معرفی
Professor Ann-Kristin Kupfer serves as Professor of Marketing at Karlsruhe Institute of Technology (KIT) while maintaining a significant collaborative role as Lead Researcher in the DFG Research Group at University of Hamburg Business School. Her academic profile bridges institutional boundaries through German Research Foundation-funded projects.
Her research program centers on the digital transformation of marketing, with particular expertise in brand management within social media ecosystems. Key focus areas include:
- Brand alliances and partner influence in digital spaces
- Brand crisis dynamics during social media firestorms
- Consumer buzz prediction for media products
- Marketing strategies for hedonic media products like motion pictures
Analysis of her recent publications reveals a strategic research trajectory examining marketing's evolution in digital contexts. Her 2018 papers form a cohesive body investigating social media's dual role as both opportunity (for brand alliances and buzz generation) and threat (during brand crises). This work demonstrates sophisticated methodological approaches to measuring digital phenomena while maintaining strong theoretical grounding in consumer behavior principles.
Prospective collaborators can contact Professor Kupfer directly at ann-kristin.kupfer@kit.edu to discuss research opportunities in digital marketing strategy and brand management.
