Research workshop in Münster

8 July 2019

At the beginning of July, the research group met for another workshop. The group came together for the first time in Münster at the Westfälische Wilhelms-Universität, where the lead researchers Thorsten Hennig-Thurau and Ann-Kristin Kupfer are based.

In the morning, doctoral student Ricarda Schauerte (project B1) presented the current developments in her project "Understanding the causal link between pre-release consumer buzz and product adoption". Together with Ann-Kristin Kupfer and Thorsten Hennig-Thurau, she is researching the success mechanisms of Buzz with a series of experiments. 

After the lunch break, Jens Paschmann (PhD student in project C1) presented his current research project. Under the title "A Reward a Day Makes the User Stay? User Engagement in Gamified Mobile Apps", Jens and Franziska Völckner analyse gamification and its success drivers in the context of app usage.

Finally, the research group discussed the organization of the conference on "Automated marketing communication", which will be hosted by the research group in Hamburg at the beginning of July 2020.