Ksenia Sergeevna Golovacheva

• Junior researcher, GSoM SPbSU, 2015-2016.
• Leading specialist in commercial analysis, Baltika Brewery, 2014-2015.
• Marketing specialist, NCC, 2012-2014.

Membership in international professional associations:

• European Marketing Academy (EMAC), 2016, 2019 – current time.
• American Marketing Association (AMA), 2019 – current time.

Publications in Scientific Magazines

• Treating customers as individuals: Personalization, customization, and humanization in online retail. Russian Management Journal, 2022. 20 (2), forthcoming. (with Gogua M.M., Smirnova M.M., Alkanova O.N.)
• CX transformation of Tele2: From a discounter to a customer service leader. Vestnik of Saint Petersburg University. Management, 2022, 21 (3): 472–494. (with Makarova O.V.) (In Russian)
• Understanding consumers' information power in the digital marketplace: The case of Russia. European Consumers in the Digital Era: Implications of Technology, Media and Culture on Consumer Behavior, 2022, pp. 145–166 (with Smirnova, M., Alkanova, O., Bogatyreva, K.)
• Building ontology of consumer knowledge in marketing: cross-disciplinary approach. Artificial Intelligence and Decision Making, 2021, (3), 19-32. (co-authored with D.V. Kudryavtsev, T.A. Gavrilova, M.M. Smirnova) (In Russian)
• Modelling consumer knowledge: The role of ontology. Procedia Computer Science, 2020, 176, pp. 500–507. (with Kudryavtsev, D., Gavrilova, T., Smirnova, M.)
• Marketing practices as determinants of trust in business in Russia: Evidence from Generation Z consumers. Co-creation marketing and global communications of trust, 2020, pp. 310-329. (co-authored with Rebyazina V.A., Smirnova M.M) (In Russian)
• A critical review of digital capability frameworks: a consumer perspective. Digital Policy, Regulation and Governance. 2020. Vol. 22 No. 4, pp. 269-288. (with Malchenko, Y., Gogua, M., Smirnova, M., & Alkanova, O.)
• How disclosure format influences user response to native advertising // Marketing and Marketing Research. – 2019. – №3. – P. 208-223. (with Shulyakova D.A., in Russian)
• Approaches to customer loyalty management: “3D” perspective  // Vestnik of Saint Petersburg University. Management. – 2019. – №1 – P. 70-93. (with Muravskaia S.A., Muravskii D.V., Smirnova M.M. Alkanova O.N., in Russian)
• Marketing approaches to influence consumers in the knowledge economy // Marketing and Marketing Research. – 2018. – №4. – P. 272-282. (with Smirnova M.M., in Russian)
• Consumers’ Persuasion Knowledge: The Construct and Its Managerial Implications // Vestnik of Saint Petersburg University. Management. – 2017. – V. 16 – P. 596-621. (with Smirnova M.M., in Russian)
• Consumer Perception of Marketing Persuasion: Content, Antecedents, and Behavioral Consequences // Vestnik of Saint Petersburg University. Management. – 2016. – №4 – P. 106-128. (with Smirnova M.M., in Russian)
• Product price and size as alternative instruments of influencing consumer behavior on fast-moving consumer goods market //Marketing and Marketing Research. – 2014. – Т. 6. – P. 424-432. (in Russian)

Research papers

• When Consumers Activate Persuasion Knowledge: Review of Antecedents and Consequences. Working Paper # 5 (E)–2016. Graduate School of Management, St. Petersburg State University: SPb, 2016.
• Consumer Response to Unit Price Increase: the Role of Pricing Tactics and Consumer Knowledge. Working Paper # 14 (E)–2015. Graduate School of Management, St. Petersburg State University: SPb, 2015.