Scientific Coordinator:

Research streams

  • Store Atmosphere (e.g. 2D vs. 3D online stores) Effects on Consumer-User Behaviour.
  • Electronic Customer Relationship Management (eCRM) and Sales.
  • Consumer-User Behaviour in Omnichannel Retailing
  • Integrated Marketing Communications in the Digital Environment
  • Electronic Marketing Research and Marketing Analytics
  • Customization and Personalization of Consumer Services in Digital Means
  • Strategic Digital Marketing Planning

Research Objectives

The research group conducts basic and applied research in the context of Digital Marketing and Electronic Commerce through an interdisciplinary approach (i.e. Marketing, Information Systems and Electronic Commerce).