Prof. Dr.

Florian Haumer

Dr. Florian Haumer is the professor for general media management and marketing management at the Munich campus of the Macromedia University.

Subject:

Media Management

To Media Management
Campus:

Munich

To location
Faculty:

Media Faculty

Projects

Publications

2020

The Impact of Augmented Reality Experiential Marketing on Brand Equity and Purchase Intention.

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2019

The effects of message tailoring on the motivation for change in different phases of an employee`s change journey.

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2019

Social media celebrities as brand influencers in brand Communication. An Empirical Study on Influencer Content, its Advertising Relevance, and Audience Expectations.

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2018

Classifying social media “influencer” in brand communication. A systematic approach on motives to post and consume based on survey data.

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2018

Current Media Management Education in International Perspective. Comparative Content Analysis of Study Programs across Globally Leading Academic Institutions.

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2018

Effects of Augmented Reality in Soccer Broadcasting on Viewing Experiences: An Experimental Study on the Differences of Sports Experts vs. Laymen.

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