Lehrstuhl für Digitales Marketing

Der Lehrstuhl für Digitales Marketing untersucht Fragen zur Digitalisierung im Alltag. Durch unsere Zusammenarbeit mit führenden Unternehmen der digitalen Branche bieten wir Zugang zu den neuesten wissenschaftlichen Erkenntnissen und Trends in Wissenschaft und Praxis.

Kontakt

News & Stories Unser Team Publikationen Digitales Wissen Konrad-Adenauer-Stiftung

Über uns

Wir bieten Expertise u.a. in den folgenden Bereichen:

Präferenzmessung bei digitalen Gütern mit z.B. Choice-based Conjoint oder Discrete-Choice-Experimenten (Demo)
Kundenmanagement und Ableitung von Handlungsempfehlungen für eine bessere Zielgruppenansprache
Online-Marketing für NGOs.

Sie sind ein Unternehmen, das sich für ein geimeinsames Projekt, insbesondere zu Fragen rund um die Digitalisierung, mit uns zusammenschließen möchte? Sie sind Student, am Ende Ihres Studiums, und möchten im Rahmen Ihrer Doktorarbeit zusammen mit einem hochmotivierten Team zu praxisrelevanten und wissenschaftliche spannenden Themen der Digitalisierung forschen? Dann wenden Sie sich bitte direkt an Prof. Dr. Christian Schlereth, hier.

Neuigkeiten aus dem Digitalen Marketing - Informationen zu aktuellen Veranstaltungen und Aktivitäten

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Lehrstuhl begrüßt Mehdi Bhouri als Forschungsassistenten

Der Lehrstuhl für Digitales Marketing begrüßt ein neues Teammitglied.

Gastvortrag FENKA Robotics

Am 13. Dezember besuchte Moritz Fendt den Global Online MBA-Kurs von Prof. Schlereth

WHU Capstone Module Abroad – Innovation und Lernen in Vietnam

Prof. Dr. Christian Schlereth leitet WHU Masterkurs in Hanoi und Ho Chi Minh Stadt

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Unser Team

Prof. Dr. Christian Schlereth

Lehrstuhlinhaber

christian.schlereth(at)whu.edu

+49 (0)261 6509 455

Mehr erfahren

Dörthe Barlach

Persönliche Assistentin

Doerthe.Barlach(at)whu.edu

+49 (0)261 6509 456

Roman Antoschin

Wissenschaftlicher Mitarbeiter

Roman.Antoschin(at)whu.edu

+49 (0)261 6509 459

Mehr erfahren

Mehdi Bhouri

Wissenschaftlicher Mitarbeiter

mohammed.bhouri(at)whu.edu

+49 (0)261 6509 454

Anil Gürbüz

Wissenschaftlicher Mitarbeiter

anil.guerbuez(at)whu.edu

+49 (0)261 6509 458

Mehr erfahren

Manuel Weber

Wissenschaftlicher Mitarbeiter

manuel.weber(at)whu.edu

+49 (0)261 6509 457

Mehr erfahren

Christina Reh

Wissenschaftliche Mitarbeiterin

christina.reh(at)whu.edu

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Dr. Sven Beisecker

sven.beisecker(at)whu.edu

Dr. Béatrice Martin

Beatrice.Martin(at)whu.edu

Dr. Simon Stolz

simon.stolz(at)whu.edu

Dr. Sebastian Hein

sebastian.hein(at)whu.edu

Dr. Joséphine Kreische

josephine.kreische(at)whu.edu

Wichtige Informationen zu Abschlussarbeiten

Der Lehrstuhl für Digitales Marketing bietet eine breite Palette an Themen rund um Digitalisierung und kann Bachelor- und Masterarbeiten betreuen - kontaktieren Sie uns, wenn Sie mehr erfahren möchten. Ein Teil der Kurse und Thesen erfordert den Einsatz von XML-Editoren. Die Lizenzen werden freundlicherweise von Liquid Technologies gesponsert mit ihrer Softwarelösung Liquid XML Studio. Bei der Abfassung Ihrer Abschlussarbeit können Sie sich an folgender Vorlage orientieren, die zudem weitere Informationen enthält:

Vorlage herunterladen

Praxisbezogen, relevant und innovativ – Erkunden Sie Forschungsergebnisse und Publikationen.

International Journal of Nursing Studies

Authors' response to “Comment on ‘Getting midwives back to hospitals: a discrete choice experiment’”

Rheindorf, J., Schlereth, C., Hagist, C. (2025), Authors' response to “Comment on ‘Getting midwives back to hospitals: a discrete choice experiment’”, International Journal of Nursing Studies, Vol. 162, 104985.

Journal of Business Research

A perfect match?

Schröder, A., Schlereth, C., Hienerth, C., Kellermanns, F. (2025), A perfect match? How entrepreneurs evaluate and decide on venture capital firms, Journal of Business Research, Vol. 200, 115621.

European Journal of Information Systems

Shades of fake news

Beisecker, S., Schlereth, C., Hein, S. (2024), Shades of fake news: how fallacies influence consumers’ perception, European Journal of Information Systems, Vol. 33 (1), pp. 41-60.

Nonprofit and Voluntary Sector Quarterly

When a crisis has a silver lining

Martin, B., Schlereth, C. (2024), When a crisis has a silver lining: social media p2p fundraising at the start of COVID-19, Nonprofit and Voluntary Sector Quarterly, Vol. 53 (5), pp. 1329-1342.

International Journal of Nursing Studies

Getting midwives back to hospitals

Rheindorf, J., Hagist, C., Schlereth, C., Petry, H. (2024), Getting midwives back to hospitals: a discrete choice experiment, International Journal of Nursing Studies, Vol. 157, 104813.

Marketing Review St. Gallen

In-Store-Customer-Analytics

Jungbluth, M., Ulrichshofer, A., Schlereth, C. (2023), In-Store-Customer-Analytics: Messansätze zum besseren Verständnis des ungenutzten Konversionspotenzials, Marketing Review St. Gallen, pp. 54-62.

MIS Quarterly

Social capital accumulation through social media networks

Weiler, M., Stolz, S., Lanz, A., Schlereth, C., Hinz, O. (2022), Social capital accumulation through social media networks: evidence from a randomized field experiment and individual-level panel data, MIS Quarterly, Vol. 46 (2), pp. 771-812.

Journal of the Academy of Marketing Science

Sample-based longitudinal discrete choice experiments

Keller, K., Schlereth, C., Hinz, O. (2021), Sample-based longitudinal discrete choice experiments: preferences of electric vehicles over time, Journal of the Academy of Marketing Science, Vol. 49 (3), pp. 482–500.

Journal of Interactive Marketing

Predicting tie strength with ego network structures

Stolz, S., Schlereth, C. (2021), Predicting tie strength with ego network structures, Journal of Interactive Marketing, Vol. 54, pp. 40-52.

Marketing Review St. Gallen

Online lead generation

Stolz, S., Wisskirchen, K., Schlereth, C., Hoffmann, A. (2021), Online lead generation: an emerging industry, Marketing Review St. Gallen, pp. 32-39.

International Journal of Nursing Studies

Authors' response to “Comment on ‘Getting midwives back to hospitals: a discrete choice experiment’”

Journal of Business Research

A perfect match?

Schröder, A., Schlereth, C., Hienerth, C., Kellermanns, F. (2025), A perfect match? How entrepreneurs evaluate and decide on venture capital firms, Journal of Business Research, Vol. 200, 115621.

European Journal of Information Systems

Shades of fake news

Beisecker, S., Schlereth, C., Hein, S. (2024), Shades of fake news: how fallacies influence consumers’ perception, European Journal of Information Systems, Vol. 33 (1), pp. 41-60.

Nonprofit and Voluntary Sector Quarterly

When a crisis has a silver lining

Martin, B., Schlereth, C. (2024), When a crisis has a silver lining: social media p2p fundraising at the start of COVID-19, Nonprofit and Voluntary Sector Quarterly, Vol. 53 (5), pp. 1329-1342.

International Journal of Nursing Studies

Getting midwives back to hospitals

Rheindorf, J., Hagist, C., Schlereth, C., Petry, H. (2024), Getting midwives back to hospitals: a discrete choice experiment, International Journal of Nursing Studies, Vol. 157, 104813.

Marketing Review St. Gallen

In-Store-Customer-Analytics

MIS Quarterly

Social capital accumulation through social media networks

Journal of the Academy of Marketing Science

Sample-based longitudinal discrete choice experiments

Journal of Interactive Marketing

Predicting tie strength with ego network structures

Stolz, S., Schlereth, C. (2021), Predicting tie strength with ego network structures, Journal of Interactive Marketing, Vol. 54, pp. 40-52.

Marketing Review St. Gallen

Online lead generation

Stolz, S., Wisskirchen, K., Schlereth, C., Hoffmann, A. (2021), Online lead generation: an emerging industry, Marketing Review St. Gallen, pp. 32-39.

Book, Dr. Kovac, Hamburg

Gewinnoptimale Preisgestaltung von internetbasierten Diensten.

Schlereth, Christian (2010)

Book chapter, Gabler Verlag, 225-243, Wiesbaden

DISE: Dynamic Intelligent Survey Engine, in: Quantitative Marketing and Marketing Management. Marketing Models and Methods in Theory and Practice.

Schlereth, Christian / Skiera, Bernd (2012)

Book, Dr. Kovac, Hamburg

Gewinnoptimale Preisgestaltung von internetbasierten Diensten.

Schlereth, Christian (2010)

Book chapter, Gabler Verlag, 225-243, Wiesbaden

DISE: Dynamic Intelligent Survey Engine, in: Quantitative Marketing and Marketing Management. Marketing Models and Methods in Theory and Practice.

Schlereth, Christian / Skiera, Bernd (2012)

Proceedings of the 31st European Conference on Information Systems

“You Can’t Always Get What You Want”: Examining Employees Preferences and Job Satisfaction in Agile Transformation

Fischer, Mareike / Heinz, Matthias / Schlereth, Christian / Rosenkranz, Christoph (2023)

Proceedings of the 45th Marketing Science Conference

Coupons on Online and Offline Purchase Behaviour

Reh, Christina / Schlereth, Christian / Lambrecht, Anja (2023)

Proceedings of the 45th Marketing Science Conference

Using In-Store Analytics to Bridge the Purchase Intention and Behavior Gap at the Point of Sale

Ulrichshofer, Anna / Jungbluth, Michael / Schlereth, Christian (2023)

Proceedings of the 52th Conference of the European Marketing Academy, Odense, Dänemark

The Effectiveness of Sustainable Marketing Messages: Trading Off Sustainability and Conventional Product Attributes

Schnabel, Lukas / Martin, Beatrice / Reh, Christina / Schlereth, Christian / Schmitz, Anna-Karina (2023)

Proceedings of the 52th Conference of the European Marketing Academy, Odense, Dänemark

Ethical and Effective Fundraising Communication – an Oxymoron?

Antoschin, Roman / Schlereth, Christian / Eckert, Christine / Erlebach, Hannah (2023)

Proceedings of the 52th Conference of the European Marketing Academy, Odense, Dänemark

Incentivizing User Input for Data Enrichment

Beisecker, Sven / Schlereth, Christian (2023)

Proceedings of the 52th Conference of the European Marketing Academy, Odense, Dänemark

Coupons on Online and Offline Purchase Behaviour

Reh, Christina / Schlereth, Christian / Lambrecht, Anja (2023)

Proceedings of the 52th Conference of the European Marketing Academy, Odense, Dänemark

Using In-Store Analytics to Bridge the Purchase Intention and Behavior Gap at the Point of Sale

Ulrichshofer, Anna / Jungbluth, Michael / Schlereth, Christian (2023)

Proceedings of the 52th Conference of the European Marketing Academy, Odense, Dänemark

Managing Social Media P2P Fundraising

Schlereth, Christian / Martin, Beatrice / Skiera, Bernd (2023)

Proceedings of the 52th Conference of the European Marketing Academy, Odense, Dänemark

Text vs. Speech Analysis – Detecting Sentiment of Customer Calls

Weber, Manuel / Schlereth, Christian (2023)

Proceedings of the 51th Conference of the European Marketing Academy, Budapest, Ungarn

Integrating Brand Equity in MMM for a Long-term Ad Effectiveness Measurement

Reh, Christina / Fichtner, Konstanze / Schlereth, Christian / Müller-Klockmann, Torsten / Weber, Manuel (2022)

Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain

Social Capital Accumulation in Career Networks

Weiler, Michael / Stolz, Simon / Lanz, Andreas / Schlereth, Christian / Hinz, Oliver (2021) - Online

Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain

Threshold Determination Using Extensions of Best-Worst Scaling

Beisecker, Sven / Schlereth, Christian / Eggers, Felix (2021) - Online

Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain

How did the COVID-19 crisis change the social media peer-to-peer fundraising landscape?

Martin, Béatrice / Schlereth, Christian (2021) - Online

Proceedings of the 50th Conference of the European Marketing Academy, Madrid, Spain

Effectiveness of Online-only Coupons on Online and Offline Channels

Reh, Christina Antonie / Schlereth, Christian (2021) - Online

Proceedings of the 42nd INFORMS Marketing Science Conference, Duke University, Fuqua, America

How Conversions in Freemium Businesses Impact User Activity.

Stolz, Simon / Schlereth, Christian / Lanz, Andreas (2020) - via Zoom

Proceedings of the 49th Conference of the European Marketing Academy, Budapest, Hungary

Is social media peer-to-peer fundraising a curse or a blessing? Analysing the factors that affect the donation amount.

Martin, Beatrice / Schlereth, Christian (2020) - cancelled

Proceedings of the 49th Conference of the European Marketing Academy, Budapest, Hungary

How Conversions in Freemium Businesses Impact User Activity.

Stolz, Simon / Schlereth, Christian / Lanz, Andreas (2020) - cancelled

Proceedings of the 49th Conference of the European Marketing Academy, Budapest, Hungary

Threshold Determination Using Extensions of Best-Worst Scaling.

Beisecker, Sven / Schlereth, Christian (2020) - cancelled

Proceedings of the 41st INFORMS Marketing Science Conference, Rome, Italy

How Conversions in Freemium Businesses Impact User Activity.

Stolz, Simon / Schlereth, Christian / Hofmann-Stölting, Christina (2019)

Proceedings of the 48th Conference of the European Marketing Academy, Universität Hamburg

How Freemium Pricing Affects User Activity.

Stolz, Simon / Schlereth, Christian / Hofmann-Stölting, Christina (2019)

Proceedings of the 47th Conference of the European Marketing Academy, Glasgow, UK

15 Shades of Fake News.

Schlereth, Christian / Hein, Sebastian (2018)

Proceedings of the 47th Conference of the European Marketing Academy, Glasgow, UK

Finding the Right Balance for Marketing Activities Between First-Lifetime and Reacquired Customers.

Schlereth, Christian / Kreische, Joséphine / Hofmann-Stölting, Christina (2018)

Proceedings of the 47th Conference of the European Marketing Academy, Glasgow, UK

Predicting Tie Strength With Ego Network Structures.

Schlereth, Christian / Stolz, Simon (2018)

Informs Marketing Science Conference, Los Angeles

Measuring Preferences Based On Attribute Exploration.

Hein, Sebastian / Schlereth, Christian (2017)

Informs Marketing Science Conference, Los Angeles

Are Reacquired Customers Really that Valuable? – Finding the Right Balance Between New and Reacquired Customers.

Süptitz, Joséphine / Schlereth, Christian / Hofmann-Stölting, Christina (2017)

Digital Marketing Conference, Passau

Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.

Süptitz, Joséphine / Schlereth, Christian / Hofmann-Stölting, Christina (2016)

Proceedings of the 46th Conference of the European Marketing Academy, Oslo, Norway

Product Newness: Determinants and Outcomes from the Consumer's Perspective at the Point-of-Sale.

Huang, Modan / Fassnacht, Martin / Schlereth, Christian (2016)

Proceedings of the 46th Conference of the European Marketing Academy, Oslo, Norway

Quick and Easy Measurement of Attribute Importance Weights with Restricted-Click-Stream Analysis: An Empirical Comparison with Established Methods

Hein, Sebastian / Schlereth, Christian / Schulz, Fabian (2016)

Proceedings of the 46th Conference of the European Marketing Academy, Oslo, Norway

Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.

Süptitz, Joséphine / Schlereth, Christian / Hofmann-Stölting, Christina (2016)

Theory and Practice in Marketing, Houston, Texas

Valuable Zombies: How Customers Contribute to CLV After Their 'Death'.

Süptitz, Joséphine / Schlereth, Christian / Hofmann-Stölting, Christina (2016)

University of Cologne