Alexander Edeling

Alexander Edeling

Associate Professor of Marketing (KU Leuven)

Alexander Edeling joined KU Leuven as an Associate Professor of Marketing in 2021. Before that, he was a postdoctoral researcher at Boston University (as a visiting researcher) and the University of Cologne, Germany, where he had obtained his doctoral degree in 2016. He is an alumnus of the University of Mannheim, Germany, and has worked for or cooperated with companies in automobile, telecommunication, social media, pharma, railway and rail infrastructure.

Alexander's research deals with two major research themes:

Since his dissertation, he has been working on the so-called "marketing finance interface". This research field deals with the relationships between marketing-related constructs such as advertising or customer satisfaction and metrics that incorporate the behavior of financial-market participants, including analysts, investors, and creditors. His work in this area has been published in the Journal of Marketing, Journal of Marketing Research and International Journal of Research in Marketing and was featured in Forbes or Neue Zürcher Zeitung.

Alexander's second research theme is digitization, with a particular focus on social media and influencer marketing. For example, he is interested in how firms can successfully leverage influencers to achieve engaging and trustworthy brand messages on social media platforms such as Instagram. His work in this area has been published or is forthcoming in the Journal of Marketing and the International Journal of Research in Marketing.

Whenever possible, Alexander tries to connect the two research themes by showing digital marketing's impact on investors. He is glad to be part of an international network of co-authors from universities such as BI Oslo, Boston University, Goethe University Frankfurt, Stockholm School of Economics, UCLA, University of Cologne, and Tilburg University.

His research has been selected for several research awards, including finalist positions for the Sheth Foundation / Journal of Marketing Award 2023, the Paul E. Green Award by the Journal of Marketing Research in 2017, the EMAC / Sheth Doctoral Dissertation Competition in 2017, and the International Journal of Research in Marketing Best Paper Award in 2022 and 2023. He is committed to promoting young researchers. To this end, he founded the EdTech initiative eDOCation, the first online platform allowing young scholars to offer "science as a service" to companies.