Digitalization Think:Lab

The Digitalization Think:Lab is a group of passionate social media researchers and practitioners coming from the University of Münster’s Marketing Center as well as from Roland Berger Strategy Consultants.

With our research cooperation we want to shed more light on the phenomenon social media, which we consider still highly under-researched. We want to understand the effects social media have on our daily lives and on how we do business and exchange goods, services, and knowledge. We aim for research results that bear up against the highest scientific requirements.

This blog is supposed to become a platform that collects and documents the latest social media developments from a scientific perspective. Please feel free to comment on everything you like and help us transforming this site to a lively place soon.


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On this blog are publishing:

Prof. Dr. Thorsten Hennig-Thurau
Prof. Dr. Björn Bloching
Egbert Wege
Jonas vor dem Esche
Dr. Ralf Kiene
Vera Gottwald



  1. Sehr geehrte Herren,

    ist die Verwendung von Social Media innerhalb von Unternehmen und die Auswirkungen auf die Unternehmen auch Bestandteil Ihrer Forschung?

    Stefan Donat

    • Lieber Herr Donat,
      Wir beschäftigen uns intensiv mit dem Thema und verfolgen die Studien, die dazu veröffentlicht werden. Aktuell haben wir allerdings kein eigenes Forschungsprojekt zu diesem Thema in der Pipeline. Gerne tauschen wir uns mit Ihnen dazu aus.
      Herzliche Grüße,
      Jonas (JvdE)


      Dear Mr. Donat,
      You asked if we are conducting own research on organizational consequences of social media integration for companies. We are following the discussion and new releases of studies on this topic but currently have no own research projects in our pipeline.
      All the best,
      Jonas (JvdE)

  2. Hi, My Name is Gregll and I am currently writing a literature review about Social Media literature at the Institut of Information Management of the University of St. Gallen, Switzerland. My aim is to find as many sources as possible, in which a form of categorization / classification of the Social Media application landscape has been conducted. With the exception of the article Haenlein & Kaplan (2010), which is one of the few where a coherent categorization has been made, I wanted to ask you if you could give me any recommendations concerning appropriate sources for any form of classification of the immense spectrum of different tools.

    I would be very grateful.

    Yours sincerely


    • Dear Greg:

      as far as I know, the four-field-matrix presented by Kaplan & Haenlein is the only two-dimensional framework out there right now. Nevertheless, you might be interested in Meffert, Burmann, Kirchgeorg (2012): Marketing, vol. 11 p. 672 or Hennig-Thurau et al. (2010): The impact of New Media on Customer Relationships, JSR for alternative classifications.



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