Martin Haupt is Professor of Digital Marketing Management at the University of Albstadt-Sigmaringen, Germany. He worked several years in the marketing and sales departments of leading pharma and medical care companies and received his Ph.D. in 2023 from the Forschungscampus Mittelhessen – a cooperative platform between Justus-Liebig University and Technische Hochschule Mittelhessen. His research focuses on consumer reactions to digital applications and to brand communication. Among others, his work has been published in the Journal of Brand Management, Journal of Product and Brand Management, Electronic Markets, Review of Managerial Science, and Marketing Review St. Gallen.  haupt@hs-albsig.de