The change in customer behaviour in B2B markets associated with digitization requires an adaptation of existing sales strategies and leads to major challenges regarding the influence on the customer during the purchase decision process, especially for small and medium-sized B2B companies. Based...

The video platform TikTok is one of the fast-growing social media apps. In Germany, nearly 15 million people are already using the platform, especially Generation Z. This is why TikTok is increasingly becoming the focus of many companies as a relevant social media platform. The aim of the study...

The New Adult genre, as a subgenre of romance novels, is only a few years old, but it has become an indispensable part of the German book market for young female audiences. This study examined the success factors of New Adult book series to understand what exactly leads to the market success of...

The video platform TikTok is one of the fast-growing social media apps. In Germany, nearly 15 million people are already using the platform, especially Generation Z. This is why TikTok is increasingly becoming the focus of many companies as a relevant social media platform. The aim of the study...

The New Adult genre, as a subgenre of romance novels, is only a few years old, but it has become an indispensable part of the German book market for young female audiences. This study examined the success factors of New Adult book series to understand what exactly leads to the market success of...