Mark Heitmann

University of Hamburg

Allende-Platz 1

Hamburg, 20146

Germany

SCHOLARLY PAPERS

8

DOWNLOADS
Rank 17,477

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Top 17,477

in Total Papers Downloads

5,450

SSRN CITATIONS
Rank 29,303

SSRN RANKINGS

Top 29,303

in Total Papers Citations

33

CROSSREF CITATIONS

6

Scholarly Papers (8)

1.

More than a Feeling: Accuracy and Application of Sentiment Analysis

Hartmann, J., Heitmann, M., Siebert, C., & Schamp, C. (2022). More than a Feeling: Accuracy and Application of Sentiment Analysis. International Journal of Research in Marketing, Forthcoming.
Number of pages: 32 Posted: 05 Dec 2019 Last Revised: 30 Sep 2022
TUM School of Management,Technical University of Munich, University of Hamburg, University of Hamburg and University of Mannheim
Downloads 2,269 (12,680)
Citation 15

Abstract:

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Sentiment Analysis; Meta-Analysis; Natural Language Processing; Machine Learning; Transfer Learning; Deep Contextual Language Models; Text Mining

2.

The Power of Brand Selfies

Columbia Business School Research Paper Forthcoming
Number of pages: 46 Posted: 11 Apr 2019 Last Revised: 11 Jun 2021
TUM School of Management,Technical University of Munich, University of Hamburg, University of Mannheim and Columbia University - Columbia Business School, Marketing
Downloads 1,655 (20,804)
Citation 26

Abstract:

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User-Generated Content, Social Media, Image Analysis, Deep Learning, Natural Language Processing, Interpretable Machine Learning

3.

Automated Alignment: Guiding Visual Generative AI for Brand Building and Customer Engagement

Number of pages: 51 Posted: 20 Dec 2023 Last Revised: 18 Jan 2024
University of Hamburg - Faculty of Business Administration, University of Hamburg, University of Hamburg - Faculty of Business Administration and Emory University - Department of Marketing
Downloads 945 (47,239)

Abstract:

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generative AI, digital marketing, purchase funnel, AI alignment, brand personality

4.

The Bigger Picture: A Comprehensive Review and Recommendations for Automated Image Classification in Marketing

Number of pages: 43 Posted: 28 Sep 2022 Last Revised: 29 Aug 2023
Keno Tetzlaff, Jochen Hartmann and Mark Heitmann
University of Hamburg, TUM School of Management,Technical University of Munich and University of Hamburg
Downloads 200 (282,998)

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deep learning, convolutional neural networks, image classification, image analytics, method comparison, image mining

5.

Precommitment-based Pricing

INSEAD Working Paper No. 2021/34/MKT
Number of pages: 57 Posted: 08 Jul 2021 Last Revised: 21 Jul 2021
affiliation not provided to SSRN, WU Vienna University of Economics and Business, University of Hamburg and INSEAD - Marketing
Downloads 148 (367,322)

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precommitment-based pricing, service marketing, customer acquisition, goal achievement, customer retention

6.

Be Careful What You Look for: Tagged Social Media Content Biases Brand Analyses

Number of pages: 34 Posted: 20 Jul 2022
University of Hamburg, TUM School of Management,Technical University of Munich, University of Hamburg and University of Hamburg
Downloads 124 (421,529)

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Machine Learning, Hashtags, Social Media, Image Analysis, User-Generated Content, Deep Learning

7.

Understanding Videos at Scale: How to Extract Insights for Business Research

Number of pages: 13 Posted: 10 Nov 2020 Last Revised: 30 Nov 2020
University of Hamburg, TUM School of Management,Technical University of Munich, University of Hamburg and University of Hamburg
Downloads 109 (464,101)
Citation 5

Abstract:

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video mining; image analysis; object detection; deep learning; computer vision; unstructured data

8.

Impact of Brand Equity on Customer Acquisition, Retention, and Profit Margin

Journal of Marketing, Vol. 76, No. 4, pp. 44-63
Posted: 12 Oct 2012
Mannheim Business School, University of Hamburg, Columbia University - Columbia Business School, Marketing and Dartmouth College - Tuck School of Business

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brand equity, marketing mix, return on marketing, marketing strategy, customer lifetime value

Other Papers (1)

Total Downloads: 40
1.

Employing Image Analysis for Predicting the Sense of Sameness

Number of pages: 39 Posted: 12 Dec 2013
Kühne Logistics University, University of Hamburg, University of Hamburg and University of Graz - Technology and Innovation Management
Downloads 40

Abstract:

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Product Design, Similarity, Perception, Cognition, Information Retrieval