators: Evidence from Twitter. Marketing Science .

Course Directorship

  • 2013 - present, City Unrulyversity, Director
  • 2013 - 2014, MSc in Marketing Strategy and Innovation, Director (co-director)
  • 2015 - present, Entrepreneurship, Associate Dean

Subject/Academic Leadership

  • November 2015 - present, Marketing Group, Subject Group Leader

  • 2014 - 2015, "Delivering Enterprise Education Project" - part of the Research & Enterprise Workstream, Head of the Board

  • 2009 - 2014, Marketing Stream on the MSc in Management, Leader

Editorial Activities (16)

  • Journal of Business Research, Member of Editorial Board, 2016 – present.
  • Journal of Service Research, Referee, 2016 – present.
  • Journal of Interactive Marketing, Member of Editorial Board, 2015 – present.
  • European Journal of Marketing, Referee, 2014 – present.
  • Journal of Marketing Management, Referee, 2014 – present.
  • Psychology & Marketing, Special Editor, 2013 – 2015.
  • Psychology & Marketing, Referee, 2013 – present.
  • Journal of Marketing Communications, Referee, 2012.
  • Consumption, Markets, and Culture, Refereee, 2012 – present.
  • International Journal of Research in Marketing, Referee, 2011 – present.
  • Marketing Letters, Referee, 2011 – present.
  • Marketing Letters, Referee, 2010 – present.
  • Journal of Interactive Marketing, Referee, 2010 – present.
  • Journal of Business Research, Referee, 2008 – present.
  • Long Range Planning, Referee, 2005 – present.
  • Journal of Service Management, Referee, 2004 – 2009.


Courses Taught

Read about executive education

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