Digital Marketing

Our focus in this field of research is on social media marketing and in particular the importance and design of influencer marketing. Among other things, we investigate the role of virtual influencers (avatars), which offer enormous potential for B2B and B2C companies to interact with customers and for targeted brand management. We also analyze the effectiveness of so-called purpose influencers ("meaning influencers") for controlling sustainable user behavior (e.g. activities against cyberbullying, greenfluencing).