The Digital Marketing and Communication (DMC) research group is dedicated to investigating the profound implications of novel digital technologies on the marketplace and society at large. Our primary focus is on understanding how emerging digital trends shape customer and stakeholder behavior, marketing strategies, and communication dynamics. Through a multidisciplinary approach, we unlock valuable insights that empower organizations to thrive in the digital era.
Together with international academic networks and industry partners, the DMC research group explores how new technologies shape the marketplace, redefine customer experiences, alter competitive landscapes, and shape the strategic trajectories of businesses in different industries. Besides strategies, we investigate novel digital marketing and communication practices. From influencer marketing to immersive storytelling in the metaverse, our research explores innovative approaches that push the boundaries of conventional practices, ensuring that businesses remain agile and responsive to emerging trends.
