Chair of Management and Social Media


New course offer in summer semester 2022:

Dream Labs – - Setting Trends in Omni-Channel Marketing

In this course, students will develop a management concept for a real-world problem in omni-channel marketing. They will conduct all steps from conceptual development, empirical research and data analysis to final project presentation. The course uses a modern didactic concept of lectures, team work and flipped classroom learning modules. Students will receive managerial insights into project management and management feedbacks on their own concepts as well as relevant theories and methods as „tools“ for all phases of their project management. Expert workshops will enable them to acquire new skills in outlining their management concepts using storytelling and visualization techniques.

SERVSIG Best Service Article Award 2021

Prof. Dr. Oliver Emrich has received the American Marketing Association’s SERVSIG Best Service Article Award 2021 together with Dennis Herhausen, Dhruv Grewal, Petra Kipfelsberger and Marcus Schögel for their article „Face forward: How employees’ digital presence on service websites affects customer perceptions of website and employee service quality.” The award recognizes according to SERVSIG the “best article in the service literature published during a calendar year.” The paper, published in the Journal of Marketing Research, finds that employees’ digital presence on websites, although factually unrelated, augments customer perceptions of service employees’ competence and commitment. The study shows how digitalization can have positive effects for real-world service encounters.

RAPSIG Best Retail & Pricing Paper Award 

The American Marketing Association´s RAPSIG Best Retail & Pricing Paper Award has honored an article by Oliver Emrich, co-authored with Dennis Herhausen, Kristina Kleinlercher, Peter Verhoef, and Thomas Rudolph. The award recognizes an article published in the year 2019 that, according to RAPSIG, “has made a significant contribution to the retail or pricing literature.” The article “Loyalty Formation for Different Customer Journey Segments” investigates how technological change affects consumer behavior and differentiates five customer segments based on their search and purchase behaviors across retail and communication channels. This article already received the William R. Davidson Award for the best paper published in Journal of Retailing in 2019. The article can be accessed here:

New Research Assistant at the chair

We are happy to welcome our new scientific employee, Kristin Kellner, at the chair of social media.

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 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:

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:

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.