Marketing with digital technologies

Sarah Köcher

»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.«

Sarah Köcher, 34 years old, born in Mülheim an der Ruhr. Since March 2023: Professor of Business, particularly Digital Marketing, at Kiel University. Previously postdoc at TU Dortmund University and lecturer at the University of Magdeburg. 2018: Doctoral degree at TU Dortmund University.

Text: Kerstin Nees