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Der Beitrag zeigt, dass Marketingentscheidungen auf Basis von User Experience-Untersuchungen besser getroffen werden können, indem die Maßnahmen zielgenau auf die Bedürfnisse und Wünsche der Kunden und Kundinnen abgestimmt und anhand geeigneter UX-Kennzahlen überprüft werden. Unternehmen, die ihre User Experience so gestalten, dass sie für ihre Zielgruppen soziale Bedeutung erlangt und deren Erwartungen entspricht, werden an viralen Effekten, wachsenden Kundenzahlen und langfristigen Kundenbeziehungen teilhaben können.
The present paper addresses the research question: What recommendations for action and potential adjustments should an online magazine for beauty and fashion implement in order to make affiliate articles in these sections even more appealing to the target group and provide added value for them?
To be able to answer this research question, three hypotheses were defined and tested with using qualitative and quantitative research. The qualitative research consisted of user experience testings, where four affiliate articles in the fields of beauty and fashion were tested with 13 participants. The quantitative research involved collecting, analyzing and evaluating data from the four affiliate articles conducted with the company's real-life target group. Based on these results, recommendations for action were derived, which should not only improve the quality of the content in the future, but also increase the efficiency of the implementation of those articles.
To reach customers by dialog marketing campaigns is more and more difficult. This is a common problem of companies and marketing agencies worldwide: information overload, multi-channel-communication and a confusing variety of offers make it hard to gain the attention of the target group. The contribution of this paper is four-fold: we provide an overview of the current state of print dialog marketing activities and trends (I). Based on this corpus we identify the main key performance indicators of dialog marketing customer interaction (II). A qualitative user experience study identifies the customer wishes and needs, focusing on lottery offers for senior citizens (III). Finally, we evaluate the success of two different dialog marketing campaigns with 20,000 clients and compare the key performance indicators of the original hands-on experience-based print mailings with user experience tested and optimized mailings (IV).
Die Sortimentskompetenz hat sich in vielen Studien als zentraler Erfolgsfaktor des Einzelhandels allgemein sowie des Mode-Einzelhandels im Besonderen herausgestellt. Der vorliegende Beitrag untersucht auf der Basis einer repräsentativen Online-Befragung bei 1000 Probanden, welche Einzeldimensionen die Sortimentskompetenz ausmachen und wie relevant sie für die Verbraucher sind. Darüber hinaus wird untersucht, welchen Einfluss generalistische Sortimentsstrategien auf die Beurteilung der Sortiments-kompetenz aufweisen.
In diesem Artikel werden die neuesten Entwicklungen in der Forschungsgruppe um Herrn Prof. Dr. Wendt vorgestellt. Es wird der Einsatz des neuen 3-D-Druckers der Firma Neotech, sowie die neuesten Entwicklungen im Leuchtturmprojekt Flitzmo beschrieben. Zudem konnte dieses Jahr mit dem Projekt zum Einsatz von Robotik im Bereich Assisted Living begonnen werden.
Artificial intelligence (AI) and Machine Learning (ML) are rapidly turning from trending topics to requirement for competitiveness for enterprises. For marketing departments, AI and ML offer potential for improvement of their processes such as optimizing user experience and personalizing campaigns for selected audiences. Nevertheless, the integration of new technologies such as AI and ML into the existing marketing mix portfolio means a great challenge for marketing managers as their implementation requires new skills and knowledge which is not always already developed. The objective of the paper is to demonstrate how an industry-university cooperation (IUC) can enable the adaptation to new business contexts. Thus, this paper proposes a framework on IUC involving different project phases. It describes the process for placing AI-generated individual content, recommendations and references for specific interests.
The availability of generative artificial intelligence (GenAI) tools has substantially increased, resulting in numerous positive impacts on the marketing sector. However, issues related to misinformation and deepfakes, biases and fairness, privacy, and ethical concerns, among others, have been highlighted. This research aims to examine the effects of utilizing GenAI for text, image, and audio creation in Instagram marketing. Employing the Customer Experience Tracking method, the study evaluated the differences between traditionally created and AI-generated Instagram Reels. The findings indicated that AI-generated content can garner higher levels of user attention, thereby enhancing brand interest. Negative effects such as mistrust or ethical concerns associated with AI were not substantiated in this study. These results suggest that companies can enhance their social media campaigns by integrating AI tools for content creation.