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.
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