Timm F Wagner

Timm F Wagner
Adidas

Dr. rer. pol.

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37
Publications
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1,027
Citations

Publications

Publications (37)
Article
Full-text available
Appropriate marketing communication is critical for the success of a product. Especially in high-tech markets, the adoption of new products is challenging, as customers’ willingness to buy a product can be hindered by a lack of knowledge and experience. The choice of information content given in advertisements is, therefore, crucial. Despite its im...
Conference Paper
Full-text available
Social media represents a substantially new way of communicating with customers. Whereas marketers used to spread their messages without receiving any direct feedback or reactions, customers now have the possibility to instantly reply to companies’ communication efforts. Adapting to altered communication patterns poses a huge challenge especially f...
Article
Full-text available
This article presents a guiding framework on how to use social media as a marketing tool for academic researchers. We present fundamentals of a modern communication strategy, which is tailored to the needs of scholars and highlights the importance of personal brands, especially in academia. We offer concrete recommendations regarding target audienc...
Article
Full-text available
This article focuses on modern music distribution and investigates the business models of music download shops compared to streaming services. For that, a literature review as well as interviews with various industry experts representing different stakeholders of music distribution were conducted. It is shown that the business model of music stream...
Technical Report
Full-text available
The goal of this research is to enhance the understanding about how consumers perceive bio-based textiles
Article
Attracting talent is key for every organization. This research introduces a novel way to attract talent: creative workspace design. In two studies with complementary samples and methods, we examine whether, when, and how a firm's creative workspace design enhances organizational attractiveness. In Study 1, we use an experimental design to examine t...
Article
Full-text available
Based on legitimacy and consumer inference theory, we examine when, how, and why past crowdfunding success influences the perceptions and behaviors of consumers. Across five studies (four controlled experiments and one field experiment), our findings demonstrate that a young venture’s past crowdfunding success enhances consumers’ perceptions of its...
Article
Purpose Recent technological and social changes have challenged manufacturing firms to remain competitive in increasingly dynamic markets. A way of facing these challenges is to foster organizational structures that encourage creativity. Although the general importance of organizational creativity for market success is undeniable, few studies on ma...
Technical Report
Full-text available
The goal of this study is to summarize findings of empirical research on consumer perceptions of biobased products. The findings of this research provide insights to the consumer perception of bioplastics.
Article
PURPOSE /// Autonomous technologies represent an increasingly important, but at the same time controversial technological field with enormous potential. From a consumer perspective, however, the growing autonomy of technologies might result in a perceived loss of control, which can lead to consumer resistance. Given the practical and theoretical re...
Article
Full-text available
The steady increase of sustainable consumer behavior leads companies to strengthen their efforts to become socially and ecologically more sustainable. Particularly in the clothing and footwear industry, more and more companies are aware of their need to fundamentally adapt the way they create value. Sustainability offerings are developed, e.g., usa...
Article
Social media have fundamentally influenced the way we live. Thus far, research has mainly focused on the ‘bright side’ of social media and the many advantages these platforms bring. More and more, however, research is also beginning to address the ‘dark side’ of social media. Dark side phenomena include cyberbullying, manipulation of elections, fea...
Article
Full-text available
In many industries, digitalization has considerably changed the skills and capabilities that are necessary for success. Since traditional industry incumbents often lack these capabilities, they have started to enter strategic partnerships with 'tech giants' (big technology companies) that possess wide-ranging digital capabilities. It is not yet cle...
Article
Full-text available
CALL FOR PAPERS: Regardless of the numerous opportunities that #SocialMedia offer, there is a “dark side” to social media that holds enormous risks for individuals, communities, organizations and even whole societies. We would like to address this largely neglected topic by encouraging researchers from a variety of fields to submit their work to a...
Article
Research and practice have mostly focused on the "bright side" of social media, aiming to understand and help in leveraging the manifold opportunities afforded by this technology. However, it is increasingly observable that social media present enormous risks for individuals, communities, firms, and even for society as a whole. Examples for this "d...
Article
Full-text available
Online social media plays an important role in the marketing communications mix of many companies. Thus, scholars have recently tried to uncover patterns that have a positive impact on the effectiveness of social media communication, predominantly focusing on message characteristics. Although a lot of valuable insights have been generated, it remai...
Article
In organizations and educational institutions, creativity trainings are the preferred approach to enhancing individual creative abilities. However, three issues regarding these trainings still remain largely unsolved. First, the question of how long-lasting creativity training effects are has not been sufficiently answered so far. Second, the quest...
Article
Full-text available
In recent years, companies have increasingly focused on innovative workspaces to enhance employee creativity. These new workspace concepts break with conventional office designs. Google, Apple, and Facebook are typical examples of companies that have received considerable media attention for their unique workspaces. Nowadays, many other organizatio...
Article
Purpose Consumers’ perceptions of new technologies are vital for the adoption of innovations. However, due to the complexity of technological innovations and associated consumer concerns, marketing communications play a crucial role in shaping attitudes. In this context, the level of technical complexity presented in advertisements can be a critica...
Article
Social networking sites (SNS) play an increasingly important role in the mix of brands' marketing communication. A key question for marketing departments, therefore, is how brand posts can be best framed to provoke positive user reactions and interactions. In order to better understand the determinants of communication success on SNS, we propose a...
Article
Full-text available
The aim of this study is to examine how the mechanisms of consumer adoption of technological innovations have been affected by the advent of social media. For this purpose, a list of major adoption determinants is derived from previous research, including theories such as innovation diffusion theory, the technology acceptance model, and the unified...
Conference Paper
Full-text available
Online social media plays an important role in the mix of many companies’ marketing communications. Thus, scholars have recently tried to uncover patterns that positively affect social media communication effectiveness, predominantly focusing on message characteristics. Although a lot of valuable insights have been generated, it remains unclear wha...
Conference Paper
Full-text available
Social media offers huge potential for corporate communication and branding activities. However, due to the novelty of the research field, many mechanisms regarding communication effectivity are still not fully understood. The aim of this study is therefore to investigate the influence of images, videos, and text on brand post popularity in Faceboo...
Article
Full-text available
Is there a difference in advertising high-tech products between premium and standard brands? A systematic content analysis of 492 print advertisements from the automotive industry has been conducted, focusing on brand name, logo, and slogan as well as on the amount and types of presented information cues. The findings of this study show that premiu...
Conference Paper
Full-text available
Das Ziel dieses Beitrags ist es, das Verständnis über Kommunikationsaktivitäten im Kontext technologieintensiver Produkte zu erweitern. Dabei liegt der Fokus der Analyse auf der Automobilindustrie, insbesondere auf der Marke Mercedes-Benz. Hierfür wird eine Inhaltsanalyse von 332 Werbeanzeigen von Mercedes-Benz durchgeführt, welche zwischen 1888 un...

Questions

Questions (3)
Question
In organizations, innovation teams try to fuel the future of a company by generating innovations that advance the attractiveness of the existing product portfolio. However, it is often hard for innovation / R&D / NPD teams to demonstrate their value to other internal teams with „hard numbers“.
Therefore, which methods / scales / metrics / KPI's do you know to measure innovation success in order to assess the value of an innovation team WITHIN an organization?
Thanks in advance for your ideas and comments!
Timm
Question
Aiming to learn more about the 'soft' determinants of brand post popularity on social networking sites, we conducted a content analysis of Facebook post 'appeals' (e.g. fun, cuteness, adventure, or pride) for a lot of posts. We can show that certain 'post appeals' have a positive influence on likes, comments, and/or shares; and some appeals have a negative influence on these measures.
So far, 24 appeals are included into the regression analyses as dummy variables (0; 1=yes, this appeal is present in this Facebook post). Now, we assume that certain combinations of appeals (e.g. product-performance-related information ['performance' appeal] and an adventurous story ['adventure' appeal]) have a particular positive (or negative) influence on brand post popularity. 
We already indentified frequently used 'appeal pairs' and created dummy variables (0; 1=yes, this post contains a combination of [e.g.] 'performance' and 'adventure'). Can we just include that in our regression analyses (dependent variables = likes/comments/shares), in addition to the 24 'single appeals'? Does this make sense or do we perhaps get problems with correlations?
Example:
==> 'performance' appeal => found in 350 posts
==> 'adventure' appeal => found in 250 posts
==> both appeals together => found in 75 posts
In a nutshel, we want to do two things: First, we want to show which appeals have a positve (or negative) influence on post popularity measures (likes, comments, shares). => done. Second, we want to analyze whether there are 'appeal pairs' that are particularly successful in stimulating post popularity (or not). => not sure how...
We are very thankful about your comments and ideas!
Question
It would be great to have a comprehensive list of theories in the context of marketing communication (or even in terms of a broader scope). This could be very useful in conceptualization of new research. I am thinking about a list such as this one: https://www.utwente.nl/cw/theorieenoverzicht/Alphabetic%20list%20of%20theories/
Do you have an idea? Thanks a lot in advance!

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