Project start for personalization studies in August 2019
The Chair of Management and Social Media (Prof. Dr. Oliver Emrich) received a research funding from German Research Foundation (Deutsche Forschungsgemeinschaft, DFG) to investigate psychological mechanisms that explain effects of personalization in digital marketing. For the studies, we will develop and test experimental methods in a series of field and lab studies.
New scientific employee at the Chair of Management and Social Media
We are happy to welcome Ms. Gi Chun Chung as a new scientific employee at the Chair of Management and Social Media. Ms. Chung studied psychology at Johannes Gutenberg-University of Mainz and will use her expertise to contribute to the investigation of personalization in digital marketing.
New article in Journal of Retailing
Digitalization has changed profoundly how consumers search for products and services. The article “Loyalty Formation for Different Customer Journey Segments” analyzes how consumers differ in their customer journeys across different touchpoints/channels and how companies can increase the customer loyalty for each of the five identified segments. The customer journey segments are stable over time despite of several technological changes and one segment drives the rise of mobile usage in retailing. The article has appeared online first: doi.org/10.1016/j.jretai.2019.05.001
Herhausen, D., Kleinlercher, K., Verhoef, P. C., Emrich, O., & Rudolph, T. (2019). Loyalty Formation for Different Customer Journey Segments. Journal of Retailing, forthcoming.
New article in Journal of Business Research
How will digital shopping platforms evolve? As part of a special issue on “Digital Business Models”, our new framework considers platforms as a management portfolio of different "openness" decisions regarding suppliers, customers, complementary service providers, categories, and channels. The resulting “platforms signatures” on opposing ends are Unified Shopping Platforms (e.g., Amazon) – Diversified Shopping Platforms (e.g., OTTO), Shopping Club Platforms (e.g., Brands4friends) – Curated Shopping Platforms (e.g., Outfittery) und Smart Shopping Platforms (e.g., Mint) – Customized Shopping and Social Platforms (e.g., Threadless). For the future development of platforms, our articles analyzes three core challenges – interplay between openness dimensions, interdependencies between platform actors, and platform dynamics. You can read the full article “Digital platform openness: Drivers, dimensions and outcomes”, forthcoming (online first) in Journal of Business Research: doi.org/10.1016/j.jbusres.2019.07.001
Broekhuizen, T.L.J., Emrich, O., Gijsenberg, M.J, Broekhuis, H., Donkers, B., Sloot, L.M. (2019). Digital Platform Openness: Drivers, Dimensions and Outcomes. Journal of Business Research, forthcoming
New interdisciplinary master seminar for Q+-program
Prof. Dr. Oliver Emrich and Jana Gerhart from the Chair of Management and Social Media cooperated with Daniel Geiß from Mainz School of Music to develop a new master seminar (Q+-program) that joins interdisciplinary theories regarding the creation and consumption of classical music. With the title “Game of Tones: Perspectives on the marketing of classical music”, the seminar enabled students to discuss about economic, cultural, and aesthetical perspectives on cultural products, the historical reception of artistic innovations in the music market, and offered them a unique opportunity to put themselves in the shoes of an orchestral conductor. Additional seminar presenters were Carole Friedman, former executive director of the Boston Baroque Orchestra, and Marsilius Graf von Ingelheim, managing director of the Rheingau Musik Festival.
Nomination for the Paul E. Green Award
The article "Does 'Liking' Lead to Loving? The Impact of Joining a Brand's Social Network on Marketing Outcomes" by Prof. Dr. Oliver Emrich, together with his co-authors Prof. Dr. Leslie John, Prof. Dr. Michael Norton, and Prof. Dr. Sunil Gupta, has been nominated for the Paul E. Green Award. The prize is awarded by the American Marketing Association (AMA) and recognizes the best article for the year 2017 published in the Journal of Marketing Research that demonstrates the greatest potential to contribute significantly to the practice of marketing research.
New article published
The article “Websites as Information Hubs – How Informational Channel Integration and Shopping Benefit Density Interact in Steering Customers to Physical Stores” by Prof. Dr. Oliver Emrich together with Kristina Kleinlercher, Prof. Dr. Dennis Herhausen, Prof. Dr. Peter Verhoef and Prof. Dr. Thomas Rudolph is published in the current issue (No. 3, 2018) of the Journal of the Association of Consumer Research (JACR). The study investigates how websites subtly influence consumers‘ channel choice without the awareness of consumers and retailers. The article appears in the special issue “Consumer Response to the Evolving Retailing Landscape” of JACR. JACR ist a leading journal for consumer behavior and each issue focuses on a special topic with guest-editors who are experts for the respective area.
New Research Assistants at the chair
We are happy to welcome our new scientific employee, Jana-Verena Gerhart, at the chair of social media.