Prof. Dr. Florian Stahl
L 5, 2 – Room 205
68161 Mannheim
only by appointment
Florian Stahl joined the Department of Business Administration at the University of Mannheim, Germany in Fall 2013, as a Professor of Marketing.
Florian Stahl's research interests are primarily in empirical quantitative marketing, marketing analytics and business economics. Specifically, his research addresses business related questions of the digital economy and the digital transformation of marketing process and strategies. In particular, his research interests include advertising, branding, digital (corporate) communications, economics of data, pricing of (digital) products, promotions, social media, user-generated content and competitive strategy. Methodically his research is based on empirical modeling, applied econometrics, machine learning and experimental studies (laboratory as well as field experiments). The results of Florian Stahl's research have been published in top-tier journals such as Journal of Marketing or Journal of Marketing Research and he won the 2012 H. Paul Root Award and the 2012 Robert D. Buzzell / Marketing Science Institute Best Paper Award.
Florian Stahl earned a Masters degree in Economics from the University of Zürich, Switzerland in 2001 and a PhD in Business Economics in 2005 from the University of St. Gallen, Switzerland. Between 2005 and 2008, he was a postdoctoral research fellow at Columbia Business School in New York. Before joining the University of Mannheim Faculty of Business Administration in 2013, he was an Assistant Professor of Quantitative Marketing in the Department of Business Administration at the University of Zürich.
For more information, please downlowd Florian Stahl's Faculty Profile: Curriculum Vitae (CV)
Recent Research Articles
- 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.