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


[Translate to English:] Daniel Winkler

Daniel Winkler gives a talk at our Marketing Research Colloquium

Last week at our Marketing Research Colloquium, Daniel Winkler, a PhD student at the Institute for Retailing & Data Science (RDS), presented his current research project on platform power and cancel…

[Translate to English:] Deborah Small

Research Talk by Deborah Small, Yale School of Management (US)

We had the pleasure of welcoming Professor Deborah Small from Yale School of Management as part of our Research Seminar Series. Deborah Small is a prolific researcher with very interesting articles in…

[Translate to English:] WU AWARD - The Power of Brand Selfies

WU Award goes to Dr. Christina Schamp!

Congratulations to our Institute Director, Christina Schamp, for receiving the WU Award for her publication "The Power of Brand Selfies" in a Star Journal. In her article, she addresses the impact of…

[Translate to English:] Uğurcan Dündar

Uğurcan Dündar gives a talk in our Marketing Research Colloquium

Uğurcan Dündar is a Research and Teaching Associate at the Institute for Interactive Marketing & Social Media (IMSM). He presented his project, which focusses on budget allocations of online…

[Translate to English:] Günther Hitsch

Research Talk by Günther Hitsch, University of Chicago Booth School of Business (US)

We had the opportunity to welcome Prof. Günther Hitsch, the Kilts Family Professor of Marketing at the University of Chicago Booth School of Business as another visiting scholar in our Research…