DFG Research Group: How social media is changing marketing
New publication
18 August 2016, by Timo Mandler
Our research unit recently published a new paper. Prof. Dr. Michel Clement (University of Hamburg), Julian Hofmann (Normandy Business School), Franziska Völckner (University of Cologne) and Thorsten Hennig-Thurau (WWU Münster) present new insights on the "Empirical Generalizations on the Impact of Stars on the Economic Success of Movies. The paper was accepted and will be published by the International Journal of Research im Marketing.
Hofmann, Julian, Michel Clement, Franziska Völckner, and Thorsten Hennig-Thurau (2017): Empirical Generalizations on the Impact of Stars on the Economic Success of Movies, International Journal of Research in Marketing, forthcoming.