Francesca Sotgiu

DIGITAL

Digital Media: Social Media

From Washing to Hushing: Brand Ecosystem Positioning Strategies and Their Impact on Social Media Engagement (Liadeli, G., Sotgiu, F., Verlegh, P.) Actions inconsistent with a brand’s social media positioning erode consumer trust and engagement (think “greenwashing”), but failure to communicate on important subjects— “hushing”—can also be harmful. While consistency matters, consumers appreciate it when a brand comments on relevant societal issues, even if these are not (yet) part of its core mission.

  • Computing grant eInfrastructure at SurfSara (EINF-5534)
  • Recipient of the MSI & JPP&M research grant (2022; $4000)
Knowledge Influencers
Influencer Marketing
Diversity in Top Management: Exploring Gender Differences across Social Media Communication
In Your Face: The Persuasive and Contagious Effect of Faces in Social Media Ads
Real-time Marketing at Play: Engagement Effects of Joining Another Brand’s Social Media Conversations

eWOM

Trust and Online Reviews
Marketeers’ Manipulated eWOM

Published Work

Liadeli, G., Sotgiu, F., Verlegh, P., (2024) “Brands on Social Media: A Meta-Synthesis on the Effectiveness of Owned Social Media,” Journal of Marketing, 87(3), 406-427.

🏆Finalist AMS Best Paper Award (2025).
🏆ABRI Best Paper Award (2024).
🏆In the top 5% of all research outputs scored by Altmetric.

Babic Rosario, A., Sotgiu, F., De Valck, K., and Bijmolt, T., (2016) ” The Effect of Electronic Word of Mouth on Sales: A Meta-Analytic Review of Platform, Product, and Metric Factors,” Journal of Marketing Research, (June), 296-318.

🏆Finalist AMS Best Paper Award (2025).
🏆ABRI Best Paper Award (2024).
🏆In the top 5% of all research outputs scored by Altmetric.

Bernritter, S., Verlegh, P., Schartman, N., Gruber, V., Sotgiu, F., (2021) “Don’t Worry, We are Here for You”:  Brands as External Source of Control During the COVID-19 Pandemic,” Journal of Advertising, 50(3), 262-270.
Babic Rosario, A., De Valck, K., and Sotgiu, F., (2020) “Conceptualizing the Electronic Word-of-mouth Process: What We Know and Need to Know about eWOM Creation, Exposure, and Evaluation,” Journal of the Academy of Marketing Science, 48 (3), 422-448.

🏆Good Attention Score compared to outputs of the same age (67th percentile).

Sotgiu, F., and Gielens, K., (2015), “Suppliers Caught In Supermarket Price Wars: Victims or Victors?,” Journal of Marketing Research, (December), 784-800.
Krafft, M., Goetz, O., Mantrala, M., Sotgiu, F., and Tillmanns, S., (2015) “The Evolution of Marketing Channel Research Domains and Methodologies: An Integrative Review and Future Directions,” Journal of Retailing, 91 (4), 569-585.
Sotgiu, F. (2010) Not All Promotions are Made Equal: From the effects of a price war to cross-chain cannibalization. ERIM, Rotterdam. ISBN 978-90-5892-238-0.
Sotgiu, F. and Ancarani, F., (2004), “Exploiting the Opportunities of Internet and Multi-Channel Pricing: An Exploratory Research,” Journal of Product and Brand Management, 13 (2-3), 125-36.

© 2025 Francescasotgiu

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