In Hollywood, the buzz for a new film is usually considered a good predictor of its success at the box office.

But Prof. Thorsten Hennig-Thurau from the MCM's Chair of Marketing & Media along with a team of marketing scholars from Toulouse and Karlsruhe now provide empirical evidence that buzz is actually so much more than just an indicator -- it's also infectious. The authors show that the buzz for a new product causes success by:

In a new article published in the Journal of Retailing (rated “A” by VHB), Professor Thorsten Hennig-Thurau from the Chair of Marketing & Media together with former MCM professor Raoul Kübler (now ESSEC Business School, France) investigate how users of the metaverse communicate with and in immersive digital environments. In their article, they introduce the concept of Spatial Word of Mouth (WOM) as an extension and 3D evolution of traditional electronic WOM alias eWOM for the metaverse age.

Last week, the Marketing Center had the privilege of welcoming Florian Mair, Head of Amazon's Europe-wide fashion and apparel business and General Manager at the world-leading etailer, for not just one, but two engaging events. Florian Mair’s visit provided students with unique insights into Amazon's strategies that so strongly impact consumers as well as businesses on a global scale, the world of digital business as a whole, and invaluable career advice.

Prof. Dr. Thorsten Hennig-Thurau, head of the Chair of Marketing and Media at MCM, University of Münster, commented on the subject of film tourism in a Tagesschau article. Starting with the popular Netflix series "Emily in Paris" and discussions about a possible move of the protagonist to Rome, Prof. Hennig-Thurau analyzed the effects of such productions on the popularity of filming locations.