Dr. Andreas Hamann, M.Sc.

Andreas is a postdoctoral researcher at the Chair of Quantitative Marketing and Consumer Analytics at the University of Mannheim. His research lies at the intersection of generative AI, brand strategy, and quantitative marketing.

In particular, he is interested in how generative AI is changing the way consumers discover, evaluate, and choose brands. His work focuses on a central question for firms: What determines whether a brand is found, accurately represented, and ultimately recommended by systems such as ChatGPT, Gemini, or other LLMs? In his dissertation, he shows that firms increasingly need to manage not only what they communicate about their brands, but also whether and when this information is retrievable by generative AI. Differences in retrieval systems and user queries can lead LLMs to convey outdated or inconsistent brand-related information, ultimately influencing whether brands are accurately recommended.

Beyond generative AI, Andreas studies how digital information environments influence brand perceptions more broadly, including how employees react to corporate crises and how employee-generated content influences the information available about firms. His work combines experimental designs, causal inference, large-scale digital data, and machine-learning methods to address managerially relevant questions in marketing.