Jochen Hartmann

Research activity per year

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Generative AI in Marketing
Meißner, M. (Spokesperson) & Hartmann, J. (Co-Spokesperson)
1/12/24 → 31/03/25
Project: Research

Language of images: Classifying marketing images with transformers and vision language models
Witte, M., Heitmann, M., Hartmann, J. & Tetzlaff, K., 2026, (Accepted/In press) In: International Journal of Research in Marketing.
Research output: Contribution to journal › Article › peer-review

Open Access
1 Scopus citations
Biased echoes: Large language models reinforce investment biases and increase portfolio risks of private investors
Winder, P., Hildebrand, C. & Hartmann, J., Jun 2025, In: PLoS ONE. 20, 6 June, e0325459.
Research output: Contribution to journal › Article › peer-review

Open Access
4 Scopus citations
Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics
Schamp, C., Hartmann, J. & Herhausen, D., 1 May 2024, In: NIM Marketing Intelligence Review. 16, 1, p. 42-48 7 p.
Research output: Contribution to journal › Article › peer-review

Open Access

4 Scopus citations
More than a Feeling: Accuracy and Application of Sentiment Analysis
Hartmann, J., Heitmann, M., Siebert, C. & Schamp, C., Mar 2023, In: International Journal of Research in Marketing. 40, 1, p. 75-87 13 p.
Research output: Contribution to journal › Article › peer-review

Open Access
268 Scopus citations
Understanding videos at scale: How to extract insights for business research
Schwenzow, J., Hartmann, J., Schikowsky, A. & Heitmann, M., Feb 2021, In: Journal of Business Research. 123, p. 367-379 13 p.
Research output: Contribution to journal › Article › peer-review

Open Access
52 Scopus citations

Jochen Hartmann

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Collaborations and top research areas from the last five years

Dive into details

Generative AI in Marketing

Language of images: Classifying marketing images with transformers and vision language models

Biased echoes: Large language models reinforce investment biases and increase portfolio risks of private investors

Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics

More than a Feeling: Accuracy and Application of Sentiment Analysis

Understanding videos at scale: How to extract insights for business research

Jochen Hartmann

Fingerprint

Collaborations and top research areas from the last five years

Projects

Generative AI in Marketing

Research output

Language of images: Classifying marketing images with transformers and vision language models

Biased echoes: Large language models reinforce investment biases and increase portfolio risks of private investors

Bye-bye Bias: What to Consider When Training Generative AI Models on Subjective Marketing Metrics

More than a Feeling: Accuracy and Application of Sentiment Analysis

Understanding videos at scale: How to extract insights for business research