Today, many firms allocate considerable portions of their marketing budget to digital channels. In 2019, digital will account for roughly half of the global ad market (eMarketer 2019). Also, when looking at popular press, digital marketing seems to strongly dominate the headlines with buzz words like social media, influencer marketing, mobile apps, video ads etc. Existing academic research trying to provide insights to these “new” (marketing) phenomena has mainly provided data-driven evidence based on single-study observational models without using established theories or building on existing knowledge on more traditional marketing instruments. Hence, Lamberton and Stephen (2016) note that there seems to be a lack of “research that offers deep and comprehensive tests of previously offered theory […]” (p. 166). This lack of theory exploring has prohibited to answer more comprehensive questions about digital marketing phenomena which could advance both academic research and managerial decision making on digital marketing.
This seminar aims to shed light on whether and how established theories and knowledge on the effectiveness and efficiency of marketing in traditional media can be applied to newer digital media context and where the conceptual differences between the two contexts can be identified (please see Lamberton and Stephen (2016) for a comprehensive discussion).
- Lehrende/r: Sertan Eravci
- Lehrende/r: Frederik Johannes Ferié
- Lehrende/r: Manfred Krafft
- Lehrende/r: Lara Lobschat
- Lehrende/r: Janina Wiebringhaus
- Lehrende/r: Michael Zylla