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Institute for Interactive Marketing & Social Media (IMSM)RSS

Digital technologies and social media have a profound impact on consumer behavior and the ways in which businesses compete in today’s global marketplace. In our research and teaching activities, we focus on the implications of these changes from a managerial perspective.

IMSM’s Mission

The Institute for Interactive Marketing & Social Media (IMSM) aims to be a leading institution for research and education in the area of digital marketing. The rapid growth of digital technologies and social media has a profound impact on consumer behavior, leading to radically new businesses and challenging incumbents to adapt their marketing strategies. Therefore, our goal is to do research that focuses on new business problems and groundbreaking innovations arising from developments in information technology. To tackle and solve these problems, we use empirical data (mostly in the form of “big data”) and apply quantitative methods with the aim of improving marketing decision-making. Our students are prepared to be the next generation of digital marketing managers with strong analytical skills and a well-founded knowledge of the mechanics of the digital marketing ecosystem, the social media environment, and the challenges in these areas. Finally, we strongly believe that it is IMSM’s responsibility to facilitate the dissemination of knowledge about digital marketing within society.

Our research visualized

Music streaming services like Spotify are rapidly gaining popularity. In our research, we show that free (advertising-based) and paid (subscription-based) streaming services cannibalize income from other channels (e.g., CDs). While for free streaming services the advertising income cannot offset this cannibalization of income from other channels, the monthly subscription fees from paid streaming services lead to a significant increase in total revenues.

(c) Lana Lauren & Sonja Schaller

Wlömert, Nils, Papies, Dominik. 2016. On-Demand Streaming Services and Music Industry Revenues - Insights from Spotify's Market Entry. International Journal of Research in Marketing 33 (2), 314-327. Link

IMPORTANT

You can find our open Thesis Topics here:

BACHELOR THESIS TOPICS
MASTER THESIS TOPICS

News

New paper accepted for publication at the International Journal of Research in Marketing

A new paper by Nils Wlömert, co-authored with Dominik Papies (University of Tuebingen) has been accepted for publication in the International Journal of Research in Marketing. The paper "International...

Kick off und Semesterstart

Wie jedes Semester heißen wir unsere neuen Studierenden der SBWL Service und Digital Marketing sehr herzlich willkommen. Die Welcome Address bei unserer Kick-Off-Veranstaltung kam vom Unternehmen...

Öffnungszeiten in den Sommerferien

Wir wünschen allen Studierenden und Mitarbeiter/innen schöne Sommertage und erholsame Ferien!Bitte beachten Sie: In der Zeit vom 02.07.2018 bis 28.09.2018 ist unser Institutssekretariat geschlossen....