Doctoral student and research assistant in the study program Digital and International Marketing (DIMa) with a research focus on marketing & innovation
I have been doing my doctorate in the field of marketing and innovation management since the beginning of October. I previously worked as an “eTail Expert” in corporate marketing at Samsung Electronics, where I was able to gain extensive experience in digital marketing. In this position, I was responsible for developing and implementing new e-commerce strategies, promoting knowledge exchange and representing the German branch in European e-commerce initiatives.
I have earned two master's degrees: one from THM (MA) and one from Edinburgh Napier University (M.Sc.). My master's thesis, which dealt with brand activism and moral emotions, became part of the article "Who is more responsive to brand activism? The role of consumer-brand identification and political ideology in consumer responses to activist brand messages," published in the Journal of Product & Brand Management
Since I already completed my MA in International Marketing, I have now returned to THM. My goal is to research innovative approaches in marketing as part of my doctorate and to contribute to the further development of the field.
