How should companies develop a Customer Engagement Marketing Strategy? In our latest research, published in the Journal of Business Research, we develop and present a novel framework for strategic customer engagement marketing. 

My new paper, published in Psychology & Marketing, applies Uses & Gratification Theory to better understand how people react to Augmented Reality technologies. Results show that ARSG can satisfy all basic human needs.

I have accepted a new position at h_da Darmstadt University of Applied Sciences effective on 1/1/2018.

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 …

After my presentation at the i4c mixed media day conference in Munich, I was interviewed and talked a bit about the challenges of smart glasses and other Augmented Reality technologies. A short summary is available on youtube. It is in German.   FacebookTwitterGoogle+PinterestLinkedIn

This term, I am teaching MKT463 – Digital Analytics and Content Marketing at The University of Michigan-Dearborn. MKT463 is an applied hands-on class with an emphasis on social media marketing.

Linking theory and practice and encouraging students to network with industry leaders is a core part of my teaching philosophy. Thanks to the AMA Detroit, we had a great opportunity this semester. My MKT 463 (Digital Analytics and Content Marketing) students and I visited a Scott Monty presentation. Scott presented on the role of consistency and trust Read More …

I am working on several projects related to Augmented Reality Smart Glasses. In various studies (qualitative consumer interviews, content analyses of social media platforms, expert interviews, quantitative surveys etc.) we have identified many factors that drive, and hinder, consumers’ adoption of smart glasses. As I am often asked what these factors are (or could be), I Read More …

Last week, I gave some presentations on FASHnology in which I presented recent research findings on Augmented Reality Smart Glasses. Some attendees asked me to share the presentation slides. 

Here is a copy of a German article I wrote for the member’s magazine of the bdvb (German Economists Association’). In this article, I introduce smart glasses and discuss some applications and success factors. The article can be downloaded here. Shortly, you can also download the whole issue of ‘bdvb aktuell’ here. An extended version of this article Read More …