Dr. Florian Haumer ist Professor für allgemeines Medienmanagement und Marketingmanagement am Campus München der Hochschule Macromedia. Seit Dezember 2018 steht er der Fakultät Medien der Hochschule Macromedia als Dekan vor. Er ist Gründer und Geschäftsführer der Unternehmensberatung haumer&konsorten GmbH, die sich seit 2011 mit Performance Marketing, strategischer Markenführung und Big Data Analytics beschäftigt.
Fakultät Kultur, Medien, Psychologie
Haumer, Florian, Kolo, Castulus, Roth, Alexander, & Schwarz, Rafael: Influencers and their motivations to create content: A qualitative typology based on an international survey.
DetailsKolo, Castulus, Haumer, Florian, & Roth, Alexander: Formal Professionalization of Early-stage Social Media “Influencers” - Attitudinal Drivers and Their Relation to Personality Traits
DetailsHaumer, F., & Kolo, C.: Sustainability and Urban "Mediascapes". The Impact of Smart City Tehnologies on Journalism
DetailsHaumer, F., Schlicker, L., Murschetz, P.C., & Kolo, C.: Tailor the message and change will happen? An experimental study of message tailoring as an effective communication strategy for organizational change. Journal of Strategy and Management, 14(4), 426-443. https://doi.org/10.1108/JSMA-08-2020-0207
DetailsKolo, C., & Haumer, F.: Geschäftsmodellinnovationen traditioneller Medienunternehmen in Zeiten von Social Media und Plattformökonomie
DetailsKolo, C., & Haumer, F.: Technological advances and the future of corporate and marketing communication - An international foresight study among experts from different professional backgrounds
DetailsKolo, C., Mierzejewska, B., Haumer, F., Roepnack, A., Schmidt, C., & Luo, A.: Teaching Media Management in International Perspective: A Comparative Content Analysis of Curricula in the US and Germany
DetailsHaumer, F., Kolo, C. & Reiners, S.: The Impact of Augmented Reality Experiential Marketing on Brand Equity and Purchase Intention
DetailsKolo, C. & Haumer, F.: Social media celebrities as brand influencers in brand Communication. An Empirical Study on Influencer Content, its Advertising Relevance, and Audience Expectations
DetailsHaumer, F., Renner, K. & Kolo, C.: 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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