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.
Why do people play a mobile Augmented Reality Game in which they can catch virtual creatures? In summer 2016, but still now, we saw and still see many people walking on the streets playing Pokémon Go. While newspapers and other mass media have widely discussed the reasons, academic research – so far – has not Read More …
To compete with online retailing and meet the increased expectations of demanding cross-channel customers, just offering products is not enough for retailers to survive. Therefore, a growing number of retailers, such as Lowe’s, Douglas, J.C. Penney, or Sephora, concentrate on their core strength – the personal sales dialogue. One way to do this is to digitally enhance face-to-face interactions between salespeople and customers. New Read More …
Why do we stay loyal with a certain company? Either because we want to or because we have to. But why is this the case? One reason is the attractiveness of alternatives, that is, how much consumers like competitors. Our recent paper published in the Journal of Service Theory and Practice goes beyond customer satisfaction and Read More …
In a recent project, me and my colleagues Pavica Sheldon (University of Alabama Huntsville, USA), Mary Antony (Schreiner University, USA) and Sandra Car (University of Zagreb, Croatia) looked at college students’ motivations to use Instagram. We studied motivations for Instagram use and how these motivations drive different usage behaviors. In addition, we compared the results between two Read More …
Our paper “The Role of Augmented Reality to Enhance Visitor Engagement at Science Festivals” has been awarded with a Best Paper Award at the 2017 KHTA Conference in Korea. The manuscript presents findings of an empirical study of festival visitors using Augmented Reality Smart Glasses and proposes a new conceptualization of the experience economy framework. It Read More …
Recent market research predictions show that Augmented Reality Smart Glasses, a new form of wearable AR devices, will soon influence the media and technology landscape. While most prior studies highlight the numerous potentials in personal and professional contexts, ARSGs, such as Google Glass, have also triggered many controversies in public discussions and in the media. For instance, the risk Read More …
We have received the best paper in theme Award at this year’s Winter AMA conference in Orlando (FL). In the paper, we applied Multi-Level Modeling to study the relationship between Religiousness and Environmental Concern. In other words, we answer the questions if and when religiousness relates to positive environmental attitudes and behaviors. The study uses Read More …
Research with Microsoft HoloLens During the last weeks, we conducted several interviews with students at U of M’s campus in Dearborn. In our AR lab, students tried Microsoft Hololens, conducted various tasks and then answered questionnaires. In most cases, we were able to capture and understand respondents’ first exposure to realistic augmented reality environments. This Read More …
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!
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 …