Members of the Digital Marketing Research Cluster publish across a range of topics that concern Digital Marketing from different perspectives



Members of the Digital Marketing Research Cluster publish across a range of topics that concern Digital Marketing from different perspectives, including B2C, B2B, and C2C, and in various settings, such as sales, tourism, advertising, or service. We use different theoretical and methodological, including both qualitative and quantitative, approaches.

The Cluster aims at supporting research exchange across levels of tenure and expertise areas through brown bag lunches and research seminars with internal and external presenters.

Current research topics include:

  • Multi-channel multi-media advertising
  • Website context and advertising effectiveness
  • Product returns
  • Service recovery via social media
  • Artificial Intelligence (AI) in sales
  • Pricing decisions for digital goods
  • Effects of social media on consumers’ decision-making online and offline
  • Influence of social media on consumer-brand relationships
  • Effects of consumer- vs. firm-generated content on purchase intentions
  • Consumers’ online information search; search engine data and search query formulation
  • Online tourism
  • Social media influencers and influencer marketing
  • Personal and human branding
  • Emotional labor in digital environments





  • Cziehso, Gerrit Paul, Tobias Schaefers, & Monika Kukar-Kinney (2019). Free no more - investigating customer reactions to unexpected free-to-fee switches. Journal of Business Research, 101, 229-242.
  • Marder, Ben, Antonia Erz, Rob Angell, & Kirk Plangger (2019), “The Role of Photograph Aesthetics on Online Review Sites: Effects of Management- versus Traveler-generated Photos on Tourists’ Decision Making”, Journal of Travel Research, Online first: December 30, 2019,
  • Marder, Ben, David Gattig, Emily Collins, Leyland Pitt, Jan Kietzmann, and Antonia Erz (2019), “The Avatar’s New Clothes: Understanding Why Players Purchase Non-Functional Items in Free-to-Play Games”, Computers in Human Behavior, 91 (February), 72-83,
  • Marder, Ben, David Houghton, Antonia Erz, Lloyd Harris, and Ana Javornik (2019), “Smile(y) – and your students will smile with you? The effects of emoticons on impressions, evaluations, and behaviour in staff-to-student communication”, Studies in Higher Education, Online first: April 8, 2019,
  • Schulz, Petra, Edlira Shehu, & Michel Clement (2019). When consumers can return digital products: Influence of firm- and consumer-induced communication on the returns and profitability of news articles, International Journal of Research in Marketing, 36(3), 454-470.
  • Van der Borgh, Michel, Ad de Jong, & Edwin J. Nijssen (2019). Balancing Frontliners’ Customer- and Coworker-directed Behaviors when Serving Business Customers, Journal of Service Research, 22(3), 323-344.


  • Erz, Antonia and Anna-Bertha Heeris Christensen (2018), “Transforming Consumers Into Brands: Tracing Transformation Processes of the Practice of Blogging”, Journal of Interactive Marketing, 43 (August), 69-82,
  • Erz, Antonia, Ben Marder, and Elena Osadchaya (2018), “Hashtags: Motivational Drivers, Their Use, and Differences between Influencers and Followers”, Computers in Human Behavior, 89 (December), 48-60,
  • Prostka, Tim, Edlira Shehu, & Michel Clement (2018): Cannibalization Effects in the Early Market Stage of E-books: An Analysis of the German Book Market, Journal of Media Business Studies, 16(2), 108-126.


  • Schaefers, Tobias & Julia Schamari (2016). Service recovery via social media: The social influence effects of virtual presence. Journal of Service Research, 19(2), 192-208.
  • Shehu, Edlira, Tammo Bijmolt, & Michel Clement (2016): Dynamic Likeability Effects on Virality of Online Video Advertisements, Journal of Interactive Marketing, 35, 27-43.


  • Schamari, Julia & Tobias Schaefers (2015). Leaving the home turf: How brands can use webcare on consumer-generated platforms to increase positive consumer engagement. Journal of Interactive Marketing, 30(0), 20-33.


The page was last edited by: Department of Marketing // 05/19/2020