Christian Hildebrand

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Retailers and brands are just starting to utilize online social media to support their businesses. Simultaneously, public displays are becoming ubiquitous in public places, raising the question about how these two technologies could be used together to attract new and existing customers as well as strengthen the relationship toward a focal brand.(More)
Mass Customization technologies are increasingly becoming social and allow for inter-individual exchange processes such as community-based configuration systems online. But while companies foster community interactions and open their configuration systems, it is not clear (1.) how virtual interactions influence individuals' subjective product satisfaction,(More)
In this article, we provide a computational simulation model which offers alternative explanations on viral marketing campaign effectiveness compared to standard aggregate diffusion models by (1) combining individual preference information and heterogeneity among individuals as well as (2) simulating differing degrees of interconnectedness among individuals(More)
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