Welf H. Weiger

Welf H. Weiger
Alfaisal University · College of Business

Dr.

About

31
Publications
22,411
Reads
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323
Citations
Additional affiliations
February 2017 - January 2020
Georg-August-Universität Göttingen
Position
  • Professor (Assistant)
October 2010 - March 2016
Georg-August-Universität Göttingen
Position
  • Research Associate

Publications

Publications (31)
Article
Full-text available
Purpose Corporate brands increasingly use influential, high reach human brands (e.g. influencers, celebrities), who have strong parasocial relationships with their followers and audiences, to promote their offerings. However, despite emerging understanding of the benefits arising from human brand-based campaigns, knowledge about their potentially n...
Article
Full-text available
Due to advancements in artificial intelligence, chatbots are often indistinguishable from humans. Regarding the question whether firms should disclose their chatbots' nonhuman identity or not, previous studies find negative consumer reactions to chatbot disclosure. By considering the role of trust and service-related context factors, this study exp...
Conference Paper
Full-text available
Service robots are changing the nature of service delivery in the digital economy. However, frequently occurring service failures represent a great challenge to achieve service robot acceptance. To understand how different service outcomes in interactions with service robots affect usage intentions, this research investigates (1) how users attribut...
Conference Paper
Full-text available
Consumers increasingly rely on chatbots when interacting with firms. This is not only because it is convenient, but also because consumers do not feel judged by these artificial conversational agents. However, when compared to interacting with human employees, interactions with chatbots lack human warmth and sociability. To facilitate these social...
Conference Paper
Full-text available
Chatbots are increasingly able to pose as humans. However, this does not hold true if their identity is explicitly disclosed to users-a practice that will become a legal obligation for many service providers in the imminent future. Previous studies hint at a chatbot disclosure dilemma in that disclosing the non-human identity of chatbots comes at t...
Article
Full-text available
Video content creation by “amateur” private users has taken on professional (i.e. work) characteristics. The emergence of user-centric video sharing services (e.g. YouTube, Twitch, Mixer) has set the scene for the rise of micro-celebrities and influencers making video content creation a valuable source of income. The development of occupational and...
Article
The increasing use of gamification in the digital service landscape has caught the attention of practitioners and marketers alike. Alarmingly, most of the empirical research has attested to the benefits of such gamified service (e.g. apps) use while neglecting to address potential drawbacks. This research suggests that users of gamified apps end up...
Conference Paper
Full-text available
Fueled by recent technological advancements, chatbots are more frequently used in the online customer service landscape. As chatbots are more and more capable to pose as humans, the question for firms arises whether they should disclose their chatbots’ non-human identity or not. While identity disclosure seems to be the intuitive approach as it pro...
Conference Paper
Full-text available
Live Streaming is an emerging form of digital media. It enables real-time content generation and consumption and facilitates synchronous interactions between streamers and their community. Previous literature has neglected how streamers can drive specific outcomes of a live stream. Thus, in this research, the authors introduce communication foci (t...
Article
Full-text available
Brand buzz sentiment - the favorability of public communications about the brand - has become a major source to gauge brand reputation and predict investor returns. In this research, the authors build a prediction model of investor returns by empirically elaborating on its intricate relations with two novel sentiment measures by integrating brand r...
Conference Paper
Full-text available
Brand buzz sentiment–the favorability of public communications about the brand–has become a major source to gauge brand reputation and predict investor returns. In this research, the authors build a prediction model of investor returns by empirically elaborating on its intricate relations with two novel sentiment measures by integrating brand reput...
Chapter
Full-text available
Many engagement metrics have emerged to gauge the effectiveness of content marketing, which relates to disseminating marketer-generated content (MGC) in social media. Such metrics focus on productive and consumptive behaviors in social media. However, when examining the consequences of different MGC characteristics (e.g., informativeness, entertain...
Article
Digital service providers are increasingly “gamifying” their services (i.e., enriching non-game services with game elements) to foster additional user value in terms of specific user experiences. Understanding how such experiences of gamified services influence business outcomes is critical. Drawing on service-dominant logic and self-determination...
Conference Paper
The increasing deployment of gamification in the digital service landscape has caught the attention of practitioners and marketers alike. Alarmingly, most of the empirical research has established bright side effects of gamified service use but neglected potential dark side consequences. As users engage with gamified apps, they might get so involve...
Article
Full-text available
The purpose of this paper is to examine how three generic types of marketer-generated content (affiliative, injunctive and utilitarian content) drive user engagement by considering distinct motivational paths (i.e. autonomous vs controlled motivation for community membership) and the role of users’ preference for intimate (vs broad) social networks...
Conference Paper
Full-text available
Searching product information online but then migrating to stationary stores for purchasing has increased dramatically. This webrooming behavior is a major threat for online pure players. They have no offline stores which could compensate for lost online revenues. To increase purchases in their online shops and to make switching to offline competit...
Conference Paper
Full-text available
Digital service providers are increasingly gamifying their services (i.e., enriching non-game services with game elements) to maintain a loyal customer base. In this research, the authors aim at examining whether gamification actually translates into user behavior that is beneficial for the firm (i.e., customer commitment). In viewing gamification...
Article
Full-text available
Recently, many digital service providers started to gamify their services to promote continued service usage. Although gamification has drawn attention in both practice and research, it remains unclear how users experience gamified services and how these gameful experiences may increase service usage. This research adopts a user-centered perspectiv...
Article
Full-text available
Sustainable innovation has gained enormous attention over the last decade. A multitude of antecedents have been found to drive sustainable innovation. To develop a deeper grasp of its antecedents, this study integrates the institutional theory and the resource-based view of a firm to explain the mechanism how sustainable innovation is facilitated a...
Conference Paper
Full-text available
Marketers increasingly employ persuasive social media content to boost purchases, with advertising tone and calls to action being most prevalent. Although both tactics are effective in driving purchase behavior, research showing reduced social media response to brand posts suggests they could harm individual customers’ engagement in social media. B...
Article
Full-text available
Purpose The proliferation of online brand communities has shifted control over brands from firms to consumers. Demonstrating how marketers can stimulate consumers to use these opportunities and engage with the brand in such communities, the purpose of this paper is to address the effectiveness of normative and utilitarian appeals commonly employed...
Conference Paper
Full-text available
This research addresses the effectiveness of normative and utilitarian appeals for engagement. Specifically, the authors answer the following research questions: (1) Are marketer-generated appeals effective to enhance users’ community engagement? (2) Which context factors leverage or threaten the effectiveness of appeals for triggering community en...
Conference Paper
As brand related user-generated content (UGC) affects firms’ financial performance marketers are getting increasingly interested in identifying drivers of content generation (i.e., the volume of brand-related UGC).This paper provides an understanding of the motivations of content generation in different social media channels - captured by the degre...
Conference Paper
Full-text available
This paper examines the role of self-determination in social media channels. Although research has recognized that the creation of brand related user-generated content (UGC) is an important determinant of firms’ performance, less attention has been given to its motivational and instrumental drivers. We conduct two studies to provide an understandin...
Conference Paper
Full-text available
The purpose of this paper is to provide a conceptual understanding of the brand democratization phenomenon. Broadly defined as the empowerment of the customer in social media channels, brand democratization poses a major challenge for marketing practitioners and scholars. Although marketing research has recently proclaimed the era of brand democrat...

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Projects

Projects (6)
Project
This project explores motivational processes in the context of health goal pursuit. Applications include sports and nutrition.
Project
Brand buzz refers to the entire communications about the brand that emerges from the collective dynamics of anonymous communicators (i.e., private, third-parties, or corporate) across different types of channels (e.g., blogs, forums, social networks). Given that exposure to brand-related communications increasingly occurs through digital media and due to advances in information technology, monitoring brand buzz has received widespread attention. Current research has established metrics such as the volume and the valence of brand buzz as leading firm value cues as they reveal information on the firm's brand equity in addition to and ahead of other proprietary sources. The goal of this research project is to conceptualize and analyze vanguard approaches for predicting firm value by utilizing brand buzz. More specifically, it aims to leverage apects of brand buzz for firm value prediction which are currently neglected in both the empirical literature and management dashboards.