Bücher
Schwarz-Musch, A., Tauchhammer, A., Guetz, B. (2026). Quick Guide: Digital Marketing Road Map, Springer Gabler, Wiesbaden.
Schwarz-Musch, A., Tauchhammer, A. & Guetz, B. (2025). Digital Advertising in the Post-cookie Era: Strategic Campaign Planning Across the Customer Journey. Springer Gabler, Wiesbaden.
Schwarz-Musch, A., Tauchhammer, A. & Guetz, B. (2024). Digitale Werbung in der Post-Cookie-Ära: Gezielte Kampagnenplanung entlang der Customer Journey. Springer-Gabler, Wiesbaden.
Schwarz-Musch, A., Tauchhammer, A., Guetz, B. (2022). Digital Marketing Road Map, Springer Gabler, Wiesbaden.
Artikel in Zeitschriften
Guetz, B. & Bidmon, S. (2023) The Credibility of Physician Rating Websites: A Systematic Literature Review in Health Policy, 132: 104821
Guetz, B. & Bidmon, S. (2023) Understanding the determinants of adoption and intention to recommend physician rating websites in Patient Education and Counseling, 109: 132.
Guetz, B. & Bidmon, S. (2022) Awareness of and interaction with physician rating websites: A cross-sectional study in Austria. PLOS ONE 17(12): e0278510.
Guetz, B., Bidmon, S. (2022). The Impact of Social Influence on the Intention to Use Physician Rating Websites: Moderated Mediation Analysis Using a Mixed Methods Approach in: Journal of Medical Internet Research, 24 (11), e37505.
Guetz, B., Schwarz-Musch, A., Tauchhammer, A. (2022). Die Zukunft des digitalen Marketings in: value, 20, 91-92.
Guetz, B., Tauchhammer, A., Schwarz-Musch, A., Schellander, I. (2022). Backen im Web 3.0 in: value, 20, 86-87.
Schwarz-Musch, A., Guetz, B. (2022). re!think Marketing in: value, 20, 76-79.
Guetz, B. (2018). Konzeptualisierung und Operationalisierung von Patientenzufriedenheit mit
Hausärztinnen und Hausärzten in: Junior Management Science 3(3) (2018) 106-145.
Buchbeiträge
Guetz, B., Herzeg, C., Schwarz-Musch, A. (2022.) Der zufriedene Bürger 2022 in: Anderwald, K., Hren, K., Stainer-Hämmerle, K. Kärntner Jahrbuch für Politik 2022, Mohorjeva Hermagoras Verlag.
Schwarz-Musch, A., Guetz, B. (2021). Markenführung für Städte und Gemeinden in: Stainer-Hämmerle, K., & Oppitz, F. Handbuch Gemeindepolitik, Verlag Österreich.
Konferenzbeiträge
Guetz, B., & Gansl, S. (2026). Seeing Is Not Feeling When Evaluating Shoulder Bags: A Mixed-Methods Experiment on Physical and Digital Presentation Formats. In EMAC 2026, 2–5 June 2026, Bath.
Bidmon, S., Guetz, B. (2025).The Impact of Credibility on the Intention to Use Physician Rating Websites: A Moderated Mediation Analysis in: 2025 European Marketing Academy (EMAC) Madrid, 25-30 May 2025, Madrid.
Guetz, B. & Bidmon, S. (2023) Understanding the determinants of adoption and intention to recommend physician rating websites in Patient Education and Counseling, 109: 132.
Guetz, B. & Bidmon, S. (2023). The Impact of Credibility on the Intention to Recommend Physician Rating Websites: A Mixed Methods Approach in: European Conference on Health Communication, 15-17 November 2023, Klagefurt.
Guetz, B., Bidmon, S. (2022). Understanding the determinants of adoption and intention to recommend physician rating websites in: International Conference on Communication in Healthcare, 05-09 Sep 2022, Glasgow
Bidmon, S., Guetz, B. (2022). The influencing chain of physician rating website usage: a cross-sectional study in Austria in: 2022 European Marketing Academy (EMAC) Budapest, 24-27 May 2022, Budapest
Guetz, B., Fritz, M., Schellander, I. (2022). Die digitale Baker Journey in: 15. Forschungsforum der österreichischen Fachhochschulen, 20-21 Apr 2022, Villach
Guetz, B., Fritz, M., Grubmüller, S. (2022). Die digitale Baker Journey in: Lange Nacht der Forschung, 20 May-21 Jul 2022, Klagenfurt
Guetz, B., Bidmon, S. (2021). Awareness of and Interaction with Physician Rating Websites: A Cross-Sectional Study in Austria (Bordeaux)
Guetz, B., Bidmon, S. (2021). The Impact of Social Influence on the Intention to Use Physician Rating Websites – A Randomized Experiment
Guetz, B., Bidmon, S. (2019). The Credibility of Physician Rating Websites: A Systematic Literature Review in: 18th International Conference on Research in Advertising (Krems)
Guetz, B. (2019). Konzeptualisierung und Operationalisierung von Patientenzufriedenheit mit Hausärztinnen und Hausärzten in: Junior Management Science Konferenz (Hamburg)
Sonstige Publikationen
Schwarz-Musch, A., Walluschnig, M., Guetz, B. (2020). Die organisatorische Verankerung von Business Development in internationalen Technologiekonzernen. Working Paper No. 4. Fachhochschule Kärnten, Wirtschaft & Management. URL: www.fh-kaernten.at/unser-studienangebot/wirtschaftmanagement/forschung/working-paper-series/