In September 2021, I started my PhD at LUISS in Rome. My main interests lay at the intersection of Marketing and Technology and I am currently doing research on the adoption of cryptocurrencies through social media using text-mining methodologies along with panel data regressions and experiments. I fell in love with KNIME, a no-code programming software, but I also use R on a daily basis.

I am supervised by Francisco Villarroel Ordenes, whose research focuses around marketing analytics, social media marketing, and customer experience. I am also supervised by Deniz Lefkeli, whose research centers on consumer-technology interaction, consumer behavior, privacy and branding.

Ongoing Projects

Pikal, Konstantin, Lefkeli, Deniz, Villarroel Ordenes, Francisco, and Alicia Johnson, “The More, The Merrier: Exploring the Role of Greed in Cryptocurrency Diffusion”

Pikal, Konstantin, Villarroel Ordenes, Francisco, and Dennis Herhausen, “From Science to App(lication): How to increase marketing impact with research-driven apps”

Kimpel, Maximilian, Pikal, Konstantin, and Francisco Villarroel Ordenes, “Using Generative AI to enhance real-time brand tracking in the luxury sector

Aka, Ada, Lefkeli, Deniz, and Konstantin Pikal, “Conversational AI Impacts Information Learning and Memory” Work in Progress

Conference Presentations

Kimpel, Maximilian Fritz, Pikal, Konstantin and Francisco Villarroel Ordenes. “Using Generative AI to enhance real-time brand tracking in the luxury sector”, Boutique AI, Workshop @ NOVA, Lisbon, Portugal, Nov 2024

Kimpel, Maximilian Fritz, Pikal, Konstantin and Francisco Villarroel Ordenes. “The Luxury Brand Reputation Tracker – Using GenAI for context-specific real-time brand tracking”, Italian Society for Marketing (SIM), Milan, Italy, Oct 2024

Pikal, Konstantin, Villarroel Ordenes, Francisco and Dennis Herhausen “Research-driven apps in marketing: Why and how they can help increase marketing research’s impact”, Italian Society for Marketing (SIM), Milan, Italy, Oct 2024

Aka, Ada, Lefkeli, Deniz and Konstantin Pikal. “Conversational AI Impacts Information Learning and Memory”, Association for Consumer Research Annual Conference, Paris, FR, Sep 2024

Aka, Ada, Lefkeli, Deniz and Konstantin Pikal. “Conversational AI Impacts Information Learning and Memory”, 2nd Annual Business & Generative AI Workshop @ Wharton San Francisco, San Francisco, CA, Sep 2024

Pikal, Konstantin, Lefkeli, Deniz and Francisco Villarroel Ordenes. “Greed in Cryptocurrencies: How other people’s motives influence financial decision-making”, AMA Consumer Behavior Special Interest Group, Vienna, Austria, July 2024

Pikal, Konstantin, Lefkeli, Deniz and Francisco Villarroel Ordenes. “Greed in Cryptocurrencies: How other people’s motives influence financial decision-making”, European Marketing Academy Conference Bucharest, Romania, May 2024

Publications

Brand Reputation Measurement using Social Media, KNIME, 2023