Innovation Marketing

Framing social media communication: Investigating the effects of brand post appeals on user interaction (2017) Wagner T, Baccarella C, Voigt KI Journal article Communicating technological innovations: The role of technical complexity and product involvement (2017) Wagner T, Baccarella C, Voigt KI Journal article Consumer responses to high-tech product advertisements: The role of technical complexity (2017) Wagner T, Baccarella C, Voigt KI Conference contribution Promoting technological innovations: Towards an integration of traditional and social media communication channels (2017) Wagner T Journal article Do Consumers Really Care About Crowdfunding? Exploring the Crowdfunding Effect on Innovation Perception (2017) Baccarella C, Wagner T, Voigt KI Conference contribution, Conference Contribution Untangling social media excellence: Five typical patterns of super successful posts (2017) Eismann T, Wagner T, Baccarella C, Voigt KI Conference contribution Social Media for Identifying Lead Users?: Insights into Lead Users' Social Media Habits (2017) Ernst M, Brem A Journal article Communicating technological innovations: The role of technical complexity and product involvement (2016) Trefzger TF, Baccarella C, Voigt KI Conference contribution Crowdfunding technological innovations: The role of product creativity (2016) Meinel M, Baccarella C, Wagner T, Voigt KI Conference contribution Unleash your Brand! Using Social Media as a Marketing Tool in Academia (2016) Trefzger TF, Dünfelder D Conference contribution