Dr Lennart Borgmann

Office: M.13.39 I Phone: +49 202 439 2839 I Mail: borgmann{at}wiwi.uni-wuppertal.de

Curriculum vitae

  • Born in Meppen in 1993
  • Dual student at Hero-Glas Veredelungs GmbH in Dersum
  • Dual study programme in business administration at Osnabrück University of Applied Sciences with a focus on logistics, degree: Bachelor of Arts (B.A.)
  • Studied economics at the University of Wuppertal, specialising in management and marketing, graduating with a Master of Science (M.Sc.)
  • Semester abroad at the University of Michigan-Flint with a focus on Financial Management, Global Dimensions of Management and Organisational Behavior
  • Working student at Walbusch Walter Busch GmbH & Co. KG
  • Research assistant at the Chair of Marketing at the University of Wuppertal
  • Since 04/2018 research assistant and doctoral student at the Chair of Marketing of Prof Dr Tobias Langner at the University of Wuppertal
  • Doctorate (Dr. rer. oec.) (summa cum laude) on 29 October 2024. Title of the cumulative dissertation: Gaining and Holding Consumers' Attention: A Series of Four Articles on Attention in Advertising
  • Since 02/2025 Consultant for Corporate Development at Roland Rechtsschutz Versicherung in Cologne

Publications

2024

  • How to Measure Digital Attention: Validating Viewport Logging via Mobile Eye-Tracking as a Measure for Gaining and Holding Attention in Social Media, in: Proceedings of the 22nd ICORIA, Thessaloniki, Greece. (together with D. Bruns, J. F. Kopka and T. Langner)

  • Decoding the Vampire Effect: Investigating the Impact of Celebrities Overshadowing a Brand on Downstream Ad Processing, in: Proceedings of the 22nd ICORIA, Thessaloniki, Greece. (together with J. F. Kopka and T. Langner)

  • Don't Distract Me When I'm Detoxing! The Effects of Social Media Detox on Attention to Instagram Ads, in: Proceedings of the 53rd EMAC Conference, Bucharest, Romania. (together with J. F. Kopka and T. Langner)

  • Using Viewport Logging to Measure Gaining and Holding Attention Toward Social Media Ads: A Validation via Mobile Eye-Tracking, in: Proceedings of the 53rd EMAC Conference, Bucharest, Romania. (together with D. Bruns, J. F. Kopka and T. Langner)

  • How to Gain and Hold Attention: Combining the Perspectives of Research, Practice, and Consumers to Generate a Comprehensive List of Attention Tactics, in: Proceedings of the 53rd EMAC Conference, Bucharest, Romania. (together with J. F. Kopka and T. Langner)

  • The Social Media Detox Effect: How Social Media Time-Outs and Time Constraints Influence Attention to the Ad, in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Portland, Oregon. (together with J. F. Kopka and T. Langner)

2023

  • (Not) the Right Time for Social Media Ads?! Exploring the Impact of Social Media Detox on Ad Reception via Mobile Eye-Tracking, in: Proceedings of the 21st ICORIA, Bordeaux, France. (together with J. F. Kopka and T. Langner)
  • How to Get Attention - Generating a Comprehensive List of Advertising Attention Tactics, in: Proceedings of the 21st ICORIA, Bordeaux, France. (together with J. F. Kopka and T. Langner)
  • May I Have Your Attention Please? A Mobile Eye-Tracking Study on the Effectiveness of Advertising Attention Tactics in Real-Life Media Encounters, in: Proceedings of the 52nd EMAC Conference, Odense, Denmark (together with J. F. Kopka and T. Langner)
  • Taking Advertising Research into the Wild: A Mobile Eye-Tracking Study of Attention to the Ad and Ad Recall in Real-Life Media Encounters, in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Denver, Colorado. (together with J. F. Kopka and T. Langner)

2022

  • Ad Reception in the Living Room: A Mobile Eye-Tracking Study of Attention to the Ad and Ad Recall in Real-Life Media Encounters, in: Proceedings of the 20th ICORIA, Prague, Czech Republic. (together with J. F. Kopka and T. Langner)

2021

  • Taking Advertising Research to the Wild: An Observational Eye-Tracking Study of Real-Life Media Consumption at Home, in: Proceedings of the 19th ICORIA, Bordeaux, France. (together with J. F. Kopka and T. Langner)

 

Awards and nominations

2023

  • Award for Daniel Bruns, Lennart Borgmann, Julian Felix Kopka and Tobias Langner with the EAA Research Grant 2023 of the European Advertising Academy for the joint research project entitled "Gaining and Holding Attention towards Advertisements through Attention Tactics"
  • Nomination for the Best Student Paper Award for Julian Felix Kopka, Lennart Borgmann and Tobias Langner at the ICORIA conference in Bordeaux, France, for their paper "(Not) the Right Time for Social Media Ads?! Exploring the Impact of Social Media Detox on Ad Reception via Mobile Eye-Tracking"

2022

  • Nomination for the Best Student Paper Award for Lennart Borgmann, Julian Felix Kopka and Tobias Langner at the ICORIA conference in Prague, Czech Republic, for their paper "Ad Reception in the Living Room: A Mobile Eye-Tracking Study of Attention to the Ad and Ad Recall in Real-Life Media Encounters"

2021

  • Nomination for the Best Student Paper Award for Lennart Borgmann, Julian Felix Kopka and Tobias Langner at the ICORIA conference in Bordeaux (Online), France, for their paper "Taking Advertising Research to the Wild: An Observational Eye-Tracking Study of Real-Life Media Consumption at Home"

2018

  • Lennart Borgmann's Master's thesis on "The influence of personality traits on positive brand relationships - an empirical study" was honoured with the Schumpeter School Alumni e.V. thesis award.