FASHNOLOGY :Fashon & Technology. Augmented Reality Smart Glasses are a new generation of wearable devices, and prominent examples include Microsoft Hololens or Google Glass. Smart Glasses combine (and melt) the virtual world with the physical world.
Social media marketing is an interdisciplinary and cross-functional concept that uses social media (often in combination with other communications channels) to achieve organizational goals by creating value for stakeholders. On a strategic level, social media marketing covers an organization’s decisions about social media marketing scope (ranging from defenders to explorers), culture (ranging from conservatism to Read More ...
Brands are (one of) the most valuable intangible assets companies have. But what makes brands successful? My research focuses on the psychology of brands and aims at explaining why and how consumers relate to brands.
My Blog postings (on this page) provide you with updates and insights into my research, teaching, and service activities. Click on the menu above to read summarized information about these topics.
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During my time at University of Bamberg, I conducted a study on smart glasses in a German shopping center. Focusing on Google Glass, we asked consumers about the benefits of smart glasses. Although Google Glass, in it’s past form, won’t have a future, I think sharing the core findings might still be of interest. Broadly Read More …
What I call the “Fan Paradox” is the observation, that basically all marketers agree that the number of Facebook fans is a bad success metric for Facebook brand pages. Paradoxically, it is usually the first fact that marketers mention when they talk about their brand pages (“we have more than 500 000 fans”), followed by fan growth Read More …
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 …
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.
I got the opportunity to present our recent research findings on Augmented Reality Smart Glasses at the i4c: Symposium on innovation in moving images / mixed reality day. Thanks to Astrid Kahnke and Dirk Schart (RE’FLEKT GmbH) for inviting me! The #i4c has a really interesting concept. Speakers from academia, agencies and industry present on recent Read More …
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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 …
For a recent project that is forthcoming in the Journal of Business Research, we measured students’ emotional relationship with their university – university brand love. We adopted items from Batra, Ahuvia, & Bagozzi (2012)s conceptualization of Brand Love, and Bagozzi, Batra & Ahuvia (2014)s’ working paper provided suggestions for short scales. However, we reworded the items in a 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.
Are Augmented Reality Smart Glasses a promising device for Enterprise Social Networks? We discuss this idea in a forthcoming article and propose a series of antecedents to successful implementation both on a firm- and individual level.