Dr Stephan Ludwig
I am currently employed at the University of Surrey as an Associate Professor in Marketing and Retail Management. I have a Ph.D. in Marketing and eight years of consulting experience in marketing research for financial services, FMCGs and communication services. My research interests are on communication design and strategy and is published in leading international journals (e.g. Journal of Marketing, MIS Quarterly, JMIS) as well as popular research magazines in industry (e.g. the Conversation, the Harvard Business Manager, Research-Live). I teach on a range of marketing and statistics related courses for Bachelor, Master, MBA and PhD students.
Communication and Message Design, E-commerce and E-services, Digital Marketing, Text Analysis
"Retail Marketing" for the SBS Bachelor and "Advanced Consumer Behavior" for the Full time MBA
Organizer of the Marketing and Retail Management Research Seminar Series
a managerial priority to monitor product and service evaluations. However, Sentiment Analysis,
the process of automatically distilling sentiment from text, provides little insight regarding the
language granularities beyond the use of positive and negative words. Drawing on Speech Act
Theory, this study provides a fine-grained analysis of the implicit and explicit language used by
consumers to express sentiment in text. An empirical text mining study using more than 45,000
consumer reviews, demonstrates the differential impacts of activation levels (e.g., tentative
language), implicit sentiment expressions (e.g., commissive language), and discourse patterns
(e.g., incoherence) on overall consumer sentiment (i.e., star ratings). In two follow-up studies,
we demonstrate that these speech act features also influence the readers? behavior and are
generalizable to other social media contexts such as Twitter and Facebook. We contribute to
research on consumer sentiment analysis by offering a more nuanced understanding of consumer
sentiments and their implications
Villaroel, Grewahl, Ludwig, de Ruyter, Mahr & Wetzles (2018) "Cutting through Content Clutter: How Speech and Image Acts Drive Consumer Sharing of Social Media Brand Messages", Journal of Consumer Research, forthcoming
Villaroel, Ludwig, de Ruyter, Grewahl & Wetzles (2017), “Deciphering Consumer Sentiments in Online Reviews Using a Speech Act Theory Lens”, Journal of Consumer Research, 43,3, 875-894.
Ludwig, van Laer, de Ruyter & Friedman (2016), “Untangling a Web of Lies: Exploring Automated Detection of Deception in Computer-Mediated Communication”, Journal of Management Information Systems, 33, 2, 511-541.
Tan & Ludwig (2016), “Regional Adoption of Business-to-Business Electronic Commerce in China”, International Journal of Electronic Commerce, 20, 3, 1-32.
Ludwig & de Ruyter (2016), “Decoding Social Media Speak: Developing a Speech Act Theory Research Agenda”, Journal of Consumer Marketing, 33, 2, 124-134.
Ludwig, de Ruyter, Mahr, Wetzels & Brüggen (2014), "Take their Word for it: The Symbolic Role of Linguistic Style Matches in Online User-Communities", MIS Quarterly, 38, 4, 1201-1217.
Ludwig, de Ruyter, Friedman, Brüggen, Wetzels & Pfann (2013), "More Than Words: The Influence of Affective Content and Linguistic Style Matches in Online Reviews on Conversion Rates", Journal of Marketing, (0), 1-17.