I am Associate Professor of Marketing at KU Leuven, Belgium.
My research interests are the interface between marketing and finance research
as well as digital marketing.
I joined KU Leuven, one of the oldest (founded in 1425) and most prolific (42nd worldwide in 2022 THE ranking; most innovative European university according to Reuters) European universities as an Associate Professor of Marketing in 2021. Before that, I was a postdoctoral researcher at Boston University (as a visiting researcher) and the University of Cologne, Germany, where I had obtained my doctoral degree in 2016. I am an alumnus of the University of Mannheim, Germany, and have worked for or cooperated with companies in automobile, telecommunication, social media, pharma, railway and rail infrastructure. I like tennis, running, skiing, history and travelling.
My research deals with two major research themes.
Since my dissertation, I have been working on the so-called "marketing finance interface". This resarch field deals with the relationships between marketing-related constructs such as advertising or customer satisfaction and metrics that incorporate the behavior of financial-market participants, including analysts, investors, and creditors. My work in this area has been published in the Journal of Marketing, Journal of Marketing Research and International Journal of Research in Marketing and was featured in Forbes or Neue Zürcher Zeitung.
My second research theme is digitization, with a particular focus on social media and influencer marketing. For example, I am interested in how firms can successfully leverage influencers to achieve engaging and trustworthy brand messages on social media platforms such as Instagram. My work in this area has been published or is forthcoming in the Journal of Marketing and the International Journal of Research in Marketing.
Whenever possible, I try to connect the two research themes by showing digital marketing's impact on investors. I am glad to be part of an international network of co-authors from universities such as BI Oslo, Boston University, Goethe University Frankfurt, Stockholm School of Economics, UCLA, University of Cologne, and Tilburg University. My research approach is quantitative in nature, using a diverse set of econometric methods.
At KU Leuven, I teach "Global, B2B and Service Marketing" as well as "Brand Management" in the master program. I further teach "Self Marketing in a Digitized World" in the master program at the University of Cologne and "Marketing Strategy Performance: Theory, Models, and Empirical Applications" in the doctoral program of the German Academic Association of Business Research (VHB) and the European Institute for Advanced Studies in Management (EIASM).
Commitment to young researchers
Together with my former fellow doctoral student Dr. Tobias Hornig (today Head of Advanced Analytics in industry), I founded the science-transfer initiative eDOCation.org. eDOCation is the first online platform allowing young scholars to offer seminars and training to companies. We believe that young researchers ("eDOCs") can contribute to the transfer of knowledge from universities to business practice through online and offline training and seminars. At the same time, they can increase the relevance of their research und improve their future prospects.
I love libraries. The Library of KU Leuven, Boston Public Library as well as Hasso Plattner Library at the University of Mannheim are my favorite ones.