Dr. David Schindler has been a postdoctoral researcher at the GfK Chair for Marketing Intelligence of Prof. Dr. Nicole Koschate-Fischer at FAU Erlangen-Nürnberg since 2018. Previously, he studied business administration (B.Sc. and M.Sc.) at the University of Hanover and Ball State University (USA) and successfully completed his doctorate at FAU Erlangen-Nürnberg. He has been awarded the FAU Teaching Award for young scholars and completed a research stay at the University of Texas at Austin. His research interests lie in the areas of digital transformation in marketing (especially artificial intelligence and social media) as well as sustainability and societal change.
Influencer Communication: Marketing Effectiveness and Societal Consequences of Idealized Self-Presentation by Influencers on Social Media
Influencer marketing, authentic through everyday content and personal experiences, is becoming more relevant due to the declining effectiveness of traditional marketing strategies. However, the idealized self-presentation of influencers on social media, which can cause psychological issues such as low self-esteem and eating disorders, is increasingly under criticism. This research project investigates the impact of idealized self-presentation on the effectiveness of influencer marketing and identifies ways to reduce negative effects, aiming to develop societal guidelines and raise awareness for responsible media use.