Marketing & Research

Welcome to the official website of Dr. Jonas Polfuß. As an experienced consultant for digital and global marketing, Jonas helps companies strengthen digital branding and navigate business across different cultures. As a trainer and researcher, he specializes in subcultures, cross-cultural communication and country-of-origin marketing.


Jonas Polfuß works as a consultant, marketer and trainer in digital branding, international marketing, and cross-cultural communication. 

Selected References

Douglas, Dr. Babor, Gerresheimer, Holland at home, Kidsroom, SanofiVerisana

Cecil, Drykorn, Hunkemöller, Lotos Gold, Montblanc, Mytheresa, Street One, Tigha, Young Poets

Designer Outlet Berlin, Deutsche Hospitality, Drubba,
Munich Airport, Kaytrip, City of Munich, Stuttgart Marketing

Audible, Atmofizer, BASF, Bilfinger, Hisense, IABG, Kaldewei, MT Aerospace, Native Instruments, Tolimit, Toyota, XCMG


Jonas Polfuß publishes research on international brand management, social media marketing, cross-cultural communication and subcultures.

Recent Publications


Opportunities and Challenges for Destination Marketing Using Search Engine Data / Tourism Culture & Communication (2023)

Sustainable Marketing in the Nonprofit Sector – Opportunities through SEO and Online PR (in German) / Sustainability in Nonprofit Organizations; eds. J. Hilgers-Sekowsky, N. Richter & N. Ermel (2023)  

Information for Study and Work: Market Analyses with Search Engine Data (in German) / WiSt Wirtschaftswissenschaftliches Studium (2023)

50 Plus on TikTok? Barriers and Opportunities in Digital Marketing for Older Target Groups (in German) / Innovative and Digital Marketing in Practice; eds. G. Schuster & C. Lucas (2023)

Hip-hop – A Marketplace Icon / Journal Consumption Markets & Culture (2022)

Hiphop Elements in Marketing – Characteristics, Opportunities and Challenges (in German) / Transfer – Zeitschrift für Kommunikation und Markenmanagement; with I. Boulaghmal (2022)

Marketing Collaborations Between Luxury Brands and Hip-Hop Artists: An Analysis of Community Feedback on Instagram / Journal of Digital and Social Media Marketing (2021)

Made in China and Chinese Brand Management Across Cultures: A New Matrix Approach / Journal of International Consumer Marketing (2021)

Content and Engagement Analysis to Measure Brand Preferences on Instagram (in German) / Transfer – Zeitschrift für Kommunikation und Markenmanagement (2020)

Country-of-origin as a Dynamic Concept: An Analysis of Chinese Consumer Electronics Brands in Germany / Journal of Chinese Economic and Foreign Trade Studies; with D. Sönmez (2020)



Hip-hop Marketing (in German) / Springer Gabler; with I. Boulaghmal (2023)

Germany and China Between Cooperation and Competition (in German) / Springer Gabler; with M. H.P. Müller (2021)

Selling in China (in German) / Springer Gabler; with Y. Luo-Alt (2018)



Jonas Polfuß offers consulting and trainings on social media and digital marketing for social, sustainable and/or non-profit organizations.

Selected Projects

Marketing consulting for start-ups from the sustainable food industry 

PR and marketing support for intercultural and social organizations 

Social media and AI workshops for schools in North-Rhine-Westphalia 

Presentations and workshops for political foundations and cultural associations