Carina Witte

Dr. Carina Witte is a PostDoc researcher at Paderborn University's Faculty of Business Administration and Economics, Department of Management, specializing in Marketing and Digital Transformation. She works at the Chair of Betriebswirtschaftslehre (Marketing and Digital Transformation).

• Education: International Business Studies (2009-2014)
• Academic Career: Research Assistant (2014-2019), PostDoc (2024-present)
• Industry Experience: Shopper Insights Manager at Dr. August Oetker Nahrungsmittel KG (2020-2022)

Her research focuses on gift purchasing behavior, customer-brand relationships, digital transformation in marketing, and service management. She investigates how customer engagement strategies impact brand loyalty and relationship dynamics.

Key publication trends explore gift purchasing mechanisms, customer engagement frameworks, and service category involvement effects. Research spans consumer behavior, marketing strategy, and digital innovation applications.

• Scientific Awards:
  • Preis für ausgezeichnete Dissertationen (2020)
  • Dean's Young Scholar Award (2019)
  • DAAD Congress Travel Funding (2018)

Currently teaching: Research Project on Marketing and Digital Transformation.