Verena Barbara Schoenmueller

I am an Assistant Professor at Bocconi University. I am interested in the topic of user-generated content (UGC), and specifically, in how the content of UGC is formed, its impact on consumer behavior and sales, and finally how UGC can be used as a marketing research tool. Before joining Bocconi, I was a visiting postdoctoral fellow in Marketing at Columbia University's Graduate School of Business. I hold a PhD in Marketing from the University of Basel.

Assistant Professor
Research interests

Digital and Social Media Marketing, Social Networks, User Generated Content, Online Ratings, and Machine Learning.

Working papers
Schoenmueller, Verena; Netzer, Oded; Stahl, Florian
Polarized America: From Political Partisanship to Preference Partisanship
Marketing Science
Schoenmueller, Verena; Johar, Gita; Blanchard, Simon
Identifying and Predicting Fake-news Sharers: Beyond Demographics and Ideology
Schoenmueller, Verena; Libai, Barak; Kogan, Shimon
The Rise and Fall of Influencers: Evidence from Social Trading
Schoenmueller, Verena; Karlinsky, Yael
The Oracles of Online Reviews
Selected Publications