Successful doctorate by Stefan Rohrbach at the Chair of Marketing

01.04.2025|19:10 Uhr

The Chair of Marketing is delighted to welcome a new doctor: Stefan Rohrbach has successfully defended his dissertation with the top grade summa cum laude. In his defence, he impressed with an excellent presentation and well-founded answers to the examination committee's questions.

The award-winning dissertation comprises three scientific papers on the topic of "Advertising impact in the digital age":

1. "The Vampire Effect of Smartphone Swiping: How Atypical Motor Actions Increase Ad Attention but Impair Brand Recall" - awarded Best Student Paper at AAA 2024 in Portland.
2. "The Carousel Effect: Leveraging Sideways Swiping for Enhanced Ad Effectiveness in Social Media" - awarded Best Student Paper at ICORIA 2024 in Thessaloniki.
3. "Before the Hype, Comes the Swipe: How to Design Carousel Ads that Get Activated"

The Chair would like to congratulate Dr Stefan Rohrbach on this exceptional achievement and would like to thank the members of the doctoral committee: Prof Dr Stephan Zielke, Prof Dr Stefan Diestel, Prof Dr Michael Fallgatter and Prof Dr Dirk Temme.