Sabrina Gottschalk is a Lecturer in Marketing at Bayes Business School (formerly Cass), City, University of London. Before joining Bayes, Sabrina worked as Post-Doctoral Researcher at the Marketing Department of Freie Universität Berlin, Germany.
Sabrina’s main research interests revolve around consumer-to-consumer interaction, in particular word-of-mouth and electronic word-of-mouth communication. Her research examines how and why consumers contribute to this form of information exchange, as well as its impacts on consumer perceptions and behaviour. A further research area of interest relates to service failure and brand crises.
At Bayes, Sabrina currently teaches "Marketing Fundamentals" in the MSc in Marketing, Strategy, and Innovation, as well as in the MSc in Management, and "Branding & Advertising" in the BSc in Business Studies.
Sabrina holds a PhD in Marketing and an MSc in Management & Marketing from Freie Universität Berlin, Germany. Prior to her studies in Berlin, Sabrina completed a BSc in Business Studies at Bayes Business School (formerly Cass), City, University of London.
- Consumer Behaviour
- Digital Marketing
- Services Marketing
- Social Media
Journal articles (3)
- Gottschalk, S.A. and Mafael, A. (2017). Cutting Through the Online Review Jungle — Investigating Selective eWOM Processing. Journal of Interactive Marketing, 37, pp. 89–104. doi:10.1016/j.intmar.2016.06.001.
- Mafael, A., Gottschalk, S.A. and Kreis, H. (2016). Examining Biased Assimilation of Brand-related Online Reviews. Journal of Interactive Marketing, 36, pp. 91–106. doi:10.1016/j.intmar.2016.06.002.
- Kreis, H. and Gottschalk, S.A. (2015). Relating eWOM Motives to eWOM Channel Choice — Why Do We Post Where We Do? Schmalenbach Business Review, 67(4), pp. 406–429. doi:10.1007/bf03396927.