Madeline Barth studied Business Administration with a focus on Marketing and Psychology at the University of Mannheim. During her studies, she spent two semesters abroad, one at the University of Massachusetts at Amherst, USA and one at Stockholm Business School, Sweden.
In her master thesis “Emotional Contagion in a Company’s Facebook Apology – An Online Experiment and an Eye Tracking Study”, she examined the contagion of negative emotions in a company’s social media communication and its effects on consumer behavior using a multi-method approach.
She gained practical experiences in product and brand management, working at several multinational companies. Further, she worked as a student research assistant at the Chair of Quantitative Marketing and Consumer Analytics of Prof. Dr. Florian Stahl.
Since September 2016, she is following the Marketing Track in the doctoral program offered by the Graduate School of Economic and Social Sciences (GESS) at the University of Mannheim. Since August 2016, she is a doctoral student at Prof. Dr. Kuester's Chair of Marketing & Innovation. Her research interests lie in the field of consumer behavior in digital contexts. In particular, Madeline Barth is interested in consumer decision making and digital and mobile marketing strategies