2017

• Wagner T., Baccarella C., Voigt KI.:
  Framing social media communication: Investigating the effects of brand post appeals on user interaction
  In: European Management Journal tbd. (2017)
  ISSN: 0263-2373
  DOI: 10.1016/j.emj.2017.05.002
• Wagner T., Baccarella C., Voigt KI.:
  Communicating technological innovations: The role of technical complexity and product involvement
  In: European Journal of Innovation Management 20 (2017), p. 392-405
  ISSN: 1460-1060
  DOI: 10.1108/EJIM-08-2016-0078
• Wagner T.:
  Promoting technological innovations: Towards an integration of traditional and social media communication channels
  In: Lecture Notes in Computer Science 10282 (2017), p. 256-273
  ISSN: 0302-9743
  DOI: 10.1007/978-3-319-58559-8_22

2016

• Trefzger TF., Dünfelder D.:
  Unleash your Brand! Using Social Media as a Marketing Tool in Academia
  In: Lecture Notes in Computer Science 9742 (2016), p. 449-460
  ISSN: 0302-9743
  DOI: 10.1007/978-3-319-39910-2_42
  URL: https://www.researchgate.net/publication/304345246_Unleash_Your_Brand_Using_Social_Media_as_a_Marketing_Tool_in_Academia
• Trefzger TF., Baccarella C., Scheiner C., Voigt KI.:
  Hold the Line! The Challenge of Being a Premium Brand in the Social Media Era
  In: Lecture Notes in Computer Science 9742 (2016), p. 461-471
  ISSN: 0302-9743
  DOI: 10.1007/978-3-319-39910-2_43
  URL: https://www.researchgate.net/publication/304343690_Hold_the_Line_The_Challenge_of_Being_a_Premium_Brand_in_the_Social_Media_Era
• Baccarella C., Scheiner C., Trefzger TF., Voigt KI.:
  Communicating high-tech products – A comparison between print advertisements of automotive premium and standard brands
  In: International Journal of Technology Marketing 11 (2016), p. 24-38
  ISSN: 1741-878X
  DOI: 10.1504/IJTMKT.2016.073369

2015

• Trefzger TF., Rose M., Baccarella C., Voigt KI.:
  Streaming killed the download star! How the business model of streaming services revolutionizes music distribution
  In: Journal of Organizational Advancement, Strategic and Institutional Studies 7 (2015), p. 29-39
  ISSN: 2326-8085
  URL: http://ssrn.com/abstract=2587176

2014

• Baccarella C., Scheiner C., Trefzger TF., Voigt KI.:
  High-tech marketing communication in the automotive industry: A content analysis of print advertisements
  In: International Journal of Business Environment 6 (2014), p. 395-410
  ISSN: 1740-0589
  DOI: 10.1504/IJBE.2014.064984

2017

• Wagner T., Baccarella C., Voigt KI.:
  Consumer responses to high-tech product advertisements: The role of technical complexity
  Academy of Management (AOM) Annual Meeting (Atlanta, GA, 08/04/17 - 08/08/17)
• Baccarella C., Wagner T., Voigt KI.:
  Do Consumers Really Care About Crowdfunding? Exploring the Crowdfunding Effect on Innovation Perception
  Open and User Innovation Society Conference (OUI) (Innsbruck, 07/10/17 - 07/12/17)
• Meinel M., Baccarella C., Wagner T., Voigt KI.:
  Examining the Relationships between a Creativity-supporting Environment, Ambidexterity, and Innovation Performance
  Innovation and Product Development Management Conference (IPDMC) (Reykjavik, 06/11/17 - 06/13/17)
• Eismann T., Wagner T., Baccarella C., Voigt KI.:
  Untangling social media excellence: Five typical patterns of super successful posts
  International Marketing Trends Conference (Madrid, 01/26/17 - 01/28/17)
  URL: http://ssrn.com/abstract=2981544

2016

• Meinel M., Baccarella C., Wagner T., Voigt KI.:
  Crowdfunding technological innovations: The role of product creativity
  Annual Interdisciplinary Conference on Entrepreneurship and Innovation (G-Forum) (Leipzig, 10/06/16 - 10/07/16)
• Trefzger TF., Baccarella C., Voigt KI.:
  Communicating technological innovations: The role of technical complexity and product involvement
  Technology, Innovation and Entrepreneurship (TIE) Conference (Copenhagen, 01/09/16 - 01/09/16)
• Trefzger TF., Dünfelder D.:
  Unleash your Brand! Using Social Media as a Marketing Tool in Academia
  International Conference on Human-Computer Interaction (HCI) (Toronto, 07/17/16 - 07/22/16)
• Baccarella C., Meinel M., Trefzger TF., Voigt KI.:
  MAKE IT CR3ATIVE - The effect of product creativity on crowdfunding performance
  Open and User Innovation Society Conference (OUI) (Harvard Business School, Boston, MA, 08/01/16 - 08/03/16)
• Trefzger TF., Baccarella C., Scheiner C., Voigt KI.:
  Hold the Line! The Challenge of Being a Premium Brand in the Social Media Era
  International Conference on Human-Computer Interaction (HCI) (Toronto, 07/17/16 - 07/22/16)
• Trefzger TF., Baccarella C., Voigt KI.:
  Antecedents of brand post popularity in Facebook: The influence of pictures, videos, and text
  International Marketing Trends Conference (Venice, 01/21/16 - 01/23/16)

2015

• Scheiner C., Baccarella C., Trefzger TF., Voigt KI.:
  Differences in the Emotional and Rational Appeal of Premium and Standard Brands in the Promotion of Automobiles
  European Marketing Academy (EMAC) Conference (Leuven, 05/26/15 - 05/29/15)
• Trefzger TF., Rose M., Baccarella C., Voigt KI.:
  Streaming killed the download star! How the business model of streaming services revolutionizes music distribution
  IntSIS/IAABR International Multidisciplinary Academic Conference (Key West, FL, 03/15/15 - 03/17/15)
• Trefzger TF., Kleinöder O., Baccarella C., Scheiner C., Voigt KI.:
  Entwicklung und Gestaltung der Werbekommunikation im Automobilmarkt: Eine Inhaltsanalyse der Werbeanzeigen von Mercedes-Benz
  International Marketing Trends Conference (Paris, 01/22/15 - 01/24/15)