Prof. Dr. Florian Stahl
L 5, 2 – Room 205
68161 Mannheim
only by appointment
Florian Stahl joined Mannheim Business School and the University of Mannheim in Fall 2013 as Professor of Marketing.
His research focuses on empirical quantitative marketing, marketing analytics, and the transformative impact of digital technologies and artificial intelligence on marketing and business. He investigates how digitalization and AI are reshaping corporate strategies, marketing processes, and business models. His work addresses key topics such as advertising, branding, digital corporate communications, data economics or pricing of digital products. A central theme of his research is understanding how AI-driven methods enable firms to harness data, personalize interactions, and innovate in increasingly dynamic markets.
Methodologically, his research combines empirical modeling, applied econometrics, machine learning, and experimental studies, both in laboratory and field settings. His work has been published in leading journals such as the Journal of Marketing, Journal of Marketing Research, and Marketing Science. He has received several prestigious awards, including the 2012 H. Paul Root Award and the 2012 Robert D. Buzzell / Marketing Science Institute Best Paper Award.
Florian Stahl earned a Master’s degree in Economics from the University of Zurich in 2001 and a PhD in Business Economics from the University of St. Gallen in 2005. From 2005 to 2008, he was a postdoctoral research fellow at Columbia Business School in New York. Before joining the University of Mannheim in 2013, he was Assistant Professor of Quantitative Marketing at the University of Zurich.
Recent Research Articles
- Bayerl, Andreas, Verena Schoenmueller, Goldenberg, Jacob, & Stahl, Florian (2025): “The Polarity of Online Reviews: Prevalence, Drivers and Implications”, in Journal of Marketing Research, forthcoming.
- Lanz, Andreas, Goldenberg, Jacob, Shapira, Daniel, & Stahl, Florian (2024): "Buying Future Endorsements from Prospective Influencers on User-Generated Content Platforms”, in Journal of Marketing Research, Vol. 61(5), pp. 839–857.
- Goldenberg, Jacob, Lanz, Aandeas, Shapira, Daniel, & Stahl, Florian (2024): "Targeting Nearby Influencers: The Acceleration of Natural Triadic Closure by Leveraging Interconnectors”, in Journal of Marketing, Vol. 88(5), pp. 111–130.
- Verena Schoenmueller, Oded Netzer and Florian Stahl (2022): “Polarized America: From Political Polarization to Preference Polarization”, in Marketing Science, Vol. 42 (1), pp. 48–60.
- Verena Schoenmueller, Oded Netzer and Florian Stahl (2020): “The Polarity of Online Reviews: Prevalence, Drivers and Implications”, in Journal of Marketing Research, Vol. LVII,853–877.
- Andreas Lanz, Jacob Goldenberg, Daniel Shapira and Florian Stahl (2019): “Climb or Jump – Status-Based Seeding in User-Generated Content Networks”, in Journal of Marketing Research, Vol. LVI, 361–378.
- Asim Ansari, Florian Stahl, Mark Heitmann and Lucas Bremer (2018): “Building a Social Network for Success”, Journal of Marketing Research, Vol. LV (June 2018), 321–338.
- Daniel Halbheer, Florian Stahl, Oded Koenigsberg, Donald R. Lehmann (2013): Choosing a Digital Content Strategy: How Much Should be Free?, in International Journal of Research in Marketing, Vol. 31, Issue 2, Pages 192 – 206.
- Florian Stahl, Mark Heitmann, Donald R. Lehmann and Scott A. Neslin (2012): “Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin” in Journal of Marketing, Vol. 76 (4), pp. 44–63.
- Asim Ansari, Oded Koenigsberg and Florian Stahl (2011): “Modeling Multiple Relationships in Social Networks” in Journal of Marketing Research, Vol. 48 (4), pp. 713–728.