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Social Media im Recruiting
Schwarz, Annika; Botzenhardt, Florian; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 6-12
Die Autoren untersuchen im vorliegenden Artikel den Einfluss der zunehmenden Nutzung von Social Media auf das Personalmanagement. Dabei liegt der Fokus vor allem auf dem Bereich Employer Branding, weil die Veränderungen des Medienkonsums und Kommunikationsverhalten, die durch die Nutzung von...
Persistent link: https://www.econbiz.de/10010420382
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Brand Management in a Digital World: An examination of Hugo Boss's efforts in social media
Fähnle, Sabrina; Teichmann, Julia; Pätzmann, Jens U. - In: Markenbrand (2012) 1/2012, pp. 13-23
The rise of social media is causing challenges for brand managers of premium manufacturers in the fast moving consumer goods industry. Social Media platforms as innovative and open communication channels have to be integrated in the established media mix while preventing the damage of the...
Persistent link: https://www.econbiz.de/10010420967
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Ökonomisches Potential und wettbewerbsrechtliche Grenzen des Influencer-Marketings in sozialen Medien
Schleife, Felix - 2019
Persistent link: https://www.econbiz.de/10014566202
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Marketing mit Youtube
Nufer, Gerd - 2017
Die Video-Plattform Youtube ist eine der meistbesuchten Webseiten weltweit. Youtube-Stars erreichen mit ihren Videos große Zuschauergruppen und können als Multiplikatoren für Werbebotschaften dienen. Sie sind oftmals Meinungsführer, denen hohes Vertrauen entgegengebracht wird, weshalb sie...
Persistent link: https://www.econbiz.de/10011710227
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Online Surveys vs. Online Observations: A Comparative Analysis of Online Research Methods and their Impact on Brand Management
Bíró, Szilvia; Botzenhardt, Florian; Ferdinand, … - In: Markenbrand (2014) 2/2014, pp. 49-56
The internet offers market researchers a broad variety of possibilities to gather information and insights. Online surveys and online observations are to commonly used research methods. In this article, both methods are being compared and their possible value proposition in terms of brand...
Persistent link: https://www.econbiz.de/10010352742
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Total consumer time: A new approach to identifying digital gatekeepers
Gösser, Niklas; Gürer, Kaan; Haucap, Justus; Meyring, … - 2021
[Introduction:] The route to customers is becoming increasingly digital, for any business. There is hardly any business that is not focussing on reaching customers online. The Covid-19 pandemic has further accelerated this trend. In many markets, digital platforms have become essential tools for...
Persistent link: https://www.econbiz.de/10012604134
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Traumjob Influencer: Likes, Views und das große Geld? Wie Jugendliche in Deutschland die Creator Economy wahrnehmen
Engels, Barbara - 2023
young people with an average age of 16 in Germany perceive the Creator Economy. For this purpose, 503 students from all over …
Persistent link: https://www.econbiz.de/10014363831
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Creativity ratings of fashion outfits presented on Instagram: Does gender matter?
Barth, Philipp; Stadtmann, Georg - 2019
(n = 26) and female (n = 39) judges to rate the creativity of fashion outfits presented on Instagram and then examined …
Persistent link: https://www.econbiz.de/10012061246
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Consumer attitudes towards Instagram advertisements in Egypt: The role of the perceived advertising value and personalization
Gaber, Hazem Rasheed; Wright, Len Tiu; Kooli, Kaouther - In: Cogent Business & Management 6 (2019), pp. 1-13
This article investigates the factors that affect consumers' attitudes towards Instagram advertisements in Egypt … towards brands. An online questionnaire was used to collect data from 412 Instagram users in Egypt. The results suggest that … the level of consumers' perception of informativeness, entertainment, credibility and lack of irritation in the Instagram …
Persistent link: https://www.econbiz.de/10012117418
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Do instagram fan pages develop consumer-brand relationships? Evidence from the telecommunications industry
Gaber, Hazem Rasheed; Elsamadicy, Ahmed Mousa; Wright, … - In: Cogent Business & Management 8 (2021) 1, pp. 1-18
Instagram's growth has drawn the interest of many corporations that are searching for new ways to boost their customer … relationships. Given the rapid adoption of Instagram marketing and the inadequate research in that field, the objective of this … paper is to examine whether "following" brands on Instagram fan pages enhances consumer-brand relationship from the consumer …
Persistent link: https://www.econbiz.de/10014001708