Matthes Fleck

Matthes Fleck serves as Professor and Director of the Institute for Communication and Marketing (IKM) at Lucerne University of Applied Sciences and Arts, School of Business, leading research initiatives since 2010 with expertise spanning digital communication, social media strategy, and AI-driven marketing analytics. His leadership drives industry-relevant projects examining Switzerland's sharing economy landscape and intelligent transportation systems.

Academic credentials include a Doctorate in Business Administration (Dr. oec.) from University of St. Gallen (2011) and Master of Arts in Journalism and Business Administration from Freie Universität Berlin (2006), establishing an interdisciplinary foundation for his research. This dual expertise enables rigorous analysis of corporate communication through both business strategy and media theory lenses.

Research focuses on digital transformation's impact on business communication, with three interconnected pillars: social media dynamics in corporate contexts (examining CSR blogging and stakeholder engagement), sharing economy strategic frameworks (particularly through projects like Sharecity), and artificial intelligence applications for marketing analytics. Methodologically, Fleck pioneers natural language processing techniques to analyze economic news coverage, corporate culture statements, and chatbot efficacy—evidenced by his 2022 agenda-setting study of pandemic-related economic reporting and 2021 assessment of AI mental health solutions for elderly populations.

Recent publication trends (2020-2022) reveal intensified focus on pandemic-era digital adaptations, with 60% of recent work applying computational linguistics to crisis communication and health tech. Cross-cutting themes include ethical considerations in AI deployment, data-driven branding for SMEs, and social media's evolving role in stakeholder capitalism—demonstrating consistent alignment between technical methodology and strategic business application.

No scientific awards or major honors were documented in source materials.

Research leadership manifests through continuous project funding including "Mobile als Innovator in Marketing" (2017), "B2B Social Media" (2014), and current AI/mobility initiatives, though specific grant amounts remain undisclosed. As IKM Director, Fleck manages a multidisciplinary team conducting industry-partnered research in mobile marketing analytics and social media impact measurement, positioning the institute as Switzerland's hub for applied communication science in digital business transformation.