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DFG Research Group: How social media is changing marketing

Photo: UHH/Denstorf

Research group at the AMA Winter Marketing Academic Conference

10 October 2015, by Timo Mandler

The preparations run at full steam: titled „What happens in Marketing Stays Digital: Rethinking Marketing for Success in the Era of Unlimited Data“ the annual AMA Winter Marketing Academic Conference will take place end of February 2016. Scientists from all around the globe will meet in Las Vegas, to discuss the latest theories and results of their work.

Our research group will contribute some insights: two publications by our post docs have been accepted for the competitive paper sessions:

  • Klein, Kristina (2015): Innovative Recruiting Tools: Are Serious Games Useful to Attract Digital Natives of the Millennial Generation?
  • Knapp, Ann-Kristin, Nora Pähler, and Thorsten Hennig-Thurau (2015): Does the Social Media Power of a Brand Alliance Partner Impact New Product Success? The Case of Movie Stars.

We will also host our own pre-conference on Friday 26, 2016. In the run-up of the main event members of our research group will provide new insights into social media marketing. Details to be followed.