Successful Dissertation Defense at the Chair of Marketing and Innovation Management

On Monday, Melanie Schwede successfully defended her doctoral dissertation entitled “Can Machines Be Persuasive? Insights into Conversational Agents as Sales Advisors from a Consumer and Firm Perspective” at the University of Göttingen.



In her dissertation, Melanie examined how the conversational design of AI-driven agents shapes consumer decision-making – a topic of growing importance in the context of digital sales and service solutions. Her research contributes to a better understanding of how such technologies can be designed to be both effective from a business perspective and persuasive to consumers.



She celebrated the successful completion of her PhD in traditional Göttingen style: with a symbolic kiss for the Gänseliesel at the fountain on the town square.



We warmly congratulate Melanie on this outstanding achievement.