Associate Professor of Marketing, Department of Marketing, Faculty of Management and Economics, Gdańsk University of Technology
I study how people engage with brands, and with each other, in digital media.
Bruno Schivinski is Associate Professor of Marketing at Gdańsk University of Technology, Poland. He studies how people engage with brands in digital and social media, and how data-driven and AI-enabled technologies shape consumer decisions, engagement and wellbeing. He is best known for his work on consumers' online brand-related activities: how people consume, contribute to and create brand-related content, and what that does for brands. His research combines behavioural theory with advanced quantitative methods, from structural equation modelling and scale development to machine learning.
He has been named among the world's top 2% most-cited scientists in marketing in the Stanford University–Elsevier ranking every year from 2023 to 2026, and has advised research councils and policy bodies including the Australian Research Council, the UK Economic and Social Research Council, the Swiss National Science Foundation, and Poland's Ministry of Science and Higher Education and National Science Centre.
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Bruno Schivinski (PhD) is Associate Professor of Marketing at Gdańsk University of Technology, Poland. He studies how people engage with brands in digital and social media, and how data-driven and AI-enabled technologies shape consumer decisions, engagement and wellbeing. He has been named among the world's top 2% most-cited scientists in marketing (Stanford University–Elsevier ranking) every year from 2023 to 2026. Bruno Schivinski (PhD) is Associate Professor of Marketing at Gdańsk University of Technology, Poland. He studies how people engage with brands in digital and social media, and how data-driven and AI-enabled technologies shape consumer decisions, engagement and wellbeing. He is best known for his work on consumers' online brand-related activities: how people consume, contribute to and create brand-related content, and what that does for brands. His research combines behavioural theory with advanced quantitative methods, from structural equation modelling and scale development to machine learning, and has appeared in journals including the Journal of Advertising Research, Journal of Business Research, Industrial Marketing Management and Journal of Marketing Communications. He has been named among the world's top 2% most-cited scientists in marketing in the Stanford University–Elsevier ranking every year from 2023 to 2026, and has advised research councils and policy bodies including the Australian Research Council, the UK Economic and Social Research Council, the Swiss National Science Foundation, and Poland's Ministry of Science and Higher Education and National Science Centre. More: https://schivinski.comHow consumers consume, contribute to and create brand-related content online, and what that does for brands.
Consumer-based brand equity, store brands, the need for uniqueness, global consumer culture and sustainable choices.
Gaming disorder and behavioural risks online, studied with psychometric and machine-learning methods.
Scale development and structural equation modelling for survey-based research.
A free four-item test of gaming disorder built on the World Health Organization (ICD-11) criteria, validated with 560 gamers in China and the UK.
Summary and figuresIn an experiment with 428 participants, a meme for a hedonic beauty brand was seen as more high-status than one for a utilitarian brand, and how popular the brand seemed shaped the size of that gap.
Summary and figuresA survey of 537 consumers who follow their city on social media shows that city branding shapes cognitive, emotional and behavioural engagement, partly through how cool the city brand is seen to be.
Summary and figuresMarketing papers, ranked by citations on Google Scholar, October 2026.
A weekly digest of new marketing research for practitioners: what it means for strategy, how to apply it, and what to expect.
People who read bad reviews before listening paid $17.29 to see a show, against $20.45 for people who read none. The review changes the experience, not just the purchase.
In the Ferragni and Balocco case, 96% of journalists' tweets were about the influencer. Consumers followed the press, and the brand barely got mentioned.
Posts carrying TikTok's AI label collected 7% to 8% fewer likes at the same reach. Not because people distrust AI. Because the label says the creator did not try.
I teach marketing, consumer behaviour, digital marketing and research methods at bachelor's and master's level, and run training in quantitative methods such as structural equation modelling. My teaching draws directly on my research, so students work with current evidence on how consumers think, choose and engage with brands.
