TY  - CHAP
U1  - Konferenzveröffentlichung
A1  - Miclau, Christina
A1  - Nerb, Josef
A1  - Denne, Bernhard
ED  - Nah, Fiona
ED  - Siau, Keng
T1  - Emotional Communication and Interaction with Target Groups Exemplified by Public Educational Institutions
T2  - HCI in Business, Government and Organizations
N2  - Public educational institutions are increasingly confronted with a decline in the number of applicants, which is why competition between colleges and universities is also intensifying. For this reason, it is important to position oneself as an institution in order to be perceived by the various target groups and to differentiate oneself from the competition. In this context, the brand and thus its perception and impact play a decisive role, especially in view of the desired communication of the institution's own values and its self-image, the brand identity. To this end, emotions serve as an approach to creating positive stimulation and brand loyalty.
KW  - Empirical research
KW  - Emotional Communication
KW  - Emotional Interaction
KW  - Target Group Oriented Communication
Y1  - 2023
SN  - 978-3-031-36048-0 (Softcover)
SB  - 978-3-031-36048-0 (Softcover)
SN  - 978-3-031-36049-7 (eBook)
SB  - 978-3-031-36049-7 (eBook)
U6  - https://doi.org/10.1007/978-3-031-36049-7_27
DO  - https://doi.org/10.1007/978-3-031-36049-7_27
SP  - 364
EP  - 376
PB  - Springer
CY  - Cham
ET  - 1.
ER  -