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 academic 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 investigate the practices and future imaginaries on personalization in the field of Swiss retail marketing.
Until 2021, she worked as a research associate 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.