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The common occurrence of impulsive buying is present in our everyday lives, but what is behind this occurrence? Impulse buying behaviour is described as a sudden, spontaneous, and compelling phenomenon that accounts for a great part of regular shopping. However, shopping should not only be considered in physical stores but also on online websites and social commerce platforms. With the advancement of technology, the number of social media users is also increasing and with it the importance of online purchases. In order for businesses, marketers or e-retailers to capitalize on this surge, it is necessary to understand what factors drive impulse buying behaviour, and particularly what the key driving factors of online impulse purchases are. Therefore, this paper address impulse buying behaviour and its general influences as well as social media marketing and online stimuli. Moreover, it aimed to examine the relationship between online impulse buying behaviour and social media marketing. To identify the relevant insights on the topic, a systematic literature review was conducted by using databases and literature search engines such as Emerald, Google Scholar, EBSCO, and ResearchGate. After the selection process, 39 articles were further reviewed for this study. The main findings that emerge from the paper are hedonic motivation, price promotions, payment facility, website quality and content, and trust beliefs on online websites are the key driving factors of online impulse buying behaviour. Furthermore, certain literature indicates that social media marketing influences impulsive purchases through so-called influencers and adapts influencing factors of online impulse buying to their social network sites.
Der Rückgang der Kundschaft und die Vielzahl an digitalen Geschäftsmodellen sorgen für Umsatzeinbrüche und zwingen immer mehr stationäre Stoffeinzelhändler zu Schließungen. burda create! vertreibt in vielen Stoffgeschäften weltweit Schnittmuster, sowie Zeitschriften und ist daher ebenso von dieser Situation betroffen. Ziel der Arbeit ist es zu beantworten, wie der Verkauf von burda style Schnittmustern im stationären Stoffeinzelhandel mithilfe von multisensorischen Konzepten und Maßnahmen wieder gestärkt werden kann. Dabei soll auch beantwortet werden, wie es gelingt mehr Frequenz in Stoffläden zu generieren, welche Faktoren zu einem längeren Verweilen führen und wie der Kunde zu einem Käufer gemacht werden kann.
Auf Grundlage der theoretischen Ausarbeitung wurden Faktoren herausgearbeitet, die für ein kundenzentriertes Design maßgebend sind: das Zusammenwirken der menschlichen Sinne und die Schaffung einer Wohlfühlatmosphäre. Dabei galt es nicht nur den Point of Sale, sondern auch den Point of People zu betrachten. Basierend auf einer qualitativen Befragung, sowie quantitativer Umfragen wurde ermittelt, wie zufrieden bestehende Kunden mit den burda style Katalogen und den stationären Stoffläden sind. Da bestehende burda Kunden einen höheren Altersdurchschnitt haben, wurde eine neue Zielgruppe im Alter von 18 bis 35 Jahren befragt, um herauszufinden wie es gelingen kann, diese als Kunden zu gewinnen. Die Auswertung dieser Umfrage zeigt, dass viele nicht vollkommen zufrieden mit dem Prozess der Schnittmusterauswahl im Stoffladen sind, und die Hälfte kann sich vorstellen, in Zukunft eine andere Marke für ihr Nähprojekt zu verwenden. Diese Ergebnisse unterstreichen die Wichtigkeit von der Konzipierung neuer Konzepte, bei denen der Kunde im Fokus steht.
Angesichts der bereits erforschten Faktoren und Wirkungen und der Ergebnisse der Umfragen, wurden Konzepte und Maßnahmen für den stationären Stoffeinzelhandel entworfen, mit Fokus darauf den Schnittmusterverkauf von burda style zu steigern. Diese wurden mit den Händlern von burda geteilt, damit sie diese umsetzen können und so Erfolge erzielen können.
Die Arbeit stellt die Faktoren, die für einen erfolgreichen Aufbau eines Network Marketing Geschäfts über die sozialen Medien ausschlaggebend sind, dar. Sie zeigt auf, welche Faktoren im Network Marketing und auf den sozialen Medien Erfolg versprechen. Anhand von drei Cases werden Erfahrungen aus der Praxis verschiedener Sichtweisen zusammen geführt. Aus der Betrachtung von Theorie und Praxis werden Erfolgsfaktoren und daraus folgende Handlungsempfehlungen für einen erfolgreichen Geschäftsaufbau durch die sozialen Medien zusammengeführt und veranschaulicht.
Die Musikindustrie hat in den vergangenen Jahrzehnten eine Transformation durchlebt, die zu einer neuen Arbeitsweise von Plattenfirmen, Künstlern und anderen Akteuren der Branche führte. Aufgrund der Digitalisierung veränderten sich nicht nur die Produktion sowie die Ausspielwege von Musikprodukten, auch die Vermarktung von Künstlern und ihrer Musik musste an die neuen Gegebenheiten angepasst werden. In der modernen Musikindustrie spielt Online-Marketing eine immer größer werdende Rolle. Diese wissenschaftliche Arbeit hat daher das Ziel zu identifizieren, wie digitale Medien (vor allem Social Media) als Teil der Marketingkommunikation effektiv in eine Marketingstrategie für Künstler integriert werden können. Dabei gilt es auch mögliche Trends herauszufiltern sowie Werkzeuge zur Messung des Erfolgs abzubilden. Anhand einer Datenbankrecherche wurden die zentralen Bestandteile einer Marketingstrategie, wichtige Elemente der Kommunikation durch digitale Medien und Erfolgsmessung sowie die Chance der Eigenvermarktung und Trends herausgearbeitet. Anschließend wurden die Befunde durch Künstler-Interviews und ein Expertengespräch auf die Praxis bezogen und diskutiert. Die Ergebnisse veranschaulichen die zunehmende Bedeutung sozialer Medien für die Marketingkommunikation von Künstlern der modernen Musikindustrie. Des Weiteren ließen sich WhatsApp, TikTok und Podcasts als Trends im Hinblick auf die Künstlerkommunikation hervorheben.
In this thesis, the following object was addressed: Is employee advocacy an influential component in the war for talents and customers? This thesis collaborates with the company Ambassify. Firstly, all relevant subjects and information regarding this topic were discussed in a literature review. Based on this, a research strategy was created, including all aspects necessary to answer the research question. In order to gather this data and then answer the research question a quantitative study, more precisely an online survey was conducted.
This research examines the impact of social media on consumer behavior, focusing on how consumer behavior and habits change after the use of social media by German and Chinese young consumers. A comparison of the differences between the two groups is also conducted. The study was conducted based on theoretical background and terminology, followed by six hypotheses. Then this research determined the scope, target population, and sample size before using focus groups and online questionnaires as survey methods. While analyzing the questionnaire data, the research tested the hypotheses and demonstrated the effects between the variables. The results indicated partial agreement with existing studies. Browsing time positively correlates with the purchase journey. The duration of online discounts negatively correlates with transaction speed. Young consumers' demand increases with the amount of time they spend browsing product advertisements. However, some findings ran counter to previous investigations. The impact of SMM on young consumers has no adverse effect on the time spent browsing products. Moreover, only in some cases, young consumers' purchase intentions are positively correlated with demand.
Keywords: Young consumers, Social media marketing, Consumer behavior, Purchase journey, Purchase intention, Online time-limited discounts, Demand
Greenwashing in the clothing industry and its impact on the corporate image of consumers in Germany
(2023)
With issues like climate change and the pollution of our planet, more and more clothing companies are following the trend of a sustainable marketing strategy. Greenwashing is often associated with that, as not all companies are honest about their statements. This study examines how greenwashing by a company in the clothing industry impacts the corporate image of 18 to 30-year-old adults in Germany. Studies regarding sustainability, consumer behaviour towards sustainable products, the behaviour in case of greenwashing incidents, and the identification of greenwashing are investigated. For the analysis, online survey data of 244 Hochschule Furtwangen University study participants are examined. The descriptive study provides information about the behaviour of consumers regarding sustainable clothing and their behaviour when it comes to greenwashing. It was found that consumers tend not to consider sustainability when buying clothes. Very few inform themselves about sustainability, and sustainable labels do not seem to influence their shopping decisions. The image of the consumer about the company involved in greenwashing appears to deteriorate. In addition, the willingness to keep buying from the company seems to be stopped or reduced for the majority. A weak positive correlation was found between consumer behaviour concerning the topics of sustainability and greenwashing. It can be summarised that the dishonest behaviour of clothing companies can harm their consumers' corporate image and brand loyalty.
This study focuses on whether users perceive Trust as an essential factor in revisiting Saleduck CHDE to maximize profit. Three major components were identified based on academic literature on online customer behaviour and e-commerce: Perceived Aesthetics, Perceived Usefulness, and Perceived Ease of use. Seven measurable indicators from previous research were used to measure the unobserved components. Also, relevant company data about the German-speaking Switzerland domain were analyzed to outline the relevance of revisiting visitors. According to Google Analytics, the average revisiting visitor generates approximately 4.8 times higher revenues than the average new visitor. The sample consists of 104 students and employed respondents who took part on a five-point Likert scale. The questionnaire also incorporates questions about demographics and target grouping. For assessing the relationship between these three constructs and Trust, Structural Equation Modelling techniques were implemented using IBM SPSS AMOS 28.0. Results show that most participants value Trust highly when using a coupon website. Nevertheless, relationships between Trust and its latent indicators could not be adequately assessed due to suppression effects. Additionally, differences between groups among both measured variables and latent constructs were assessed. The study found that five out of seven indicators in the measurement model significantly reflect the hypothesized components. However, insufficient sample size and a low number of indicators per construct were most likely the reason for the presence of suppression effects. Also, several potential validity issues occurred; the absence of German-speaking respondents from Switzerland, a low number of employed respondents, and a lack of diversity in the samples' age distribution.
Durch das digitale Zeitalter und die starke Vernetzung sind Influencer zu den neuen Superzielen in der Werbebranche geworden. Für die schnelle Vermarktung und den Durchbruch von Produkten, Dienstleistungen und Marken werden so genannte Social-Media-Influencer eingesetzt, die durch ihre Posts, Follower und Likes in den Social-Media-Kanälen ihre Community gezielt beeinflussen können. Als Adressaten von Werbebotschaften von Unternehmen haben Influencer nicht nur ein hohes Potenzial, die Wahrnehmung eines Produkts, einer Dienstleistung und einer Marke zu beeinflussen, sondern auch den Ruf und den wirtschaftlichen Erfolg eines Unternehmens und letztlich den Kaufentscheidungsprozess der Rezipienten.
Diese Arbeit beschäftigt sich mit Social Media Influencer Marketing und der Frage, ob sich erfolgreiche und einflussreiche Werbebotschafter mit Social Media Aktivitäten von Kommunikations- und Schlüsselfiguren im Hinblick auf Luxusgüter typisieren lassen und welche Umsetzungsstrategien sich daraus ergeben.
As a leading medical technology company, KARL STORZ SE & Co. KG continuously wants to bring innovations and applications into the market and expand its existing product portfolio. As strategic initiatives, the company has set priorities and goals to ensure its sustained success. One of those strategic initiatives is to start developing new products in the field of robotic surgery and compete in this segment. To achieve these ambitions, the company decided to spin off its robotic solutions department and establish a new business called KARL STORZ VentureONE Pte. Ltd. With a smaller and more agile structure, the new venture seeks to implement new ways of working and promote innovation.
This new-born company is playing in a fast-growing market that one single competitor has traditionally dominated. However, robotic surgery still has much potential, and existing suppliers have not yet reached different market segments. One segment that has called the attention of the spin-off is the ambulatory surgery centers in the US.
These surgical institutions are growing and gaining relevance in the American surgery landscape. Hence, the company is particularly interested in developing a robotic solution for this segment. Before introducing a product, the company must understand the target customer intended to address. Management at the new venture is also convinced that new business models can be successfully implemented in this segment. Thus, this academic work aims to evaluate the ambulatory surgery center market in the US and propose a suitable business model for this target customer.
For this purpose, this thesis was divided into two main parts. The first aimed to conduct market research on the ambulatory surgery centers in the US by collecting secondary data from articles, reports, and governmental publications. The second part focused on proposing a business model for the ambulatory surgery center segment. To do so, primary data was obtained by interviewing experts in this market.
The research found that the ambulatory surgery centers segment is a growing market where robotic surgery has not yet been fully implemented due to its high cost and reduced reimbursement rates for outpatient procedures. Another barrier to robotic surgery in surgery centers is the high upfront investment needed to buy the technology. Based on these insights, different business models, such as leasing, renting, pay-per-use, and subscription, were assessed. A subscription model was selected and further developed by presenting the most advantages. Using the “Business Model Navigator” methodology, this work defined and documented the target customer, the value proposition, the value chain, and the profit mechanism.