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Institut für Betriebswirtschaftslehre Chair of Marketing for Social Impact

Dr. Alex Mari

Senior Research Associate

Tel.: +41 44 634 2918
alex.mari@business.uzh.ch

"The greatest danger for most of us is not that our aim
is too high and we miss it, but that it is too low and we reach it."
Michelangelo Buonarroti

Alex Mari is a Senior Research Associate and Teaching Fellow at the Chair of Marketing for Social Impact, University of Zurich. He earned a PhD in Business Administration from the University of Zurich with a dissertation on the emergence of AI-based voice assistants such as Amazon Alexa and their impact on consumer and managerial decision-making. 

Alex teaches digital marketing and personal branding at UZH. He is also an Adjunct Professor of marketing analytics at the Catholic University of the Sacred Heart (Milan) and an Adjunct Faculty member at SBS Swiss School of Business (Zurich). Alex regularly serves as a guest lecturer on AI for marketing and digital strategy in leading business schools.

Alex launched theAI Empathy Research Initiative to advance the field of empathic AI within the marketing context. He supports the Marketing Group Zurich, a joint research initiative of all UZH and ETH Zurich marketing chairs.

Among others, Alex worked as a global director of digital marketing and e-commerce (Sonova), brand manager (Procter & Gamble) and startup CEO (Fennex). In over ten international coaching projects, he advised executives in tech startups and corporations.

Teaching & Awards

  • Personal Branding and Digital Marketing Bachelor
  • Digital Marketing: Collaborative Project Master 
  • Digital Marketing and Social Media for Medical Leaders Executive

2022 Stanley C. Hollander Award for Best Retailing Paper by the Academy of Marketing Science. News 

Selected Publications

  • Mari, A., Mandelli, A., & Algesheimer, R. (2024). Empathic voice assistants: Enhancing consumer responses in voice commerce. Journal of Business Research, 175, 114566. Link
  • Mari A., Mandelli A. & Algesheimer R. (2023). Voice-based Digital Corporate Communication. In V. Luoma-aho & M. Badham (Eds.). Handbook of Digital corporate communication, Edward Elgar.
  • Mari A. & Algesheimer R. (2021). AI-based Voice Assistants for Digital Marketing: Preparing for Voice Marketing and Commerce. In Contemporary issues in Digital Marketing, Routledge, UK.
  • Mari A. & Algesheimer, R. (2021). The Role of Trusting Beliefs in Voice Assistants during Voice Shopping. In Proceedings of the 54th Hawaii International Conference on System Sciences, pp. 4073 - 4082.
  • Mari A., Mandelli A. & Algesheimer R. (2020). The Evolution of Marketing in the Context of Voice Commerce: A Managerial Perspective. In: Nah FH., Siau K. (eds) HCI in Business, Government and Organizations. HCII 2020. Lecture Notes in Computer Science, vol 12204. Springer, Cham.
  • Mari A. (2019). Voice Commerce: Understanding shopping-related voice assistants and their effect on brands. In IMMAA Annual Conference. Northwestern University in Qatar, Doha (Qatar).

Advanced Working Papers

  • Mari, A., Mandelli, A., & Algesheimer, R. (under review). Fear of Missing Out (FOMO) on Emerging Technology: Biased and Unbiased Adoption Decision Making. UZH Business Working Paper No. 401.
    Link 
  • Mari, A., Mandelli, A., & Algesheimer, R. (under review). AI-Assisted Shopping: Nudging Consumers on Voice Assistants through Default Option Recommendations

Selected Guest Lectures

  • Northwestern University in Qatar - Digital, Social and Mobile Marketing (Bachelor)
  • SDA Bocconi, School of Management - Big Data and AI in Marketing (Executive)
  • Säid Business School, University of Oxford - Oxford Platforms and Digital Disruption (Executive) 
  • Sasin School of Management, Bangkok - Pioneering the AI empathy frontier (Executive)
  • Thammasat Business School, Bangkok - Enhancing ecological validity in experiments (PhD) 

Recent Conference Presentations

  • Mari, A., Mandelli, A. & Algesheimer, R. (2023, June). Present and Future of AI-based Voice Assistants. World Internet Project (WIP) Annual Meeting. UZH, Zurich, Switzerland. 
  • Mari, A., Mandelli, A. & Algesheimer, R. (2022, June). FoMO in Platform Ecosystems: How Emotions Affect Complementor’s Strategic Adoption Decisions. Strategic Management Society (SMS) Special Conference. SDA Bocconi, Milan, Italy. 
  • Mari, A., Mandelli, A. & Algesheimer, R. (2022, May). Shopping With Voice Assistants: How Empathy Affects Decision-Making Outcomes. Academy of Marketing Science (AMS) Annual Conference. Monterey Bay, California, US. 
  • Mari, A., Mandelli, A. & Algesheimer, R. (2022, May). AI-Driven Platform Ecosystems: How Emotions Affect Strategic Adoption Decisions. 2nd Annual Artificial Intelligence in Management (AIM) Conference. Marshall School of Business, University of Southern California US (remote).

Peer Reviewer Activity

  • Management Decision
  • Information Systems Journal
  • European Journal of Marketing
  • International Journal of Human-Computer Interaction
  • Tourism and Hospitality Research
  • ACM CHI - Conference on Human Factors in Computing Systems
  • Behaviour & Information Technology
  • Journal of Industrial and Business Marketing

Weiterführende Informationen

Alex Mari

Dr. Alex Mari

University of Zurich
Department of Business Administration
Chair of Marketing for Social Impact
Andreasstrasse 15 (office 4.42)
8050 Zurich
Switzerland
Phone: +41 44 634 92 53