Aktuelles / News

Post exam reviews at the Chair of Marketing

25.06.2020 -

The post exam reviews of Marketing (41021), Marketing Methods & Analysis (20566/50566), Marketing Performance Management (41058) and Advanced Marketing Research (21163) of the Winter term 2019/2020 will take place on June 30 to July 2, 2020 from 09 am to 04 pm in room G22A-343. For an appointment please write an email to birgit.hummelt@ovgu.de. Please tell her your name, the registration number and the number of the examination for which you would like to have the post exam review. For the appointment please bring with you your student identity card and your mask. Thank you very much!

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Marketing (41021) exam conduction via E-Learning

17.06.2020 -

Dear students,

as we are well aware that some of you are concerned about the form of the exam for various reasons (e.g. because you are currently not present), we would like to give you a short update on this matter today: Due to the current situation, the marketing exam will be held in a digital format via e-learning and NOT as a face-to-face or oral exam.

The most important thing first: You don't have to worry about anything. You will have sufficient time to complete the exam questions online. The exam will consist of various open tasks and multiple choice questions.

As soon as we have all organizational information from the faculty, we will be able to provide you with more detailed information.


All the best and stay healthy,

Your chair team

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MPM (41058) exam conduction via zoom

17.06.2020 -

Dear students,

due to the current corona situation and the fact that this semester only a small number of students have registered for the repeat exam for the bachelor course Marketing Performance Management (41058), we, the Chair of Marketing, have decided to conduct oral exams via zoom.

We will contact you individually to arrange the appointment and to inform you about further details in the near future. Please check your student e-mail boxes regularly. For urgent questions, please contact Mandy Pick (mandy.pick@ovgu.de).


Best regards
The Chair of Marketing

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15.06.2020 -

Prof. Dr. Marko Sarstedt will act as co-speaker at the International Forum “Current Advances in Partial least Squares Structural Equation Modeling & Methodological Matters.” Download the flyer here.

Date: 25 June 2020 (Thursday)

Time: 9:00 PM – 11:00 PM (German time)

Registration: https://forms.gle/d7XyVVXQwnv37yTP7 (Make sure you adhere to the terms and conditions)

Platform: GotoWebinar hosted by Emerald Publishing and Sarawak Research Society

Admission: A confirmation email to join the Webinar from Emerald Publishing will be sent to you in 3 days after registration

Fee: There is no registration fee. Donation (optional) to support COVID-19 relief is welcome. Please upload the Donation Proof on the registration form or email to us (srs.onlinetraining@gmail.com)

Targets: Students, researchers, academics and practitioners who aspire to know and learn about PLS-SEM

Certificate of Attendance : E-certificate will be given by Emerald Publishing after the forum

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New paper published in European Business Review

10.06.2020 -

We are happy to announce the publication of Mandy Pick's first paper ‘Psychological Ownership in Social Media Influencer Marketing‘.

In an online study she examines: first, the impact of consumers’ perceived influencer credibility (IC), using the source credibility model in respect of purchase intention, attitude towards advertising and product; second, the impact of the organizational behavior concept psychological ownership (PO) on consumer behavior by showing that the concept has significant positive effects on attitude towards the product and purchase intention like in prior research; third, the perceived connection and relationship between the influencer and consumer to understand the relations. Her results show that perceived IC serves as a significant criterion, determining purchase intention, attitude towards advertising and product, while contributing an instrument for transferring convincing messages, which increase the perceived connection to the influencer and the PO feeling for a product and, thus, influence consumer behavior positively. Theories on source credibility and a connection to the PO concept allowed to develop a framework to assess the importance of IC and its influence on consumers’ perception of the products that influencers advertise to better understand the interactions in the influencer marketing context.

Check out the paper at: https://doi.org/10.1108/EBR-08-2019-0165

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New paper published in Journal of Business Research

11.06.2020 -

We are happy to announce the first paper of Frauke Kühn together with her co-authors Marcel Lichters and Nina Krey ‘The touchy issue of produce: Need for touch in online grocery retailing‘. In two studies, consumers rate their perception of produce offered in an online shop. Results demonstrate that high-NFT consumers express higher quality concerns and lower affective response to online offered produce. This negative influence of NFT is stronger if consumers use indirect compared to direct touch interfaces. Further, NFT influences WTP difference between offline and online offered produce. A third study proposes a solution through online videos as visual design features. Displaying haptic evaluations of high-touch diagnostic produce by other consumers successfully negates NFT’s adverse influences.
Check out the paper at: https://doi.org/10.1016/j.jbusres.2020.05.017

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Google Digital Garage - 5 Bonuspunkte für MPM-Nachschreiber!

27.05.2020 -

In this summer semester, all students who want to take the Marketing Performance Management exam (regularly offered in the winter semester) have once again the opportunity to secure the five bonus points by participating in the "Google Digital Garage"!

All you have to do is to participate under the link https://learndigital.withgoogle.com/digitalgarage, watch all videos and answer all questions - at the end you will receive a certificate, which has to be submitted by 10.07.2020. If you have already taken part in the Digital Garage in the winter semester, but were unable to complete the exam, you will receive the bonus points at no extra cost for a new attempt in this summer semester.

You can download all important information in one place right here.

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New paper published in Decision Sciences

25.05.2020 -

We are happy to announce the publication of our newest article titled “Prediction: Coveted, Yet Forsaken? Introducing a Cross‐Validated Predictive Ability Test in Partial Least Squares Path Modeling” in Decision Sciences. Authored by Benjamin Liengaard (Aarhus University), Pratyush N. Sharma (University of Alabama), G. Tomas M. Hult (Michigan State University), Morten B. Jensen (Aarhus University), Marko Sarstedt (OVGU), Joseph F. Hair (University of South Alabama), and Christian M. Ringle (Hamburg University of Technology), the paper introduces the cross‐validated predictive ability test (CVPAT) to conduct a pairwise comparison of predictive power of competing models in partial least squares structural equation modeling. Monte Carlo simulation studies substantiate its performance and an example using the well‐known American Customer Satisfaction Index model substantiates CVPAT’s practical utility. Check out the paper at: https://onlinelibrary.wiley.com/doi/10.1111/deci.12445

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