Research Interests

Florian Stahl's research interests are primarily in empirical quantitative marketing, marketing analytics and business economics. He studies the allocation, dynamics and measurement of marketing activities and their impact on consumer behavior, product demand and firm performance in various industries such as the automobile industry, the financial industry or the media industry. Specifically, his research addresses business related questions of customer management and brand management. Further research areas are social networks in marketing and brand communications in social media, consumers' intertemporal choice and discounting of future benefits, as well as pricing and sampling of (digital) products. Florian Stahl's research areas and topics include:

  • Advertising Budget Allocation
  • Branding and Brand Management
  • Digital Marketing (i.e. Digital Pricing)
  • Economics of Data
  • Customer Management (esp. Customer Switching Behavior and Customer Loyalty)
  • Social Networks in Marketing
  • Social Media & Brand Communications

Research Methods

Methodically Florian Stahl's research is based on empirical modeling, applied econometrics, machine learning (in particular natural language processing and computer vision) and experimental studies (including large scale field experiments).



 
Florian Stahl  •  Professor of Marketing  •  University of Mannheim  •  Mannheim Business School
L5-2  •  68161 Mannheim  •  Germany   •   E-mail: florian.stahl@bwl.uni-mannheim.de