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Marketing & Media
Chair ofMarketing & Media

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Research

Our research focuses in particular on (1) marketing for international entertainment products, (2) innovative media technologies and business models for digital products and services, (3) customer management and (4) blood donation marketing.  Our research program is particularly characterized by the numerous research collaboration.

Furthermore, the chair is currently involved in the following research projects:

  • TRANSPOSE (TRANSfusion and transplantation: PrOtection and SElection of donors)
    TRANPOSE is a research project co-financed by the European Commission, in which representatives from 16 EU countries are involved. The aim of the project is to standardize the European selection and protection guidelines for donors, combined with SoHo donations (Substances of Human Origin). The project has a duration of 30 months (September 2017 - March 2020). More information can be found here.
  • Study on the future of music use
    The study was commissioned in cooperation by the central associations of the music industry. It is supported by the Ministry of Culture and Media of the Free and Hanseatic City of Hamburg and the Initiative Musik gGmbH. The representative panel survey is carried out in six waves. The online questionnaire covers the following areas, among others: music listening behaviour, music search behaviour, attitude to and use of live music events, values of music, musical education, use of streaming. The project is designed for 3 years (2018-2021). Here (german pdf / press handout) you will find the results of the first wave (as of August 2018).
  • DFG research group "Marketing hedonic media products in the context of digital social media"
    With the project "Marketing hedonic media products in the context of digital social media", a purely business research group is funded by the DFG for the first time. The research group examines, among other things, how companies for marketing communication can build and design social networks, how extreme forms of negative word of mouth ("trash talk" and "shitstorms") influence the value of brands or how brands are valued using virtual exchanges and crowdfunding mechanisms in social media can. The project is designed for 6 years (2014-2020) and will be funded with approximately 1.5 million euros. More information can be found here.