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

Lotos Gold, Montblanc, Mytheresa, Tigha, Young Poets Society, Drykorn, Hunkemöller, Cecil

Douglas, Dr. Babor, Sanofi, Verisana, Gerresheimer, Holland at home, Kidsroom

Deutsche Hospitality (Steigenberger Hotels), Drubba, Designer Outlet Berlin, Flughafen München, Kaytrip 

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


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

Selected Publications


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 (in press)

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

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

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

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

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

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

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

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


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

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 workshops for schools in North-Rhine-Westphalia 

Presentations and workshops for political foundations and cultural associations