Research

Research topic "Brand Touchpoints"

Digital Brand Touchpoints and Consumption Behavior

Touchpoints with brands have long since ceased to occur only in real life, but are increasingly taking place on digital platforms. Social media, virtual realities or smart glasses enable consumers to interact digitally with brands and share brand experiences with each other. For companies, this not only represents a new marketing channel, but also creates a source of knowledge about consumers, which can be tapped using new analytics such as image recognition or eye tracking. What types of brand touchpoints emerge on such platforms? And how do these digital brand touchpoints change brand perception and consumer behavior in the moment of truth? We are shedding light on these and other questions in a series of research projects.

Projects

[Translate to English:] Women headset metaverse

2023

Marketing in the Metaverse

The vision for the future of the Internet is metaverses – virtual, immersive worlds instead of websites. What does this mean for marketing?

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2019

Gaining Marketing Knowledge from Social Media Images

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2019

Automatic Image Analysis in Social Media

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2019

Mobile Detection of Visual Brand Touchpoints

To enable recording of visual brand contacts across media boundaries, René Schallner and Dr. Carolin Kaiser are developing ...

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2018

Virtual Reality as Shopping Environment

Virtual reality enables a high degree of experimental control over product representations and shelf design. Augmented reality opens up new ways of supporting purchasing decisions. We are investigating these possibilities in a collaborative project with the Karlsruhe Institute of Technology.

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