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.
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 …
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 …
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 …
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 …
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 …
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
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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 …