Senior Fellow, University of Southern California

Dr. Ulrike Gretzel is a Senior Fellow at the Center for Public Relations, University of Southern California and Director of Research at Netnografica. She received her PhD in Communications from the University of Illinois at Urbana-Champaign. Her research spans the design, use, and implications of emerging technologies, ranging from social media and mobile applications to smart cities, robots, and the metaverse. She has over 20 years of experience conducting academic and practice-focused research. She is frequently acknowledged as one of the most cited authors in the fields of tourism and persuasion and is an elected fellow of the International Academy for the Study of Tourism.