Andrea Schlüschen

Short Profile

Andrea is a research associate at HSBA and her research topic is "Celebrity Endorsement in Social Media". She is supervised by Prof. Dr. Goetz Greve and Prof. Dr. Claudia Fantapié Altobelli from the Helmut-schmidt Universität. After her Bachelor of Arts in Business Administration at HSBA, Andrea attained her MBA in Marketing Management at Hof University. She returned to her Alma Mater to work on her dissertation project. 

Andrea contributed one article to the "Encyclopedia of E-Commerce Development, Implementation, and Management". She gave a poster presentation at the European Marketing Academy Conference in 2016 (Oslo) and presented her most recent article at ISMS Marketing Science Conference in 2017 (Los Angeles).


  • Marketing I & II

Research Areas

  • Dissertation Topic: Celebrity Endorsement in Social Media
  • Celebrity Endorsement
  • Customer Engagement
  • Online Advertising


Book chapters

Greve, Goetz and Andrea Schlüschen. 2018. "From Customer Relationship Management to Influencer Relationship Management." In Diverse Methods in Customer Relationship Marketing and Management, ed. by In Lee, . Hershey, Pennsylvania: IGI Press.

Schlüschen, Andrea. 2016. "Celebrity Endorsement in Social Media." In Encyclopedia of E-Commerce Development, Implementation, and Management, ed. by In Lee, 1940-1956. Hershey, PA.

Conference proceedings (refereed)

Schlüschen, Andrea, Greve, Goetz and Fantapie-Altobelli, Claudia . 2016. "Effects of branded celebrity posts on customer engagement in social media." „Marketing in the Age of Data“, Proceedings of the EMAC Conference, Oslo, 24/27.05.2016.