@article{AhnfeldHahnJoostenetal.2023, author = {Ahnfeld, Tobias and Hahn, Alexander and Joosten, Jan and Klug, Katharina and Totzek, Dirk}, title = {Testing Social Media Advertising Effectiveness with Multi- Method User Experience Research}, series = {Marketing Review St.Gallen}, volume = {40}, journal = {Marketing Review St.Gallen}, number = {6}, publisher = {Thexis}, address = {St. Gallen}, issn = {1865-7516}, pages = {32-39}, year = {2023}, abstract = {This study highlights the importance of pre-testing social media ads and explores the challenges of objectively assessing ad performance. It outlines how a multi-method approach combining facial coding and eye-tracking can help identify successful ads before launch. The findings emphasize the growing importance of user experience research (via digital empathy) for social media advertising and performance marketingrketing.}, language = {en} } @inproceedings{AhnfeldHahnTotzek2024, author = {Ahnfeld, Tobias and Hahn, Alexander and Totzek, Dirk}, title = {Innovation Due Dilligence - Development of A Conceptual Framework to Assess Organizational Innovation Maturity within a Deal Context}, series = {Market Oriented Management Conference}, booktitle = {Market Oriented Management Conference}, year = {2024}, abstract = {This paper presents the development of a conceptual framework designed to assess organizational innovation maturity specifically within a transaction context: The Innovation Due Diligence (IDD). Recognizing the increasing speed of innovation, this framework addresses a critical gap by systematically evaluating the innovation maturity of a target in mergers and acquisitions (M\&A). Drawing on a comprehensive analysis of both academic literature and industry practices, we integrate multiple innovation management frameworks to deliver a unified approach encompassing strategic, organizational, and operational perspectives. The iterative research process involved three iterative feedback loops to develop the framework, including qualitative expert sessions, surveys, and quantitative feedback from industry experts, refining the framework to ensure its robustness and practical relevance. The final model comprises five second-order constructs: Process and Governance, People and Culture, External Environment, Resources \& Funding, and Innovation Strategy, each broken down into detailed first-order constructs. The study contributes incrementally by providing the first theoretically and practically validated framework explicitly tailored for innovation assessments in due diligence contexts. It further introduces flexibility through two formats: a Quick Innovation Scan for rapid, sell-side assessments and an Extended IDD for comprehensive, buy-side evaluations. This adaptability enables stakeholders, including transaction advisors and private equity investors, to perform timely and contextually appropriate innovation evaluations, ultimately supporting informed strategic decision-making and risk assessment.}, language = {en} } @incollection{BartlHahnKlug2019, author = {Bartl, Michael and Hahn, Alexander and Klug, Katharina}, title = {Digital Empathy: wie K{\"u}nstliche Intelligenz \& Affective Computing die Marktforschung ver{\"a}ndern}, series = {Dem Konsumenten auf der Spur - Erfolgreiches Marketing durch zeitgem{\"a}ße Marktforschung}, booktitle = {Dem Konsumenten auf der Spur - Erfolgreiches Marketing durch zeitgem{\"a}ße Marktforschung}, publisher = {Haufe-Lexware}, address = {Freiburg}, isbn = {978-3-648-12987-6}, pages = {261-273}, year = {2019}, abstract = {Der Einsatz K{\"u}nstlicher Intelligenz (KI) ver{\"a}ndert die Marktforschung derzeit grundlegend. Lernende Algorithmen helfen nicht nur bei Prognosen zur Vorhersage von Nutzerverhalten, sondern auch f{\"u}r das Affective Computing. Dieser Beitrag gibt Impulse, wie sich KI in die Marktforschung integrieren l{\"a}sst. Er zeigt am Beispiel des Affective Computing, wie die automatisierte und echtzeitbasierte Erfassung von Emotionen mittels Sensoren und lernender Algorithmen neuartige und verbesserte Erkenntnisse liefert - und dabei Marktforscher von Routineaufgaben entlastet.}, language = {de} } @inproceedings{BilgramHahnJoostenetal.2024, author = {Bilgram, Volker and Hahn, Alexander and Joosten, Jan and Totzek, Dirk}, title = {Comparing the Ideation Quality of Humans With Generative Artificial Intelligence}, series = {IEEE Engineering Management Review}, volume = {52}, booktitle = {IEEE Engineering Management Review}, number = {2}, issn = {0360-8581}, doi = {10.1109/EMR.2024.3353338}, pages = {153-164}, year = {2024}, abstract = {Traditionally, ideating new product innovations is primarily the responsibility of marketers, engineers, and designers. However, a rapidly growing interest lies in leveraging generative artificial intelligence (AI) to brainstorm new product and service ideas. This study conducts a comparative analysis of ideas generated by human professionals and an AI system. The results of a blind expert evaluation show that AI-generated ideas score significantly higher in novelty and customer benefit, while their feasibility scores are similar to those of human ideas. Overall, AI-generated ideas comprise the majority of the top-performing ideas, while human-generated ideas scored lower than expected. The executive's emotional and cognitive reactions were measured during the evaluation to check for potential biases and showed no differences between the idea groups. These findings suggest that, under certain circumstances, companies can benefit from integrating generative AI into their traditional idea-generation processes.}, language = {en} } @inproceedings{CosmannHaberkernHahnetal.2022, author = {Cosmann, Niklas and Haberkern, Jana and Hahn, Alexander and Harms, Patrick and Joosten, Jan and Klug, Katharina and Kollischan, Tania}, title = {The value of mood measurement for regulating negative influences of social media usage}, series = {2022 10th International Conference on Affective Computing and Intelligent Interaction (ACII)}, booktitle = {2022 10th International Conference on Affective Computing and Intelligent Interaction (ACII)}, publisher = {IEEE}, doi = {10.1109/acii55700.2022.9953857}, pages = {7}, year = {2022}, abstract = {Social media usage has greatly increased during the pandemic. The use of social media has been linked to mental health consequences. Especially TikTok is under scrutiny because of its captivating UX Design as well as controversial privacy policies. This study shows how Mobile Affective Computing Research can reliably and objectively measure the implicit-emotional UX. The results suggest that TikTok triggers positive emotions during onboarding and strengthens the emotional bond with increasing usage - mainly due to the personalization algorithm. In particular, the study further reveals that there are no clear relationships when "only self-reported data" is used to understand app usage behavior. However, emotion data based on facial coding shows that TikTok users get emotionally aroused. Initially, a positive and relaxed mood triggers further usage time, while - counter-intuitively - later sessions result in an increasingly negative and aroused mood. However, people are largely unaware of these relationships when questioned. Thus, implicit measures, such as facial coding, may help identify valid social media usage reactions. These results yield implications that call for political regulation considering aspects of social media apps and user behavior.}, language = {en} } @incollection{FirnkaesHahnKochetal.2014, author = {Firnk{\"a}s, Judith and Hahn, Alexander and Koch, Giordano and Rapp, Maximilian and Szplit, Daria}, title = {Testerkampagne Audi Sound Plus: Identifikation und Einbeziehung von Produktbotschaftern mittels Online Communities im B2C Marketing}, series = {Zukunft der Wissensarbeit : Kongressband zur KnowTech 2014}, booktitle = {Zukunft der Wissensarbeit : Kongressband zur KnowTech 2014}, publisher = {GITO}, address = {Berlin}, isbn = {978-3-95545-085-4}, pages = {295-303}, year = {2014}, language = {de} } @incollection{FuellerGfreiHahnetal.2015, author = {F{\"u}ller, Johann and Gfrei, Bianca and Hahn, Alexander and Koch, Giordano}, title = {Soziale Technologien im Innovationsmanagement}, series = {Zukunft gestalten: Soziale Technologien in Organisationen in Zeiten des demografischen Wandels Wissen - Innovation - Demografie}, booktitle = {Zukunft gestalten: Soziale Technologien in Organisationen in Zeiten des demografischen Wandels Wissen - Innovation - Demografie}, publisher = {AWD Druck + Verlag GmbH}, isbn = {978-3-943024-24-1}, pages = {180-204}, year = {2015}, language = {de} } @book{Hahn2012, author = {Hahn, Alexander}, title = {Die Rolle des Marketing f{\"u}r die Ressourcenakquise junger Technologieunternehmen}, publisher = {Gabler}, address = {Wiesbaden}, isbn = {978-3-8349-4315-6}, issn = {2627-8456}, pages = {XIII, 141}, year = {2012}, abstract = {Junge Technologieunternehmen stehen oftmals vor der Herausforderung, externe finanzielle Ressourcen f{\"u}r ihr weiteres Wachstum akquirieren zu m{\"u}ssen. In den Augen potenzieller Investoren ist vor allem das Marketing von großer Bedeutung f{\"u}r den Erfolg solcher Unternehmen. Aus diesem Grund unterstucht Alexander Hahn in drei empirischen Studien den Einfluss marketingbezogeneer Determinanten auf die Akquise von Ressourchen durch junge Technologieunternehmen. Der Autor kann unter anderem zeigen, dass Marketingvorst{\"a}nde und Trademarks junger Technologieunternehmen die Ressourcenakquise f{\"o}rdern k{\"o}nnen.​}, language = {de} } @article{Hahn2022, author = {Hahn, Alexander}, title = {Digital Empathy - Why it is important and how to measure it}, series = {BSI}, journal = {BSI}, year = {2022}, abstract = {Through digital empathy, companies can reliably and easily capture the experience their users have and then use it to enhance their digital products and services.}, language = {en} } @article{HahnAhnfeldTotzeketal.2025, author = {Hahn, Alexander and Ahnfeld, Tobias and Totzek, Dirk and Petrova, Alisa and Aldana, Jorge}, title = {Innovation Due Diligence: A Comprehensive Framework to Assess Organizational Innovation Maturity in a Deal Context}, series = {CORPORATE FINANCE}, journal = {CORPORATE FINANCE}, number = {11/12}, publisher = {Dr. Otto Schmidt KG}, address = {D{\"u}sseldorf}, pages = {295 - 301}, year = {2025}, abstract = {This study integrates academic theory and practical insights to develop an integrative Innovation Due Diligence (IDD) framework for assessing the innovation maturity of a target in the context of mergers and acquisitions (M\&A). The framework was developed through qualitative and quantitative refinements based on a systematic literature synthesis, expert interviews, survey data, and user assessments. It addresses gaps in the Due Diligence literature by integrating 43 criteria across five innovation areas. This study introduces a full version for buyers and a lean version for consideration in diverse deal contexts, enhancing valuation accuracy, risk assessment, and strategic alignment, particularly suitable for sellers.}, language = {en} }