Research

Our research is located at the interface of marketing and information systems and focuses on radically new technologies in marketing. For instance, some of the projects deal with one of the most fascinating companies of our times, Google, and its revenue model, search engine advertising. In addition, our current research focuses on real-time bidding and programmatic buying, which enable automated trading of advertising impressions via advertising exchanges (similar to financial stock markets) – a really new and exciting field to work in (with lots of big data)! Other projects are concerned with influencer marketing. Here, we analyze the various factors that contribute to the success of Influencers on social media platforms, such as Instagram and YouTube. For example, we investigate whether famous YouTubers should offer their content free of charge or as paid content. In addition, we do research in the area of entertainment media marketing, particularly regarding the question how new media business models (e.g., streaming services like Spotify) impact consumer behavior.

We work with companies to help them make better marketing decisions, which gives us extensive industry collaborations to build on. Our research is always guided by real-world business issues, as demonstrated by our participation in the finals of the Gary L. Lilien ISMS-MSI Practice Prize Competition and our close collaboration with numerous corporate partners (e.g., InteractiveMedia, Havas Media, Universal Music).

Do you want to know more about our research projects

Below is a list of research areas that we work in. More information about these research projects is available here

Online Display Advertising

• Website Quality and Advertising in the Long-Tail (Nadia Abou Nabout)

• Transparency and Information Disclosure Decisions (Sila Ada & Nadia Abou Nabout)

• Viewability and Advertising Effectiveness (Christina Uhl & Nadia Abou Nabout)

• Ad Clutter and Publisher Revenue (Sila Ada & Nadia Abou Nabout)

Entertainment Media Marketing

• The Effect of Paywalls on the Success of Influencers on Social Media Platforms (Christian Hotz-Behofsits, Nils Wlömert, & Nadia Abou Nabout)

• Predicting the Success of Music Artists With Social Media Data (Christian Hotz-Behofsits & Nils Wlömert)

• Streaming Playlists and the Demand for Recorded Music Products (Nils Wlömert & Christian Hotz-Behofsits)

• The Effect of Music Streaming Services on Online Piracy (Nils Wlömert) 

TV Advertising

• Linking TV Advertising and Online Shopping Behavior (Christina Uhl & Nadia Abou Nabout)

You can find a list of selected publications here.