Prof. Dr. Welf Weiger

Academic education

since 12/2016 Assistant Professor at the Chair of Marketing and Innovation Management, Georg-August-University of Göttingen
10/2010 - 12/2016 Research Assistant at the Chair of Marketing and Innovation Management, Georg-August-University of Göttingen.
Diploma thesis Performance effects of salaries in sports: An empirical analysis of the impact of payment structures on athletic and corporate success
09/2003 - 05/2010 Studies of economic sciences at the University of Mannheim.
Focus: Marketing; E-Business and Distribution Systems; Statistics / Econometrics.
06/2009 - 08/2009 Study abroad at the Boston University (USA)
01/2008 - 06/2008 Study abroad at the University of the West of Scotland (UK), Erasmus program

Professional qualification
10/2007 - 10/2010 SAP AG, Walldorf
Student assistant and web developer in Online Marketing Services
04/2009 - 07/2010 Department of Business Administration and Marketing II , Prof. H. Bauer, University of Mannheim
Student assistant in online support and IT- administration
02/2007 - 08/2007 SAP Deutschland AG & Co KG, Walldorf
Working student in online Marketing
08/2006 - 02/2007 SAP Deutschland AG & Co KG, Walldorf
Internship in online Marketing
01/2004 - 12/2009 Weiger Design GmbH
Project Management


Publications in Refereed Journals

Publications in Refereed Proceedings
  • A Streamer’s Stream: The What and How of Successful Social Live Streaming, in: 2020 AMA Winter Academic Conference Proceedings, San Diego, CA, USA, 2020 (with J. Giertz, M. Törhönen, J. Hamari), forthcoming.
  • Same Same but Different? The Predictive Power of Association Types in Brand Buzz for Investor Returns, in: Proceedings of the International Conference on Information Systems, Munich, Germany, 2019 (with S. Fischer, M. Hammerschmidt)
  • How Marketer-generated Content in Social Media Impacts Sales Along the Sentiment Cycle, in: Proceedings of the 41st ISMS Marketing Science Conference, Rome, Italy, 2019 (with O. Elshiewy and S. Jahn).
  • Quantifying Investor Returns from Brand Buzz: The Interplay of Brand Buzz Aggregation and Dispersion Metrics, in: Marketing Strategy meets Wall Street VI Conference Proceedings, 2019 Fontainebleau, France, 2019 (with S.F. Fischer and M. Hammerschmidt).
  • Another Dark Side of Gamification? How and When Gamified Service Use Triggers Information Disclosure, in: GamiFIN 2019 Conference Proceedings, Levi, Finland, 2019 (with S. Trang).
  • Stand by me: Escaping the webrooming dilemma through integrating product presentation technologies and product reviews, in: AMA Summer Academic Conference Proceedings, Boston, MA, USA, 2018 (with N. Ahrend, M. Hammerschmidt, W. Toporowski)
  • Gamified Services: How Gameful Experiences Drive Customer Commitment, in: GamiFIN 2018 Conference Proceedings, Pori, Finland, p. 75-82, 2018 (with T. Wolf, M. Hammerschmidt)
  • Gamified digital services: How gameful experiences drive continued service usage, in: Proceedings of the Hawaii International Conference on System Sciences, Vol. 51, p. 1187-1196, 2018 (with M. Hammerschmidt, T. Wolf)
  • Antecedents and Outcomes of Sustainable Innovation: A Meta-Analytic Path Model, in: Proceedings of the 77th Annual Meeting of the Academy of Management, Atlanta, USA, 2017 (with M. Hammerschmidt, Th. Jaskolka).
  • Should Marketers Pull the Strings? How to Shape the Impact of Persuasion on Consumer Engagement in Social Media, in: Baker Retailing Center Conference Proceedings, Philadelphia, USA, The Wharton School, 2017 (with M. Hammerschmidt, H. Wetzel).
  • Behavioral Engagement in Social Media: Measurement, Antecedents, and Purchase Consequences, in: Proceedings of the ISMS Marketing Science Conference, Los Angeles, USA, 2017 (with M. Hammerschmidt, W.W. Moe, H.A. Wetzel).
  • Who is Pulling the Strings? The Role of Self-Determination in Shaping User Engagement through Marketer-Generated Content, in: Proceedings of the 24th Recent Advances in Retailing and Consumer Science Conference, European Institute of Retailing and Services Studies (EIRASS), Burnaby/Vancouver, BC, CA , 2017 (with M. Hammerschmidt, H. Wetzel).
  • Signals From the Echoverse ? The Informational Value of Brand Buzz Dispersion, in: AMA Winter Marketing Academic Conference Proceedings, Orlando, FL, USA , 2017 (with S. Fischer, M. Hammerschmidt).
  • Behavioral Engagement in Social Media: Measurement, Drivers and Impact on Purchase Behavior, in: Proceedings of the INFORMS Annual Meeting 2016, Nashville, TN, USA, 2016 (with W. Moe, H. Wetzel, M. Hammerschmidt).
  • Any Chatter Matters: The Effects of Appeals on User Engagement and Brand Equity, in: AMA Winter Marketing Academic Conference Proceedings, Las Vegas, NV, USA , 2016 (with M. Hammerschmidt, H. Wetzel).
  • The Rules of Regulation: Shaping User Engagement through Marketer Generated Content, in: Thought Leaders in Customer Engagement and Customer Relationship Management Conference, 2015, HEC, Paris (with M. Hammerschmidt, H. Wetzel)
  • The Role of Self-determination in Social Media: Assessing its Drivers and its Impact on Content Generation, in: Proceedings of the 42nd EMAC Conference, Istanbul, Turkey, 2013 (with H. Wetzel, M. Hammerschmidt).
  • Self-Determination in Social Media Channels: Antecedents & Impact on Content Generation, in: AMA Winter Educators Conference Proceedings, Las Vegas, NV, USA , 2013 (with H. Wetzel, M. Hammerschmidt).
  • Integration vs. Regulation: What Really Drives User-generated Content in Social Media Channels?, in: AMA Summer Educators Conference Proceedings, Chicago, IL, USA , 2012 (with H. Wetzel, M. Hammerschmidt).
  • Are We All Brand Managers? Understanding The Facets And Drivers Of Brand Democratization, in: Proceedings of the 41st EMAC Conference, Lisbon, Portugal, 2012 (with M. Hammerschmidt, H. Wetzel).

Book Chapters

Practitioner Publications