Archive

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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four white sale boards

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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Basic Attention Token

Blockchain Technology and Marketing

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

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close up photo of survey spreadsheet

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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The Use of Artificial Intelligence for Creating Customer (Digital) Experiences

Annika Hauser & Florian Stahl If marketing or sales managers want to create customer experiences

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Dynamic Pricing in 2021

What it looks like, how organizations benefit and customers react Alexander Rupertus and Andreas Bayerl

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Interpreting the Privacy Paradox

Factors Influencing Privacy Fatigue in a Mobile Application Environment Paula Heuser & Leonie Gehrmann The

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The Economic Characteristics of Data

by Alexandra Ritter & Florian Stahl Through the digital transformation, a new kind of data-driven

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Managing Customer Experience

How to Measure Customers’ Journey? by Christin Beer & Florian Stahl Lower prices and novel

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How consumers deal with a product (un)related to a crisis

A case study of Corona Extra beer by Andreas Bayerl, Maximilian Beichert, Christina Schamp, Stefan

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Methods and applications of Data Science in the context of Business & Economics

by Andreas Bayerl, Stefan Kluge, Maximilian Beichert, Florian Stahl Data Science as a field is

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