Andreas Bayerl is a Doctoral Candidate in Quantitative Marketing at University of Mannheim, Business School. His research interests lie in the areas of employee-generated content (EGC), user-generated content (UGC) and influencer marketing. Andreas holds a BSc and MSc (2017) in Business and Economics from University of Mannheim. After 3 semesters and 90 ECTS of PhD classes in the structured program offered by the Center of Doctoral Studies in Business at the University of Mannheim, Andreas also visited the ICPSR and GSERM summer school to further learn about up-to-date methods including machine learning, text analysis and computer vision. During his studies, Andreas interned at well-known international companies and worked as a freelance consultant. Additionally, he gained valuable work experience in sports and event management.