Deutsch Intern
Media and Business Communication

Lectures

Here you will find an overview of Prof Holger Schramm's presentations in recent years.

2025

  • Drexel, A., Rupp, L. & Schramm, H. (2025, September). The influence of anthropomorphism and topic fit on the credibility of virtual greenfluencers. Presentation at the joint annual conference of the DGPuK specialist groups Health Communication and Science Communication, 10-12 September 2025, Munich, Germany.
  • Hartmann, T., Masur, P. & Schramm, H. (2025, June). Measuring Parasocial Processing: An Easily-Applicable Short Version of the Parasocial Interaction-Process Scales. Paper presented at the 75th Annual Meeting of the International Communication Association (ICA), 12-16 June 2025, Denver, USA.
  • Mayer, F., Rupp, L. & Schramm, H. (2025, January). Omnipresent and yet under-researched? A scoping review of empirical journal publications on the impact of music as an integral part of media content. Presentation at the annual conference of the DGPuK specialist group Reception and Effects Research, 22-24 January 2025, Bamberg.

2024

  • Mayer, F., Heilig, M. & Schramm, H. (2024, November). How influencers' addressing style and recipients' parasocial relationship with them affect parasocial interaction, perceived psychological distance to environmental problems and persuasive impact. Presentation at the Annual Conference of the Advertising Communication Section of the German Communication Association (DGPuK), 27-29 November 2024, Amsterdam, Netherlands.
  • Dördelmann, C. & Schramm, H. (2024, September). "Cause it's a bitter sweet symphony, that's life". Nostalgia experience through the reception of film music from youthful days and its positive influence on optimism. Presentation at the 40th Annual Conference of the German Society for Music Psychology (DGM), 6-8 September 2024, Munich.
  • Mayer, F. & Schramm, H. (2024, September). An experimental study on the influence of the emotionality of background music in nature documentaries on cognitive and affective aesthetic experience. Paper presented at the 40th Annual Conference of the German Society for Music Psychology (DGM), 6-8 September 2024, Munich.
  • Vorbeck, L. & Schramm, H. (2024, September). "In the audience": On the influence of fellow audience members on the social experience and entertainment of viewers at digital concerts. Presentation at the 40th Annual Conference of the German Society for Music Psychology (DGM), 6-8 September 2024, Munich.
  • Mayer, F. & Schramm, H. (2024, September). "A landscape of fascinating beauty..."-How emotionalisation of voice-over narration in nature documentaries influences aesthetic experience and persuasive effects. Paper presented at the 10th Annual Conference of the European Communication Research and Education Association (ECREA), 23-27 September 2024, Ljubljana, Slovenia.
  • Olbermann, Z. & Schramm, H. (2024, September). Green encounters: Influence of interpersonal involvement with digital opinion leaders on users' green behavioural intentions. Paper presented at the 10th Annual Conference of the European Communication Research and Education Association (ECREA), 23-27 September 2024, Ljubljana, Slovenia.
  • Mayer, F. & Schramm, H. (2024, January). "A landscape of fascinating beauty..."- A study on the influence of the degree of emotionalisation of narration and speaking style in nature documentaries on aesthetic experience and persuasive effects. Presentation at the annual conference of the DGPuK specialist group Reception and Effects Research, 24-26 January 2024, Fribourg, Switzerland.
  • Olbermann, Z. & Schramm, H. (2024, January). Green Leaders: Characteristics and effectiveness of digital opinion leaders in environmental communication. Presentation at the annual conference of the DGPuK specialist group Reception and Impact Research, 24-26 January 2024, Fribourg, Switzerland.

2023

  • Zinser, A. & Schramm, H. (2023, November) I stand for this with my name. A study on the credibility of family-owned brands. Presentation at the Annual Conference of the Advertising Communication Section of the German Society for Journalism and Communication Studies (DGPuK), 22-24 November 2023, Würzburg.
  • Kraft, J. & Schramm, H. (2023, November) Product placements in music videos: How the "fit" between musician and product influences the credibility and willingness of recipients to promote the musician. Presentation at the Annual Conference of the Advertising Communication Section of the German Society for Journalism and Communication Studies (DGPuK), 22-24 November 2023, Würzburg.
  • Schramm, H., Olbermann, Z. & Mayer, F. (2023, November). Prosocial advertising research - an analysis of 204 internationally published studies from 2000 to 2023. Trends, focal points, perspectives and the contribution of the German-speaking advertising research community. Presentation at the annual conference of the Advertising Communication Section of the German Society for Journalism and Communication Studies (DGPuK), 22-24 November 2023, Würzburg.
  • Mayer, F., Taupert, N. & Schramm, H. (2023, November). Can you (re)buy home? On the impact of homeland references and company-homeland fit in commercial advertising communication on persuasive effects. Presentation at the annual conference of the advertising communication section of the German Society for Journalism and Communication Studies (DGPuK), 22-24 November 2023, Würzburg.
  • Liebers, N., Vogel, A., Breves, P. & Schramm, H. (2023, May). The impact of familiarity with a communicator on the persuasive effectiveness of pandemic-related fear appeals explained through parasocial relationships. Presentation at the 73rd Annual Meeting of the International Communication Association (ICA), 25-29 May 2023, Toronto, Canada.
  • Mayer, F., Olbermann, Z. & Schramm, H. (2023, May). Follow the green life: A question of what to gain and what to lose? The persuasive influence of message frames and emotionally matching background music in audiovisual environmental communication on Instagram. Presentation at the 73rd Annual Conference of the International Communication Association (ICA), 25-29 May 2023, Toronto, Canada.
  • Olbermann, Z., Schrand, H., Scherer, H., & Schramm, H. (2023, May). True Colours? Effects of Advertisement and Communicator Characteristics on Perceived Diversity Washing . Paper presented at the 73rd Annual Meeting of the International Communication Association (ICA), 25-29 May 2023, Toronto, Canada.
  • Olbermann, Z., Schrand, H. & Schramm, H. (2023, January). Washing 2.0: The influence of parasocial interactions on the perception of washing strategies in influencer advertising. Presentation at the annual conference of the DGPuK specialist group Reception and Impact Research, 19 January - 21 January 2023, Augsburg.
  • Schramm, H., Dettmar, F. & Breves, P. (2023, January). 360 degrees, and it gets even hotter. An experimental study on the influence of 360° videos and social presence experience on environmentally protective behavioural intentions. Presentation at the annual conference of the DGPuK specialist group Reception and Effects Research, 19.01.-21.01.2023, Augsburg.
  • Schramm, H., Liebers, N., Biniak, L. & Dettmar, F. (2023, January). Trends in recent research on parasocial interactions and relationships. An inventory of 281 studies from 2016 to 2020. Presentation at the annual conference of the DGPuK specialist group on reception and impact research, 19 January - 21 January 2023, Augsburg. [Best Paper Award]

2022

  • Mayer, F., & Schramm, H. (2022, October). Everybody votes for "Heimat": A study to examine the affective influence of feelings of "Heimat" on the persuasive impact of political advertising. Presentation at the Annual Conference of the Advertising Communication Section of the German Communication Association (DGPuK), 6-8 October 2022, Cluj-Napoca.
  • Olbermann, Z., Mayer, F., & Schramm, H. (2022, October). Follow the Green Life: A Question of What to Gain and What to Lose? The Persuasive Influence of Message Frames and Emotionally Matching Background Music in Audiovisual Environmental Communication on Instagram.Presentation at the Annual Conference of the Advertising Communication Section of the German Association for Journalism and Communication Studies (DGPuK), 6-8 October 2022, Cluj-Napoca.
  • Gillner, E., Thiesen, F. C., & Schramm, H. (2022, September). Aren't you ashamed? On the influence of intonation and text content on the experience of foreign shame in singer-songwriter performances in casting shows. Presentation at the 38th Annual Conference of the German Society for Music Psychology (DGM), 2-4 September 2022, Würzburg.
  • Herget, A.-K.; Schramm, H., Haas, C., & Polifka, A. (2022, September). "I make the world, widde widde as I like it." Mood management through feelings of nostalgia in the reception of popular series theme music from childhood. Presentation at the 38th Annual Conference of the German Society for Music Psychology (DGM), 2-4 September 2022, Würzburg.
  • Kraft, J., & Schramm, H. (2022, September). Product placements in music videos - the influence of the artist-brand fit on the perceived credibility of musicians. Presentation at the 38th Annual Conference of the German Society for Music Psychology (DGM), 2-4 September 2022, Würzburg.
  • Schramm, H. & Mayer, F. (2022, September). What makes a music programme popular? On the status and significance of music research at German radio stations in 2021. Presentation at the 38th Annual Conference of the German Society for Music Psychology (DGM), 2-4 September 2022, Würzburg.
  • Mayer, F., Olbermann, Z., & Schramm, H. (2022, September). Influenced by matching music? On the persuasive influence of emotionally matching background music in audiovisual environmental communication on Instagram. Presentation at the 38th Annual Conference of the German Society for Music Psychology (DGM), 2-4 September 2022, Würzburg.
  • Thiesen, F. C., & Schramm, H. (2022, September). "And the two of us leave everyday life at home...":Usage motives of listeners of German-language popular music. Presentation at the 38th Annual Conference of the German Society for Music Psychology (DGM), 2-4 September 2022, Würzburg.
  • Breves, P., Liebers, N. & Schramm, H. (2022, May). The Impact of Spatiotemporal and Sociocultural Heimat Associations in Entertaining Media on Social Identity, Individual Well-Being, and Intergroup Relations. Paper presented at the 72nd Annual Meeting of the International Communication Association (ICA), 26-30 May 2022, Paris, France.
  • Herget, A.-K., Schramm, H., Haas, C. & Polifka, A. (2022, June)."I have a house, a colourful house, a monkey and a horse ...". How feelings of nostalgia improve our mood when listening to series theme music from childhood. Presentation at the annual conference of the DGPuK specialist group Reception and Effects Research, 7 - 9 June 2022, Düsseldorf.
  • Liebers, N., Breves, P., Biniak, L., Dettmar, F. & Schramm, H. (2022, June).The influence of homeland references in entertainment programmes on the salience of homeland-related social identity and the evaluation of locals and asylum seekers. Presentation at the annual conference of the DGPuK specialist group Reception and Effects Research, 07-09 June 2022, Düsseldorf.
  • Liebers, N., Breves, P. & Schramm, H. (2022, May). Feels Like Coming Home. Effects of Entertaining TV Heimat Programmes on the Sense of Heimat, Mood, and Eudaimonic Well-Being. Presentation at the 72nd Annual Conference of the International Communication Association (ICA), 26-30 May 2022, Paris, France.
  • Liebers, N., Vogel, A., Breves, P. & Schramm, H. (2022, June). Together we can do it! How Parasocial Relationships Increase the Effectiveness of Fear Appeals in the Context of the COVID-19 Pandemic. Presentation at the annual conference of the DGPuK specialist group on reception and impact research, 07-09 June 2022, Düsseldorf.

2021

  • Gillner, E., Bayer, J., Dorn, F., Hüsch, F., Pitters, S. & Schramm H. (2021, September). "Turn once, please" - The influence of 360° videos on spatial presence and the enjoyment of music performances. Presentation at the 37th Annual Conference of the German Society for Music Psychology (DGM), 2 - 3 September 2021, virtual conference.
  • Herget, A.-K., Schramm, H., Bayer, C. & Werner, A.-L. (2021, September). Even the tongue listens. Influence of background music in audiovisual advertising on the perceived taste of the advertised product. Presentation at the 37th Annual Conference of the German Society for Music Psychology (DGM), 2 - 3 September 2021, virtual conference.
  • Hassler, M.C., Gillner, E., Breves, P. & Schramm H. (2021, September). "Just the two of us": The influence of eye contact between a pianist and his audience on the social presence and enjoyment of an audiovisual piano performance. Presentation at the 37th Annual Conference of the German Society for Music Psychology (DGM), 2 - 3 September 2021, virtual conference.
  • Herget, A.-K., Schramm, H., Bayer, C. & Werner, A.-L. (2021, July) Musically flavoured? The influence of background music in audio-visual advertising on the perceived taste of an advertised product. Presentation at the 16th ICMPC/11th ESCOM Conference, 28-31 July 2021, Sheffield (UK)/Online.
  • Herget, A.-K., Schramm, H., Haas, C. & Polifka, A. (2021, July). Exploratory study on nostalgic associations induced by familiar title songs of children's television series. Presentation at the 16th ICMPC/11th ESCOM Conference, 28-31 July 2021, Sheffield (UK)/Online.
  • Thiesen, F. C., Gillner, E. & Schramm, H. (2021, July). "Shame for You: Vicarious shaming in singer-songwriter performances. Paper presented at the 16th ICMPC/11th ESCOM conference, 28-31 July 2021, Sheffield (UK)/Online.
  • Breves, P., Amrehn, J., Heidenreich, A., Liebers, N., & Schramm, H. (2021, May). Blind trust? The importance and interplay of parasocial relationships and advertising disclosures in explaining persuasive effectivity of influencers on their followers. Paper presented at the 71st Annual Meeting of the International Communication Association (ICA), 27-31 May 2021, Denver, USA.
  • Schramm, H., Breves, P., Liebers, N. & Dettmar, F. (2021, April). Effects of entertaining TV home programmes on feeling at home, mood and eudaimonic well-being. Presentation at the 66th Annual Conference of the German Society for Journalism and Communication Studies (DGPuK), 07.04.-09.04.2021, Zurich.
  • Schramm, H., Liebers, N., Breves, P. & Dettmar, F. (2021, January) Das fühlt sich nach Heimat an. Construction and validation of a scale to measure the feeling of home in media reception. Presentation at the annual conference of the DGPuK specialist group Reception and Effects Research, 27.01.-29.01.2021, Munich.[Best Paper Award]
  • Breves, P. & Schramm, H. (2021, January). So far and yet so close? The influence of spatial presence on perception and behavioural intention regarding distant and near environmental problems. Presentation at the annual conference of the DGPuK specialist group Reception and Effects Research, 27.01.-29.01.2021, Munich.