Ksenia S. Golovacheva

Assistant Professor, Marketing Department 

 

E-mail: k.golovacheva@gsom.spbu.ru

 

EDUCATION AND ACADEMIC DEGREES

  • Doctoral Program, Graduate School of Management St. Petersburg University, 2013 – 2016.
  • Master in Economics, Faculty of Economics, St. Petersburg University, 2013.
  • Bachelor in Management, Graduate School of Management St. Petersburg University, 2011.

 

SCIENTIFIC INTERESTS

  • Consumer behavior
  • Marketing research

 

SELECTED PAPERS AND PUBLICATIONS

Publications in Scientific Magazines

  • 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.

 

PAPERS AT INTERNATIONAL CONFERENCES

  • International Conference ''GSOM Emerging Markets Conference: Business and Government Perspectives'', Saint-Petersburg, Russia, October 3-5, 2019. Paper: Increasing willingness to participate in frequency reward programs through gamification (with Muravskii D.V., Muravskaia S.A., Smirnova M.M.)
  • 10th EMAC Regional Conference, Innovations in Marketing Models and Customer Experience Management: Emerging Markets Perspectives. September 25-27, 2019, St. Petersburg, Russia. Topic: What Do Consumers Know about Persuasion in the Marketplace, and How That Affects Their Decision-Making Style? (with Smirnova M.M.)
  • 3rd  International Conference on Digital Transformation & Global Society Conference, Saint-Petersburg, Russia, June 19-21, 2019. Topic: Towards an integrative framework  of consumers’ digital competences (with Smirnova M.M.)
  • International Conference ''GSOM Emerging Markets Conference: Business and Government Perspectives'', Saint-Petersburg, Russia, October 4-6, 2018.  Paper: Facets of Persuasion Knowledge: How Marketing Literacy and Skepticism Affect Consumer Behavior (with Smirnova M.M.)
  • 7th International Business Conference, Aalborg University. May 30 – June 1, 2018, Aalborg, Denmark. Paper: Understanding consumer behavior through a multidimensional approach to persuasion knowledge (with Smirnova M.M.)
  • International Conference ''GSOM Emerging Markets Conference: Business and Government Perspectives'', Saint-Petersburg, Russia, October, 3-7, 2017. Paper: Conceptual model of consumers’ persuasion knowledge management (with Smirnova M.M.)
  • IFKAD. 7-9 June 2017. St. Petersburg, Russia. Paper: Many ways to manage customer knowledge: could we find a perfect match? (with Smirnova M.M.)
  • International Conference ''GSOM Emerging Markets Conference: Business and Government Perspectives'', Saint-Petersburg, Russia, October, 6-8, 2016. Paper: Measuring Consumer Sentiment toward Marketing in Russia (with Smirnova M.M.).
  • International Conference ''GSOM Emerging Markets Conference: Business and Government Perspectives'', Saint-Petersburg, Russia, October, 15-17, 2015. Paper: Consumer Response to the Crisis: the Case of Russian Embargo over Foreign Food Products.
  • 6th EMAC Regional Conference, Marketing Theory Challenges in Emerging Markets, Vienna, Austria, September 16-18, 2015. Paper: Consumer Response to Misleading Pricing Tactics: The Case Of Product Downsizing.
  • XVI April International Academic Conference on Economic and Social Development, Moscow, Russia, April 7–10, 2015. Paper: Consumer Response to Misleading Pricing Tactics: The Case of Product Downsizing.

 

INTERNSHIP ABROAD

  • Global School in Empirical Research Methods in Oslo, 2016 

 

OTHER PROFESSIONAL ACTIVITIES

  • 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.

Courses

  • Marketing Communications
  • Marketing Research
  • Quantitative Methods of Research in Marketing
  • Business Planning