Emotional Communication and Interaction with Target Groups Exemplified by Public Educational Institutions
- 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 itsPublic 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.…
Document Type: | Conference Proceeding |
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Conference Type: | Konferenzartikel |
Zitierlink: | https://opus.hs-offenburg.de/8380 | Bibliografische Angaben |
Title (English): | Emotional Communication and Interaction with Target Groups Exemplified by Public Educational Institutions |
Conference: | International Conference on HCI in Business, Government and Organizations (10. : July 23-28, 2023 : Copenhagen, Denmark) ; held as Part of the 25th HCI International Conference |
Author: | Christina MiclauGND, Josef NerbStaff Member, Bernhard DenneStaff MemberGND |
Edition: | 1. |
Year of Publication: | 2023 |
Place of publication: | Cham |
Publisher: | Springer |
First Page: | 364 |
Last Page: | 376 |
Parent Title (English): | HCI in Business, Government and Organizations |
Editor: | Fiona Nah, Keng Siau |
ISBN: | 978-3-031-36048-0 (Softcover) |
ISBN: | 978-3-031-36049-7 (eBook) |
DOI: | https://doi.org/10.1007/978-3-031-36049-7_27 |
Language: | English | Inhaltliche Informationen |
Institutes: | Fakultät Wirtschaft (W) |
Fakultät Medien (M) (ab 22.04.2021) | |
Institutes: | Bibliografie |
Tag: | Emotional Communication; Emotional Interaction; Empirical research; Target Group Oriented Communication | Formale Angaben |
Relevance: | Konferenzbeitrag: h5-Index > 30 |
Open Access: | Closed |
Licence (German): | Urheberrechtlich geschützt |