
Jochen HartmannTechnical University of Munich | TUM
Jochen Hartmann
Dr. rer. oec.
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35
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Publications (35)
Smartphones have made it nearly effortless to share images of branded experiences. This research classifies social media brand imagery and studies user response. Aside from packshots (standalone product images), two types of brand-related selfie images appear online: consumer selfies (featuring brands and consumers’ faces) and an emerging phenomeno...
The term "generative AI'' refers to computational techniques that are capable of generating seemingly new, meaningful content such as text, images, or audio from training data. The widespread diffusion of this technology with examples such as Dall-E 2, GPT-4, and Copilot is currently revolutionizing the way we work and communicate with each other....
Generative AI’s capacity to create photorealistic images has the potential to augment human creativity and disrupt the economics of visual marketing content production. This research systematically compares the performance of AI-generated to human-made marketing images across important marketing dimensions. First, we prompt seven state-of-the-art g...
This study investigates Black and White consumers’ preferences for Black versus White people in United States advertising contexts over 66 y, from 1956 until 2022, a time in which the United States has experienced significant ethno-racial diversification. Examining Black and White consumers’ reactions to visual advertising over more than half a cen...
In the rapidly advancing age of Generative AI, Large Language Models (LLMs) such as ChatGPT stand at the forefront of disrupting marketing practice and research. This paper presents a comprehensive exploration of LLMs’ proficiency in sentiment analysis, a core task in marketing research for understanding consumer emotions, opinions, and perceptions...
Prior research revealed a striking heterogeneity of how consumers view smart objects, from seeing them as helpful partners to merely a useful tool. We draw on mind perception theory to assess whether the attribution of mental states to smart objects reveals differences in consumer–smart object relationships and device usage. We train a language mod...
Firms increasingly aim to present diversity across age, gender, and/or race in their promotional material. Recent social movements such as BlackLivesMatter (BLM) or MeToo have further raised awareness towards social inequality. This paper examines racial diversity in U.S. digital advertising, analyzing both the diversity of ads distributed to consu...
Conversational artificial intelligence (AI) disrupts how humans interact with technology. Recently, OpenAI introduced ChatGPT, a state-of-the-art dialogue model that can converse with its human counterparts with unprecedented capabilities. ChatGPT has witnessed tremendous attention from the media, academia, industry, and the general public, attract...
Published version:
Feuerriegel, S., Hartmann, J., Janiesch, C. et al. Generative AI. Bus Inf Syst Eng (2023). https://doi.org/10.1007/s12599-023-00834-7
Images are rapidly increasing in importance for business and social science research. This is evidenced by an increasing number of publications leveraging visual information. However, the scale of these data often exceed human annotation capabilities and extracting features from images automatically is a complex task. While open-source code for aut...
Sentiment is fundamental to human communication. Countless marketing applications mine opinions from social media communication, news articles, customer feedback, or corporate communication. Various sentiment analysis methods are available and new ones have recently been proposed. Lexicons can relate individual words and expressions to sentiment sc...
+++PLEASE USE THE PUBLISHED VERSION OF THIS ARTICLE INSTEAD (International Journal of Research in Marketing, 2022)+++
Sentiment is fundamental to human communication. Countless marketing applications mine opinions from social media communication, news articles, customer feedback, or corporate communication. Various sentiment analysis methods are...
Smartphones have made sharing images of branded experiences nearly effortless. This research classifies social media brand imagery and studies user response. Aside from packshots (standalone product images), two types of brand-related selfie images appear online: consumer selfies (featuring brands and consumers’ faces) and an emerging phenomenon we...
Video content has become a major component of total internet traffic. Growing bandwidth and computational power conspire with an increasing number of video editing tools, smartphones, and online platforms that have facilitated video production, distribution, and consumption by businesses and consumers alike. This makes video content relevant across...
Video content has become a major component of total internet traffic. Growing
bandwidth and computational power conspire with an increasing number of video editing tools, smartphones, and online platforms that have facilitated video production, distribution, and consumption by businesses and consumers alike. This makes video content relevant across...
Supplementary R Script to Book Chapter "Classification Using Decision Tree Ensembles"
Across disciplines, researchers and practitioners employ decision tree ensembles such as random forests and XGBoost with great success. What explains their popularity? This chapter showcases how marketing scholars and decision makers can harness the power of decision tree ensembles for academic and practical applications. Due to their versatility,...
Online social media drive the growth of unstructured text data. Many marketing applications require structuring this data at scales non-accessible to human coding, e.g., to detect communication shifts in sentiment or other researcher-defined content categories. Several methods have been proposed to automatically classify unstructured text. This pap...