Second funding period (2018-2021)
Gamified market research in digital social media as a tool for management decisions
Franziska Völckner, Thorsten Hennig-Thurau, Henrik Sattler
Digitalization involves all areas of everyday life and produces large amounts of data (“
The research approach combines field studies with experimental designs and aims at a better understanding of (1) how game elements influence user behavior within a (mobile) market research app, (2) the conditions under which gamification enhances user motivation, and (3) the underlying (psychological) processes that
First funding period (2015-2018)
Valuation of branding strategies for hedonic media products (HMP) based on virtual stock markets
Franziska Völckner, Henrik Sattler, Thorsten Hennig-Thurau
In project C.1, we develop a new approach to the valuation of brand investment decisions for hedonic media products (HMP) with a special focus on brand extension rights. We illustrate the approach using book adaptation rights in the motion picture industry and take several steps to validate the results.
The approach allows for (1) incorporating new information over time (i.e., takes the option-like characteristics of marketing/brand investment decisions into account), (2) assessing forward spillover effects (e.g., from a book to the book-based movie), and (3) assessing backward spillover effects (e.g., from the book-based movie to the book). The results have important implications for sellers and buyers of extension rights, for example regarding price negotiations, as well as for the management of brand portfolios in the entertainment industry and beyond.