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„The monitoring of interviews in modern sports journalism – a survey among different interest groups on implementation of interviews“
In sports, it’s all about business and to do business you should have several kinds of medial reputation to gain value on the market for you as a brand. Some sports are overrepresented in the media, for example American football in the US or football in Germany. Those sports are defined by Thomas Horky (2009, p. 306) as „Media Sport“. Especially Media Sports contains the need or has the will to have the interpretation sovereignty over the entire information published. To gain this sovereignty they have to monitor the entire information and one way in which journalists gain information is the inter-view. So that sports (especially so-called Media Sports) is willing to monitor interviews. This can be done in several ways: the athletes (and their agent or management) can deny interview requests which are not supposed to push their brand or which promise no further sponsoring agreements, in terms of team athletes the clubs have the main power because the athletes are dependent (clubs are the employers) and interviews can be prohibited or even required. In Germany, all the interest groups on the athletes site can authorize every (not live) interview, this is common sense. This paper illustrates that the clubs (and with some limitations the athletes and their agent or management as well) gain more possibilities to monitor information, for example by publishing their own information via club owned media (this contains social media, journals, TV- and radio programs). For sports journalist it is critical, due to athletes are no longer available for interviews or are not willing to give interviews because of the coverage by the club owned media. In conclusion, this means a major change for sports journalism. Currently, the main role of sports journalists is to report and to be a reporter. However, if the club owned media publishes own reports and denies interviews for journalists so that they cannot publish their reports, they may gain the interpretation sovereignty and the journalists must focus on their intrinsic role, to classify and explain information for their recipients.
Seit dem Frühjahr 2020 verändert der neuartige SARS-CoV-2-Erreger (umgangssprachlich Corona-Virus genannt) und die dadurch entstandene weltweite Corona-Pandemie das Leben der Menschen und hat einen Einfluss auf fast alle Lebensbereiche, so auch auf das Mediennutzungsverhalten der Bevölkerung.
Ziel dieser Arbeit ist es, das Mediennutzungsverhalten der Generation Y während der Corona-Pandemie in Deutschland zu analysieren. Dazu werden zwei Forschungsfragen aufgestellt: Inwiefern verändert sich das allgemeine Mediennutzungsverhalten der Generation Y während der Corona-Pandemie? Inwiefern verändert sich das Informationsbeschaffungsverhalten der Generation Y während der Corona-Pandemie?
Um diese Forschungsfragen zu beantworten, wurde eine quantitative Befragung mithilfe eines standardisierten Online-Fragebogens durchgeführt, die sich an die Millennials in Deutschland richtete. Mithilfe des Statistikprogramms SPSS wurden die erhobenen Daten ausgewertet und analysiert. Die Ergebnisse zeigen, dass die allgemeine Mediennutzung der Generation Y während der Corona-Pandemie ansteigt, vor allem beim klassischen Fernsehen, bei Video-on-Demand-Angeboten und bei (Tages-)Zeitungen. Auch die Häufigkeit der Informationsbeschaffung der Millennials während der Corona-Pandemie steigt deutlich an. Es zeigt sich, dass als Informationsquellen verstärkt auf die klassischen Medien zurückgegriffen wird und Social Media als Nachrichtenmedium während der Gesundheitskrise für die Generation Y an Bedeutung verliert.
Die Ergebnisse zeigen insgesamt, dass sich die Mediennutzung der Millennials während der Corona-Pandemie verändert und eine Chance für Medienanbieter darstellt, die Generation Y als Kundengruppe zu gewinnen.
Facebook, YouTube, Instagram, Snapchat – these social media channels represent the most relevant touchpoints the Generation Y is able to be reached by. Online media sources build the main areas young people are communicating, socializing, self-promoting and consuming information or goods in. Everything they do is subject to the creed of “mobile first”.
The digital change is responsible for a profound new way of media consumption which leads to a new decade of brand evolution. This makes the advertising industry facing new challenges but in the same way it offers new and even more efficient brand- and relationship-management.
Die folgende Master-Arbeit wird im Rahmen des Master-Studiums in der Fachrichtung Medien- und Kommunikationsmanagement an der Macromedia University of Applied Sciences erfasst. Die Master-Arbeit befasst sich mit der Analyse des Online-Handels sowie Innovationen und Trends, die auf den E-Commerce wirken.
Einleitend werden wesentliche Begriffe erläutert und die Diffusion von Innovationen und Trends sowie die Entwicklungsstufen des E-Commerce näher beleuchtet. Dieser theoretische Teil der Arbeit dient zur Einfindung in die Thematik und zur Darstellung des bisherigen Forschungsstands.
Anschließend erfolgt die Erörterung wesentlicher technologischer Innovationen und Trends. In diesem Teil der Arbeit wird, neben der Vorstellung expliziter Entwicklungen, der Mehrwert für Konsumenten und Unternehmen herausgearbeitet. Es folgt eine Einordnung der Trends und Innovationen in den Hype Cycle, um die einzelnen Lebenszyklen sowie die potentiellen Entwicklungen zu prüfen.
Im empirischen Teil werden Experteninterviews und eine Online-Befragung durchgeführt und anschließend analysiert. Die Ergebnisse der qualitativen und quantitativen Forschungsmethoden sollen Aufschluss über die Akzeptanz neuer technologischer Entwicklungen und innovativen Trends im E-Commerce sowie über Wünsche und veränderte Verhaltensmuster von Konsumenten geben. Die Ergebnisse der empirischen Forschung werden zur Verifikation beziehungsweise Falsifikation der aufgestellten Forschungsfragen und Thesen verwendet.
Ziel dieser Arbeit ist, neue Erkenntnisse über die Wahrnehmung von technologischer Innovationen und Trends hervorzubringen und Aufschluss über eine mögliche Akzeptanz sowie Zukunftspotentiale von innovativen Entwicklungen zu erlangen.
Due to changes in technology and thereby in consumer behaviour companies have to change their marketing measures in order to get to the customer. The effectiveness of traditional media such as TV and print is decreasing. Instead, word of mouth and recommendations get more and more important in the purchase decision-making process. Hence companies try to use online opinion leaders, e.g. fashion bloggers in the fashion segment, to influence the consumers.
This paper focuses on Product Placement in fashion blogs. In this context, the basic theory about product placement and opinion leaders and their importance for marketing is given at the beginning. Subsequently fashion blogs will be examined as a business model with its challenges and success factors. The empirical study itself is based on the research question whether product placement in fashion blogs has a negative impact on the number of followers. In order to answer that question the following hypotheses will be tested:
- Fashion blogs influence the purchase behaviour
- Followers expect neutrality (in the sense of not being dependent on a company)
- Followers leave the weblog because of too much commercialization
The results show that fashion bloggers have an impact on the purchase decision, especially to those that read fashion blogs a lot. Whether followers expect neutrality cannot be answered concretely but there is the assumption that consumers know about sponsored content and usually have a positive attitude towards Product Placement in fashion blogs. But: If the number of placements is too high a reactance on readers side is seen and people start to stop continuing in visiting the weblog. Thus, the frequency of placements plays a significant role when it comes to the success or failure of a fashion blog.
Trust is key for a functioning society and an important factor in the process of communication. Within the last few years, studies have shown a significant rise in the use of social networks for gathering information about current news and events. The social network Facebook has become a key player in the distribution of different kinds of contents, including news content. This leads to various problems, as the purpose of Face-book is a different one. It doesn’t work like a news website and thus, doesn’t necessarily provide quality news content, that can be trusted.
The aim of this thesis is to generate scientific results to better understand the reception of news content within a social online environment like it is provided by Facebook. Therefore, a sample of Facebook Users has been interviewed and asked questions concerning their views on factors like accuracy, actuality or the presentation of facts and sources within distributed news content on Facebook, assuming that these contribute to the perception of credibility and their existence leads to trust. The results show, that transparency of relevant sources is the most important factor influencing credibility perception. In favour of a theoretical basis, the thesis sums up the current state of re-search in the fields of news consumption and reception processes, as well as trust and credibility within the study of media. The research results are shown and interpreted in the third chapter and utilized to give a final outlook on better acquaintance of social news consumption.
The present study examines the economic importance of quality labels with special regard to animal and environmental seals. It is analyzed to what extent seals are important for producers but also to what extent quality seals influence the buying decision of the customers. It is clear that customers pay attention to quality seals and opt for tested products. Also, the selling price can be set higher for products with seal award, which is why seals of quality are desirable for producers. The central focus of the empirical study is bee mortality. The 217 subjects in the online survey were asked about quality labels in general, about their personal knowledge of the current wild bee situation as well as their maximum willingness to pay for the following products: organic tea, tea with recyclable packaging, tea made from local ingredients and bee-friendly tea. The regular selling price was set at two euros in this scenario. On average, the subjects have the highest maximum willingness to pay for bee-friendly tea with 3.64 €, followed by regional tea, organic tea and recyclable tea packaging. Nevertheless, more than 70% of participants say that the organic label is generally the most important to them. Over 85% would welcome a new bee-friendly seal. This achieved the second place in importance with almost 58% of the votes. It is followed by the recycling logo, the labeling of regional products and then the animal protection mark. The results clearly show, that this group of volunteers would welcome a bee-friendly seal and want to counteract the bee mortality by purchasing bee-friendly products.
Ziel dieser Masterthesis ist es zu erforschen, welche unternehmensseitigen Rahmenbedingungen in B2B-Unternehmen geschaffen werden müssen, um Mitarbeiter aktiv als Markenbotschafter in der externen Kommunikation auf beruflichen sozialen Netzwerken einzubinden. Anhand von zwei Forschungsfragen wurde diese Thematik ausgearbeitet. Wie müssen Social-Media-Trainings konkret für eine optimale Ausgestaltung von „Employee Advocacy“ aufgebaut sein? Welche konkreten Rahmenbedingungen sind in Unternehmen zu schaffen, um Mitarbeiter für die externe Kommunikation auf (beruflichen) sozialen Netzwerken optimal einzusetzen? Um diese Forschungsfragen zu beantworten, wurden insgesamt sechs Interviews mit Corporate Influencer Experten durchgeführt. Anschließend folgten eine vollständige Transkription der Interviews und eine qualitative Inhaltsanalyse in Anlehnung an Mayring (2015), um die empirisch generierten Aussagen auszuwerten. Die gewonnenen Erkenntnisse aus der Literatur und empirischen Forschung zeigen, dass ein Social-Media-Trainingsprogramm zur Befähigung der Mitarbeiter als Markenbotschafter essenziell ist. Empfehlenswert ist ein dreistufiger Trainingsaufbau, in dem zuerst das Programm an den Kenntnisstand der Mitarbeiter angepasst wird. In der zweiten Stufe werden die Mitarbeiter durch Trainingseinheiten zu sozialen Netzwerken und ihren Funktionalitäten, Social-Media-Recht, Content-Formate und dem Umgang mit Kommunikationskonflikten zur Markenbotschaftertätigkeit befähigt. Abschließend sollten die teilnehmenden Mitarbeiter durch eine Reflektion des Erlernten und durch den regelmäßigen Austausch in Form von Botschaftertreffen mobilisiert werden. Die Ergebnisse zur Beantwortung der zweiten Forschungsfrage zeigen, dass die konkreten Rahmenbedingungen als Bausteine prozessual in ein Corporate-Influencer-Programm integriert werden können. Basierend auf den Erkenntnissen ist es empfehlenswert, dieses Programm in B2B-Unternehmen als vierphasiges Pilotprojekt zu beginnen, um die Akzeptanz und das Potenzial der Mitarbeiter zu fördern. In der Initiierungsphase sollten geeignete Mitarbeiter gesucht und für das Programm ausgewählt werden. Anschließend kann eine kommunikative Befähigung der Mitarbeiter über das angesprochene Social-Media-Trainingsprogramm und einer motivierenden Social-Media-Guideline erfolgen. In der Durchführungsphase können Mitarbeiter unternehmensseitig durch die Bereitstellung von Basisinhalten sowie einem internen Markenbotschafter-Support in der operativen Umsetzung unterstützt werden. Schließlich ist eine Analyse und Beobachtung der Markenbotschafteraktivitäten durch ein Social-Media-Monitoring sowie die Erfolgsmessung zur Rechtfertigung gegenüber dem Management empfehlenswert. Die entwickelten prozessualen Ausgestaltungen in dieser Arbeit bieten einen Vorschlag, wie Mitarbeiter effektiv in die externe Unternehmenskommunikation auf beruflichen Netzwerken eingebunden werden können.
The nonprofit sector has always been in large part dependent on donations, yet in times of progressing globalization an ever-growing competition for the limited number of benefactors seems to establish the need for more effective and efficient resource acquisition even further. Thus, developing long-term relationships with donors is the top priority. To achieve this, organizations need to professionalize their fundraising methods by measuring their market performance, analyzing their impact and adapting their marketing strategies accordingly. One measure is found to be donor satisfaction, although it is discussed why confining on it may be oversimplifying the complex reality of a donor-organization relationship. It is proposed to broaden the scope to donor loyalty, a construct of commitment, involvement, satisfaction and trust, to gain meaningful insights in the relationship status. Furthermore, it is argued that psychological donor motivations play a key role in developing market segmentation strategies. The study shows different results in donating behavior for people identifying as prosocial or proself.
Nowadays, social networks have become an important part of our daily routine and especially the younger generations take social networks for granted. The constant presence of social networks at the time those generations came to age lead to a skillful handling of social networks and technology in general. Thus, they are called ‘Digital Natives’. The digital natives break down into two generations; Generation Y (1985-2000) and Generation Z (2000-2015). Nevertheless, social networks contain risks and dangers due to the handling of the users’ personal data. Consequently, the aim of this master thesis is to find out, whether the younger generations handle their data without care and thus if the Digital Natives became so-called ‘Digital Naives’. Therefore, the research question is: “Is the generation Z less careful than the generation Y with their personal data with respect to what they disclose in social networks?” Following this, two thesis were developed to find reliable answers to the research question. The first thesis statement tries to confirm whether growing up with social Networks and the omnipresence of them lead to some kind of carelessness regarding their own personal data. The second thesis statement tries to confirm that the mentioned recklessness is not necessarily caused by a lack of knowledge, but rather due to disregarding the present privacy regulations.
To confirm the thesis and thus to answer the research question a questionnaire was developed and interviews were conducted. Eight participants belonging either to the generations Y or the generation Z were interviewed. Subsequently, the data was analysed by the help of Mayrings’ coding research method. The first thesis statement was verified. The respondents of the generation Z are in the dark when it comes to rights of social networks, however they don’t publish their personal information. The second thesis statement could not be confirmed, since the respondents of the generation Z didn’t know about the rights of the social networks as well as about the risks and dangers involved. As a result, the author of this master thesis was not able to identify a significant difference between the generation Y and Z in terms of their online behaviour.