Samuel´s research interest and expertise focus on media bias, brand management, and marketing finance. In particular, he is interested in how corporate activities impact brand perception metrics and financial measures. Furthermore, he studies the relationship between press media and companies.
His research approach is empirical and quantitative, involving large databases and advanced statistical analyses. For recent research results, he has been awarded with the 2018 SMA Doctoral Proposal Award (runner-up), the 2014 Young Researchers' Award from the Federal Association of German Marketing and Social Researchers and the Max Weber prize for Business Ethics from the Institute of German Economy.
Samuel teaches marketing specific courses and supervises theses at Master degree level. For his excellent teaching skills, he won the 2017 juinor lecture award of University of Cologne.