German Dialog Marketing Association honors HSG researcher
Dr. Florian Gasser, behavioural researcher at the University of St. Gallen and lecturer at the Free University of Bolzano, was awarded the Alfred Gerardi Memorial Prize (AGGP) of the German Dialogue Marketing Association (DDV) for his doctoral thesis at the AI Day in Frankfurt.
In his doctoral thesis "Post it, Like it, Share it - and Profit", which deals with the effect of social media influencers on purchasing decisions, Gasser provides "innovative research results" and "decisive impulses for the optimization of marketing strategies in the consumer goods and tourism sector in an increasingly digitalized market landscape", as stated in a press release.
DDV President Martin Nitsche, together with patron Mary-Victoria Gerardi-Schmid and jury chairman Bernd Ambiel, presented Gasser with the certificate and the prize money of 2,500 euros. The jury emphasized that Gasser's work not only closes theoretical gaps, but can also help companies to design their marketing strategies more precisely and effectively, as various decision-supporting guidelines have been developed.
The AGGP is according to Financialnews.com in German-speaking countries is "the highest award for academic theses that deal with innovative approaches and research achievements in dialog and data-driven marketing" and has been awarded for 39 years. Alfred Gerardi was a pioneer of (direct) marketing and had already significantly influenced the industry in Central Europe in the 1950s. The promotion of young talent was particularly close to his heart, which is why the prize named after him honors talented young researchers in the field of marketing and consumer research.
