Stefan Bernritter

Stefan Bernritter is a Senior Lecturer in Marketing at King’s Business School. Before joining King’s, he held positions as Senior Lecturer in Marketing at Goldsmiths, University of London and Assistant Professor of Marketing Communication at the Amsterdam School of Communication Research, University of Amsterdam. He holds a PhD in Marketing Communication from the University of Amsterdam.

Innovative digital technologies and a constantly changing media landscape pose significant opportunities but also challenges for consumers and advertisers. Stefan’s research mainly focusses on consumer-brand interactions in this rapidly changing environment and covers topics such as, among others, Mobile Marketing, Social Media Marketing, and AI in Advertising.

Stefan has published in leading academic journals such as International Journal of Research in Marketing, Journal of Experimental Social Psychology, Journal of Interactive Marketing, Journal of Business Research, European Journal of Marketing, and International Journal of Advertising.

Stefan’s work has been recognized by several awards from the European Advertising Academy, the International Communication Association, the International Journal of Advertising, and The Dutch-Flemish Communication Association.

Selected Publications

Vermeer, S. A., Araujo, T., Bernritter, S. F., & van Noort, G. (2019). Seeing the wood for the trees: How machine learning can help firms in identifying relevant electronic word-of-mouth in social media. International Journal of Research in Marketing, forthcoming. Ketelaar, P. E., Bernritter, S. F., van Woudenberg, T. J., Rozendaal, E., Konig, R. P., Hühn, A. E., ... & Janssen, L. (2018). “Opening” location-based mobile ads: How openness and location congruency of location-based ads weaken negative effects of intrusiveness on brand choice. Journal of Business Research, 91, 277-285.

Bernritter, S. F., van Ooijen, I., & Müller, B. C. (2017). Self-persuasion as marketing technique: the role of consumers’ involvement. European Journal of Marketing, 51(5/6), 1075-1090.

Bernritter, S. F., Verlegh, P. W., & Smit, E. G. (2016). Why nonprofits are easier to endorse on social media: The roles of warmth and brand symbolism. Journal of Interactive Marketing, 33, 27-42.