Archive

Augment, Don’t Replace: Human-AI Collaboration as a Success Factor in Modern Marketing

Carolin Wölfle & Emanuele Natale Artificial intelligence (AI) is no longer a futuristic concept –

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Unveiling Dieselgate’s Impact: How Volkswagen’s Emissions Scandal Shook the German Automotive Market

Johannes Poppa & Stefan Kluge Back in 2015, the world watched in shock as Volkswagen

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Winning the War for Talent: 6 Strategies to Leverage Social Media and Employer Review Sites for Employer Branding

Louisa Fischer & Ben Moradi In the fierce ‘War for Talent,’ companies face unprecedented pressure

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Product Recalls in the Automotive Industry

Sebastian Demleitner No matter if the object is ignition switches, floor mats, Barbie dolls or

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Customer Loyalty in the dynamic Electric Vehicle Market

Maxim Meier & Frank Ohnesorge As more car makers roll out electric vehicles, they are discovering an

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Sports Analytics: How leading Sports Organisations leverage and monetize Data

Tim Behrens & Frank Ohnesorge Elite sports are loved for their close finishes and extremely

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5 Ways Businesses Can Monetize Social Media Data

Tilman Allar & Andreas Hamann Social media platforms have been on the rise for years:

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Marketing in Times of Inflation

by Marcia Werner and Andreas Hamann After having dealt with several political, economic, and health

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The Impact of Social Media on Goal-Setting Behavior and Self-Esteem: Exploring the Role of Social Comparison

Jacqueline Zheng and Victoria Meil There goes your peace of mind, leaving you in a

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The Complexities of Brand Purpose, Political Beliefs, and Consumer Behavior

Lea Huhn and Victoria Meil Political polarization and partisan antipathy between liberals (Democrats) and conservatives

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Real Impact Beyond Buzzwords: AI Methods in Marketing and Sales

Sebastian Seibel & Frank Ohnesorge An Abundancy of Data Sources and Types With the current

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Measuring Digital Customer Experience Quality Along The Customer Journey

Paula Schäfer and Frank Ohnesorge The customer experience (CX) is more relevant today than ever

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The biases in online product reviews consumers and managers need to be aware of

Luca-Joel Schäfer and Frank Ohnesorge Recent figures highlight how critical online product reviews are to

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Monetizing Corporate Data

An Overview of Existing Approaches and Challenges Pauline van Rüth and Andreas Hamann Often titled

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Gustavo Fring

All change: The Transformation of Consumer Behavior during the COVID-19 Pandemic

Sarah Steinhauser and Ülfet Isci-Özalp Pandemic lasted over two years and has had significant social,

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Marketing in Virtual Realities

Lukas Klein und Stefan Kluge In an increasingly competitive business environment, companies are in search

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Blockchain Technology and Marketing

Finn Stöhr und Stefan Kluge Blockchain technology has received much attention from researchers and practitioners,

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Different Ways to Capture Consumer Opinion

Elisabed Mamradze & Leonie Gehrmann Understanding consumer needs and preferences is crucial for several reasons.

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Newcomer Brands

Defending market share against newcomer brands

Ivonne Mangels & Frank Ohnesorge Pressured by newbies – How established brands defend market share

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External Employer Branding – What Matters Most for Job Seekers?

A guide through the most important aspects of talent attraction Lukas Schreyer and Andreas Bayerl

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