Name: Stephan Winter
PhD: 2012, University of Duisburg-Essen, Germany
MSc: 2007, University of Duisburg-Essen, Germany
Interests: Opinion formation and expression in social media, credibility and information selection, self-presentation on social networking sites, online marketing communication, health and science communication.
Research: My research focuses on the dynamics of opinion formation and expression in contemporary media formats. Given the rise of social media as ubiquitous sources of information, I am interested in the questions of how others’ recommendations influence the selection of content, under which conditions user-generated comments strengthen or diminish the persuasive effects of information or marketing campaigns, and which kind of users emerge as opinion leaders in the new media landscape. A current project investigates how the affordances of social networking sites may trigger an impression-motivated mode of information processing in which users are primarily concerned with the social desirability of their attitudes.
Teaching: Supervision of Master theses & Marketing Communication.
The program Persuasive Communication addresses those communication processes that are intended to achieve specific persuasive goals, as is the case in, for instance, marketing communication, health education, and public information campaigns. The research is aimed at understanding the dynamics that shape uses and effects of mediated persuasive communication. Read more >>
Tag cloudMarketing communication Intercultural communication Entertainment Education Branding Social media Interpersonal communication WOM Advertising Context effects Online advertising Sustainability Product placement Disclosures Food advertising In game advertising Environmental cues Publicity Tailoring Health communication Customer Media Cross-media CommunicAging Media multitasking eWOM Implicit measures Health literacy E-health