Research
Advancing Marketing Insights Through Data Science & AI
Our internationally published and award-winning research is based on quantitative analysis and investigates the causal impact of emerging technologies on consumer behavior, business dynamics, and market evolution. The insights derived from our research provide actionable implications for marketing decisions, business strategies, and competitive advantage.
Main Research Areas:
Influencer Marketing: In influencer marketing, we examine strategies for identifying and leveraging influencers within user-generated content networks. Our research includes studies on status-based seeding and the acceleration of natural triadic closure by leveraging interconnectors.
Online Reviews: We analyze how reviews originate and influence consumer behavior and explain how companies can use this knowledge to develop effective strategies for their online reputation.
Pricing of Digital Products: In the realm of pricing digital products and services, we explore strategies for pricing digital content, including the balance between free and paid content.
Digital Transformation of Business Models: Our research on the digital transformation of business models encompasses the economics of data, digital communication strategies, and the implications of big data analytics for marketing. We have contributed to understanding how digitalization affects marketing strategies and consumer interactions.
Sustainability and Social Relevance of Business and Marketing Strategies: We also address questions about how companies can develop sustainable business strategies and create social added value in the process.
Quantitative Methods, Data Science and AI:
- Our research leverages state-of-the-art data science methods to identify patterns in terrabytes of big data as well as experimental approaches, econometric models and simulations to solve complex business issues.
- We employ artificial intelligence and machine learning models to extract information from unstructured data (text, images, videos, etc.) and quantitatively analyze and improve the predictions of our models.
Our research combines scientific excellence with practical relevance and helps companies to make data-based decisions and remain competitive.
Interested in a Research Collaboration?
Contact us to discuss how we can do reserach together.
Your contact for research collaborations:
Prof. Dr. Florian Stahl
L 5, 2 | 68161 Mannheim | Deutschland
E-Mail: florian.stahluni-mannheim.de | Telefon: +49 621 181-1563
