Current News (2015)20 December 2015|InterviewMarketing Machine Star Wars - Best Practice for Social Media MarketingOne of the best practices of marketing strategy is to keep details as a secret as long as possible. Therefor, digital social media become an...8 December 2015|PublikationWord of mouth effects in brand communitiesAs part of our work, a new study was published: Relling, M., Schnittka, O., Sattler, H., & Johnen, M. (2016). Each can help or hurt: Negative and...1 November 2015|PublikationHören Sie auf Ihre KundenFranziska Völckner and Detlef Schoder, both members of our research group, published a new study at the Journal of Electronic Commerce together with...15 June 2015|PublikationThree new publicationsWith academic publications, our research group contributes to the scientific discourse and derives implications for marketing practice. On a regular...27 April 2015|VeranstaltungSocial Media Marketing: first get togetherOn April 23 & 24, our research group met for the first time with all members at the University of Hamburg. We defined some organizational standards...13 January 2015|VerwaltungOur website is onlineWe have lunched the website of our newly established DFG research group. The economic research group analyzes the marketing of hedonic media products...