Dr. S. (Sarah) Marschlich
Faculty of Social and Behavioural Sciences
Communication, Organizations and Society
Area of expertise: Public relations, Strategic communication, Organizational reputation, Organizational legitimacy, Neo-Institutional theory, Corporate social responsibility, Social media, Gender equality and organizations
Photographer: Popupartists
Visiting address
- Nieuwe Achtergracht 166
Postal address
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Postbus 15791
1001 NG Amsterdam
Contact details
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Profile
Sarah Marschlich is an Assistant Professor at the Department of Communication Science at the University of Amsterdam. She is affiliated with the Amsterdam School of Communication Research (ASCoR), the Program Group Communication, Organisations, Society (formerly called Corporate Communication). After gaining her PhD at the University of Fribourg in 2020 (Switzerland), she worked as a senior research and teaching associate at the Department of Communication and Media Research, University of Zurich from 2020 to 2022 (IKMZ). She was a guest researcher at the College of Communication and Media Sciences, Zayed University, Dubai/Abu Dhabi (United Arab Emirates) for one year, and since 2024, she has served as Head of the Scientific Committee of the European Public Relations Education and Research Association (EUPRERA). From 2020 to 2024, she was a board member of the Swiss Association of Communication and Media Research, engaging in position papers and recommendations regarding policies and guidelines related to communication and media research and practice, particularly supporting the matters of young and emerging scholars.
In her research and teaching, Sarah Marschlich focuses on:1. The role of strategic communication and public relations in building organizational reputation and legitimacy.
2. The challenges of organizations' communication in the social media and news media environments.
3. Organizations' social and political roles, including corporate social responsibility, corporate social advocacy, and public diplomacy.
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Research
Research methods
- Survey
- Experimental research design
- Content analysis
- Expert interview
- Mixed methods
Current research projects
Exploring individuals’ imagined social media affordances using self-report measures and donated log-based data
Research grants & honours
- 2022 Research funding by the Digital Communication Methods Lab, University of Amsterdam for the research project on “Exploring individuals’ imagined social media affordances using self-report measures and donated log-based data”
- 2021 Best Paper Award for the paper “CSR in Hypermodern Times: Towards a New Measurement of Segmentation of Socially and Environmentally Conscious Publics” by the European Public Relations Education and Research Association (EUPRERA)
- 2021 Research funding by the Swiss Association of Communication and Media Sciences (SACM) and by the Swiss Association of Humanities and Social Sciences (SAGW) for the research project “Current situation of the mid-level staff at Swiss universities”
- 2019 Research grant by the Swiss National Science Foundation (SNSF) for the research project “Corporate Diplomacy in the United Arab Emirates”
- 2019/2020 Fellow of the Kopenhaver Center for the Advancement of Women in Communication
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Publications
2025
- Dhanesh, G., & Marschlich, S. (in press). Gender representations and user engagement in social media posts of companies: Dream Crazier or Keep Walking?”. Business Horizons.
- Marschlich, S., & Hurtado, E. (2025). The effect of third-party certifications on corporate social responsibility communication authenticity and credibility. Corporate Communications, 30(7), 1-20.
- Storie, L., & Marschlich, S. (in press). Cultural citizenship processes on social media: How women negotiate identity online. Media, Culture and Society.
2024
Eisele, O., Brugman, B. C., & Marschlich, S. (2024). The moral foundations of responsible business: Using computational text analysis to explore the salience of morality in CSR communication. Public Relations Review, 50(2), Article 102453. https://doi.org/10.1016/j.pubrev.2024.102453 [details]- Marschlich, S., & Bernet, L. (2024). Corporate social advocacy and gender equality: how call-to-action messages influence corporate reputation. Corporate Communications, 29(7), 21-38. https://doi.org/10.1108/CCIJ-10-2023-0142 [details]
- Marschlich, S., & Dhanesh, G. (2024). Corporate Social Responsibility in Hypermodern Times: How to Identify Socially Responsible Consumers. American Behavioral Scientist. Advance online publication. https://doi.org/10.1177/00027642241246682
- Marschlich, S., & Eisenegger, M. (2024). Personalization of tech corporations: Examining personalized news and the media reputation of Google, Facebook, and Apple in Swiss news media. Journalism. Advance online publication. https://doi.org/10.1177/14648849241243044
- Volk, S. C., Schulz, A., Blassnig, S., Marschlich, S., Nguyen, M. H., & Strauβ, N. (2024). Selecting, avoiding, disconnecting: a focus group study of people’s strategies for dealing with information abundance in the contexts of news, entertainment, and personal communication. Information Communication and Society. Advance online publication. https://doi.org/10.1080/1369118X.2024.2358167
2023
- Marschlich, S., & Ingenhoff, D. (2023). The role of local news in constructing media legitimacy: How news media frames the sociopolitical efforts of multinational corporations in host countries. Corporate Communications, 28(7), 1-18. https://doi.org/10.1108/CCIJ-05-2022-0050 [details]
- Marschlich, S., & Vogler, D. (2023). Public Debates about the Social Responsibility of Media Companies: A Longitudinal Analysis of Swiss Media Companies from 2010 to 2019. In F. Weder, L. Rademacher, & R. Schmidtpeter (Eds.), CSR Communication in the Media: Media Management on Sustainabililty at a Globel Level (pp. 141-157). (CSR, sustainability, ethics & governance). Springer. Advance online publication. https://doi.org/10.1007/978-3-031-18976-0_11 [details]
- Oehmer-Pedrazzi, F., & Marschlich, S. (2023). Lobbyismus aus kommunikationswissenschaftlicher Perspektive. In A. Polk, & K. Mause (Eds.), Handbuch Lobbyismus (pp. 123-136). Springer VS. https://doi.org/10.1007/978-3-658-32320-2_38, https://doi.org/10.1007/978-3-658-32324-0_38-1
- Storie, L., & Marschlich, S. (2023). Listening across borders: Global considerations for listening and public diplomacy. In K. R. Place (Ed.), Organizational listening for strategic communication: Building theory and practice (pp. 269-287). (Routledge Research in Public Relations). Routledge. https://doi.org/10.4324/9781003273851-20 [details]
2022
- Eisenegger, M., & Marschlich, S. (2022). Schlüsselbegriffe der Public Relations: Issues, Frames und Thematisierung. In P. Szyszka, R. Fröhlich, & U. Röttger (Eds.), Handbuch der Public Relations (pp. 1-22). Springer. https://doi.org/10.1007/978-3-658-28149-6_25-1
- Marschlich, S. (2022). Corporate Diplomacy: How Multinational Corporations Gain Organizational Legitimacy. A Neo-Institutional Public Relations Perspective. (Organisationskommunikation). Springer. https://doi.org/10.1007/978-3-658-36818-0
- Marschlich, S. (2022). Content analysis in the research field of public diplomacy. In F. Oehmer-Pedrazzi, S. H. Kessler, E. Humprecht, K. Sommer, & L. Castro (Eds.), Standardisierte Inhaltsanalyse in der Kommunikationswissenschaft – Standardized Content Analysis in Communication Research (pp. 329-338). Springer. https://doi.org/10.1007/978-3-658-36179-2_28
- Marschlich, S., & Ingenhoff, D. (2022). Public-private partnerships: How institutional linkages help to build organizational legitimacy in an international environment. Public Relations Review, 48, Article 102124. https://doi.org/10.1016/j.pubrev.2021.102124
- Marschlich, S., & Storie, L. (2022). The past, the present, and the future of public diplomacy research. In J. Falkheimer, & M. Heide (Eds.), Research Handbook on Strategic Communication (pp. 301-318). Edward Elgar Publishing. Advance online publication. https://doi.org/10.4337/9781800379893.00028 [details]
- Oehmer-Pedrazzi, F., & Marschlich, S. (2022). Lobbyismus aus kommunikationswissenschaftlicher Perspektive. In A. Polk, & K. Mause (Eds.), Handbuch Lobbyismus (Living ed.). Springer VS. https://doi.org/10.1007/978-3-658-32324-0_38-1, https://doi.org/10.1007/978-3-658-32320-2_38 [details]
- Ryffel, Q., Marschlich, S., Fürst, S., & Thai, S. (2022). From precarious conditions to permanent positions? Problems, responsible actors, and solutions for strengthening the academic mid-level staff in Switzerland. Studies in Communication Sciences, 22(3), 575-582. https://doi.org/10.24434/j.scoms.2022.03.3936 [details]
- Storie, L., & Marschlich, S. (2022). Identity, social media and politics: How young Emirati women make sense of female politicians in the UAE. International Journal of Press/Politics, 27, 789-807. https://doi.org/10.1177/19401612221078795
2021
- Marschlich, S., & Ingenhoff, D. (2021). Stakeholder engagement in a multicultural context: The contribution of (personal) relationship cultivation to social capital. Public Relations Review, 47, Article 102091. https://doi.org/10.1016/j.pubrev.2021.102091
- Marschlich, S., & Ingenhoff, D. (2021). The role of public relations in corporate diplomacy: how relationship cultivation increases organizational legitimacy. Journal of Public Relations Research, 33, 86-105. https://doi.org/10.1080/1062726X.2021.1981332
2019
- Ingenhoff, D., & Marschlich, S. (2019). Corporate diplomacy and political CSR: Similarities, differences and theoretical implications. Public Relations Review, 45, 348-371. https://doi.org/10.1016/j.pubrev.2019.01.002
2023
- Marschlich, S., & Thiele, F. (2023). Wer Karriere (fördern) will, muss auch über Karriere sprechen. Aviso, 76, 20-21. [details]
2022
- Marschlich, S. (2022). Einstellungen gegenüber Medien. Jahrbuch Qualität der Medien, 2022, 131-137. https://doi.org/10.24894/978-3-7965-4646-4 [details]
- Marschlich, S., Strauß, N., & Vogler, D. (2022). Qualität und Stellenwert der Wirtschaftsberichterstattung in Schweizer Medien. Jahrbuch Qualität der Medien, 2022, 69-80. https://doi.org/10.24894/978-3-7965-4646-4 [details]
2021
- Schwaiger, L., & Marschlich, S. (2021). Einstellungen gegenüber Medien. Jahrbuch Qualität der Medien, 2021, 117-124. https://doi.org/10.24894/978-3-7965-4432-3
- Udris, L., Marschlich, S., & Vogler, D. (2021). Abstimmungskampf um das Verhüllungsverbot: Sichtbarkeit von Akteur:innen und ihrer Positionen in redaktionellen Medien und auf Twitter. Jahrbuch Qualität der Medien, 2021, 63-76. https://doi.org/10.24894/978-3-7965-4432-3
- Vogler, D., Schwaiger, L., Udris, L., Schneider, J., Siegen, D., Marschlich, S., Rauchfleisch, A., & Eisenegger, M. (2021). Falschinformationen, Alternativmedien und Verschwörungstheorien–Wie die Schweizer Bevölkerung mit Desinformation umgeht. Bericht für das Bundesamt für Kommunikation [Misinformation, alternative media and conspiracy theories-How the Swiss population deals with disinformation. Report for the Federal Office of Communications]. https://www.zora.uzh.ch/id/eprint/219206/1/Desinformation_in_der_Schweiz___Abschlussbericht_Marz_2021.pdf
2018
- Marschlich, S. (2018). Bildmotive in der Migrationsberichterstattung im Wandel? [Images in News Coverage on Migration in Change?]. In C. Bonnen, K. Löpke, & F-A. Meyer (Eds.), Flüchtlingsbilder, Rechtspopulismus und Schweigespirale reloaded: Aktuelle Perspektiven Politischer Kommunikation [Images of Refugees, Right Wing Populism, and the Spiral of Silence Revisted] (pp. 9-30). Shaker.
2024
- Brugman, B. C., Marschlich, S., & Eisele, O. (2024). Advocating for Good? Political Predictors of Attitudes Toward Corporate Social Advocacy. Abstract from Etmaal van de Communicatiewetenschap 2024, Rotterdam, Netherlands.
- Brugman, B. C., Marschlich, S., Eisele, O., & Shaikh, S. J. (2024). Advocating for good? How political leaning and attitudes are related to Corporate Social Advocacy. Abstract from Annual Conference of the Public Relations Division of the German Association for Communication Research, Berlin, Germany.
- Dhanesh, G., & Marschlich, S. (2024). Visual social semiotic analysis of gender representation in corporate instagram posts: Too vanilla for engagement?. Paper presented at 25th Annual Conference of the European Public Relations Education and Research Association, Bucharest, Romania.
- Hurtado, E., & Marschlich, S. (2024). To B or not to B? The effect of the B corporation certification on corporate social responsibility communication authenticity and credibility. Abstract from Annual Conference of the Swiss Association for Communication and Media Research, Neuchatel, Switzerland.
- Marschlich, S., Jacobs, S. H. J., & Dardis, F. (2024). Covering the issue of (in)equality: Associations with organizations and their media reputation. Abstract from Etmaal van de Communicatiewetenschap 2024, Rotterdam, Netherlands.
- Marschlich, S., Jacobs, S. H. J., & Dardis, F. (2024). Social (in)equality in the news: Organizational visibility and involvement. Abstract from EUPRERA 2024 Congress, Bucharest.
2023
- Eisele, O., Brugman, B. C., & Marschlich, S. M. (2023). The Moral Foundations of Responsible Business: Using Computational Text Analysis to Explore the Salience of Morality in CSR Communication. Paper presented at 24th Annual Conference of the European Public Relations Education and Research Association (EUPRERA), Prague, Czech Republic.
- Marschlich, S. (2023). Social Media Affordances and User Attention in the Context of Organization Posts. Abstract from Annual Conference of the Swiss Association for Communication and Media Research, Lucerne, Switzerland.
- Marschlich, S. M. (2023). Wellbeing, employer engagement & the role of gender in the PR industry. Abstract from 24th Annual Conference of the European Public Relations Education and Research Association (EUPRERA), Prague, Czech Republic.
- Marschlich, S. M., Strauß, N., & Vogler, D. (2023). On the Quality of Business Journalism in News Media: A Comparison of Business Reporting with Reporting in Other Spheres. Abstract from Etmaal Communicatiewetenschap 2023, Enschede, Netherlands.
- Schulz, A., Volk, S. C., Blassnig, S., Marschlich, S., Nguyen, M. H., & Strauß, N. (2023). Information Abundance – Curse or Blessing? A Focus Group Study on How People Perceive Today’s Information Flows. Abstract from European Communication Research and Education Association (ECREA) Political Communication Section Conference, Berlin, Germany.
- Volk, S. C., Schulz, A., Blassnig, S., Marschlich, S., Strauß, N., & Nguyen, M. H. (2023). Putting Avoidance in a Positive Light: A Focus Group Study of People’s Coping Strategies with Information Abundance in Different Media Contexts. Paper presented at International Communication Association ICA Pre-Conference News Avoidance, Resistance, and Related Audience Practices: Definitions, Predictors, and Consequences.
2022
- Bernet, L., & Marschlich, S. M. (2022). Corporate Political Advocacy and Gender Equality: How Informing and Mobilizing Message Strategies Influence Corporate Reputation. Abstract from ECREA 2022 9th European Communication Conference, Aarhus, Denmark.
- Marschlich, S. (2022). (Dis-)Satisfaction with Work Among Young Communication Scholars in Switzerland & The Role of Gender. Poster session presented at 23rd Annual Conference of the European Public Relations Education and Research Association (EUPRERA), Vienna, Austria.
- Marschlich, S. (2022). Corporate Diplomacy: How Multinational Corporations Gain Organizational Legitimacy. A Neo-Institutional Public Relations Perspective. Paper presented at the 72nd annual conference of the International Communication Association (ICA), 26-30 May 2022, Paris, France.
- Marschlich, S. (2022). Gender in Public Relations Research: A Systematic Review. Poster session presented at the 72nd annual conference of the International Communication Association (ICA), 26-30 May 2022, Paris, France.
- Marschlich, S., & Eisenegger, M. (2022). Personalization and Reputation of Tech Corporations in Swiss News. Abstract from Annual Conference of the Swiss Association for Communication and Media Research, Zurich, Switzerland.
- Marschlich, S., & Eisenegger, M. (2022). Personalization and Reputation of Tech Giants in Swiss News. Paper presented at the 72nd annual conference of the International Communication Association (ICA), 26-30 May 2022, Paris, France.
Prize / grant
- Marschlich, S. (2021). Current situation of the mid-level staff at Swiss universities.
- Marschlich, S. (2021). Best Paper Award for the paper “CSR in Hypermodern Times: Towards a New Measurement of Segmentation of Socially and Environmentally Conscious Publics".
- Marschlich, S. (2019). Corporate Diplomacy in the United Arab Emirates.
Membership / relevant position
- Marschlich, S. (2024-). Head of Scientific Committee, European Public Relations Education and Research Association (EUPRERA).
- Marschlich, S. (2020-2024). Board Member, Swiss Association of Communication and Media Research.
Media appearance
- Marschlich, S. (13-12-2022). Wirtschaftthemen sind bei Frauen weniger beliebt als bei Männern [Web] SRF Trend podcast. Frauen in den Medien - Darum interessieren sich immer mehr Frauen für Wirtschaftsthemen [Women in the media - Why more and more women are interested in business topics]. https://www.srf.ch/news/wirtschaft/frauen-in-den-medien-darum-interessieren-sich-immer-mehr-frauen-fuer-wirtschaftsthemen
- Marschlich, S. (30-11-2022). Wirtschaftthemen sind bei Frauen weniger beliebt als bei Männern [Web] SRF Trend podcast. Wirtschaftthemen sind bei Frauen weniger beliebt als bei Männern [Business Topics Less Popular Among Women]. http://Wirtschaftthemen sind bei Frauen weniger beliebt als bei Männern
Talk / presentation
- Marschlich, S. (speaker) (17-10-2024). Trends in the Media and Implications for Policy Communications Teams, Annual Meeting of the Development Communication Section of the Organization for Economic Cooperation and Development (OECD) and the Dutch Ministry of Foreign Affairs, The Hague.
- Marschlich, S. (speaker) (28-11-2023). Responsibility Online: CSR Communication in the Digital Era, Perspective - talk about the future, Amsterdam.
Others
- Marschlich, S. (visiting researcher) (27-3-2023 - 31-3-2023). BI Norwegian Business School (visiting an external institution).
- Marschlich, S. (visiting researcher) (1-2019 - 12-2019). Zayed University, College of Communication & Media Sciences (visiting an external institution).
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Ancillary activities
No ancillary activities
Eisele, O., Brugman, B. C., & Marschlich, S. (2024). The moral foundations of responsible business: Using computational text analysis to explore the salience of morality in CSR communication. Public Relations Review, 50(2), Article 102453.