[Translate to English:] Institut für Digital Marketing & Behavioral Insights

Institute for Digital Marketing & Behavioral InsightsRSS

Team Foto DMBI

Our Mission Statement

Digital advancements are driving constant change in the way consumers interact with each other and with businesses.

As research institute, we address research questions at the intersection between technology trends and consumer behavior, employing a multitude of different research methods. Specifically, we are investigating the impact of digital trends on purchasing decisions, the influence of artificial intelligence on consumer behavior and (moral) behavior in social media.

In teaching and research, we actively seek exchange and cooperation with marketing practice. Our goal is to create new marketing knowledge at the highest level and to convey it winningly in the lecture hall.

Our Research

Poster_Brand_Selfies

Hartmann, J., Heitmann, M., Schamp, C. und Netzer, O. (2021). The power of brand selfies in consumer-generated brand images. Journal of Marketing Research. 58 (6),1159-1177. https://doi.org/10.1177/00222437211037258

News

[Translate to English:] Willkommen_Viktoria

Welcome Viktoria!

We are happy to welcome Viktoria Rachwol as a new PraeDoc at our institute. Viktoria joined us in June 2025 as a Research and Teaching Associate. She holds a Master’s degree in Psychology from the…

[Translate to English:] Kurier_Pic

New Article: “Insights through Collaboration”

We are delighted to share a new article featuring Alicia Schwabenbauer, PraeDoc and Research & Teaching Associate at our institute, published in the Kurier under the title “Erkenntnisse durch…

[Translate to English:] Schwabenbauer_Alicia

Welcome Alicia!

We are delighted to welcome Alicia Schwabenbauer to our institute as a new PraeDoc. Alicia completed her Bachelor's degree in Business Informatics at the University of Regensburg and her Master's…

[Translate to English:] Anatoli Colicev

Research Talk by Anatoli Colicev, University of Liverpool (UK)

In our last Marketing Research Seminar of the winter semester 2023/24, Professor Anatoli Colicev from the University of Liverpool illuminated a compelling avenue in corporate strategy – how businesses…

[Translate to English:] Alina Sorescu

Research Talk by Alina Sorescu, Texas A&M University (US)

Alina Sorescu from Texas A&M University was the latest guest in our Research Seminar Series, presenting her research on business model innovation. This area is often less explored compared to product…