Dr. Adrian Waltenrath

M.Sc. Economics




Adrian Waltenrath studied economics at the Universities of Mannheim and Bonn with an emphasis on the fields of econometrics and statistics. He finished his master's studies at the University of Bonn in October 2015.

From November 2017 to October 2023, Adrian was an external doctoral student at the Chair of Information Systems and Information Management, headed by Prof. Dr. Oliver Hinz. His research has been published in the Journal of Interactive Marketing, Journal of Advertising, and Electronic Markets, among others.

During his time at the chair, Adrian worked in various positions at the capital markets and treasury departments of major German banks. You can find current information on his professional career on LinkedIn.

Core Areas
  • New Media, Social Media
  • User-Generated Content
  • Machine Learning

Waltenrath, Adrian (2024): "Consumers’ Ambiguous Perceptions of Advertising Disclosures in Influencer Marketing: Disentangling the Effects on Current and Future Social Media Engagement", Electronic Markets, 34(8). doi.org/10.1007/s12525-023-00679-8

Waltenrath, Adrian / Brenner, Christoph / Hinz, Oliver (2022): "Some Interactions Are More Equal Than Others – The Effect of Influencer Endorsements in Social Media Brand Posts on Engagement and Online-Store Performance", Journal of Interactive Marketing, 57(4), 541-560.

Ahmadi, Iman / Waltenrath, Adrian / Janze, Christian. (2022): "Congruency and Users’ Sharing on Social Media Platforms: A Novel Approach for Analyzing Content", Journal of Advertising, 1–18. doi.org/10.1080/00913367.2022.2055683

Waltenrath, Adrian (2021): "Empirical Evidence on the Impact of Disclosed vs. Undisclosed Advertising in Context of Influencer Marketing on Instagram", European Conference on Information Systems (ECIS) 2021, 4.

Zhou, Wenyan / Waltenrath, Adrian / Hinz, Oliver (2019): "The role of refund policies on mobile app purchase decisions", In Proceedings of the 27th European Conference on Information Systems (ECIS), Stockholm & Uppsala, Sweden, June 8-14, 2019. ISBN 978-1-7336325-0-8. Research Papers. [Download]