The Conversation

Tom van Laer

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21

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Senior Lecturer in Marketing, City, University of London

I am Senior Lecturer in Marketing at Cass Business School, University of London, UK. I study storytelling, narrative persuasion, and social media. My research is published in premier and leading academic journals, including the Journal of Consumer Research, Journal of Management Information Systems, International Journal of Research in Marketing, Journal of Business Ethics, Journal of Interactive Marketing, et cetera. My work has been covered by the BBC, Newsweek, Daily Mail, Daily Telegraph, the Independent, Financial Times, the Sydney Morning Herald, and national TV and radio stations in Austria, Australia, Germany, and the Netherlands, among other news outlets. Occasionally, I advise the European Commission.

Previously, I was Assistant Professor at ESCP Europe Business School and a visiting scholar at the Universities of Sydney and New South Wales in Australia. I hold a doctorate in marketing (PhD) from Maastricht University, the Netherlands. Though I have won awards for my academic research, teaching, and media exposure, I count winning my high school's story recital competition in 1995 as my most impressive accomplishment.

Experience

  • 2015–present
    Senior Lecturer in Marketing, Cass Business School, University of London
  • 2015–present
    Admissions Tutor, Cass Business School, University of London
  • 2014–2016
    Visiting Scholar, University of Sydney
  • 2011–2015
    Assistant Professor, ESCP Europe Business School
  • 2010–2011
    Visiting Scholar, University of New South Wales

Education

  • 2011 
    Maastricht University, Doctorate in Marketing (PhD)

Publications

  • 2017
    Need for narrative, Journal of Marketing Management
  • 2017
    Assessing the effect of narrative transportation, portrayed action, and photographic style on the likelihood to comment on posted selfies, European Journal of Marketing
  • 2017
    The seven stages of the digital marketing cycle, Digital Marketing: Concept, Theory, and Practice
  • 2016
    Narrative consumption in a digital world, Advances in Consumer Research
  • 2016
    Script for science fiction, Calabash Cadencé Taisgeadan
  • 2016
    Untangling a web of lies: Exploring automated detection of deception in computer-mediated communication, Journal of Management Information Systems
  • 2016
    Brand story-making and digital conversations, Advances in Consumer Research
  • 2016
    How word-of-mouth influences the storyteller: Does the effect replicate in China?, Advances in Consumer Research
  • 2014
    It’s the social, stupid! Leveraging the 4C markers of social in online service delivery, Handbook of Service Marketing Research
  • 2014
    The Extended Transportation-Imagery Model: A meta-analysis of the antecedents and consequences of consumers’ narrative transportation, Journal of Consumer Research
  • 2014
    The means to justify the end: Combating cyber harassment in social media, Journal of Business Ethics
  • 2013
    A walk in customers' shoes: How attentional bias modification affects ownership of integrity-violating social media posts, Journal of Interactive Marketing
  • 2012
    In de schoenen van de klant: over de maakbaarheid van verantwoordelijke medewerkers, Ontwikkelingen in het marktonderzoek: Jaarboek MarktOnderzoekAssociatie
  • 2011
    Een betrouwbaar verhaal: hoe te reageren op negatieve blogs van klanten, Ontwikkelingen in het marktonderzoek: Jaarboek MarktOnderzoekAssociatie
  • 2011
    Return of the narrative: Studies on transportation in social media,
  • 2010
    In stories we trust: How narrative apologies provide cover for competitive vulnerability after integrity-violating blog posts, International Journal of Research in Marketing
  • 2007
    The shortage of legal dictionaries translating European languages, Terminology

Grants and Contracts

  • 2017
    Automatic assessment of narrativity and consumer responses in big data
    Role:
    Project leader
    Funding Source:
    Marketing Science Institute

Professional Memberships

  • Association for Consumer Research
  • Australian & New Zealand Marketing Academy

Honours

Cass Business School Academic Staff Prize for outstanding contribution to Teaching and Learning, The Australian & New Zealand Marketing Academy Conference 2014 prize for Best Paper in the Sustainable Marketing Track, Syntec Academic Management Research Award Category Marketing / Decision Sciences, etc.