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:] Jura Liaukonyte

Research Talk by Jura Liaukonyte, Cornell University (US)

For our last Research Seminar Lecture of this semester, we had the pleasure of welcoming Prof. Jura Liaukonyte from Cornell University. She presented her work about patterns in brick-and-mortar and…

[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…

[Translate to English:] RSS_Talk_Oliver_Rubel

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…


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…

[Translate to English:] RSS_Michaela_Draganska

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…