Dr. Florian Haumer is the professor for general media management and marketing management at the Munich campus of the Macromedia University.
The Impact of Augmented Reality Experiential Marketing on Brand Equity and Purchase Intention.
DetailsThe effects of message tailoring on the motivation for change in different phases of an employee`s change journey.
DetailsSocial media celebrities as brand influencers in brand Communication. An Empirical Study on Influencer Content, its Advertising Relevance, and Audience Expectations.
DetailsClassifying social media “influencer” in brand communication. A systematic approach on motives to post and consume based on survey data.
DetailsCurrent Media Management Education in International Perspective. Comparative Content Analysis of Study Programs across Globally Leading Academic Institutions.
DetailsEffects of Augmented Reality in Soccer Broadcasting on Viewing Experiences: An Experimental Study on the Differences of Sports Experts vs. Laymen.
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