Institut für Digital Marketing & Behavioral Insights

Institute for Digital Marketing & Behavioral InsightsRSS

Our Mission Statement

Digital advancements are driving constant change in the way consumers interact with each other and with businesses.

As research institute, we address research questions at the intersection between technology trends and consumer behavior, employing a multitude of different research methods. Specifically, we investigate the impact of digital trends on purchase decisions, social media reactions, and moral behavior in the digital sphere.

In teaching and research, we actively seek exchange and cooperation with marketing practice. Our goal is to create new marketing knowledge at the highest level and to convey it winningly in the lecture hall.

Our Research


Hartmann, J., Heitmann, M., Schamp, C. und Netzer, O. (2021). The power of brand selfies in consumer-generated brand images. Journal of Marketing Research. 58 (6),1159-1177.


[Translate to English:] Research Talk - Colleen Harmeling

Research Talk by Colleen Harmeling, Florida State University (US)

In the latest talk of our Research Seminar Series, Colleen Harmeling, Associate Professor of Marketing at Florida State University, presented her research on morality and donation giving. We all hold…

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Research Talk by Olivier Rubel, University of California Davis (US)

Last week Olivier Rubel from Graduate School of Management, University of California Davis (US) have presented his latest research in our Research Seminar Series. For most firms the big part of…

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Welcome Melanie!

We are pleased to welcome to the Institute Melanie Clegg, our new PostDoc / Assistant Professor. Melanie Clegg completed her PhD at the University of Lucerne, and was recently a Visiting Scholar at…

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Research Talk by Michaela Draganska, Drexel University (US)

Last week, Michaela Draganska, from Drexel University’s LeBow College of Business visited us and presented her research in one of our Research Seminar Series lectures. Usually, marketing research…

[Translate to English:] RSS_Renana_Peres

Research Talk by Renana Peres, The Hebrew University Business School (IL)

We had the opportunity to welcome Prof. Renana Peres, the Head of Marketing Department and Vice Dean for External Affairs at the Hebrew University Business School in Israel as our fourth speaker in…

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Research Talk by Hannes Datta, Tilburg University (NL)

As a third guest speaker in our Seminar Series, Hannes Datta, Associate Professor of Marketing at Tilburg University, presented his and his coauthors’ work on demand drivers for Spotify playlists. …

[Translate to English:] RSS_Stephan_Seiler

Research Talk by Stephan Seiler, Imperial College London (UK)

The first speaker for the summer semester 2022 at our Research Seminar Series was Stephan Seiler from Imperial College London. Stephan presented his and his co-authors’ work on how to best design…

[Translate to English:] RSS_Caroline_Wiertz

Research Talk by Caroline Wiertz, University of London (UK)

As the second guest speaker for the Research Seminar, Caroline Wiertz, Deputy Dean and Professor of Marketing at Bayes Business School (formerly Cass), presented her and her co-worker’s work on…

[Translate to English:] Logo Campaigning Bureau

Social Media Seminar in Cooporation with Campaigning Bureau

In the last semester, our institute was holding an innovative social media seminar in the Marketing master’s that combined current research on successful multimedia content on social media with a…

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Job offer

The Institute for Digital Marketing & Behavioral Insights is currently inviting applications for a 40 hours/week Post Doc position. This employee position will be limited till August 31, 2025,…