Research areas

Digital Marketing

• Social media marketing, in particular the importance and design of influencer marketing
• Role of virtual influencers in the B2C and B2B context
• Effectiveness of purpose influencers for managing sustainable user behavior

More information on the Digital Marketing page

Product and innovation management

• Use of artificial intelligence
• Networking of products
• Interaction between users and products

More information on the Product and innovation management page

E-Commerce and sales management

• Optimization of e-commerce processes
• Shaping the digital transformation
• Potential for sustainable user behavior
• Importance of online reviews

More information on the E-Commerce and sales management page