RESEARCH TEAM

Prof. Dr Michael Fretschner, MBR is head of the ‘Digital Marketing Management’ (M.Sc.) programme at NORDAKADEMIE University of Applied Sciences in Hamburg/Elmshorn, one of the largest private universities of applied sciences in Germany. In addition, as managing partner of smart impact GmbH, he advises various well-known companies (including BOSCH, Ströer, Jenoptik and GIK) in the field of data-driven marketing and advertising effectiveness research and is an advisor to several martech start-ups. Before his appointment to the professorship, he was Vice President Northern Europe at News Corp's Unruly Group, where he headed the Insight & Solutions department in Germany, Scandinavia and the Netherlands, looking after key accounts such as P&G, Unilever, Volkswagen and Otto. He studied at the Ludwig-Maximilians-University Munich (LMU) and the University of Sydney and completed his doctorate at the LMU on the effects of entrepreneurship education. His work has been published in prestigious international journals, including the Journal of Media Economics, Journal of Small Business Management, International Journal on Media Management and Technology Analysis & Strategic Management.

Dr. Steffen Heim worked as Research Associate (and Ph.D. Candidate) at the Institute for Marketing at Helmut-Schmidt-University in Hamburg, Germany. After completing his education in aeronautical engineering and international business and engineering he spent some years working in the advertising and music industry, providing stakeholders and customers with data-driven insights to improve the business strategy. Working on the Media Brand Trust Scale Steffen Heim achieved his Ph.D. and obtained profound insights into the media industry and the relevance of consumer trust for media business.

Sylvia Chan-Olmsted is emeritus Director of Media Consumer Research at the University of Florida. Her research expertise includes digital/mobile media consumption, branding, and strategic management in emerging media/communications industries. Her current studies involve AI in media, media brand trust assessment, audience engagement conceptualization/measurement, development and marketing of mobile media content, cross-platform audience behavior, and branded content.

Claudia Fantapié Altobelli is Professor of Business Administration and Marketing at Helmut-Schmidt-University in Hamburg, where she has been on faculty since 1995. At Helmut-Schmidt-University she covers the fields of marketing research, international marketing, media and advertising in research and teaching. Among others, she has done research in the fields of online marketing, international branding and virtual advertising. Currently, her main research field is marketing research with a focus on consumer neuroscience.

Prof. Dr. Lisa-Charlotte Wolter is Head of the Online Marketing and Customer Centricity programme at the IU (International University of Applied Sciences) and heads the Research Center for Sustainable Media & Marketing. In collaboration with global researchers (including the Consortium on Trust in Media and Technology (University of Florida) and practice partners, approaches for a media ecosystem are being researched and developed that promote not only economic interests but also trust in media and long-term sustainability. One aim of the project is to develop guidelines and standards for more sustainable decisions in marketing and media. Lisa's research also focuses on media and consumer engagement processes and the associated relationships between values, emotions and trust.