The advancing digitization is currently changing the entire communication mix of companies. Newly created communication and distribution options such as virtual reality or augmented reality offer a variety of possible uses. We discuss current developments and derive opportunities and risks. With the use of mobile and stationary eye tracking or virtual reality devices, we have the opportunity to take a close look at the new digital trends.

We are currently working on the following questions:

How does digitalization change communication and the creation of authentic customer experiences?

To what extent does the product presentation in online shops using immersive virtual reality installations change the purchasing intentions of consumers?

Current projects

Smart Service Innovation
Entrepreneurial resilience and cooperation in the use of digital marketing ...
Digitalization at SMEs


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