Professor Caroline Wiertz

Deputy Dean and Professor of Marketing

Bayes Business School, Faculty of Management

Contact

Visit Caroline Wiertz

Room BR4051, Bunhill Row

Postal address

Bayes Business School
106 Bunhill Row
London
EC1Y 8TZ
United Kingdom

About

Overview

Professor Caroline Wiertz is Professor of Marketing and Deputy Dean at Bayes Business School (formerly Cass).

Her main research interests lie at the intersection of consumer research and new technologies, particularly digital and social media marketing. Her work is published in leading academic journals, such as the Journal of Consumer Research, Marketing Science, the Journal of the Academy of Marketing Science, and the International Journal of Research in Marketing, among others. Caroline is a member of the Editorial Review Board of the International Journal for Research in Marketing, the Journal of Interactive Marketing, and the Journal of Business Research, and regularly reviews for other journals.

Caroline teaches Critical Thinking on the BSc in Business Management and used to teach Marketing on the MSc in Marketing Strategy & Innovation and the Executive MBA. She also delivers Executive Education and frequently speaks about digital marketing and social media trends to practitioners. Over the years, she has won many awards for excellence and innovation in teaching and curriculum development.

Caroline led the Business School through its name change in 2020/21 and now works to further develop and embed the Bayes brand. As Deputy Dean, her remit includes stakeholder engagement, entrepreneurship, and diversity, equity, and inclusion. Prior to becoming Deputy Dean, she served two terms as Associate Dean for Entrepreneurship and as academic Head of the Marketing Group.

Caroline volunteers as a Trustee of the St Martin-in-the-Fields Charity, and its annual BBC Radio 4 Christmas Appeal, which raises money for people experiencing or at risk of homelessness across the UK. She also serves on the Advisory Council of F4S, an educational charity that works to improve the employment chances of young people.

Qualifications

  • PhD in Marketing, Maastricht University, The Netherlands, Sep 2024 – Dec 2005
  • MSc in International Business, Maastricht University, The Netherlands, Sep 1996 – Aug 2000

Visiting appointments

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

Fellowships

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

Memberships of professional organisations

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

Languages

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

Expertise

Primary topics

  • Consumer Behaviour
  • Digital Marketing
  • Marketing
  • Social Media

Industries

  • advertising
  • e-commerce
  • film & entertainment
  • internet
  • marketing
  • media

Research

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

Research students

1st supervisor

  • Adi Ghosh, Research Student

Mario Campana

Attendance: Sep 2010 – Feb 2015, full-time

Thesis title: When Social Innovations Counterperform: The Case of Complementary Currencies

Role: 1st Supervisor

Alkmini Gritzali

Attendance: Sep 2009 – May 2014, full-time

Thesis title: A Dynamic Perspective of the Influence of Key Cultural Events on the Evolution of Product Categories

Role: 2nd Supervisor

Adnan Zahid

Attendance: Sep 2008 – Jul 2010, full-time

Thesis title: Subcultures of Acculturation: The case of working class second generation Pakistani youth

Role: 2nd Supervisor

Christine Larbig

Attendance: Sep 2006 – Sep 2011, full-time

Thesis title: Customer involvement in Service Innovation

Role: 2nd Supervisor

Publications

  1. Banerjee, A., Ries, J.M. and Wiertz, C. (2020). The impact of social media signals on supplier selection: insights from two experiments. International Journal of Operations & Production Management, 40(5), pp. 531–552. doi:10.1108/ijopm-05-2019-0413.

    [publisher’s website]

Conference papers and proceedings (12)

  1. Robinson, T., Babic-Rosario, A. and Wiertz, C. (2019). Trust and Risk in Robot Services - Temporality in Technology Acceptance. 48th EMAC Annual Conference 28-31 May, University of Hamburg.
  2. Robinson, T., Babic-Rosario, A. and Wiertz, C. (2019). Pre-Consumption of Service Robots: The Role of Narrated Assemblages in Experiential Control. 10TH EIASM INTERPRETIVE CONSUMER RESEARCH WORKSHOP 9-10 May, Lyon, France.
  3. Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2016). Money as a Tool for Innovation. Consumer Culture Theory Conference 6-9 July, Lille, France.
  4. Campana, M., Wiertz, C., Feiereisen, S. and Bardhi, F. (2014). Counterperformativity of Alternative Exchange Systems, Poster presentation. Consumer Culture Theory Conference Helsinki, Finland.
  5. Hennig-Thurau, T., Wiertz, C., Bohnenkamp, M. and Paul, M. (2013). What Drives Consumption and Engagement on Online Media-Sharing Platforms? An Investigation of YouTube. 2013 AMA Winter Marketing Educators' Conference 15-17 February, Las Vegas, US.
  6. Campana, M., Wiertz, C. and Feiereisen, S. (2013). Ideology and Alternative Market Systems: The Case of Complementary Currencies. Conference - EPIC - Ethnographic Praxis in Industry Conference London, UK.
  7. Bohnenkamp, B., Wiertz, C. and Hennig-Thurau, T. (2012). Consuming 'media trash': When "bad" becomes "good". Association for Consumer Research Conference October, Vancouver.
  8. Wiertz, C., Hartmann, B. and Arnould, E. (2011). Practice Consumption and Value Creation: Advancing the Practice Theoretical Ontology of Consumption Community. 39th Annual Association for Consumer Research Conference St. Louis, MO, USA.
  9. Wiertz, C. and Hennig Thurau, T. (2010). The Twitter effect: Investigating the impact of real-time electronic word-of-mouth on the success of short life cycle products. 39th EMAC Annual Conference 2010 1-4 June, Copenhagen, Denmark.
  10. Wiertz, C., Mathwick, C., de Ruyter, K. and Dellaert, B. (2009). A Balancing Act: Governance in a Virtual P3 Community. The Association for Consumer Research Annual North American Conference Pittsburgh, PA, USA.
  11. Wiertz, C. (2008). If You Love Something, Set It Free? Insights Into The "Empowered" Customer. Marketing Congress - Community Marketing Eindhoven, The Netherlands.
  12. Wiertz, C., de Ruyter, K., Dellaert, B. and Mathwick, C. (2005). The Drivers and Marketing Implications of Community Citizenship Behavior in Virtual Communities for Service Delivery. 14th AMA Frontiers in Services Conference 6-9 October, Tempe, AZ, USA.

Journal articles (19)

  1. Ghosh, A., Acar, O.A., Banerjee, A. and Wiertz, C. (2023). Moving towards people-centred healthcare systems: Using discrete choice experiments to improve leadership decision making. BMJ Leader, 7(4), pp. 294–297. doi:10.1136/leader-2022-000727.

    [publisher’s website]

  2. Spicer, A., Jaser, Z. and Wiertz, C. (2021). The Future of the Business School: Finding Hope in Alternative Pasts. Academy of Management Learning & Education, 20(3), pp. 459–466. doi:10.5465/amle.2021.0275.

    [publisher’s website]

  3. Lambrecht, A., Tucker, C. and Wiertz, C. (2018). Advertising to Early Trend Propagators: Evidence from Twitter. Marketing Science, 37(2), pp. 177–199. doi:10.1287/mksc.2017.1062.

    [publisher’s website]

  4. 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.

    [publisher’s website]

  5. 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.

    [publisher’s website]

  6. 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.

    [publisher’s website]

  7. Stokburger‐Sauer, N.E. and Wiertz, C. (2015). Online Consumption Communities: An Introduction. Psychology & Marketing, 32(3), pp. 235–239. doi:10.1002/mar.20776.

    [publisher’s website]

  8. Hartmann, B.J., Wiertz, C. and Arnould, E.J. (2015). Exploring Consumptive Moments of Value‐Creating Practice in Online Community. Psychology & Marketing, 32(3), pp. 319–340. doi:10.1002/mar.20782.

    [publisher’s website]

  9. Blazevic, V., Wiertz, C., Cotte, J., De Ruyter, K. and Keeling, D.I. (2014). GOSIP in cyberspace: Conceptualization and scale development for general online social interaction propensity. Journal of Interactive Marketing, 28(2), pp. 87–100. doi:10.1016/j.intmar.2013.09.003.
  10. 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.
  11. 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.

    [publisher’s website]

  12. Blazevic, V., Wiertz, C., Cotte, J. and De Ruyter, K. (2011). Conceptualization and Scale Development of Online Interaction Propensity. Journal of Interactive Marketing.
  13. 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.
  14. 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.
  15. Mathwick, C., Wiertz, C. and Ruyter, K.D. (2008). Social Capital Production in a Virtual P3 Community. Journal of Consumer Research, 34(6), pp. 832–849.
  16. 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.
  17. 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.
  18. 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.
  19. Dickinson, , Desiata, A., Fitzpatrick, J.H. and Hohlfeld, K. (2001). Comments on Stephen Ross's Paper on "Financial Regulation for the New Millennium". Geneva Papers on Risk and Insurance - Issues and Practice, 26(1), pp. 19–22. doi:10.2307/41954371.

Reports (3)

  1. Wiertz, C., Banerjee, A., Acar, O. and Ghosh, A. (2020). Predicted Adoption Rates of Contact Tracing App Configurations - Insights from a choice-based conjoint study with a representative sample of the UK population. London.
  2. Dieckmann, A., Buder, F., Manewitsch, V., Dietrich, H., Wiertz, C., Banerjee, A. … Ghosh, A. (2020). Corona-Contact-Tracing-Apps: Zwischen Kooperationsbereitschaft und der Angst vor Big Brother. Nürnberg Institut für Marktentscheidungen e.V..
  3. Wiertz, C., Lambrecht, A. and Tucker, C. (2014). Should You Target Early Trend Propagators? Evidence from Twitter. Marketing Science Institute.

Scholarly edition

  1. Wiertz, C., Ruyter, K.D. and Streukens, S. (2003). Cooperating For Service Excellence In Multi-Channel Service Systems: An Empirical Assessment.

Education

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

Professional activities

Editorial activity (16)

  1. Journal of Business Research, Member of Editorial Board, 2016 – present.
  2. Journal of Service Research, Referee, 2016 – present.
  3. Journal of Interactive Marketing, Member of Editorial Board, 2015 – present.
  4. European Journal of Marketing, Referee, 2014 – present.
  5. Journal of Marketing Management, Referee, 2014 – present.
  6. Psychology & Marketing, Special Editor, 2013 – 2015.
  7. Psychology & Marketing, Referee, 2013 – present.
  8. Journal of Marketing Communications, Referee, 2012.
  9. Consumption, Markets, and Culture, Refereee, 2012 – present.
  10. International Journal of Research in Marketing, Referee, 2011 – present.
  11. Marketing Letters, Referee, 2011 – present.
  12. Marketing Letters, Referee, 2010 – present.
  13. Journal of Interactive Marketing, Referee, 2010 – present.
  14. Journal of Business Research, Referee, 2008 – present.
  15. Long Range Planning, Referee, 2005 – present.
  16. Journal of Service Management, Referee, 2004 – 2009.

Events/conferences (32)

  1. Track Chair for Social Media Marketing, 46th European Academy of Marketing Conference. (Conference) Groningen, The Netherlands (2017). Session/Day Chair.
  2. Special sessions track chair for Social Media Marketing at the 2016 American Marketing Association Winter Educators' Conference. (Conference) Las Vegas, USA (2016). Session/Day Chair.
  3. 2016 Consumer Culture Theory Conference. (Conference) Lille, France (2016). Invited speaker.
    Paper: Money as a Tool for Innovation
    Author: Campana M.
    Co-authors: Wiertz, C., Feiereisen, S., and Bardhi, F.
  4. 2016 AMA Winter Educators’ Conference. (Conference) Las Vegas, USA (2016). Invited speaker.
    Paper: On the Sense and Nonsense of Measurement in Social Media Marketing
    Author: Wiertz C
  5. 44th European Marketing Academy Conference. (Conference) Leuven, Belgium (2015). Invited speaker.
    Paper: Should You Target Early Trend Propagators? Evidence from Twitter
    Author: Lambrecht A.
    Co-authors: Tucker, C., and Wiertz, C.
  6. Track Chair for Consumer Behaviour, 42nd European Academy of Marketing Conference. (Conference) Istanbul/Turkey (2013). Session/Day Chair.
  7. EPIC - Ethnographic Praxis in Industry Conference. (Conference) London/UK (2013).
    Paper: Ideology and Alternative Market Systems: The Case of Complementary Currencies
    Author: Campana M,
    Co-authors: Wiertz, C; and Feiereisen, S
  8. 42nd European Academy of Marketing Conference. (Conference) Istanbul, Turkey (2013).
    Paper: Consuming Media “Trash” - When “Bad” Can Be “Good”
    Author: Bohnenkamp B,
    Co-authors: Wiertz, C; and Hennig-Thurau, T
  9. 2013 AMA Winter Marketing Educators' Conference. (Conference) Las Vegas (2013).
    Paper: What Drives Consumption and Engagement on Online Media-Sharing Platforms? An Investigation of YouTube
    Author: Hennig-Thurau T
    Co-authors: Wiertz, C, Bohnenkamp, B, and Paul, M.
  10. Social Media Thought Leader Summit. (Conference) Munich, Germany (2012).
    Paper: Managing Brands in the Social Media Environment
    Author: Gensler S
    Co-authors: Liu-Thompkins, Y, Voelckner, F, and Wiertz, C (alphabetical order)
  11. 40th Annual Association for Consumer Research Conference. (Conference) Vancouver, CA (2012). Invited speaker.
    Paper: Consuming Media Trash: When "Bad" can be "Good"
    Author: Bohnenkamp B
    Co-authors: Wiertz, C; and Hennig-Thurau, T.
  12. 39th Annual Association for Consumer Research Conference. (Conference) St. Louis, MO, USA (2011). Invited speaker.
    Paper: Practice Consumption and Value Creation: Advancing the Practice Theroetical Ontology of Consumption Community
    Author: Hartmann B
    Co-authors: Wiertz, C; and Arnould E
  13. 6th Consumer Culture Theory Conference. (Conference) Evanston, IL, USA (2011). Invited speaker.
    Paper: Consuming Community Practices: Insights from an Online European Gardening Community
    Author: Wiertz C.
    Co-authors: Hartmann, B; and Arnould, E
  14. 39th European Academy of Marketing Conference. (Conference) Copenhagen, Denmark (2010). Invited speaker.
    Paper: The Twitter effect: Investigating the impact of real-time electronic word-of-mouth on the success of short life cycle products
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T
  15. 32nd INFORMS Marketing Science Conference. (Conference) Cologne, Germany (2010). Invited speaker.
    Paper: The “Twitter effect”: Investigating the impact of real-time electronic word-of-mouth on the success of short life cycle products
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T
  16. The Association for Consumer Research Annual North American Conference. (Conference) Pittsburgh, PA, USA (2009). Invited speaker.
    Paper: A Balancing Act: Governance in a Virtual P3 Community
    Author: Wiertz C
    Co-authors: Mathwick, C, de Ruyter, K, and Dellaert, B
  17. 31st INFORMS Marketing Science Conference. (Conference) Ann Arbor, MI, US (2009). Invited speaker.
    Paper: Demystifying the Tube: An Analysis of the Drivers of User-Generated Online Video Consumption
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T, Bohnenkamp, B, and Paul, M
  18. The Information Society Network - Regulatory Norms and Business Practice in Virtual Worlds. (Workshop) University of Exeter, UK (2008). Invited speaker.
    Paper: Governance Issues in Firm-Hosted Virtual P3 Communities
    Author: Wiertz C
    Co-authors: Mathwick, C, de Ruyter, K, and Deallert, B.G.
  19. Marketing Congress - Community Marketing. (Conference) Eindhoven, The Netherlands (2008). Invited speaker.
    Paper: If You Love Something, Set It Free? Insights Into The "Empowered" Customer
    Author: Wiertz C
  20. London SoTL (Scholarship of Teaching and Learning) Conference. (Conference) London (2008). Invited speaker.
    Paper: High-Engagement Learning in Business Education
    Author: Wiertz C
    Co-authors: Holtham, C and Palmer P
  21. 37th European Academy of Marketing Conference. (Conference) Brighton, UK (2008). Invited speaker.
    Paper: Broadcast Yourself: Investing Success Factors of User-Generated Online Videos
    Author: Wiertz C
    Co-authors: Hennig-Thurau, T
  22. 17th AMA Frontiers in Services Conferenc. (Conference) College Park, MD, US (2008).
    Paper: If You Love Something, Set It Free? Governance Issues in Firm-Hosted Online Peer-to-Peer Problem Solving Communities
    Author: Wiertz C
    Co-authors: Mathwick, C, de Ruyter, K, and Dellaert, B
  23. 16th Annual AMA Frontiers in Service Conference. (Conference) San Francisco, CA, USA (2007).
    Paper: The Impact of Knowledge Creation and Community Design Features on Participation in Customer Communities for Service Support
    Author: Blazevic V
    Co-authors: Caroline Wiertz, Utpal Dholakia, Rene Algesheimer
  24. 2006 AMA Summer Marketing Educators' Conference. (Conference) Chicago, IL, USA (2006).
    Paper: Toward a Means-End Theory of Service Relationships: Linking Relationship-Driving Benefits with Service Attributes and Motivational Values
    Author: Paul M
    Co-authors: Thorsten Hennig-Thurau, Dwayne Gremler, Kevin Gwinner, Caroline Wiertz
  25. 34th European Marketing Academy Conference. (Conference) Milan, Italy (2005).
    Paper: Online Interaction Propensity: Conceptual foundations and scale development
    Author: Wiertz Caroline
    Co-authors: Vera Blazevic, June Cotte
  26. 2005 AMA Summer Marketing Educators' Conference. (Conference) San Francisco, CA, USA (2005).
    Paper: Reactions to Online Interactions: Conceptualization and Scale Development of Online Interaction Propensity
    Author: Wiertz C
    Co-authors: Vera Blazevic, June Cotte
  27. 14th AMA Frontiers in Services Conference. (Conference) Tempe, AZ, USA (2005).
    Paper: The Drivers and Marketing Implications of Community Citizenship Behavior in Virtual Communities for Service Delivery
    Author: Wiertz C
    Co-authors: Benedict Dellaert, Ko de Ruyter, Charla Mathwick
  28. 14th AMA Frontiers in Services Conference. (Conference) Tempe, AZ, USA (2005).
    Paper: Online Technical Support Communities: A Tool to Reduce Costs while Enhancing the Online Service Experience
    Author: Wiertz C
    Co-authors: Charla Mathwick, Ko de Ruyter
  29. 33rd European Marketing Academy Conference. (Conference) Murcia, Spain (2004).
    Paper: Moving the Brand Community Online: Assessing the Modering Effect of Brand Enthusiasm on Value Formation
    Author: Wiertz C
    Co-authors: Charla Mathwick, Ko de Ruyter
  30. 10th Recent Advances in Retailing & Services Science Conference. (Conference) Portland, OR, USA (2003).
    Paper: From 'Self-Solve' to 'Peer-Solve:' Informational and Social Support in OnlineTechnical Support Communities
    Author: Wiertz C
    Co-authors: Ko de Ruyter
  31. 31st European Marketing Academy Conference. (Conference) Braga, Portugal (2002).
    Paper: Virtual Communties for Service Delivery: Transferring the Notion of Pro-Social Behavior from 'Place' to 'Space'
    Author: Wiertz C
    Co-authors: Ko de Ruyter
  32. 11th AMA Frontiers in Services Conference. (Conference) Maastricht, The Netherlands (2002).
    Paper: The Drivers of Citizenship Behavior in Commercial Virtual Communities
    Author: Wiertz C
    Co-authors: Ko de Ruyter

Media appearances (30)

  1. City Unrulyversity: a pop-up education. (2013) The Guardian (newspaper).
  2. (2013) The Financial Times (newspaper).
  3. The rise of digital marketing. (2013) The Independent (newspaper).
  4. Pop along for an education. (2013) The Independant (newspaper).
  5. When Twitter makes its nest. (2012) Ecommerce mag.
  6. Social cinema, a front row seat for everyone. (2012) Brand E.
  7. Der Twitter - Effekt. (2012) www.fr-online.de (website).
  8. Der Twitter-Effekt. (2012) www.berliner-zeitung.de (website).
  9. Twitter und Facebook entscheiden uber Erfolg von Kinofimen. (2012) www.speilgel.de (website).
  10. Wie Social Media die Kinobranche umkrempelt. (2012) www.wiwo.de (website).
  11. John Carter und der Twitter Effekt. (2012) Handelsblatt (magazine).
  12. L'effet Twitter bouscule l'industrie du cinema. (2012) Strategies.
  13. Twitter peut impacter votre business. (2012) www.e-marketing.fr (website).
  14. Twitter peut impacter votre business. (2012) www.ecommercmagt.fr (website).
  15. Twitter peut impacter votre business. (2012) www.chefdentreprise.com (website).
  16. Industrie du cinŽma: Analyse du ""Twitter Effect"" sur le succ�s des films produits par Hollywood. (2012) www.labourseetlavie.com (website).
  17. Hollywood turns to tweet analysis. (2012) www.ft.com (website).
  18. LATEST BUSINESS BULLETIN - Film industry shows how tweets influence box office returns. (2012) France24.
  19. (2011) France24.
  20. (2011) France24.
  21. Las Redes Sociales ofrecen una vision mas precisa del consumidor. (2011) www.cronista.com (website).
  22. Hollywood turns to tweet amalysis. (2010) Finanancial Times (newspaper).
  23. Consumers key to making business greener. (2008) www.europeanvoice.com (website).
  24. (2008) The Independent (newspaper).
  25. Open Season on the web. (2008) The Independent (newspaper).
  26. Open season on the web. (2008) www.independent.co.uk (website).
  27. (2007) www.thirdsector.co.uk (website).
  28. Paradox of the online treasure box. (2007) Gulf News.
  29. It's a total paradox . . . an absolute treasure box. (2007) Financial Times (newspaper).
  30. MySpace, YourSpace: we're all part of the onine business community now. (2007) Times (newspaper).