Dr. Ulrike Gretzel is currently the Director of Research at Netnografica, an innovative market research company that provides actionable insights by extracting meaning from online conversations.
Before joining Netnografica, Dr. Gretzel was a Visiting Professor of Professional Practice at the Annenberg School for Communication and Journalism, University of Southern California. Her previous academic appointments include Professor, UQ Business School, University of Queensland, Associate Professor of Marketing, University of Wollongong, and Associate Professor of Tourism, Texas A&M University. She has also taught social media and research-related courses at Colorado State University, Hong Kong Polytechnic University, IULM in Milan, Italy and MODUL University in Vienna, Austria. She received her Ph.D. in Communications from the University of Illinois at Urbana-Champaign and holds a master’s degree in International Business from the Vienna University of Economics and Business.
Her research focuses on persuasion in human-technology interactions with an emphasis on credibility perceptions, information search and processing, electronic decision aids, smart technologies, online and social media marketing, adoption and use of technologies, as well as non-adoption and digital detox. Her research has explored diverse topics such as the detection of fake TripAdvisor reviews, the creation of persuasive interfaces for mobile apps, the phenomenon of selfie-taking, and humor co-creation in Chinese social media conversations.