Prof Bodo Lang staff profile picture

Contact details +6492136257

Prof Bodo Lang PhD

Professor of Marketing Analytics

Doctoral Mentor Supervisor
Massey Business School - Deputy PVC's Office

Background

Bodo’s career is a blend of experience from both the commercial and academic sectors.

His commercial career began in Germany in advertising, after which he worked as a management consultant in New Zealand for Deloitte Consulting, a global consulting firm. Following this, Bodo held a senior management position in Singapore at NFO WorldGroup, at the time the world's third largest market research firm.

The other half of Bodo’s career has been in academia. Bodo worked as a Senior Lecturer and Academic Director (Head of Department) at the Manukau Institute of Technology, and as an Associate Professor, and Head of Department in marketing, and as Assistant Dean – External Engagement at the University of Auckland Business School. Bodo is currently a Professor in marketing at Massey University.

External engagement and media enquiries

Bodo believes in the importance of relevant and impactful teaching and research. Bodo's research has featured in numerous trade publications and he has presented his work at a variety of international conferences.

He is a frequent guest speaker outside the university and his research and commentary regularly feature in major print and broadcast media. For media enquiries, please call Bodo on 027-568 7480

Research

Bodo's research interests and accomplishments are outlined in the section on "Research Expertise".

Teaching

Bodo's teaching interests and accomplishements are outlined in the section on "Teaching and Supervision".

Postgraduate supervision

Bodo particularly enjoys supervising postgraduate students. He has successfully completed 25 postgraduate supervisions and he is currently supervising multiple PhD and Master's students. He welcomes applications from high-quality PhD applicants (e.g. with a high GPA). Bodo's supervision interests are outlined in the sections on "Research" and "Teaching and Supervision".

Qualifications

- PhD

- Master of Commerce (First Class Honours)

- CTT (Certified Tertiary Teacher)

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Professional

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 Expertise

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

Research Outputs

Journal

Kemper, J., Rolleston, A., Matthews, K., Garner, K., Lang, B., Jiang, Y., . . . Walker, N. (2024). Perception is reality: qualitative insights into how consumers perceive alcohol warning labels. Alcohol and Alcoholism. 59(5)
[Journal article]Authored by: Lang, B.
Henderson, K., Lang, B., Kemper, J., & Conroy, D. (2024). Correction to: Exploring diverse food system actor perspectives on gene editing: a systematic review of socio-cultural factors influencing acceptability (Agriculture and Human Values, (2024), 41, 2, (883-907), 10.1007/s10460-023-10523-6). Agriculture and Human Values. 41(2), 909
[Journal article]Authored by: Lang, B.
Henderson, K., Lang, B., Kemper, J., & Conroy, D. (2024). Exploring diverse food system actor perspectives on gene editing: a systematic review of socio-cultural factors influencing acceptability. Agriculture and Human Values. 41(2), 883-907
[Journal article]Authored by: Lang, B.
Bandyopadhyay, A., Septianto, F., Nallaperuma, K., & Lang, B. (2023). Emotional Cues’ Effects on Grotesque Advertising. Australasian Marketing Journal. 31(2), 124-134
[Journal article]Authored by: Lang, B.
Shen, V., Haffner, L., Walker, N., Ni Mhurchu, C., & Lang, B. (2023). ‘It's somewhere here, isn't it’? The provision of information and health warnings for alcoholic beverages sold online in New Zealand and the United Kingdom. Drug and Alcohol Review. 42(2), 476-486
[Journal article]Authored by: Lang, B.
Lang, B., Kemper, J., Dolan, R., & Northey, G. (2022). Why do consumers become providers? Self-determination in the sharing economy. Journal of Service Theory and Practice. 32(2), 132-155
[Journal article]Authored by: Lang, B.
Khalil, M., Northey, G., Septianto, F., & Lang, B. (2022). Hopefully that's not wasted! The role of hope for reducing food waste. Journal of Business Research. 147, 59-70
[Journal article]Authored by: Lang, B.
Truong, VA., Lang, B., & Conroy, DM. (2022). When food governance matters to consumer food choice: Consumer perception of and preference for food quality certifications. Appetite. 168
[Journal article]Authored by: Lang, B.
Sundborn, G., Thornley, S., Veatupu, L., & Lang, B. (2022). If soft drink companies can do it, why can't government? Sugary drink sales policies in schools must be tightened. Australian and New Zealand Journal of Public Health. 46(3), 415-416
[Journal article]Authored by: Lang, B.
Lang, B., Dolan, R., Kemper, J., & Northey, G. (2021). Prosumers in times of crisis: definition, archetypes and implications. Journal of Service Management. 32(2), 176-189
[Journal article]Authored by: Lang, B.
Khalil, M., Septianto, F., Lang, B., & Northey, G. (2021). The interactive effect of numerical precision and message framing in increasing consumer awareness of food waste issues. Journal of Retailing and Consumer Services. 60
[Journal article]Authored by: Lang, B.
Truong, VA., Conroy, DM., & Lang, B. (2021). The trust paradox in food labelling: An exploration of consumers’ perceptions of certified vegetables. Food Quality and Preference. 93
[Journal article]Authored by: Lang, B.
Truong, VA., Lang, B., & Conroy, DM. (2021). Are trust and consumption values important for buyers of organic food? A comparison of regular buyers, occasional buyers, and non-buyers. Appetite. 161
[Journal article]Authored by: Lang, B.
Sundborn, G., Thornley, S., Grey, C., Gentles, D., Jackson, RT., Swinburn, B., . . . Lang, B. (2021). Gamification and Sugar: A School-Based Pilot Study of Social Marketing and Gamification Approaches to Reduce Sugary Drink Intake in Pasifika School Students. Asia-Pacific Journal of Public Health. 33(6-7), 727-733
[Journal article]Authored by: Lang, B.
Lang, B., Botha, E., Robertson, J., Kemper, JA., Dolan, R., & Kietzmann, J. (2020). How to grow the sharing economy? Create Prosumers!. Australasian Marketing Journal. 28(3), 58-66
[Journal article]Authored by: Lang, B.
Sundborn, G., Thornley, S., Merriman, TR., Lang, B., King, C., Lanaspa, MA., . . . Johnson, RJ. (2019). Are Liquid Sugars Different from Solid Sugar in Their Ability to Cause Metabolic Syndrome?. Obesity. 27(6), 879-887
[Journal article]Authored by: Lang, B.
Sundborn, G., Thornley, S., Malcolm, J., Zinn, C., Lang, B., & Johnson, R. (2017). New Zealand infants weaned onto a high sugar diet from four months old: Better health or better business? part II. New Zealand Medical Journal. 130(1457), 86-88
[Journal article]Authored by: Lang, B.
Davis, R., Lang, B., & Diego, JS. (2016). A Comparison of Online and Offline Gender and Goal Directed Shopping Online. , 662-671
[Journal article]Authored by: Lang, B.
Sundborn, G., Thornley, SJ., Lang, B., & Beaglehole, R. (2016). Better health or better business: A critique of the childhood obesity plan. New Zealand Medical Journal. 129(1440), 145-148
[Journal article]Authored by: Lang, B.
Sundborn, G., James Thornley, S., Lang, B., & Beaglehole, R. (2015). New Zealand’s growing thirst for a sugar-sweetened beverage tax. New Zealand Medical Journal. 128(1422), 80-82
[Journal article]Authored by: Lang, B.
Davis, R., Lang, B., & San Diego, J. (2014). How gender affects the relationship between hedonic shopping motivation and purchase intentions?. Journal of Consumer Behaviour. 13(1), 18-30
[Journal article]Authored by: Lang, B.
Lang, B., & Hyde, KF. (2013). Word of mouth: What we know and what we have yet to learn. Journal of Consumer Satisfaction, Dissatisfaction and Complaining Behavior. 26, 1-18 Retrieved from https://www.jcsdcb.com/index.php/JCSDCB/issue/view/1
[Journal article]Authored by: Lang, B.
Lang, B., & Lawson, R. (2013). Dissecting Word-of-Mouth's Effectiveness and How to Use It as a Proconsumer Tool. Journal of Nonprofit and Public Sector Marketing. 25(4), 374-399
[Journal article]Authored by: Lang, B.
Davis, R., Lang, B., & Gautam, N. (2013). Modeling utilitarian-hedonic dual mediation (UHDM) in the purchase and use of games. Internet Research. 23(2), 229-256
[Journal article]Authored by: Lang, B.
Davis, R., & Lang, B. (2013). Does game self-congruity increase usage and purchase?. Young Consumers. 14(1), 52-66
[Journal article]Authored by: Lang, B.
Davis, R., & Lang, B. (2012). Does perceived control increase game usage and purchase behaviour?. International Journal of Consumer Research. 1(1), 47-47 Retrieved from http://magscholar.com/wordpress/
[Journal article]Authored by: Lang, B.
Davis, R., & Lang, B. (2012). Modeling the effect of self-efficacy on game usage and purchase behavior. Journal of Retailing and Consumer Services. 19(1), 67-77
[Journal article]Authored by: Lang, B.
Davis, R., & Lang, B. (2012). Modeling game usage, purchase behavior and ease of use. Entertainment Computing. 3(2), 27-36
[Journal article]Authored by: Lang, B.
Lang, B. (2011). How word of mouth communication varies across service encounters. Managing Service Quality: An International Journal. 21(6), 583-598
[Journal article]Authored by: Lang, B.
Colgate, M., & Lang, B. (2005). Positive and negative consequences of a relationship manager strategy: New Zealand banks and their small business customers. Journal of Business Research. 58(2 SPEC.ISS.), 195-204
[Journal article]Authored by: Lang, B.
Martin, BAS., Lang, B., & Wong, S. (2003). Conclusion explicitness in advertising: The moderating role of need for cognition (nfc) and argument quality (aq) on persuasion. Journal of Advertising. 32(4), 57-66
[Journal article]Authored by: Lang, B.
Lang, B., & Colgate, M. (2003). Relationship quality, on-line banking and the information technology gap. International Journal of Bank Marketing. 21(1), 29-37
[Journal article]Authored by: Lang, B.
Colgate, M., & Lang, B. (2001). Switching barriers in consumer markets: An investigation of the financial services industry. Journal of Consumer Marketing. 18(4), 332-347
[Journal article]Authored by: Lang, B.

Book

Lang, B. (2015). Reconciling the Customer Satisfaction - Word of Mouth Relationship. In Developments in Marketing Science: Proceedings of the Academy of Marketing Science. (pp. 171 - 174).
[Chapter]Authored by: Lang, B.

Report

Walker, N., McCormack, J., Verbiest, M., Jiang, Y., & Lang, B. (2019). Energy labelling for alcoholic beverages in New Zealand: Consumer perceptions and impact on purchase and consumption behaviour. Phase 1 report:.
[Commissioned Report]Authored by: Lang, B.
Walker, N., McCormack, J., Verbiest, M., Jiang, Y., & Lang, B. (2019). Energy labelling for alcoholic beverages in New Zealand: Impact on consumer purchase and consumption. Phase 2 report: Randomised trial..
[Commissioned Report]Authored by: Lang, B.

Conference

Lang, B.Reconciling the customer satisfaction – word of mouth relationship. . Monterey, CA, USA
[Conference Paper]Authored by: Lang, B.
Lang, B.“Let me tell you a story!”- Word of mouth as entertainment.. . Thessaloniki, Greece
[Conference Paper]Authored by: Lang, B.
Shen, V., Haffner, L., Walker, N., Ni Mhurchu, C., & Lang, B. (2021). Poorly informed consumers: The provision of health information and warnings for alcoholic beverages sold online in New Zealand and the United Kingdom.. 11th Addiction Research Symposium.
[Conference Paper in Published Proceedings]Authored by: Lang, B.
Lang, B., Mhurchu, N., Mhurchu, C., & White, D. (2021). Mimicking real-world systems in micromarketing. Global Macromarketing Conference.
[Conference Paper in Published Proceedings]Authored by: Lang, B.
Davis, R., Smith, SD., & Lang, B.(2017). A comparison of online and offline gender and goal directed shopping online. Paper presented at the meeting of Journal of Retailing and Consumer Services
[Conference Paper]Authored by: Lang, B.
Lang, B., & Mughal, S. (2015). Risky business? Which customers may be at the greatest risk during a horizontal merger.. MAG Scholar® Global Business Marketing and Tourism Conference 2015 proceedings: Travel, discover, marketing.
[Conference Paper in Published Proceedings]Authored by: Lang, B.
Lang, B.Clarifying the satisfaction - word of mouth relationship: an exploratory study.. . La Verne, California, USA
[Conference Paper]Authored by: Lang, B.
Gautam, N., Davis, R., & Lang, B. (2012). Conceptualising self concept, self efficacy and perceived enjoyment in the consumption of games. Australia New Zealand Marketing Academy Conference 2012: Proceedings.
[Conference Paper in Published Proceedings]Authored by: Lang, B.
Davis, R., & Lang, B.Do Consumers Enjoy Computer Games?. . Las Vegas, USA.
[Conference Paper]Authored by: Lang, B.
Davis, R., Lang, B., & San Diego, J. (2012). Does gender mediate online shopping attitudes and purchase intentions?. Australia and New Zealand Marketing Academy Conference 2012: Proceedings.
[Conference Paper in Published Proceedings]Authored by: Lang, B.
Lang, B.Un-masking an unwelcome visitor: respondent fatigue. . Adelaide, Australia
[Conference Paper]Authored by: Lang, B.
Lang, B.I wouldn’t want to share that! – How the type of service impacts Word of Mouth behavior. . Ohio, OH, USA
[Conference Paper]Authored by: Lang, B.
Lang, B. (2011). Word of Mouth as Entertainment: Verification of a new WOM Motivator. Proceedings of the Australia and New Zealand Marketing Academy Conference..
[Conference Paper in Published Proceedings]Authored by: Lang, B.

Consultancy and Languages

Languages

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

Teaching and Supervision

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


Prof Bodo Lang is available for Masters and Doctorial supervision.

Summary of Doctoral Supervision

Position Current Completed
Main Supervisor 1 0

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

Media and Links

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