Prof. Dr. Stefan Rohrbach | |
|---|---|
| Professor | |
| Lehrgebiet | Social Media Marketing, Online Marketing, Marketing Strategy |
| Forschungsgebiet | Social Media and Digital Consumer Behavior |
| Studiengang | Social Media Marketing & Management, (Bachelor, 7 Semester, Zulassung ab Wintersemester 2024/2025) |
| Fakultät | Fakultät Information und Kommunikation |
| Raum | I208 (Nobelstraße 8) |
| Telefon | 0711 8923-3096 |
| rohrbach@hdm-stuttgart.de | |
| Sprechzeiten | nach Vereinbarung |
Publikationen
Publikationen
- Rohrbach, S., Bruns, D., and T. Langner. 2025: "Interacting with Gen Z: How Age Moderates the Effects of Carousel Ads", ICORIA June 2025, Rotterdam, Netherlands (accepted).
- Rohrbach, S., Bruns, D., and T. Langner. 2025: "Before the Hype, Comes the Swipe: How to Design Carousel Ads that Get Activated", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Pittsburgh, Pennsylvania.
- Rohrbach, S., Bruns, D., and T. Langner. 2024: "The Vampire Effect of Smartphone Swiping: How Atypical Motor Actions Increase Ad Attention but Impair Brand Recall", in International Journal of Advertising, DOI: 10.1080/02650487.2024.2354081.
- Rohrbach, S., Bruns, D., and T. Langner. 2024: "The Carousel Effect: Leveraging Sideways Swiping for Enhanced Ad Effectiveness in Social Media", ICORIA, Thessaloniki, Greece.
- Rohrbach, S., Bruns, D., and T. Langner. 2024: "The Impact of Atypical Smartphone Swiping on Attention and Brand Recall in Social Media", in: Proceedings of the EMAC Annual Conference of the European Marketing Academy, Bucharest, Romania.
- Rohrbach, S., Bruns, D., and T. Langner. 2024: "When Swiping Bites Back: Why Atypical Smartphone Swiping Increases Attention but Decreases Brand Memory", in: Proceedings of the AAA Annual Conference of the American Academy of Advertising, Portland, Oregon.
- Rohrbach, S., Bruns, D., and T. Langner. 2023: "The Vampire Effect of Atypical Swiping: How Typicalness of Smartphone Swiping Impacts Attention and Brand Recall in Social Media Advertising" in: Proceedings of the 21st ICORIA, Bordeaux, France.
- Rohrbach, S., and T. Langner. 2022: „Swiping Styles in Social Media: An Exploratory Study of Typical Hand Movements in Social Media Smartphone Interaction", in: Proceedings of the 20th ICORIA, Prag, Czech Republic.