Lehrstuhl für Digitales Marketing
Über uns
Wir bieten Expertise u.a. in den folgenden Bereichen:
- Präferenzmessung bei digitalen Gütern mit z.B. Choice-based Conjoint oder Discrete-Choice-Experimenten (Demo)
- Kundenmanagement und Ableitung von Handlungsempfehlungen für eine bessere Zielgruppenansprache
- Online-Marketing für NGOs.
Sie sind ein Unternehmen, das sich für ein geimeinsames Projekt, insbesondere zu Fragen rund um die Digitalisierung, mit uns zusammenschließen möchte? Sie sind Student, am Ende Ihres Studiums, und möchten im Rahmen Ihrer Doktorarbeit zusammen mit einem hochmotivierten Team zu praxisrelevanten und wissenschaftliche spannenden Themen der Digitalisierung forschen? Dann wenden Sie sich bitte direkt an Prof. Dr. Christian Schlereth, hier.
Unser Team
Wichtige Informationen zu Abschlussarbeiten
Der Lehrstuhl für Digitales Marketing bietet eine breite Palette an Themen rund um Digitalisierung und kann Bachelor- und Masterarbeiten betreuen - kontaktieren Sie uns, wenn Sie mehr erfahren möchten. Ein Teil der Kurse und Thesen erfordert den Einsatz von XML-Editoren. Die Lizenzen werden freundlicherweise von Liquid Technologies gesponsert mit ihrer Softwarelösung Liquid XML Studio. Bei der Abfassung Ihrer Abschlussarbeit können Sie sich an folgender Vorlage orientieren, die zudem weitere Informationen enthält:
Praxisbezogen, relevant und innovativ – Erkunden Sie Forschungsergebnisse und Publikationen.
Beisecker, S., Schlereth, C., Hein, S. (2024), Shades of fake news: how fallacies influence consumers’ perception, European Journal of Information Systems, Vol. 33 (1), pp. 41-60.
Martin, B., Schlereth, C. (2024), When a crisis has a silver lining: social media p2p fundraising at the start of COVID-19, Nonprofit and Voluntary Sector Quarterly, Vol. 53 (5), pp. 1329-1342.
Rheindorf, J., Hagist, C., Schlereth, C., Petry, H. (2024), Getting midwives back to hospitals: a discrete choice experiment, International Journal of Nursing Studies, Vol. 157, 104813.
In-Store-Customer-Analytics
Jungbluth, M., Ulrichshofer, A., Schlereth, C. (2023), In-Store-Customer-Analytics: Messansätze zum besseren Verständnis des ungenutzten Konversionspotenzials, Marketing Review St. Gallen, pp. 54-62.
Weiler, M., Stolz, S., Lanz, A., Schlereth, C., Hinz, O. (2022), Social capital accumulation through social media networks: evidence from a randomized field experiment and individual-level panel data, MIS Quarterly, Vol. 46 (2), pp. 771-812.
Keller, K., Schlereth, C., Hinz, O. (2021), Sample-based longitudinal discrete choice experiments: preferences of electric vehicles over time, Journal of the Academy of Marketing Science, Vol. 49 (3), pp. 482–500.
Stolz, S., Schlereth, C. (2021), Predicting tie strength with ego network structures, Journal of Interactive Marketing, Vol. 54, pp. 40-52.
Online lead generation
Stolz, S., Wisskirchen, K., Schlereth, C., Hoffmann, A. (2021), Online lead generation: an emerging industry, Marketing Review St. Gallen, pp. 32-39.
Heidel, A., Hagist, C., Schlereth, C. (2021), Pricing through health apps generated data - digital dividend as a game changer: discrete choice experiment, PLOS ONE, Vol. 16 (7), e0254786.
Skiera, B., Schlereth, C., Oetzel, S. (2020), Pricing metrics and the impact of minimum and billing increments, Journal of Service Research, Vol. 23 (3), pp. 321-336.
Beisecker, S., Schlereth, C., Hein, S. (2024), Shades of fake news: how fallacies influence consumers’ perception, European Journal of Information Systems, Vol. 33 (1), pp. 41-60.
Martin, B., Schlereth, C. (2024), When a crisis has a silver lining: social media p2p fundraising at the start of COVID-19, Nonprofit and Voluntary Sector Quarterly, Vol. 53 (5), pp. 1329-1342.
Rheindorf, J., Hagist, C., Schlereth, C., Petry, H. (2024), Getting midwives back to hospitals: a discrete choice experiment, International Journal of Nursing Studies, Vol. 157, 104813.
In-Store-Customer-Analytics
Jungbluth, M., Ulrichshofer, A., Schlereth, C. (2023), In-Store-Customer-Analytics: Messansätze zum besseren Verständnis des ungenutzten Konversionspotenzials, Marketing Review St. Gallen, pp. 54-62.
Weiler, M., Stolz, S., Lanz, A., Schlereth, C., Hinz, O. (2022), Social capital accumulation through social media networks: evidence from a randomized field experiment and individual-level panel data, MIS Quarterly, Vol. 46 (2), pp. 771-812.
Keller, K., Schlereth, C., Hinz, O. (2021), Sample-based longitudinal discrete choice experiments: preferences of electric vehicles over time, Journal of the Academy of Marketing Science, Vol. 49 (3), pp. 482–500.
Stolz, S., Schlereth, C. (2021), Predicting tie strength with ego network structures, Journal of Interactive Marketing, Vol. 54, pp. 40-52.
Online lead generation
Stolz, S., Wisskirchen, K., Schlereth, C., Hoffmann, A. (2021), Online lead generation: an emerging industry, Marketing Review St. Gallen, pp. 32-39.
Heidel, A., Hagist, C., Schlereth, C. (2021), Pricing through health apps generated data - digital dividend as a game changer: discrete choice experiment, PLOS ONE, Vol. 16 (7), e0254786.
Skiera, B., Schlereth, C., Oetzel, S. (2020), Pricing metrics and the impact of minimum and billing increments, Journal of Service Research, Vol. 23 (3), pp. 321-336.
Gewinnoptimale Preisgestaltung von internetbasierten Diensten.
DISE: Dynamic Intelligent Survey Engine, in: Quantitative Marketing and Marketing Management. Marketing Models and Methods in Theory and Practice.
Gewinnoptimale Preisgestaltung von internetbasierten Diensten.
DISE: Dynamic Intelligent Survey Engine, in: Quantitative Marketing and Marketing Management. Marketing Models and Methods in Theory and Practice.
“You Can’t Always Get What You Want”: Examining Employees Preferences and Job Satisfaction in Agile Transformation
Coupons on Online and Offline Purchase Behaviour
Using In-Store Analytics to Bridge the Purchase Intention and Behavior Gap at the Point of Sale
The Effectiveness of Sustainable Marketing Messages: Trading Off Sustainability and Conventional Product Attributes
Ethical and Effective Fundraising Communication – an Oxymoron?
Incentivizing User Input for Data Enrichment
Coupons on Online and Offline Purchase Behaviour
Using In-Store Analytics to Bridge the Purchase Intention and Behavior Gap at the Point of Sale
Managing Social Media P2P Fundraising
Text vs. Speech Analysis – Detecting Sentiment of Customer Calls
Integrating Brand Equity in MMM for a Long-term Ad Effectiveness Measurement
Social Capital Accumulation in Career Networks
Threshold Determination Using Extensions of Best-Worst Scaling
How did the COVID-19 crisis change the social media peer-to-peer fundraising landscape?
Effectiveness of Online-only Coupons on Online and Offline Channels
How Conversions in Freemium Businesses Impact User Activity.
Is social media peer-to-peer fundraising a curse or a blessing? Analysing the factors that affect the donation amount.
How Conversions in Freemium Businesses Impact User Activity.
Threshold Determination Using Extensions of Best-Worst Scaling.
How Conversions in Freemium Businesses Impact User Activity.
How Freemium Pricing Affects User Activity.
15 Shades of Fake News.
Finding the Right Balance for Marketing Activities Between First-Lifetime and Reacquired Customers.
Predicting Tie Strength With Ego Network Structures.
Measuring Preferences Based On Attribute Exploration.
Are Reacquired Customers Really that Valuable? – Finding the Right Balance Between New and Reacquired Customers.
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
Product Newness: Determinants and Outcomes from the Consumer's Perspective at the Point-of-Sale.
Quick and Easy Measurement of Attribute Importance Weights with Restricted-Click-Stream Analysis: An Empirical Comparison with Established Methods
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
“You Can’t Always Get What You Want”: Examining Employees Preferences and Job Satisfaction in Agile Transformation
Coupons on Online and Offline Purchase Behaviour
Using In-Store Analytics to Bridge the Purchase Intention and Behavior Gap at the Point of Sale
The Effectiveness of Sustainable Marketing Messages: Trading Off Sustainability and Conventional Product Attributes
Ethical and Effective Fundraising Communication – an Oxymoron?
Incentivizing User Input for Data Enrichment
Coupons on Online and Offline Purchase Behaviour
Using In-Store Analytics to Bridge the Purchase Intention and Behavior Gap at the Point of Sale
Managing Social Media P2P Fundraising
Text vs. Speech Analysis – Detecting Sentiment of Customer Calls
Integrating Brand Equity in MMM for a Long-term Ad Effectiveness Measurement
Social Capital Accumulation in Career Networks
Threshold Determination Using Extensions of Best-Worst Scaling
How did the COVID-19 crisis change the social media peer-to-peer fundraising landscape?
Effectiveness of Online-only Coupons on Online and Offline Channels
How Conversions in Freemium Businesses Impact User Activity.
Is social media peer-to-peer fundraising a curse or a blessing? Analysing the factors that affect the donation amount.
How Conversions in Freemium Businesses Impact User Activity.
Threshold Determination Using Extensions of Best-Worst Scaling.
How Conversions in Freemium Businesses Impact User Activity.
How Freemium Pricing Affects User Activity.
15 Shades of Fake News.
Finding the Right Balance for Marketing Activities Between First-Lifetime and Reacquired Customers.
Predicting Tie Strength With Ego Network Structures.
Measuring Preferences Based On Attribute Exploration.
Are Reacquired Customers Really that Valuable? – Finding the Right Balance Between New and Reacquired Customers.
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
Product Newness: Determinants and Outcomes from the Consumer's Perspective at the Point-of-Sale.
Quick and Easy Measurement of Attribute Importance Weights with Restricted-Click-Stream Analysis: An Empirical Comparison with Established Methods
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.
Haben wir Ihr Interesse geweckt? Möchten Sie sich mit den nachstehend aufgeführten Publikationen genauer befassen? Ein Großteil kann über ResearchGate heruntergeladen werden.
Wir möchten Sie darauf hinweisen, dass nach der Aktivierung u.U. Daten an Dritte übermittelt werden. Weitere Infos finden Sie in unserer Datenschutzerklärung.
Forschung, Interviews und Lehre
Diese Videos bieten Einblick in die verschiedenen Tätigkeitsbereiche des Lehrstuhls. Forschung, Lehre und Interviews mit führenden Persönlichkeiten im Bereich Digitales Marketing, darunter der Hochschulgruppe WHU Inside Business.
Konrad-Adenauer-Stiftung
Die Konrad-Adenauer-Stiftung bietet Stipendien für Studierende mit außergewöhnlichen akademischen Leistungen und herausragendem politischen oder gesellschaftlichen Engagement. Seit 2016 ist Prof. Dr. Christian Schlereth Vertrauensdozent der Konrad-Adenauer-Stiftung und betreut die Stipendiatengruppe im Bachelor-, Master- und Doktorandenprogramm in der Region Koblenz.
Kontaktieren Sie uns -
Unser Standort
WHU Campus Vallendar
D-56179 Vallendar
Wir möchten Sie darauf hinweisen, dass nach der Aktivierung u.U. Daten an Dritte übermittelt werden. Weitere Infos finden Sie in unserer Datenschutzerklärung.