Marketing
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- 2024 (2) (remove)
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- Bachelor Thesis (2)
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- English (2)
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Keywords
- 2D/3D Planning (1)
- Acceptance Evaluation (1)
- Consumer behavior (1)
- Logistics (1)
- Marketing (1)
- Social media (1)
- Technology Acceptance Model (1)
- Total Hip Arthroplasty (1)
Course of studies
- IBM - International Business Management (2) (remove)
Total Hip Arthroplasty is a highly effective procedure. Precise preoperative planning is crucial for a positive patient outcome. One approach to improve patient outcomes is preoperative planning of hip implants, which could replace the currently dominant 2D planning and improve processes in dealer markets by enabling more efficient delivery. The objective of this study is to survey and measure dealers’ acceptance of a patient-specific delivery and operating room setting. The evaluation is based on the Technology Acceptance Model. A recommendation for action will be derived from the evaluation.
This study examines the acceptance of new technologies through a systematic literature review utilizing the Technology Acceptance Model. Additionally, it presents the current state of 2D and 3D planning for hip implants and analyzes the Italian and Brazilian dealer markets. The target group was surveyed quantitatively, and their acceptance was analyzed and interpreted using descriptive statistical evaluation.
The two markets share similarities in their current requirements and conditions. In Italy and Brazil, planning is done intraoperatively by surgeons, which has been identified as an obstacle on several occasions. Acceptance of the new process is therefore mixed and requires supportive measures.
The similarities between the two markets allow for uniform comparability and interpretation. However, the acceptance can be traced back to the lack of preoperative planning among surgeons. It is clear that both markets are rather critical of a switch to preoperative planning, especially 3D planning. Therefore, some measures and further research on surgeons must first be taken before a successful implementation is possible.
Influencer marketing has become one of the most popular marketing strategies in today’s ever changing digital scene. Despite being a popular technique of engaging customers, influencer marketing is still difficult for marketers and brands to understand the meaning behind of it and how to take advantage of influencer marketing. The research delves into the multifaceted landscape of influencer marketing. The research questions revolved around three key aspects of influencer marketing. Firstly, a profound exploration of influencer marketing was undertaken, delving into its evolution, benefits and underlying principles of influencer marketing was important to fully understand its dynamic role in modern marketing. Beyond this, an in-depth analysis scrutinized the impact of influencer marketing on consumer purchase behavior, peeling back layers to reveal the nuanced interplay of trust, and authenticity. To answer these questions a thorough analysis of influencer content and consumer interactions was done. To extract meaningful insights, to provide a holistic understanding of the symbiotic relationship between influencers and consumers. Trust emerged as a linchpin in the effectiveness of influencer marketing, profoundly influencing consumer perceptions and behaviors. Conclusively, the study highlights the indispensability of trust and authenticity in influencer marketing. Brands seeking success in influencer-driven consumer engagement must prioritize and harness these factors to navigate the complexities of contemporary marketing landscapes successfully.