Welcome to the Chair of Marketing!
What opportunities do new technologies, such as virtual and augmented reality, offer to better understand consumer shopping behavior? Can recommender systems be built that use eye tracking data as input? How do consumers make decisions in virtual and real shopping environments? Which insights can be obtained by analyzing social media data? How can social media influencers be selected efficiently?
The Chair for Marketing deals with these and similar questions. The research focus of the chair is currently: Social media and digitization, information processing and decision research as well as recommender systems in retailing. Most research projects use a quantitative-empirical research approach and use the latest methods, such as eye tracking, virtual reality (VR), augmented reality (AR) and text mining.
We work closely with leading national and international research institutions as well as with small and large companies. International collaborations and co-authorship in research exist with Duke University (USA), Monash University (Australia), the Karlsruhe Institute of Technology (KIT), Justus Liebig University Giessen, Bielefeld University, and the University of Chile.
Our work is problem-oriented and not discipline-focused, which is also reflected in the involvement of external partners in teaching and research.
Research in the area of recommender systems in retailing is still in its infancy. In an interdisciplinary research project with Jella Pfeiffer, Thies Pfeiffer and Christian Peukert, we work on developing a recommender system based on attentional information, i.e., mobile eye-tracking information. Results of first empirical studies were recently published in the Journal of Management Information Systems, Information Systems Research, and Journal of Business Research. The development of such a recommender system is a long-term project that requires overcoming technical obstacles and working on many open questions regarding the interpretation of mobile eye-tracking data. Our research group is among the first investigating attentional processes in virtual retail environments. Our approach allows us to automatically analyze the respective data, i.e., allocate fixations to the respective objects in virtual reality. In virtual reality, we can analyze attentional processes “on the fly” and change the environment in real time based on the respondent’s gaze behavior.
Mobile eye tracking has been brought up as a promising research tool for analyzing the effectiveness of promotional design elements. It can be used as a new instrument for collecting data on shopper navigational behavior, aisle placements, and shelf position and therefore is an opportunity to provide new insights into naturalistic shopping behavior. It seems that with the advent of highly portable lightweight mobile eye-tracking equipment, the door is now open for analyzing attentional processes in real-world retail settings. We think that, with the advent of Google glasses or similar technology, our research will be very important for retailers, marketing researchers, and the entire society, as we cannot only understand attentional processes better but also interact with consumers based on attentional information.
Related research articles:
Research in this area focusses on better understanding information search processes and decision making. We are particularly interested in understanding the extensive information search processes for digital innovations. We frequently use eye tracking to measure visual attention of decision makers. PhD courses on how to use eye tracking are offered on a regular basis.
Related research articles:
Social media have become an integral part of digital marketing strategies. Companies must rethink their communication strategies and learn how to use social media in a targeted manner. A particular challenge is also the fact that the relevance of social media is constantly changing. The marketing discipline is faced with the task of developing and empirically testing theories that justify the effective use of social media. Our research focuses on influencer marketing and the Internet of Things (IoT).
Presentations at conferences:
| Jasper David Brüns, Zeppelin University, “Investigating the Impact of Top-Down and Bottom-Up Processes of Attention in Information-Rich Digital Marketing Environments."
| Sara Alida Volkmer, Zeppelin University, “Investigating the Source Credibility Model
in the Context of Influencer Marketing."
Vera Zanger, Zeppelin University, “Effectiveness of Augmented Reality Marketing Activities within the Different Stages of the Customer Journey."
| Renata Mellupe, Universität von Süddänemark (Zweitbetreuung), “Stressors and Their Effects on Human Performance and Motivation in Organizational Context,” Faculty of Business & Social Sciences, Department of Marketing & Management, Professor Stephan Billinger
| Jan Klostermann, Universität Bielefeld, “Learning from Connected Consumers: How Brands Can Utilize User-Generated Content in Online Social Networks”, Betreuung erfolgt zusammen mit Professor Reinhold Decker (Universität Bielefeld).
| Daniel Böger, Universität Bielefeld, “Essays on Measuring and Modeling Brand Perceptions”, Betreuung erfolgte zusammen mit Professor Reinhold Decker (Universität Bielefeld), abgeschlossen im Oktober 2018.
| Pascal Kottemann, Universität Bielefeld, “Essays on Brand Image Effects in Marketing”, Betreuung erfolgte zusammen mit Professor Reinhold Decker (Universität Bielefeld), abgeschlossen im Januar 2017.
| Katrin Zulauf, Universität Kassel, “Einfluss persönlichkeitsbezogener und kultureller Konstrukte auf Verhandlungen”, Betreuung erfolgte zusammen mit Ralf Wagner (Universität Kassel), abgeschlossen im Jahr 2014.
|Phone:||+49 7541 6009-1221|
|Room:||Semi | 0.07|
|Phone:||+49 7541 6009-1500|
|Room:||Semi | 1.07|
|Phone:||+49 7541 6009-1223|
|Room:||Semi | 0.17|
|Phone:||+49 7541 6009-1222|
|Room:||Semi | 0.17|
Topic of PhD Thesis:
"Effectiveness of AR Marketing Activities Within the Different Stages of the Customer Journey"