Faculty Profile

Eliane Bucher

Postdoctoral Fellow - Department of Communication and Culture



Adjunct Assistant Professor Eliane Bucher completed her doctorate in management at the University of St. Gallen, where she is currently also a lecturer in Media- and Communications Management. She has been a one-year visiting researcher at the Berkman Center for Internet and Society at Harvard University with a mobility grant of the Swiss National Science Foundation. Her dissertation “The Stress of Being Social – Essays on Social Media in the Workplace” focused on technostress and new media literacy vis-a-vis the advent of disruptive technologies in communications workplaces. Her current research interests centre on digital labor practices and platforms, modes of collaborative/access-based consumption and sharing as well as digital media literacy, and participation. Furthermore, Eliane is Head of Digital Health Business at Swiss Retailer Migros.  


Lutz, Christoph; Hoffmann, Christian Pieter, Bucher, Eliane & Fieseler, Christian (2018)

The Role of Privacy Concerns in the Sharing Economy

Information, Communication & Society, 21(10), s. 1472- 1492. Doi: 10.1080/1369118X.2017.1339726

Internet-mediated sharing is growing quickly. Millions of users around the world share personal services and possessions with others—often complete strangers. Shared goods can amount to substantial financial and immaterial value. Despite this, little research has investigated privacy in the sharing economy. To fill this gap, we examine the sharing-privacy nexus by exploring the privacy threats associated with Internet-mediated sharing. Given the popularity of sharing services, users seem quite willing to share goods and services despite the compounded informational and physical privacy threats associated with such sharing. We develop and test a framework for analyzing the effect of privacy concerns on sharing that considers institutional and social privacy threats, trust and social-hedonic as well as monetary motives.

Bucher, Eliane; Fieseler, Christian, Fleck, Matthes & Lutz, Christoph (2017)

Authenticity and the Sharing Economy

Academy of Management Discoveries, online first Doi: 10.5465/amd.2016.0161

Based on a qualitative interview-study as well as on a quantitative survey among users of the room sharing platform Airbnb, we show that situational closeness between sharing economy consumers and providers may prompt instances of interpersonal contamination which in turn negatively impact reviewer behaviour and intention to engage in room sharing in the future. However, we also show that authenticity plays a significant alleviating role in shaping such closeness perceptions. Users whose sense of authenticity is evoked in their sharing experiences are significantly less bothered by negative instances of interpersonal closeness and are thus more liable to use sharing services. Our results point to the integral nature of both authenticity and the invocation of notions of authenticity for sharing business models who are reliant, by their very nature, on alleviating the imperfections of amateur production.

Fieseler, Christian; Bucher, Eliane & Hoffmann, Christian Pieter (2017)

Unfairness by Design? The Perceived Fairness of Digital Labor on Crowdworking Platforms

Journal of Business Ethics, s. 1- 19. Doi: 10.1007/s10551-017-3607-2

Based on a qualitative survey among 203 US workers active on the microwork platform Amazon Mechanical Turk, we analyze potential biases embedded in the institutional setting provided by on-demand crowdworking platforms and their effect on perceived workplace fairness. We explore the triadic relationship between employers, workers, and platform providers, focusing on the power of platform providers to design settings and processes that affect workers’ fairness perceptions. Our focus is on workers’ awareness of the new institutional setting, frames applied to the mediating platform, and a differentiated analysis of distinct fairness dimensions.

Bucher, Eliane & Fieseler, Christian (2017)

The Flow of Digital Labor

New Media and Society, 19(11), s. 1868- 1886. Doi: 10.1177/1461444816644566

Digital microwork is a type of labor that many—typically poorly paid—workers engage in. In our research, we focus on an experience-based model of digital labor and the nonmonetary benefits derived from such activities. Based on a survey of 701 workers at Amazon Mechanical Turk, we demonstrate that experiences during digital labor sequences generate flow-like states of immersion. We show that reaching flow-like states while performing microwork depends on certain work characteristics, such as the particular worker’s degree of autonomy, the extent to which a worker’s skills are utilized, and the apparent significance of and feedback derived from the task. The results both highlight the importance of flow-like immersion in explaining why individuals engage in digital labor projects and point to avenues that can lead to the design of better digital work experiences.

Bucher, Eliane; Fieseler, Christian & Lutz, Christoph (2016)

What's mine is yours (for a nominal fee) – Exploring the spectrum of utilitarian to altruistic motives for Internet-mediated sharing

Computers in Human Behavior, 62, s. 316- 326. Doi: 10.1016/j.chb.2016.04.002

In this contribution, we scrutinize the diverse motives for internet-mediated sharing as well as their role in shaping attitudes towards sharing one's possessions in commercialized as well as non-commercialized settings. On the basis of qualitative and quantitative research, we first develop a scale of sharing motives, showing that the reasons for participating in online sharing platforms are more nuanced than previously thought. Second, employing a motivational model of sharing, rooted in the theory of planned behavior, we show that sharing attitudes are driven by moral, social-hedonic and monetary motivations. Furthermore, we identify materialism, sociability and volunteering as predictors of sharing motives in different sharing contexts. Against this background, we explore the possible role of monetary incentives as a necessary but not sufficient condition for sharing one's possessions with others

Bucher, Eliane; Fieseler, Christian, Lutz, Christoph & Newlands, Gemma Elisabeth Marjorie (2018)

Managing Emotional Labor in the Sharing Economy

[Academic lecture]. Academy of Management Annual Meeting.

In the sharing economy, independent actors routinely get together to co-create service experi-ences. Here, emotional labor plays a central role in creating successful encounters. Little is known about how organizations in the sharing economy instill emotional labor practices among actors outside their direct sphere of influence. Based on a mixed methods approach which combines survey research and correspondence analysis with content analysis, we show first how both providers (hosts, drivers) and consumers (guests, passengers) of the sharing economy engage in emotional labor for the benefit of the overall quality of the sharing experi-ence. Second, we argue that platforms as facilitators of the exchange relationship actively encourage such emotional labor practices – even in the absence of direct formal power – through (hard) design features such as mutual ratings, reward systems and gamification, and through more subtle (soft) normative framing of desirable practices via platform and app guidelines, tips, community sites or blogs.

Bucher, Eliane; Lutz, Christoph & Fleck, Matthes (2017)

The Oversharing Economy – Investigating Authenticity on Airbnb

[Academic lecture]. Academy of Management Annual Meeting.

The peer-to-peer sharing economy facilitates instances of situational closeness between con-sumer and provider that would usually occur only within a closed circle of family and friends. In the context of room sharing experiences, temporary spatial closeness with the provider (host) may create for the consumer (guest) instances of perceived interpersonal contamination in the form of ambient contamination, artifact contamination, interpersonal contact, or privacy intrusion. Based on a qualitative interview-study as well as on a quantitative survey among users of the room sharing platform Airbnb, we show that authenticity plays a significant role in shaping closeness perceptions. Further, we show that users who seek authenticity in their sharing experiences are significantly less disturbed by instances of interpersonal contamina-tion and that negative closeness perceptions, such as interpersonal contact or contaminating objects, have a strong impact on intentions to engage in room sharing in the future. Our results may help to explain one of the core drivers behind both the success of the sharing business model and the success of secondary services in the sharing economy such as key handling or house cleaning services. However, while this secondary service layer reduces instances of interpersonal contamination, it also reduces the potential for authenticity in the sharing economy.

Fieseler, Christian; Bucher, Eliane & Lutz, Christoph (2017)

Alone in the Crowd – Alienation in Digital Labor

[Academic lecture]. 33rd EGOS Colloquium, Copenhagen 2017.

On the basis of a survey among 804 workers on the crowdsourcing platform Amazon Mechanical Turk, we show that (1) alienation, a form of detachment from working life, in the form of powerlessness, meaninglessness, normlessness, isolation, and self-estrangement, is often present among workers. On the basis of qualitative vignettes, we furthermore argue that (2) the perception of digital labor as alienating is not universal, depending on the perceived importance of workers’ labor and the relational nature with their contractors.

Academic Degrees
Year Academic Department Degree
2013 University of St. Gallen, Switzerland PhD
2013 University of St. Gallen, Switzerland PhD
Work Experience
Year Employer Job Title
2016 - Present BI Norwegaian Business School Researcher