Anika Herzig

Anika Herzig serves as a Research Fellow at the Institute for Human-Computer-Media, University of Würzburg, where she acts as External Student Advisory Service for the Master of Media Entertainment program, providing academic guidance to graduate students while conducting research in media-business communication interfaces.

Her academic foundation includes:

• Master's degree in Media Studies from Eberhard Karls University of Tübingen
• Bachelor's degree in Applied Media and Communication Studies from Ilmenau University of Technology

Prior industry experience encompasses marketing roles at Estée Lauder Companies and Breuninger GmbH & Co.

Her research focuses on:

• Reception and impact mechanisms in media
• Persuasive communication strategies
• Media-music interaction dynamics

Specializing in experimental methodologies, she investigates advertising's social influence through humor in LGBTQ+ representation and testimonial-driven technology adoption for sustainable mobility.

Her thesis publications reveal consistent experimental rigor across domains: the 2024 work analyzes humor's role in shifting attitudes toward homosexuality through advertising, while the 2021 study examines electromobility acceptance via celebrity testimonials, establishing her expertise in bridging advertising psychology with social and technological behavioral change.

Embedded within the Media and Business Communication team at the Institute for Human-Computer-Media, she contributes to collaborative research initiatives and graduate mentorship in media entertainment applications.