Dr Svetlana Bialkova

Liverpool Business School

Dr Svetlana Bialkova is a Senior lecturer in Digital Marketing at the Liverpool Business School, Liverpool John Moores University, UK. She has worked on numerous projects in top international labs in The Netherlands, Belgium, Germany, Denmark, Switzerland, UK. Prior to the current position she was a research fellow at the Utrecht University, The Netherlands, and a holder of JSPS fellowship at the Brain Science Institute, RIKEN, Japan.
Her recent projects explore the joint interactions between human, media, and technology, and how these influence multisensory experiences. Mastering a large scale of research tools, ranging from behavioural, scan, VR, Eye-racking, EEG, Dr Bialkova is involved in development of new methods and metrics validation to apply in Advertising, Branding, Neuromarketing, Digital Marketing and Communication.

Degrees

Radboud University, The Netherlands, PhD

Academic appointments

Senior Lecturer, Liverpool Business School, Liverpool John Moores University, 2020 - present

Highlighted publications

Bialkova S, Ros E. 2021. Enhancing Employer Branding via High-Tech Platforms: VR and Digital, What Works Better and How? Management Revue, 32 :128-145 DOI

Bialkova S, Te Paske S. 2020. Campaign participation, spreading electronic word of mouth, purchase: how to optimise corporate social responsibility, CSR, effectiveness via social media? European Journal of Management and Business Economics, DOI Publisher Url Public Url

Bialkova S, Grunert KG, van Trijp H. 2020. From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice FOOD QUALITY AND PREFERENCE, 81 DOI Author Url

Bialkova S, Ettema D. 2019. Cycling renaissance: The VR potential in exploring static and moving environment elements 2019 IEEE 5th Workshop on Everyday Virtual Reality, WEVR 2019, DOI

Conference publication

Bialkova S. 2021. Would you talk to me? The role of chatbots in marketing. European Advertising Academy conference, ICORIA2021

Bialkova S. 2021. How user generated content impacts ad effectiveness: Lessons from tourism industry EMAC2021

Bialkova S, Ettema D. 2019. Cycling renaissance: The VR potential in exploring static and moving environment elements 2019 IEEE 5th Workshop on Everyday Virtual Reality, WEVR 2019, DOI

Bialkova S, Dickhoff B. 2019. Encouraging Rehabilitation Trials: The Potential of 360 degrees Immersive Instruction Videos 2019 26TH IEEE CONFERENCE ON VIRTUAL REALITY AND 3D USER INTERFACES (VR), 26th IEEE Conference on Virtual Reality and 3D User Interfaces (VR) :1443-1447 DOI Author Url

Bialkova S, Ettema D, Dijst M. 2018. Urban future: Unlocking Cycling with VR Applications 2018 IEEE Workshop on Augmented and Virtual Realities for Good, VAR4Good 2018, DOI

Bialkova S, Van Gisbergen MS. 2017. When sound modulates vision: VR applications for art and entertainment 2017 IEEE 3rd Workshop on Everyday Virtual Reality, WEVR 2017, 3rd Workshop on Everyday Virtual Reality (WEVR) DOI Publisher Url Public Url

Bialkova S. Brand, product, placement: Eye buy mechanisms for desktop and in-store shopping. ICORIA2019: Designing Experiences

Bialkova S, Ros E. Talent management: The potential of VR and digital innovations. EURAM2019: Exploring the Future of Management:

Bialkova S. Consumers journey enhancement: The VR impact. EMAC2019

Bialkova S. From indoor to outdoor: How Virtual reality reshapes advertising? ICORIA2018: Brand Communication

Bialkova S, Ros E. Augmenting employer brand experiences and evaluation: the role of innovative VR and digital platforms. EMAC2018: People Make Marketing

Bialkova S. Virtual worlds and real market perspectives. Virtual Revolution 2016

Bialkova S. When good intention rolls in wrong dimension: Factors precluding ad success. EMAC2016: Marketing in the age of data

Bialkova S, Hübner A, Fenko A. Understanding opposition in green advertising: The opposite does not always attract. EMAC2015: Collaboration in research.

Bialkova S, Sasse L, Fenko A. Altering health-pleasure trade-off via advertising claims. ICORIA2014

Bialkova S, te Paske S, Gosselt J. From what to how in social media communication: the role of CSR motives in boosting message effectiveness Etmaal van de Communicatiewetenschap: The Interdisciplinary turn in Communication Sciences

Bialkova S. Managing tomorrow: The VR impact EURAM2019, Labs EURAM2019 Labs AR (Augmented Reality) & VR (Virtual Reality) implications for Management

Bialkova S, van Gisbergen M. Play me the music: How sound and vision interplay may enhance VR experiences EMAC2017

Bialkova S, Gunesch C, Fenko A. Preventing copycats damage: How trust could change consumers’ choice? 143rd Joint EAAE/AAEA Seminar 'Consumer Behavior in a Changing World: Food, Culture and Society

Bialkova S, van 't Erve S, van Hoof J, Pruyn A. Turning shopping habits of young consumers into green EMAC2014

Fenko A, Breulmann S, Bialkova S. Increasing advertising power via written scent references EMAC2014

Bialkova S, Sasse L, Fenko A. Backfired Expectations: The Effect Of Labels And Advertising Claims On Consumers Response International Food Marketing Symposium 2014 Publisher Url

Bialkova S. Principles of eye-tracking and its potential for consumer research 10th Pangborn Sensory Science Symposium 2013

Bialkova S, Nikolaev A, van Leeuwen C. Does visual search have a memory? 35th European Conference on Visual Perception ECVP 2012 Publisher Url

Bialkova S, de Haan A, Schriefers H. Cue Onset Asynchrony in Task Switching 26th Annual Meeting of the Cognitive Science Society, CogSci, Chicago, USA Publisher Url

Bialkova S, Schriefers H. Dynamics of a Goal Execution 14th meeting of the European Society for Cognitive Psychology ESCOP, Leiden, The Netherlands Publisher Url

Bialkova S, Oberauer K. Is the Focus of Attention in Working Memory Limited to a Single Element? 15th meeting of the European Society for Cognitive Psychology ESCOP, Marseille, France Publisher Url

Aschemann-Witzel J, Grunert K, van Trijp H, Bialkova S, Raats M, Hodgkins C, Koenigstorfer J. The effect of color-coding, text and GDA as a part of nutrition labels on facilitation of healthy choice Joint AAEA/EAAE conference on Food Environment: The Effects of Context on Food Choice 2012 Publisher Url

Bialkova S, van Trijp H. How do we search for health labels? 8th Pangborn Sensory Science Symposium 2009

Bialkova S, van Trijp H. Is Eye tracking an effective experimental tool for capturing consumers attention? Measuring Behavior 2010 Publisher Url

Bialkova S, Schriefers H. Stimulus-driven control in task switching and restarting Experimental Psychology Society, 60th Anniversary, Birmingham, UK

Bialkova S, van Trijp H. Nutrition labels drive consumers attention and choice: an eye-tracking study FAG Workshop on Consumer Behavior 2010

Bialkova S. Patterns in visual attention: Top-down vs. Bottom-up AERFAISS 2010

Bialkova S, de Haan A, Schriefers H. Cue Onset Asynchrony in Task Switching EPOS2004, Leiden, The Netherlands

Journal article

Bialkova S, Ros E. 2021. Enhancing Employer Branding via High-Tech Platforms: VR and Digital, What Works Better and How? Management Revue, 32 :128-145 DOI

Bialkova S, Grunert KG, van Trijp H. 2020. From desktop to supermarket shelf: Eye-tracking exploration on consumer attention and choice FOOD QUALITY AND PREFERENCE, 81 DOI Author Url

Fenko A, Kersten L, Bialkova S. 2016. Overcoming consumer scepticism toward food labels: The role of multisensory experience FOOD QUALITY AND PREFERENCE, 48 :81-92 DOI Author Url

Bialkova S, Sasse L, Fenko A. 2016. The role of nutrition labels and advertising claims in altering consumers' evaluation and choice APPETITE, 96 :38-46 DOI Author Url

Bialkova S, Grunert KG, Juhl HJ, Wasowicz-Kirylo G, Stysko-Kunkowska M, van Trijp HCM. 2014. Attention mediates the effect of nutrition label information on consumers' choice. Evidence from a choice experiment involving eye-tracking Appetite, 76 :66-75 DOI Author Url

Aschemann-Witzel J, Grunert KG, van Trijp HCM, Bialkova S, Raats MM, Hodgkins C, Wasowicz-Kirylo G, Koenigstorfer J. 2013. Effects of nutrition label format and product assortment on the healthfulness of food choice APPETITE, 71 :63-74 DOI Author Url

Bialkova S, Grunert KG, van Trijp H. 2013. Standing out in the crowd: The effect of information clutter on consumer attention for front-of-pack nutrition labels FOOD POLICY, 41 :65-74 DOI Author Url

Bialkova S, van Trijp H. 2011. Information context matters in detection and identification of information: Reply to Wertheim et al. (2011) FOOD QUALITY AND PREFERENCE, 22 :786-787 DOI Author Url

Bialkova S, van Trijp HCM. 2011. An efficient methodology for assessing attention to and effect of nutrition information displayed front-of-pack FOOD QUALITY AND PREFERENCE, 22 :592-601 DOI Author Url

Oberauer K, Bialkova S. 2011. Serial and Parallel Processes in Working Memory After Practice JOURNAL OF EXPERIMENTAL PSYCHOLOGY-HUMAN PERCEPTION AND PERFORMANCE, 37 :606-614 DOI Author Url

Bialkova S, van Trijp H. 2010. What determines consumer attention to nutrition labels? FOOD QUALITY AND PREFERENCE, 21 :1042-1051 DOI Author Url

Bialkova S, Oberauer K. 2010. Direct Access to Working Memory Contents EXPERIMENTAL PSYCHOLOGY, 57 :383-389 DOI Author Url

Oberauer K, Bialkova S. 2009. Accessing Information in Working Memory: Can the Focus of Attention Grasp Two Elements at the Same Time? JOURNAL OF EXPERIMENTAL PSYCHOLOGY-GENERAL, 138 :64-87 DOI Author Url

Bialkova S, Nikolaev A, van Leeuwen C. Does visual search have a memory? Perception, 42

Book

Bialkova S. 2008. Control mechanisms in task switching ISBN 978-90-9023352-9

Other invited event:

Bialkova, S. Neurocorrelates of consumer choice: Evidences from Eye-tracking research, Invited talk at the 6th Managerial Marketing Seminar, MaMaS, Valencia, Spain. 2021

Bialkova, S. Managing tomorrow: The VR impact, Invited talk at EURAM2019, Labs: AR (Augmented Reality) & VR (Virtual Reality) implications for Management, Lisbon, Portugal. 2019

Bialkova S. Virtual worlds and real market perspectives, Invited talk at Virtual Revolution 2016, Velthoven, The Netherlands. 2016

Bialkova, S. Where the consumers eyes go while shopping?, Invited talk at NOLDUS workshop, Wageningen, The Netherlands. 2011

Conference organisation:

IEEEVR 2021, 7th Workshop of Everyday Virtual Reality; Workshop Co-Chair & Co-organizer. 2021

European Academy of Management, EURAM2019; Session chair: The future of organizations in the age of digital transformation. 2019

European Advertising Academy conference ICORIA2019; Neurocorrelates of Marketing Communication Effectiveness: Evidences from Eye-tracking and Electro-dermal activity Approaches, Special session co-organizer. 2019

European Marketing Academy Conference, EMAC2019; Virtual Reality Marketing: Optimizing Opportunities, Special session co-organizer. 2019

European Advertising Academy conference ICORIA2018; Marketing Transformation: The Virtual Reality Impact, Special session co-organizer. 2018

IEEEVR 2018, 4th Workshop of Everyday Virtual Reality; Workshop Co-Chair & Co-organizer. 2018

European Marketing Academy Conference, EMAC2017; Shaping the future of Virtual reality marketing: perspectives and challenges, Special session co-organizer. 2017

European Marketing Academy Conference, EMAC2015; Session chair: Socially responsible advertising. Track Advertising, promotion, marketing communication. 2015

European Marketing Academy Conference, EMAC2014; Session chair: Sustainable consumption Track Consumer Behaviour. 2014

International Food Marketing Symposium; Session chair: Labelling/segmentation, Aarhus, Denmark, 19-20 June. 2014

Measuring Behaviour 2010; Tutorial organizer/speaker. Assessing consumers’ attention with remote eye-tracking devices. 2010

10th Pangborn sensory science symposium; Workshop Chair and Co-organizer: Using eye tracking methodology in consumer science. Rio de Janeiro, Brazil, 11-15 August 2013.

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