معرفی
Dr. Thomas Scholdra is an Assistant Professor holding the IFH Endowed Junior Professorship of Marketing and Retailing at the University of Cologne's Faculty of Management, Economics and Social Sciences. His research focuses on consumer behavior dynamics in retail contexts, with expertise spanning digital marketing strategies and advertising effectiveness.
Education:
- Ph.D. in Marketing, University of Bremen (2019)
- M.Sc. in Marketing and Channel Management, University of Goettingen (2013)
- B.Sc. in Business Administration, University of Muenster (2010)
Research Interests: Dr. Scholdra investigates how macroeconomic factors influence shopping behavior, digital marketing efficacy, and advertising content optimization. His work bridges theoretical frameworks with empirical retail applications, particularly in grocery and TV advertising sectors.
Publications: Recent articles analyze household economic adaptability during market fluctuations and content-driven viewer engagement in advertising, reflecting consistent focus on behavioral responses to commercial stimuli.
