A.C. (Andreas Christian) Bayerl
Andreas Bayerl is Assistant Professor of Marketing at the Erasmus School of Economics at Erasmus University Rotterdam. He earned a PhD in Quantitative Marketing from University of Mannheim. His research focuses on how people behave and send information in today’s digital world and how information from the digital world influences people. In particular, Andreas studies online reviews and influencer marketing. Usually, his projects follow a mixed-method approach combining observational data, analyses of text and images as well as field and lab studies. His research has been published in the Journal of Marketing, Harvard Business Review, MIT Sloan Management Review and Nature Human Behavior. Andreas teaches in a class about data science and marketing analytics.
Publications
Article (3)
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Academic (2)
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Bayerl, A., Dover, Y., Riemer, H., & Shapira, D. (2024). Gender rating gap in online reviews. Nature Human Behaviour. Advance online publication. https://doi.org/10.1038/s41562-024-02003-6
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Beichert, M., Bayerl, A., Goldenberg, J., & Lanz, A. (Accepted/In press). Revenue Generation through Influencer Marketing. Journal of Marketing, 88(4), 40-63. https://doi.org/10.1177/00222429231217471
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Professional (1)
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Beichert, M., Bayerl, A., Lanz, A., & Goldenberg, J. (2024). When It Comes to Influencers, Smaller Can Be Better: Companies that rely on celebrities with lots of followers are missing out. Harvard Business Review, 2024-September-October, 23-28. Article 4.
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Address
Burgemeester Oudlaan 50
3062 PA Rotterdam
Postbus 1738
3000 DR Rotterdam
Netherlands
