Sascha Steinmann

Papers

Total Citations

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About

Dr. Sascha Steinmann is a leading scholar in digital and interactive marketing, with a primary focus on the psychological and behavioral dynamics of emerging retail environments. His research uniquely bridges social impact theory and impression management to explore how digital agents—such as employee avatars—shape consumer behavior in the metaverse. In his highly cited 2024 work, "How the Presence of Employee Avatars Affects Metaverse Shopping Behavior," Dr. Steinmann provides foundational insights into the social influence of avatars, a largely uncharted area in virtual commerce. This study, already garnering 13 citations shortly after publication, demonstrates his capacity to define new research frontiers. Beyond this, his broader contributions span online consumer decision-making, the role of social presence in digital interfaces, and the design of immersive shopping experiences. Dr. Steinmann’s work is instrumental for practitioners and academics alike, offering evidence-based guidance for brands navigating the metaverse. His ability to anticipate and empirically address the psychological nuances of virtual retail positions him as a pivotal voice in the evolution of digital marketing and consumer psychology.