Sara Alida Volkmer

Short Bio

Sara Alida Volkmer is a PhD student at Chair of Marketing. She studied Psychology at Ludwig Maximilian University in Munich (B.Sc.) and finished a research master in Psychology with focus on Social and Health Psychology at Leiden University. Subsequently, she worked for one year at University College Cork at Chair of Accounting and Finance. In this position, she concentrated on social acceptance of renewable energies in the context of an H2020, Marie Skłodowska-Curie actions project. Her research focus comprises the credibility of influencers.

Research Interests

| Modern information technology and human experiences
| Social media and influencer
| Source credibility
| Consumer psychology
| Positive psychology
| Health psychology
| Open science and transparent research practices
| Experimental methods


| Marketing II (Consumer Behavior) (Spring 2021, Fall 2021)
| Marketing and Branding (Spring 2021)

Suggestions for Research Projects

| Source credibility dimensions and trade-offs in endorser marketing
| How do para-social relationships with influencers affect consumers?
| How does advertising amount affect influencer credibility/authenticity?
| Consumer perceptions of “greenfluencers”
| Health influencers and credibility perceptions


Volkmer, Sara Alida
Volkmer, Sara Alida
Research Fellow
Phone:+49 7541 6009-1222
Room:Semi | 0.17
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