Jan Kietzmann

 Jan Kietzmann


BCom, University of Victoria; Master of Electronic Commerce (First Class), Dalhousie University; PhD in Management, Information Systems and Innovation Group, The London School of Economics

Office: BEC 214

Scholarship and Professional Profile(s)

Google Scholar: https://scholar.google.com/citations?user=HiMSCGUAAAAJ&hl=en

Jan Kietzmann received his PhD in 2007 from the London School of Economics. After twelve years at the Beedie School of Business at SFU,  Jan joined the Gustavson School of Business at UVic in 2018.

As a professor of Innovation & Information Systems, Jan's research interests combine organizational and social perspectives related to new and emerging technologies. Jan’s current research projects include such phenomena as social media, artificial intelligence, crowdsourcing, user-generated content, gamification and sharing economies. Jan is perhaps best known for his award-winning 2011 article Social media? Get serious! Understanding the functional building blocks of social media

Jan, who has a passionate interest in teaching, likes to incorporate emerging technological inventions and innovations into his graduate and undergraduate Innovation & Information Systems courses. In his spare time, Jan enjoys spending time with family, playing disc-golf and exploring BC. 

Journal Publication


Kietzmann, J., Lee, L. W., McCarthy, I. P., & Kietzmann, T. C. (2020). Deepfakes: Trick or Treat? Business Horizons. https://doi.org/10.1016/j.bushor.2019.11.006

Paschen, J., Kietzmann, J., & Kietzmann, T. (2019). Artificial intelligence (AI) and its implications for market knowledge in B2B marketing. Journal of Business & Industrial Marketing, 34(7), 1401–1419. https://doi.org/10.1108/JBIM-11-2018-0333

Dabirian, A., Berthon, P., & Kietzmann, J. (2019). Enticing the IT crowd: employer branding in the information economy. Journal of Business & Industrial Marketing, 34(7), 1403–1409. https://doi.org/10.1108/JBIM-11-2018-0333

Flostrand, A., Pitt, L., & Kietzmann, J. (2019). Fake news and brand management: a Delphi study of impact, vulnerability and mitigation. Journal of Product & Brand Management. https://10.1108/JPBM-12-2018-2156]

Pitt, C., Plangger, K., Botha, E., Kietzmann, J., & Pitt, L. (2019). How Employees engage with B2B Brands on Social Media: Word Choice and Verbal Tone. Industrial Marketing Management, 4(61), 635–642. https://doi.org/10.1016/j.indmarman.2017.09.012

Dabirian, A., Paschen, J., & Kietzmann, J. (2019). Employer Branding: Understanding Employer Attractiveness of IT Companies. IT Professional, 21(1), 82–89. https://doi.org/10.1109/MITP.2018.2876980

Marder, B., Gattig, D., Collins, E., Pitt, L., Kietzmann, J., & Erz, A. (2019). The Avatar’s new clothes: Understanding why players purchase non-functional items in free-to-play games. Computers in Human Behavior, 91, 72–83. https://doi.org/10.1016/j.chb.2018.09.006

Kietzmann, J., Paschen, J., & Treen, E. (2018). Artificial Intelligence in Advertising: How Marketers Can Leverage Artificial Intelligence Along the Consumer Journey. Journal of Advertising Research, 58(3), 263–267. https://doi.org/10.2501/JAR-2018-035

Pitt, C., Mulvey, M., & Kietzmann, J. (2018). Quantitative insights from online qualitative data: An example from the health care sector. Psychology & Marketing, 35(12), 1010–1017. https://doi.org/10.1002/mar.21152

Baccarella, C. V., Wagner, T. F., Kietzmann, J. H., & McCarthy, I. P. (2018). Social media? It’s serious! Understanding the dark side of social media. European Management Journal, 36(4), 431–438. https://doi.org/10.1016/j.emj.2018.07.002

Archer-Brown, C., & Kietzmann, J. (2018). Strategic knowledge management and enterprise social media. Journal of Knowledge Management, 22(6), 1288–1309. https://doi.org/10.1108/JKM-08-2017-0359

Berthon, P., Pitt, L., & Kietzmann, J. (2015). CGIP: Managing Consumer Generated Intellectual Property. California Management Review, 57(4), 43–62.



Hawaiian International Conference on Systems Science, Funded by UVic Office of Research Services (January 1, 2020), awarded December 18, 2019 ($1,250.00), Completed, Spring 2020, PI Jan Kietzmann

Travel grant/honorarium , Funded by Business Horizons, Associate Editor (September 1, 2019), awarded September 1, 2019 ($2,500.00), Completed, Fall 2019, PI Jan Kietzmann

The Role of Technology in Online Child Sexual Exploitation, Funded by Gustavson Executive Program Research Grant (April 1, 2019), awarded April 1, 2019 ($2,500.00), Completed, Summer 2019, PI Jan Kietzmann

Wearables Research, Funded by Advanced Practices Council of the Society for Information Management (April 1, 2019), awarded April 1, 2019 ($5,000.00), Completed, Spring 2019, PI Jan Kietzmann

Courses Taught

  • Technology & the Interconnected Organization (MBA)
  • Introduction to Management Information Systems (BCOM)