Antonia Steigerwald is a research fellow and doctoral candidate at the Department of Sociology at the University of Lucerne. In addition, she represents the mid-level staff of the Faculty of Humanities and Social Sciences on the board of the Mid-level Organization Lucerne (MOL). She researches in the fields of economic sociology, digitalization and marketing sociology. In her dissertation project, Antonia uses qualitative methods to examine how retail companies create value from purchasing data with the goal of shaping customer relationships.
Until 2021, she worked as a research assistant at the Institute for Communication and Marketing at the Lucerne University of Applied Sciences and Arts. There she managed and supported projects in the fourfold performance mandate ( education, continuing education, research, service). Previously, she completed her Master of Arts in Social Communication Scienes in 2018 with a thesis on technological innovation in the sharing economy.