Prof Bodo Lang PhD

Contact details

• Ph: +6492136257
  Location: Quadrangle B
  Campus: Albany
• Ph: 027 568 7480

Qualifications

• Doctor of Philosophy - University of Otago (2010)

Certifications and Registrations

• Licence, Mentor Supervisor, Massey University

Research Interests

Due to Bodo’s industry background with global leaders in advertising, market research and management consulting, his research focuses on the intersection of academic rigour and practical relevance. As a result, his research has high impact and is highly cited. Bodo’s research has more than 2400 citations on Google Scholar and his hg index, a measure of research impact, places him in the 97th percentile of marketing Associate Professors at the top universities in Australia, Canada, New Zealand, the UK, and the USA and nearly in the 75% percentile of full marketing Professors. Individually and as part of research teams, Bodo has attracted 25 internal and external research grants with a total value of more than $2.8 Million. Bodo has received four awards for his research.

To date Bodo’s research has been published in a wide range of highly-ranked journals, such as Advances in Consumer Research, Appetite, Australasian Marketing Journal, Food Quality and Preference, International Journal of Bank Marketing, Internet Research, Managing Service Quality, Journal of Advertising, Journal of Business Research, Journal of Consumer Behaviour, Journal of Consumer Marketing, Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior, Journal of Nonprofit & Public Sector Marketing, Journal of Service Management, Journal of Retailing and Consumer Services, and Young Consumers.

His cross-disciplinary research has appeared in journals, such as Asia Pacific Journal of Public Health, New Zealand Medical Journal, and Obesity (SJR Q1 ranked, h index 190). Bodo is a member of the Centre for Addiction Research run by the Faculty of Medical and Health Sciences at the University of Auckland (https://cfar.blogs.auckland.ac.nz/).

Bodo's research is situated in the following areas:

- Marketing communication and advertising, particularly social media influencers and online and offline word of mouth communication (WOM) including through channels such as social media

- Services marketing in contexts such as the sharing economy (e.g,. AirBnB, Uber) and financial services (e.g., banks, insurance companies).

- Marketing for public good, such as research at the interface of marketing and public health (e.g., alcohol, vaping, sugary beverages) and social and sustainable marketing (e.g., food labelling, food waste, gene edited food).

Bodo has received the following awards for his research:

- 2021 - Literati Awards of excellence for Journal of Service Theory and Practice: Best reviewer

- 2015 - winner of the best paper at MAG Scholar conference

- 2011 - winner of the best track paper at ANZMAC conference

- 2004 - finalist for the Journal of Advertising best paper award

Thematics

21st Century Citizenship, Resource Development and Management, Health and Well-being, Future Food Systems

Area of Expertise

Field of research codes
Banking, Finance and Investment (150200): Commerce, Management, Tourism And Services (150000):
Maori Health (111713):
Marketing (150500): Marketing Communications (150502): Marketing Management (incl. Strategy and Customer Relations) (150503): Marketing Measurement (150504): Marketing Research Methodology (150505):
Medical And Health Sciences (110000): Public Health and Health Services (111700): Public Health and Health Services not elsewhere classified (111799)

Keywords

Marketing, brand, branding, marketing communication, advertising, promotion, marketing, social media, social media platform, Facebook, twitter, LinkedIn, Instagram, Snapchat, social media influencer, influencer, celebrity, micro influencer, macro influencer, word of mouth, word-of-mouth, service marketing, financial services marketing, bank, insurance, sharing economy, access economy, crowd-based capitalism, collaborative economy, community-based economy, gig economy, peer economy, peer-to-peer (P2P) economy, platform economy, renting economy, on-demand economy, Uber, Airbnb, market research, social marketing, sustainability, public health, sugar sweetened beverages, alcohol, vaping, label, labelling

Languages

• English
  Last used: Daily
  Spoken ability: Excellent
  Written ability: Excellent
• German
  Last used: Daily
  Spoken ability: Excellent
  Written ability: Excellent

Teaching Statement

Bodo is a passionate teacher. He has received two teaching awards and has sustained excellence in teaching for nearly two decades. Using the key indicator of teaching quality (e.g. “Overall, the lecturer was an effective teacher”), the mean of his teaching quality across his undergraduate, postgraduate and executive teaching from 2011-2021 is 4.77 (out of 5) and the proportion of students who Agree + Strongly Agree is 97.8%.

Bodo has received the following awards for his teaching:

- 2012 - winner of an AUSA (Auckland University Student Association) award

- 2005 - recipient of an MIT teaching award

Graduate Supervision Statement

Bodo is interested in supervising high-quality PhD students in the following areas (listed in no particular order):

1. Advertising and marketing communication

Marketing communication (e.g., advertising) continues to change in its nature and impact as consumers’ use of media evolves and their attitudes towards advertising changes.

Bodo is open to research in this area from a variety of contexts and perspectives. Two specific areas within advertising that Bodo is interested in are:

1.1 Social media influencers

Social media influencers have reshaped how brands interact with consumers. In addition, many influencers have become successful brands in themselves. Although much academic research has been conducted in this area, important gaps in our knowledge remain.

1.2 Online (e.g., social media) and offline Word of Mouth

For decades, consumer to consumer communication (i.e., Word of Mouth) has shaped what consumers think, feel, and do. Consumers’ ability to use technology has further increased Word of Mouth’s reach and impact because it occurs:

- in a variety of formats (e.g., faec-to-face, product reviews, solicited and unsolicited online comments)

- across many types of platforms, such as social media, brands websites, review websites, and consumer advocacy websites (e.g., Consumer (NZ), Choice (AU), Which? (UK), Consumer Reports (US), and OC Magazine (Canada).

2. Services marketing

The contribution of services to the global economy and their impact on consumers has increased dramatically over the past decades. Bodo is particularly interested in supervising students in:

- non-traditional, technology-mediated contexts, such as the sharing economy (e.g., AirBnB, Uber) and

- financial services (e.g., banks, insurance companies).

3. Marketing for public good

Marketing can be used for profit-driven reasons or to advance causes that have the ‘public good’ in mind. Two specific areas within marketing for public good that Bodo is interested in are:

3.1 Marketing and public health

Bodo is particularly interested in supervising students at the interface of marketing and public health, such as testing interventions (e.g., warning labels and other information at the point of sale) to reduce consumers purchase and consumption of addictive, harmful, and deadly substances (e.g., alcohol, vapes, tobacco, and sugary beverages).

3.2 Social and sustainable marketing

Bodo is also interested in research in social and sustainable marketing, where an organisation, such as a government, or a commercial entity, wishes to affect a positive behaviour change in a target market (e.g., reducing food waste, food certification).

Please email Bodo if you are:

1. a high-quality postgraduate candidate (e.g., you have a high GPA)

2. interested in one of the areas listed above and

3. eligible for PhD study at Massey University: https://www.massey.ac.nz/study/about-postgraduate-study/phds-and-professional-doctorates/how-to-apply-for-a-doctoral-degree/

Keywords:

Communication, advertising, promotion, marketing, social media, social media platform, Facebook, twitter, LinkedIn, Instagram, Snapchat, social media influencer, influencer, celebrity, micro influencer, macro influencer, word of mouth, word-of-mouth, service marketing, financial services marketing, bank, insurance, sharing economy, access economy, crowd-based capitalism, collaborative economy, community-based economy, gig economy, peer economy, peer-to-peer (P2P) economy, platform economy, renting economy, on-demand economy, Uber, Airbnb, market research, social marketing, public health, sugar sweetened beverages, alcohol, vaping, label, labelling

Current Doctoral Supervision

Main Supervisor of:

• Lily Liu - Doctor of Philosophy
  Undisclosed influencer posts - The effect of covert advertising of Influencer type and message sidedness on brand responses

Other Links

• Bodo's LinkedIn profile - Connect with Bodo via LinkedIn
• Google Scholar - Access to Bodo's research via Google Scholar
• Research Gate - Access to Bodo's research via Research Gate
• Academia.edu - Access to Bodo's research via Academia.edu