Exploring Customer Engagement Dynamics in Marketing for Hedonic Goods

Customer engagement is recognized as a key driver of service continuity for hedonic brands, posing a challenge for marketers to reinforce the emotional and experiential value of these goods consistently. Despite its current significance, customer engagement remains a relatively recent concept, the dynamics of which are yet to be explored. This research presents three projects aimed at analyzing customer engagement and its impact on marketing for hedonic goods across various industries. The first project investigates the relationship between advertising and music marketing success within the motion picture industry. The second project utilizes restaurant reservations and transaction data to examine the influence of online reviews on customer dining behavior. The third project explores the potential of user-generated content in addressing marketing challenges within the book publishing industry.

Yana Asenova started her PhD program at Kühne Logistics University under the supervision of Prof. Dr. Jan Becker and Prof. Dr. Christian Barrot in February 2023. Yana completed her Bachelor's and Master of Science in Management at Kühne Logistics University. During this time, she developed an interest in data-driven marketing and pursued a career as an analytics expert at Datalogue GmbH. Throughout her time with the company, she supported multiple clients by deriving valuable insights from their data to optimize their marketing and sales efforts. In addition, she established a strong approach to translating complex data science methods into accessible information that was used in strategic decisions in various industries. Her strong interest in the music industry led her to seek deeper knowledge in this area and complete a second Master's degree in Music Business Innovation at IMB International Music Business School in Barcelona. There, she got the chance to work on real challenges that companies like YouTube Music and Sony Music face daily and learn from dozens of professionals across the industry.