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When shopping online, it is usually not possible to view products in the same way as you are used to when shopping offline. With augmented reality (AR), it is not only possible to view the product in detail, but also to view it at home in the real environment. Such an AR application sets stimuli that can affect the users and their purchase decision and Word-of-mouth intention. In this work, we assume that when viewing a product in AR, not only affective internal states but also cognitive perception processes have an impact on purchase decision and Word-of-mouth intention. While positive affective reactions have already been studied in the context of AR, this paper will also describe inner cognitive perception processes, using the construct of AR authenticity. To test these assumptions, a study was conducted with 155 participants. The results show that both the purchase intention and the Word-of-mouth intention are influenced by the constructs of positive affective reactions and AR authenticity.
Social-Media-Marketing ist für Kommunen ein wichtiges Instrument, mit ihren vielfältigen Zielgruppen zu interagieren. Gerade vor dem Hintergrund der zahlreichen Herausforderungen, mit denen Kommunen konfrontiert sind, bieten Social-Media-Aktivitäten großes Potenzial, diesen zumindest partiell zu begegnen. Ein erfolgreicher Einsatz von Social Media setzt einen gut durchdachten Planungsprozess voraus. Im Rahmen dieses Beitrages werden ein solcher Planungsprozess sowie einige wichtige Implementierungsmöglichkeiten für Kommunen vorgestellt.
Despite increasing budgets for social media activities and a wide variety of performance measurement possibilities, many companies do not measure the performance of their social media activities. Research shows that those companies that measure the performance of social media activities use incorrect, too few or inappropriate metrics. A central problem is that there is often an inadequate performance measurement process. This article presents a process that focuses on the objectives of social media activities. In phase one of this process, suitable metrics are selected and target values are defined based on these objectives. In phase two, data are collected and analysed. Finally, actions are defined. The developed process helps companies to measure the performance of their social media activities.
In diesem einführenden Kapitel geben die Autoren einen Überblick über die Entstehung des Marketing-Controllings, dessen Aufgaben, organisatorische Einbindung in das Unternehmen sowie dessen strategische und operative Ausprägungen. Zudem werden die einzelnen Beiträge dieses Handbuches im Zusammenhang vorgestellt.
Strategische Analysetechniken ermöglichen langfristig eine strukturierte Erfassung unternehmensinterner Ressourcen in Ausrichtung auf den Markt. Die hier beschriebenen Basis-Techniken umfassen das Produkt-Lebenszyklusanalyse-Modell, verschiedene Typen der Portfolio-Analyse, die Wertketten-Analyse und die SWOT-Analyse. Diese Techniken unterstützen das Marketing-Controlling, Geschäftsfeld- und Marktanalysen für das Management zu erstellen und strategische Handlungsoptionen abzuleiten.
Brand-related-user-generated-content allows companies to achieve several important objectives, such as increasing sales and creating higher user engagement. In this paper a research framework is developed that provides an overview of the necessary processes to successfully use brand-related-user-generated-content. The framework also helps managers to understand the main motives of users when posting brand-related-user-generated-content. Expert interviews were carried out to validate the research framework. The results from the interviews support the proposed framework. Brand-related-user-generated-content can increase purchase intention and the community engagement. From a user’s perspective the opportunity to interact with a brand and be featured on official brand channels could be seen as the main motivation for creating brand-related-user-generated-content.
Virtual reality (VR) offers the opportunity to create virtual worlds that could replace real experiences. This research investigates the influence of user motivation, temporal distance and experience type on the satisfaction with the VR experience, and the degree of acceptance of a VR experience as a substitute for a real experience. The results suggest that the degree of acceptance of a VR experience as a substitute for a real experience is higher for passive VR experiences compared to active VR experiences. Furthermore, the results support the assumption that users are more satisfied with passive VR experiences.
Pandemie und Moral
(2022)
In der Corona-Pandemie wandelte sich die Moral der Menschen. Während auf der einen Seite Solidaritätsbestrebungen verstärkt zu verzeichnen waren, war andererseits aber auch, oft aus Angst und Unsicherheit erwachsen, ein Extremverhalten zu beobachten. Soll moralischer Fortschritt zum Bestehen der großen Herausforderungen der Zukunft beitragen, sind eine Bildungsoffensive, vor allem aber auch Gerechtigkeit, die Voraussetzungen.
Virtual Reality ist ein allgegenwärtiges Thema und wird aktuell in zahlreichen Medien als sehr erfolgversprechende zukunftsorientierte Technologie mit großem Potenzial diskutiert. In diesem Beitrag werden, nach einer Definition und einem Überblick der zentralen Einsatzfelder, Use Cases aus der betriebswirtschaftlichen Praxis vorgestellt. Diese Anwendungsbeispiele sollen dem Leser das Potenzial und die Vielfältigkeit von Virtual Reality für Organisationen verdeutlichen.