Curriculum Vitae:

Academic Career

Honours and Awards:

• University of Passau: Sparkasse-Award for Best Master Thesis in International Cultural and Business Studies (2013)
• Alfried Krupp von Bohlen und Halbach Foundation: Alfried Krupp Pupil Scholarship for Internships Abroad in the International Department of the German-Italian Chamber of Foreign Trades Milan, Italy (2006)

Fields of Research:

Behavioural Marketing and Consumer Research

• Emotions, Marketing, and Social Media
• Measuring Consumer Emotions
• Conspicuous Consumption
• Convenience Orientation

Publications:

• Siepmann (geb. Scheiben), Carolin; Holthoff, Lisa Carola; Kowalczuk, Pascal: Conspicuous consumption of luxury experiences - An experimental investigation of status perceptions on social media. In: Journal of Product & Brand Management (2021). doi:10.1108/JPBM-08-2020-3047Full textCitationAbstractDetails

  Purpose

  As luxury goods are losing their importance for demonstrating status, wealth or power to others, individuals are searching for alternative status symbols. Recently, individuals have increasingly used conspicuous consumption and displays of experiences on social media to obtain affirmation. This study aims to analyze the effects of luxury and nonluxury experiences, as well as traditional luxury goods on status- and nonstatus-related dimensions.

  Design/methodology/approach

  After presenting the theoretical foundation, the authors conduct a study with 599 participants to compare status perceptions elicited by the conspicuous consumption of luxury goods, luxury experiences and nonluxury experiences. The authors investigate whether experiences that are visibly consumed on Instagram are replacing traditional luxury goods as the most important status symbols. Furthermore, the authors examine the effects of the content shown on nonstatus-related dimensions and analyze whether status perceptions differ between female and male social media communicators. Finally, the authors analyze how personal characteristics (self-esteem, self-actualization and materialism) influence the status perceptions of others on social media.

  Findings

  The results show that luxury goods are still the most important means of displaying status. However, especially for women, luxury experiences are also associated with a high level of social status. Thus, the results imply important gender differences in the perceptions of status- and nonstatus-related dimensions. Furthermore, the findings indicate that, in particular, the individual characteristics of self-actualization and materialism affect status perceptions depending on the posted content.

  Originality/value

  While the research has already considered some alternative forms of conspicuous consumption, little attention has been given to experiences as status symbols. However, with their growing importance as substitutes for luxury goods and the rise of social media, the desire to conspicuously consume experiences is increasing. The authors address this gap in the literature by focusing on the conspicuous display of luxury and nonluxury experiences on social media.

• Weimar, Daniel; Holthoff, Lisa Carola; Biscaia, Rui: A bright spot for a small league - Social media performance in a football league without a COVID-19 lockdown. In: European Sport Management Quarterly (2021). doi:10.1080/16184742.2021.1903527Full textCitationAbstractDetails

  Research question

  Pull effects in attention from smaller leagues towards bigger leagues have been under discussion. Nevertheless, causal empirical evidence on such attention interception is non-existent, and the suspension of sport leagues during the COVID-19 lockdown provides a perfect context for examination. The purpose of this study is to test whether the fan interest towards smaller leagues suffers from the presence of bigger leagues.

  Research methods

  While COVID-19 suspended top professional football worldwide, the Belarus league remained active. We used daily follower statistics (Facebook, Twitter, Instagram, Youtube) three month before, during, and three months after the lockdown. Since we have these statistics for Belarus clubs as well as for 847 lockdown-affected football clubs (48 first division leagues, Nmax = 142,139), we use a difference-in-differences approach to estimate the effect of the shock caused by the lockdown.

  Results and findings

  Results indicate an increase in social media attention (throughout all social media channels) for Belarus clubs after the worldwide lockdown. A decrease was then observed after the revitalization of worldwide professional football leagues. The growth rates slowed down to an almost before COVID-19 level after the restart of other leagues.

  Implications

  First, keeping a league open during a pandemic boosts consumer/fan attention, which may lead league organizers and club managers to maintain a league open longer than advised by national health authorities. Second, since bigger leagues seem to pull of attention from smaller leagues, they could compensate the smaller leagues (financially or non-financial) for the loss of fan interest.

• Weimar, Daniel; Holthoff, Lisa Carola; Biscaia, Rui: When Sponsorship Causes Anger - Understanding Negative Fan Reactions to Postings on Sports Clubs’ Online Social Media Channels. In: European Sport Management Quarterly (2020). doi:10.1080/16184742.2020.1786593CitationAbstractDetails

  Research question: Fans’ perception that sponsors are a financial need illustrating the increased commercialisation in sports is not always aligned with their view of a club’s culture. This perceived imbalance represents a challenge in the online marketing strategies of sports clubs. When club managers decide on the content of online social media posts/messages related to sponsors, they should be aware of potential fan reactions. Therefore, this study analyses how sponsor-related and other online social media communication of football clubs affect fan reactions.

  Research methods: We analyse Facebook postings (N = 4,603) published by German first division football clubs. After classifying postings regarding their content, we regress ‘Reactions’, ‘Shares’, and ‘Angry’ reactions on the content variable and further covariates. Linear regression models, Poisson regression models, and general dominance statistics are used for exploring variance within the data.

  Results and Findings: Fans react considerably angrier to sponsor-related posts than to other content except for defeat-related postings. Regarding overall reactions and shares, sponsor-related posts perform worst among different contents. In addition, the content of posts is elementary to negative reactions, but of less importance to overall reaction rates.

  Implications: Sports managers and sponsors should be aware of the potential negative shift in reactions when using clubs’ social media channels to share sponsor-related content. We recommend releasing sponsor-related posts as videos on game days to decrease the fraction of negative responses and simultaneously maximise the overall reactions.

• Holthoff, Lisa Carola: The Emoji Sentiment Lexicon - Analysing Consumer Emotions in Social Media Communication. In: 49th Proceedings of the European Marketing Academy. Corvinus University of Budapest, Budapest, Hungary 2020. Full textCitationDetails
• Holthoff, Lisa Carola; Scheiben, Carolin: Conspicuous Consumption of Time: A Replication. In: Journal of Marketing Behavior, Vol 3 (2019) No 4, p. 355-362. doi:10.1561/107.00000055CitationDetails
• Scheiben, Carolin; Holthoff, Lisa Carola: Convenience Orientation in the 21st Century - Qualitative Insights from Interviews with Consumers and Marketing Professionals. In: Qualitative Consumer Research (Review of Marketing Research), Russell W. Belk (ed.), Vol 14 (2017), p. 175-206. doi:10.1108/S1548-643520170000014012Full textCitationDetails
• Holthoff, Lisa Carola: How Do They Feel - Categorial Sentiment Analysis of Emojis For Social Media Communication. In: Moreau, Page; Puntoni, Stefano (Ed.): NA - Advances in Consumer Research. Association for Consumer Research, Duluth, MN 2016, p. 735-735. Full textCitationDetails

Reviewing and consulting activities:

• Ad-Hoc Reviewer for Review of Marketing Research
• Ad-Hoc Reviewer for European Marketing Academy Conference (EMAC) 2016, 2018, 2020
• Ad-Hoc Reviewer for Association for Consumer Research (ACR) North American Conference 2016

Conferences:

• 2018 47th European Marketing Academy (EMAC) Annual Conference (May 29-June 1), Glasgow, UK
• 2016 Association for Consumer Research (ACR) North American Conference (October 27-30), Berlin, Germany
• 2015 44th European Marketing Academy (EMAC) Annual Conference (May 26-29), Leuven, Belgium

Talks:

• Holthoff, Lisa Carola: Emotional Brand Image and Social Media - Monitoring Mood Towards a Brand with Twitter-Data and Emojis, 47th European Marketing Academy (EMAC) Annual Conference (May 29-June 1), 31.05.2018, Glasgow, UK. Details
• Holthoff, Lisa Carola: How Do They Feel - Categorial Sentiment Analysis of Emojis for Social Media Communication, 44th Association for Consumer Research (ACR) North American Conference (October 27-29), 28.10.2016, Berlin, Germany. Details
• Holthoff, Lisa Carola: The Ad Annoyance Process Model - Negative Consumer Emotions and Advertising Effects (Poster), 44th European Marketing Academy (EMAC) Annual Conference (May 26-29), 28.05.2015, Leuven, Belgien. Details
• Holthoff, Lisa Carola: The Ad Annoyance Process Model - Negative Consumer Emotions and Advertising Effects , 28th European Marketing Academy (EMAC) Doctoral Colloquium (May 24-26), 25.05.2015, Leuven, Belgien. Details

Courses:

Current Courses

• Marketing decisions
• Corporate Strategic Planning Situation TOPSIM - General Management II
• Research Seminar Marketing (Advanced Seminar)

Former Courses

• Foundations of marketing
• Tutorial for Foundations of marketing
• B2B-marketing
• Literature colloquium "Recent developments in marketing research"

Memberships:

• European Marketing Academy
• Association for Consumer Research