Scholarly research focuses on all aspects of the digital transformation, particularly in Marketing, Market Research and Management. Main topics are (not exclusively):

  • Digital Marketing related to psychological basics, e.g., Free mentality, Dunning-Kruger effect
  • Digital and digitalized business models, e.g., Freemium, Crowdfunding, impact of social networks, sharing economy
  • Methodological advancements in psychometric approaches due to improved processing power, e.g., covariance-based structural equation modelling, correction for attenuation, implicit measures

Our research is based on quantitative methods in analyzing consumers, managers and students via surveys, tests and observations contributing to disciplines like marketing, entrepreneurship, information systems and innovation management. We see ourselves as psychological-driven researchers.

Recent publications (selected)

  • Clauß, T., Niemand, T., Kraus, S., Schnetzer, P., & Brem, A. (2019). Increasing Crowdfunding Success through Social Media: The importance of Reach and Utilization in Reward-based Crowdfunding. International Journal of Innovation Management, in press.
  • Kollmann, T., de Cruppe, K., Hensellek, S., Niemand, T., & Stöckmann, C. (2019). A Configurational Approach to Entrepreneurial Orientation and Cooperation Explaining Product/Service Innovation in Digital vs. Non-Digital Startups, accepted by the Journal of Business Research.
  • Niemand, T., Mai. R., & Kraus, S. (2019). The Zero-price Effect in Freemium Business Models: The Moderating Effects of Free Mentality and Price-Quality Inference. Psychology & Marketing.
  • Eggers, F., Niemand, T., Filser, M. Kraus, S., & Berchtold, J. (2018). To Network or Not to Network – Is that Really the Question? The Impact of Networking Intensity and Strategic Orientations on Innovation Success. Technological Forecasting and Social Change, in print.
  • Filser, M., De Massis, A., Gast, J., Kraus, S., & Niemand, T. (2018). Tracing the Roots of Innovativeness in Family SMEs: The Effect of Family Functionality and Socioemotional Wealth. Journal of Product Innovation Management, 35(4), 609-628.
  • Niemand, T., & Mai, R. (2018). Flexible Cutoff Values for Fit Indices in the Evaluation of Structural Equation Models. Journal of the Academy of Marketing Science, 46(6), 1148-1172.

Further information

Jun.-Prof. Dr. Thomas Niemand


ResearchGate: Link

GoogleScholar: Link

Julien Geissmar, M.Sc.


ResearchGate: Link

GoogleScholar: Will follow


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