DR. JONAS POLFUSS
Marketing & Research
Welcome to the official website of Dr. Jonas Polfuß. As an experienced consultant for digital success and global marketing, Jonas helps companies strengthen their digital strategies and navigate business across different media and cultures. As a trainer and researcher, he specializes in digital marketing, cross-cultural communication and country-of-origin branding. His most recent research focuses on marketing and AI.
NEWS
Recent Talks
Coaching and AI – Opportunities and Challenges in a Transforming Format @ ISPC 2025 (New York)
AI Tools and Advice for Small and Medium-sized Enterprises @ Regenreich Event (Münster)
AI and Its Impact on Society and Marketing @ Nonfood Kongress 2024 (Frankfurt)
Cross-cultural Marketing: China and Germany @ Krefeld Business
AI, Blog Marketing and SEO @ IU Internationale Hochschule (Online)
Etc.
Recent Editorials
“Team spirit is decisive: Mastering AI change – experiences from higher education operations” (Personalführung, in German)
“AI skills urgently needed? How AI is impacting job profiles in marketing” (Horizont, in German)
“AI helps to better understand user-generated content”, with Anne-Kristin Langner (Meedia, in German)
“Artificial Intelligence increases the value of user generated content”, with Gabriele Schuster (Meedia, in German)
“How good AI texts in marketing are now – and how to recognize them” (Horizont, in German)
“Man versus machine? Where AI reaches its limits in marketing texts” (Meedia, in German)
“ChatGPT vs. Google. Can chatbots replace search engines? (Horizont, in German)
Etc.
Non-profit Workshops
Blog Marketing, SEO and AI @ Arbeiterkind.de
Creative Writing, Blogging and SEO @ Sinologie / Goethe-Universität Frankfurt
Teaching and Learning with AI @ Gesamtschule Friedensschule Münster
Teaching and Learning with AI @ Gesamtschule Bockmühle Essen
Etc.
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, Sanofi, Verisana
Bugatti, 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
RESEARCH
Jonas Polfuß publishes research on international brand management, social media marketing, cross-cultural communication and subcultures.
Recent Publications
Articles
Navigating the AI Hype: Perceptions and Opportunities in German SME Marketing Applications / Digital Management and Artificial Intelligence; eds. R. C. Geibel & S. Machavariani (2025)
Are There 34,000 Human Emotions? Deconstructing Patterns of Scientific Misinformation / Accountability in Research (2024)
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)
Etc.
Books
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)
Etc.
NON-PROFIT
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
