Background

Felix Jan Nitsch is an assistant professor of marketing at the University of South Carolina, Darla Moore School of Business. He did a post doc at INSEAD and hold a Ph.D. in experimental psychology from the University of Düsseldorf, Germany.

Nitsch studies how people behave on social media — why they post, what influences their choices and how these platforms affect them psychologically. He is especially interested in how platform design and reward systems shape user behavior. To explore these questions, he uses a mix of methods, including analyzing large datasets, building analytical models and running behavioral experiments. His work provides a better understanding of online consumer behavior, self-expression and how user and company interests align on social platforms.

His background spans behavioral economics, computational psychology and decision neuroscience. This broad training lets him apply a wide range of research methods and choose the best approach for each question he studies.