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.

With more than 60 attendants, the 26th edition of the Mallen Screen Entertainment Conference was one of the largest in the series’ history. After conferences at University of California at Los Angeles, Yale University, and Yeshiva University New York, the latest edition of the selective event brought together leading entertainment scientists with industry leaders in film and TV at Magdalene College of the University of Cambridge.

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.

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.

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.