»My research focuses on digitalisation and the use of new technologies in a marketing context. Within the last few years, there have been fundamental changes to the environment in which information about products and services is obtained and purchasing decisions are made. Today, customer reviews on platforms like Google, TripAdvisor or Yelp play a central role in assessing the quality of a product or service. How they influence the processes behind making decisions to buy, for example, is the subject of my research. In addition, digitalisation has brought about new possibilities for companies to interact with customers, which I am fundamentally researching. In other projects, I am investigating aspects of sustainable consumption, such as the use of digital technologies to promote climate-friendly behaviour.«
