Personal information
Olga Ungureanu is an assistant professor at the department of Marketing of Vrije Universiteit Amsterdam. She holds a PhD from the BI Norwegian Busines School (2022).
Olga Ungureanu
Assistant Professor, School of Business and Economics, Marketing
Research
Olga Ungureanu’s research examines how firms communicate and position products in the digital era, with a focus on pre‑launch and entertainment marketing. Her research spans econometric modeling, text analysis, and survey methods, and is motivated by real-world marketing phenomena. Her dissertation research on pre-launch marketing and new product launches has been published in the International Journal of Research in Marketing and Journal of Interactive Marketing. In this work she examines how in-game purchases influence players' decisions to upgrade to newer game versions, and how overlapping promotional periods for new products may impact the firm’s social media communication strategy. Her continued research in entertainment examines how different types of game extensions affect player engagement both directly and through their ability to draw viewers to game livestreams.
Teaching
Olga Unguneanu teaches courses on a bacherlo's, pre-master's, and master's level on Digital Marketing and Metrics, Advertising, Marketing Research and Multivariate Analysis.
Ancillary activities
No ancillary activities
Ancillary activities are updated daily
Keywords
- New product introductions, Digital marketing, eWOM, Social media, Quantitative m...
Publicaties