[Translate to English:] 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 are investigating the impact of digital trends on purchasing decisions, the influence of artificial intelligence on consumer behavior and (moral) behavior in social media.

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. https://doi.org/10.1177/00222437211037258


[Translate to English:] Arnaud De Bruyn

Research Talk by Arnaud De Bruyn, ESSEC Business School (FR)

Bots Bargaining with Humans: Building AI Super-Bar- gainers with Algorithmic Anthropomorphization In our recent Research Seminar Series, we had the privilege of hosting Arnaud De Bruyn from ESSEC…

[Translate to English:] Giu Liberali

Research Talk by Gui Liberali, Erasmus University Rotterdam (NL)

As our latest guest for our Research Seminar Series, we welcomed Gui Liberali from the Erasmus University Rotterdam. He shared his recent work on improving Randomized Controlled Trials (RCTs). RCTs…

[Translate to English:] Luca Held

Welcome Luca!

We are delighted to welcome Luca Held to our institute as our new PraeDoc. Luca Held completed his Bachelor's degree at Queen Mary University of London and his Master's degree at the Vienna…

[Translate to English:] Team picture - Marketing Research Colloquium 2023

Marketing Research Colloquium 2023

This September our annual Marketing Research Colloquium took place in Podersdorf, where numerous PhDs as well as the guest speaker, Diego Aparicio (IESE Business School, University of Navarra, Spain),…

[Translate to English:] Denzel Abschlusspräsentation

If mobility - then DENZEL

15 students of our SBWL Marketing have worked on three exciting topics for Austria's leading car dealer DENZEL for one semester and were eagerly awaiting the feedback on their ideas and suggestions.…