A new study by Victoria Kramer, Janina Wiebringhaus, Detelina Marinova, and Manfred Krafft—published in the Journal of Service Research as part of a special issue on disadvantaged and vulnerable consumers—sheds light on a question in mental healthcare and service research that remains in
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:
As businesses increasingly shift from selling products to offering integrated services and solutions—a transformation known as servitization—the question of how to adapt sales strategies accordingly has become ever more pressing. A new study co-authored by Dr.
Prof. Manfred Krafft, Chair of Marketing Management (IfM) at the MCM, has recently had two papers published in leading academic journals: the prestigious Journal of Marketing and the Journal of Retailing. He has also been honoured with the Best Paper Award.
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.
In our increasingly chaotic political arena, Public Broadcasting News (think: Germany’s 'Tagesschau') drive people's political participation and civic engagement -- in ways that commercial news media do not. Public Broadcasting News (PBN) also contribute to people's political knowledge and their support for democratic values, two key foundations of any (truly) democratic society.
In the run-up of the 2024 US presidential election, candidates have spent more than 12 billion dollars on marketing. Whether these investments have been effective and how different elements (e.g., candidates own statements, advertising) interact to shape voter behavior, however, has long been a key under-researched area. For eight years, an international team of researchers has investigated the dynamics of political marketing alongside other factors like polls, media coverage and disinformation. In their study recently published in the Journal of Business Research, MCM scholar Dr.
A new article co-authored by Prof. Thorsten Hennig-Thurau from the MCM’s Chair of Marketing and Media and Prof. Ann-Kristin Kupfer (KIT) and Prof. Andre Marchand (Leipzig University), both former faculty members of the Marketing Center, has been published by the prestigious Journal of Retailing. The article explores the reasons behind the widespread closures of physical retail stores, focusing on the apparel and media sectors between 2015 and 2020.
Home sharing platforms have experienced a rapid growth over the last decade. Following negative publicity, many cities have started regulating the short-term rental market. Regulations often involve a cap on the number of days a property can be rented out on a short-term basis. We draw on rich data for short-term rentals on Airbnb and for the long-term rental market to examine the impact of short-term rental regulations with a day cap on various stakeholders: hosts, guests, the platform provider, and residents.
