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


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 Ismail 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 Dilara Sönmez

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


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

Selling in China (in German) / Springer Gabler; with Yahui 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