Dr. J. (Joris) Demmers
Associate Professor and Head of the Marketing Department
Faculty of Economics and Business
Section Marketing
Visiting address
- Plantage Muidergracht 12
- Room number: M2.23
Postal address
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Postbus 15953
1001 NL Amsterdam
Contact details
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Profile
Joris Demmers is Associate Professor and Head of the Marketing Department at Amsterdam Business school. Before coming back to Amsterdam, he worked at the Department of Marketing at Monash Business School in Melbourne, Australia.
Joris studies technological transformations, focusing on how new technologies are adopted both individually and collectively. His research explores how emerging technologies—such as AI, conversational systems, and influencer networks—reshape decision-making, consumer engagement, and societal dynamics. He investigates the drivers behind these shifts, such as techno-optimism, and the challenges, including skepticism and privacy concerns, to advance the responsible use of emerging technologies in marketing for the benefit of consumers, organizations, and society.
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Teaching
- PhD course Research Methods in Business Studies
- MSc BA course Applied AI for Marketing (6314M0543Y)
- Thesis Workshop Experiment Design (6314M0228Y)
- MSc BA Thesis Supervisor Marketing (6314M0377Y) and Digital Marketing (6314M0375Y)
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Publications
2025
- Boe-Lillegraven, S. N., & Demmers, J. (2025). Leveling up on labels? Consumer preferences for firm-level eco-labels as substitutes for or complements to product-level eco-labels. Corporate Social Responsibility and Environmental Management, 32(2), 1920-1944. https://doi.org/10.1002/csr.3051
- Demmers, J., Dellaert, B. G. C., & Rotaru, K. (2025). Consumer Financial Self-Disclosure Online: Positive Affect Trumps Perceived Privacy Risks in Personal Customer Portals. Journal of the Association for Consumer Research, 10(3), 0. https://doi.org/10.1086/735022
2024
Sharma, U., Rudinac, S., Demmers, J., van Dolen, W., & Worring, M. (2024). From pixels to perceptions: Capturing high-level abstract concepts in visual user-generated content. International Journal of Information Management Data Insights, 4(2), Article 100269. https://doi.org/10.1016/j.jjimei.2024.100269 [details]- Sharma, U., Rudinac, S., Demmers, J., van Dolen, W., & Worring, M. (2024). GreenScreen: A Multimodal Dataset for Detecting Corporate Greenwashing in the Wild. In S. Rudinac, A. Hanjalic, C. Liem, M. Worring, B. Þ. Jónsson, B. Liu, & Y. Yamakata (Eds.), Multimedia Modeling: 30th International Conference, MMM 2024, Amsterdam, The Netherlands, January 29-February 2, 2024 : proceedings (Vol. V, pp. 96-109). (Lecture Notes in Computer Science; Vol. 14565). Springer. https://doi.org/10.1007/978-3-031-56435-2_8 [details]
2022
- Demmers, J., Weihrauch, A. N., & Mattison Thompson, F. H. (2022). Your data is (not) my data: The role of social value orientation in sharing data about others. Journal of Consumer Psychology, 32(3), 500-508. https://doi.org/10.1002/jcpy.1255 [details]
2020
- Demmers, J., Weltevreden, J. W. J., & van Dolen, W. M. (2020). Consumer Engagement with Brand Posts on Social Media in Consecutive Stages of the Customer Journey. International Journal of Electronic Commerce, 24(1), 53-77. https://doi.org/10.1080/10864415.2019.1683701 [details]
- Sharma, U., Rudinac, S., Worring, M., Demmers, J., & van Dolen, W. (2020). Semantic Path-Based Learning for Review Volume Prediction. In J. M. Jose, E. Yilmaz, J. Magalhães, P. Castells, N. Ferro, M. J. Silva, & F. Martins (Eds.), Advances in Information Retrieval: 42nd European Conference on IR Research, ECIR 2020, Lisbon, Portugal, April 14-17, 2020 : proceedings (Vol. I, pp. 821-835). (Lecture Notes in Computer Science; Vol. 12035). Springer. https://doi.org/10.1007/978-3-030-45439-5_54 [details]
2018
- Demmers, J., van Dolen, W. M., & Weltevreden, J. W. J. (2018). Handling consumer messages on social networking sites: Customer service or privacy infringement? International Journal of Electronic Commerce, 22(1), 8-35. https://doi.org/10.1080/10864415.2018.1396110 [details]
2017
- Mehta, R., Demmers, J., van Dolen, W. M., & Weinberg, C. B. (2017). When red means go: non-normative effects of red under sensation seeking. Journal of Consumer Psychology, 27(1), 91-97. https://doi.org/10.1016/j.jcps.2016.04.004 [details]
2021
2014
- Demmers, J., van Dolen, W. M., & Weltevreden, J. W. J. (2014). "Bedankt voor het Compliment!” Het Effect van Bedrijfsreacties op Positieve Online Word-of-Mouth. In A. E. Bronner, P. Dekker, E. de Leeuw, L. J. Paas, K. de Ruyter, A. Smidts, & J. E. Wieringa (Eds.), Ontwikkelingen in het marktonderzoek: Jaarboek 2014 MarktOnderzoekAssociatie (pp. 55-70). (Jaarboek MarktOnderzoekAssociatie; No. 39). Spaar en Hout. https://moa04.artoo.nl/clou-moaweb-images/images/bestanden/pdf/Jaarboeken_MOA/JaarboekMarktonderzoek2014.pdf [details]
2017
- Demmers, J., van Dolen, W. M., & Weltevreden, J. (2017). Engagement with Brand Posts during Consecutive Stages of the Customer Journey. Paper presented at EMAC Annual Conference, Groningen, Netherlands.
2016
- Demmers, J., Zerres, A., van Dolen, W. M., & Weltevreden, J. (2016). The privacy paradox: a CLT perspective. Paper presented at EMAC 2016, Oslo, Norway.
2014
- Demmers, J., Mehta, R., van Dolen, W. M., & Weinberg, C. (2014). When red means go: effects of red on non-compliance under sensation-seeking. Paper presented at EMAC 2014, Valencia, Spain.
- Demmers, J., Weltevreden, J., & van Dolen, W. M. (2014). Addressing the online privacy dilemma: using opt-in and private messages to overcome privacy concerns associated with new SNS marketing techniques. Paper presented at General Online Research (GOR), Cologne, Germany.
- Demmers, J., van Dolen, W. M., & Weltevreden, J. (2014). Addressing the online privacy dilemma: using opt-in and private messages to overcome privacy concerns associated with new SNS marketing techniques. Paper presented at Interactive Marketing Research Summit 2014, San Diego, California, United States.
2013
- Demmers, J., Weltevreden, J., & van Dolen, W. M. (2013). Webcare on Social Network Sites: Attentive Customer Care or Privacy Infringement?. Paper presented at General Online Research (GOR), Mannheim, Germany.
- Demmers, J., van Dolen, W. M., & Weltevreden, J. (2013). Attentive customer care or privacy infringement? Dealing with customer feedback on social network sites. Paper presented at EMAC 2013, Istanbul, Turkey.
- Demmers, J., van Dolen, W. M., & Weltevreden, J. (2013). The privacy risks associated with proactive online customer service. Paper presented at PREBEM, Amsterdam, Netherlands.
Media appearance
- Demmers, J. (25-10-2024). ‘Hi besties!’ zegt Jeroen Pauw. Waarom is dat ‘cringe’? [Print] NRC. ‘Hi besties!’ zegt Jeroen Pauw. Waarom is dat ‘cringe’?. https://www.nrc.nl/nieuws/2024/10/25/hi-besties-zegt-jeroen-pauw-waarom-is-dat-cringe-a4870653
- Demmers, J. (01-10-2024). Googles voornaamste verdienmodel ligt van alle kanten onder vuur [Print] NRC. Googles voornaamste verdienmodel ligt van alle kanten onder vuur. https://www.nrc.nl/nieuws/2024/10/01/googles-voornaamste-verdienmodel-ligt-van-alle-kanten-onder-vuur
- Demmers, J. (06-05-2024). Radio interview on influencer marketing and children [Radio] NPO radio 1 Nieuws en Co. Radio interview "Nieuws en co" on influencer marketing and children. https://www.nporadio1.nl/uitzendingen/nieuws-en-co/094a6185-e364-451b-b885-381851fee6f0/2024-05-06-nieuws-en-co
- Demmers, J. (12-04-2024). Aldi vervangt stemacteur door AI in reclames, zullen meer bedrijven volgen? [Web] NOS.nl. Aldi vervangt stemacteur door AI in reclames, zullen meer bedrijven volgen?. https://nos.nl/artikel/2516494-aldi-vervangt-stemacteur-door-ai-in-reclames-zullen-meer-bedrijven-volgen
- Demmers, J. (11-11-2023). Bedrijven willen 'echtheid' in reclame en zetten vaker onbekende Nederlanders in [Web] NOS.nl. Bedrijven willen 'echtheid' in reclame en zetten vaker onbekende Nederlanders in. https://nos.nl/artikel/2497486-bedrijven-willen-echtheid-in-reclame-en-zetten-vaker-onbekende-nederlanders-in
- Demmers, J. (10-09-2023). TikTok food tourists leave a bitter taste in Amsterdam [Print] The Guardian (The Observer). TikTok food tourists leave a bitter taste in Amsterdam. https://www.theguardian.com/world/2023/sep/10/tiktok-food-tourists-leave-a-bitter-taste-in-amsterdam
- Demmers, J. (07-08-2023). Interview on AI influencers [Television] NOS journaal. Interview on AI influencers. https://www.npostart.nl/nos-journaal/07-08-2023/POW_05467505
- Demmers, J. (07-08-2023). Gaan AI-influencers 'echte' influencers vervangen? 'Zal naast elkaar bestaan' [Web] NOS.nl. Gaan AI-influencers 'echte' influencers vervangen? 'Zal naast elkaar bestaan'. https://nos.nl/artikel/2485788-gaan-ai-influencers-echte-influencers-vervangen-zal-naast-elkaar-bestaan
- Demmers, J. (07-08-2023). AI-influencers nemen reclamewereld over [Radio] NPO radio 1 Nieuws en Co. AI-influencers nemen reclamewereld over. https://www.nporadio1.nl/fragmenten/nieuws-en-co/adb0e92b-09b8-4bf3-8bbd-eb410dd99284/2023-08-07-ai-influencers-nemen-reclamewereld-over
- Demmers, J. (06-06-2023). Frankrijk verbiedt influencer reclames crypto en tabak [Radio] BNR. Frankrijk verbiedt influencer reclames crypto en tabak. https://www.bnr.nl/nieuws/media/10514822/frankrijk-verbiedt-influencer-reclames-crypto-en-tabak
- Demmers, J. (19-05-2023). Influencers houden achter dat ze reclame maken [Print] Trouw. Influencers houden achter dat ze reclame maken. https://www.trouw.nl/binnenland/influencers-houden-achter-dat-ze-reclame-maken~ba780cd6/
- Demmers, J. (19-05-2023). Radio interview on influencer marketing [Radio] NPO radio 1 Nieuws en Co. Radio interview "Nieuws en co" on influencer marketing. https://www.nporadio1.nl/uitzendingen/nieuws-en-co/db96091f-d892-4d61-929b-753e8b4c1a01/2023-05-19-nieuws-en-co
- Demmers, J. (03-01-2023). Wat als het influencertijdperk voorbij is? [Radio] BNR. Wat als het influencertijdperk voorbij is?. https://www.bnr.nl/podcast/de-nieuwe-wereld/10499831/wat-als-het-influencertijdperk-voorbij-is
- Demmers, J. (12-11-2022). Influencers mogen geen sluikreclame meer maken, maar doen het wel [Web] RTL Nieuws. Influencers mogen geen sluikreclame meer maken, maar doen het wel. https://www.rtlnieuws.nl/economie/artikel/5346176/influencers-reclame-code-sluikreclame-mediawet
- Demmers, J. (28-03-2022). Kaas door je brievenbus [Print] Uitkrant. Kaas door je brievenbus. https://issuu.com/iamsterdam/docs/uitkrant_april_2022
- Demmers, J. (05-07-2018). De paradox van privacy: het moment van toestemming moet naar voren [Print] Clou. De paradox van privacy: het moment van toestemming moet naar voren. https://dailydatabytes.nl/interviews/de-paradox-van-privacy/
- Demmers, J. (22-05-2018). Krijgt de consument met de nieuwe privacywet controle over zijn data? [Print] Trouw. Krijgt de consument met de nieuwe privacywet controle over zijn data?. https://www.trouw.nl/nieuws/krijgt-de-consument-met-de-nieuwe-privacywet-controle-over-zijn-data~b6b9a8a4/
- Demmers, J. (15-04-2018). Privacyparadox: waarom we ons zorgen maken om privacy en tóch persoonlijke data delen met sociale media [Print] De Volkskrant. Privacyparadox: waarom we ons zorgen maken om privacy en tóch persoonlijke data delen met sociale media. https://www.volkskrant.nl/wetenschap/privacyparadox-waarom-we-ons-zorgen-maken-om-privacy-en-toch-persoonlijke-data-delen-met-sociale-media~b47fe679/
Others
- Demmers, J. (other) (6-9-2024). Member of the PhD committee for Anastasia Dikareva (other).
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Ancillary activities
No ancillary activities
Sharma, U., Rudinac, S., Demmers, J., van Dolen, W., & Worring, M. (2024). From pixels to perceptions: Capturing high-level abstract concepts in visual user-generated content. International Journal of Information Management Data Insights, 4(2), Article 100269.