Montpellier Business School

Dr. Osburg Victoria-Sophie

Osburg Victoria-Sophie
Fonction Associate professor
Research themes Sustainability marketing and responsible consumption
Teaching department Marketing, Sales & Branding


Short Bio

Dr. Victoria-Sophie Osburg joined MBS in 2021 as an Associate Professor in Marketing. Her research focuses on sustainability marketing and responsible consumption, particularly in the digital age. Her research projects also consider responsibility in the luxury industry and in the context of AI implementation in service interactions. Her research has been published in many leading journals such as Journal of Service Research, Tourism Management, Journal of Business Ethics, Journal of Business Research, and Psychology and Marketing. She also works as a Guest Editor for the Journal of Business Ethics and the Journal of Business Research, and she is a Co-track chair of the AMS World Marketing Congress. Her teaching interests include Socially-responsible Marketing, Consumer Psychology and Behavior, Marketing (Management), and Marketing Communications. She has taught students from all levels (undergraduate, postgraduate, (E)MBA) and in different countries (UK, France, Germany, Hong Kong, Singapore).

Selected intellectual contributions

Osburg V.-S., Yoganathan V., Kunz W. & Tarba S. 2022. Can (A)I give you a ride? Development and validation of the CRUISE framework for autonomous vehicle services. Journal of Service Research, 25(4): 630-648. Osburg V.-S., Yoganathan V., McLeay F. & Diallo M. 2022. (In)compatibilities in sustainable luxury signals. Ecological Economics, 196: 107430. Liu H., Jayawardhena C., Osburg V.-S., Yoganathan V. & Cartwright S. 2021. Social sharing of consumption emotion in electronic word of mouth (eWOM): A cross-media perspective. Journal of Business Research, 132: 208-220. Yoganathan V., Osburg V.-S. & Stevens C. 2021. Freedom and giving in game streams: A Foucauldian exploration of tips and donations on twitch. Psychology & Marketing, 38(6): 1001-1013. Yoganathan V., Osburg V.-S., Kunz W. H. & Toporowski W. 2021. Check-in at the Robot-desk: Effects of automated social presence on social cognition and service implications. Tourism Management, 85: 104309. Osburg V.-S., Yoganathan V., Bartsch F., Diallo M. F., & Liu H. (2024). How sustainable luxury influences product value perceptions and behavioral intentions: A comparative study of emerging vs. developed markets. Journal of Business Ethics. Liu H., Jayawardhena C., Shukla P., Osburg V.-S., & Yoganathan V. (2024). Electronic Word of Mouth 2.0 (eWOM 2.0) – The Evolution of eWOM Research in the New Age. Journal of Business Research176: 114587. Yoganathan V., & Osburg V.-S. (2024). The mind in the machine: Estimating mind perception’s effect on user satisfaction with voice-based conversational agents. Journal of Business Research. 114573. Althuizen N., & Osburg V.-S. (2023). Understanding and managing the Self-Wise during a healthcare crisis. Social Science and Medicine334: 116187.

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