Smart Glasses – Fashion or Technology? New Fashnology Publication

Our understanding of wearables is: They are a prototypical example of Fashnology. That is, a combination of functions associated with fashion and technology. How can we explain Fashnology? Our recent research provides insights!

SOMECLIX: How to measure and manage a social media climate (‘culture’)

Managers indicate and academic research reveals that employees’ perceptions of social media determines an organization’s social media success. Commonly discussed topics are social media guidelines, social media culture, employer empowerment, and employees’ company reputation-related social media competence. In a recent research published in the International Journal of Technology Marketing, we studied a novel construct: Social Media Read More …

Online Education Award

I have won the University of Michigan-Dearborn ‘Digital Education Award’ in the category ‘best model for assessing students online’. This award was based on a careful evaluation of teaching strategies and the use of online activities in classroom. I was selected by the University Curriculum and Degree Committee (UCDC) Online Subcommittee. See also more information about teaching Read More …

New Publication: Conceptualization and Definition of Social Media Marketing Strategy

What is Social Media Marketing? What is a ‘good’ definition of social media marketing? When looking at academic and managerial focused publications, the term social media marketing is mostly associated with communicative or customer focused aspects. This is somehow surprising, as the implementation and management of social media marketing requires many additional tasks that companies Read More …

Febreze Brand Anthropomorphism Example

I just saw this posting popping up on Facebook. It is a great example of anthropomorphism in communication messages. In this posting, Febreze compares itself with no-name competitors. Besides functional differences, Febreze focuses on more symbolic attributes. The competition is presented as smaller and a lot of gray colors. In contrast, Febreze is presented in large Read More …

Current project on drones

Together with some German colleagues and students (University of Bamberg), we aim at understanding the underlying mechanisms, emotions and feeling of drone usage. Particularly: Why do people use drones? Which factors drive the acceptance? Do factors such as privacy, social norms, and facilitation conditions matter? Theoretically, this is really interesting as most traditional acceptance theories consist of predominantly Read More …

New Publication: Brand Personality Scale for Universities

Brand Personality is an important concept in brand management. Also universities apply certain brand management techniques in order to improve their internal and external branding. Academics have studied the role of brand personality for institutions of higher education, and many universities communicate certain brand personality attributes. However, the research gap that we addressed was a Read More …