[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:] 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.…

[Translate to English:] Eva Ascarza

Research Talk by Eva Ascarza (US)

For some time now, we had been eagerly awaiting a research talk from Eva Ascarza, the Jakurski Family Associate Professor of Business Administration from the Harvard Business School, who finally…

[Translate to English:] Eric Schwartz

Research Talk by Eric Schwartz (US)

As our latest guest for our Research Seminar Series we welcomed Eric Schwartz from the University of Michigan. He shared his recent work on A-B testing in online advertising experiments. To test user…

[Translate to English:] Dr. Kelly Martin

Research Talk by Kelly D. Martin (US)

We were honored to welcome Dr. Kelly D. Martin from Colorado State University (US) as our third guest in the Research Seminars Series. Her presentation shed light on the role of customer data privacy…

[Translate to English:] Vanessa Patrick-Ralhan

Research Talk by Vanessa Patrick-Ralhan (US)

Dr. Vanessa Patrick-Ralhan from University of Houston (US) presented her work on Inclusive Design Transformation on our Marketing Research Seminar. Inclusive product design is an approach to product…