@misc{BruschBrusch, author = {Brusch, Ines and Brusch, Michael}, title = {Influence of Privacy and Communication Factors on Online Behavior}, series = {International Journal of Quality and Service Sciences}, volume = {12}, journal = {International Journal of Quality and Service Sciences}, number = {1}, issn = {1756-669X}, doi = {10.1108/IJQSS-06-2019-0080}, pages = {73 -- 84}, language = {en} } @misc{ReichsteinBruschDostetal., author = {Reichstein, Thomas and Brusch, Ines and Dost, Florian and Brusch, Michael}, title = {Captivate Your Audience: Suggestions for Enhancing Social Media Engagement Through Captions}, series = {AMA Winter Academic Conference Proceedings, St. Pete Beach, Florida, on February 23-25, 2024}, journal = {AMA Winter Academic Conference Proceedings, St. Pete Beach, Florida, on February 23-25, 2024}, editor = {Cross, Samantha and Saboo, Alok}, publisher = {American Marketing Association}, address = {Chicago, IL}, isbn = {978-0-87757-018-9}, pages = {570 -- 572}, abstract = {Engagement is important for the success of social media offers. Accordingly, the goal of responsible social media managers is to generate the maximum engagement with their content. Extant research has already addressed the factors that are related to the creation of compelling content. However, very little attention has been paid to the caption, and thus to a part of the social media post that can be easily changed. Our aim is to measure the impact of caption characteristics on engagement. We use, text length, number of emojis, and hashtags as caption variables, as well as comments, likes, and shares as engagement variables. In two different datasets, one from a merchandise online store (Facebook, Study 1) and another from a travel influencer (Instagram, Study 2) we find a similar robust result: the analyses reveal s a non-linear relationship between caption text length and engagement that follows an inverted U-shape. It follows that, contrary to previous assumptions, longer captions of around 600 characters should be used to in¬crease engagement. Estimations show that an increase in engagement of about 20\% is possible.}, language = {en} } @misc{BruschBruschKozlowski, author = {Brusch, Ines and Brusch, Michael and Kozlowski, Therese}, title = {Factors Influencing Employer Branding: Investigations of Student Perceptions Outside Metropolitan Regions}, series = {International Journal of Quality and Service Sciences}, volume = {10}, journal = {International Journal of Quality and Service Sciences}, number = {2}, issn = {1756-669X}, doi = {10.1108/IJQSS-09-2017-0085}, pages = {149 -- 162}, language = {de} } @misc{ReichsteinBruschDostetal., author = {Reichstein, Thomas and Brusch, Ines and Dost, Florian and Brusch, Michael}, title = {How To Optimize Your Social Media Caption To Generate More Engagement :) \#Captionize \#SocialMedia}, series = {Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023}, journal = {Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023}, publisher = {European Marketing Academy}, abstract = {Maximizing engagement is an important issue for social media managers. Science has already provided guidance on how to make content more engaging. However, one easy-to-edit part of the social media post has received little attention: The caption. We show that the caption has an underestimated impact on engagement and we specifically address text length. The relationship between text length and engagement is not linear as described in previous literature but follows an inverted U-shape. Using field data, we estimate the optimal length of captions and provide surprising results. We show that captions are mostly too short instead of too long and that an optimal length can increase the engagement rate by up to 17\%.}, language = {en} } @misc{BruschBruschStueber, author = {Brusch, Michael and Brusch, Ines and St{\"u}ber, Eva}, title = {Influence of Error Factors in Marketing Research: A Monte Carlo Method Based Analysis in the Retail Context}, series = {Archives of Data Science, Series A}, volume = {6}, journal = {Archives of Data Science, Series A}, number = {1}, issn = {2363-9881}, pages = {16}, abstract = {Marketing decisions are often based on empirically collected data and the goodness of data plays an important role here. Data quality can be affected by several types of errors, which are distinguished in particular into systematic and random errors, and is also influenced by the sample size. Accordingly, market researchers have to consider the goodness of data and should know which factors will have which kind of influence. In our paper, the influence of different factors of the goodness of data in the vibrant retail context will be investigated within a Monte Carlo experiment. For this purpose, a real empirical data set (n=1,500) of a survey regarding buying behavior in stationary and online shopping is used as "true" data and will be compared with "generated" data. The "generated" data are randomly disturbed and systematically varied alternatives of the "true" data. The data sets will be compared with respect to their conformity values and allow influence estimations.}, language = {en} } @misc{ReichsteinBruschDostetal., author = {Reichstein, Thomas and Brusch, Ines and Dost, Florian and Brusch, Michael}, title = {Maximizing Engagement Through Caption Optimization: Insights from Social Media Field Data}, series = {2023 ISMS Marketing Science Conference Proceedings}, journal = {2023 ISMS Marketing Science Conference Proceedings}, abstract = {Social media managers are constantly seeking ways to maximize engagement with their content. While prior research has shed light on strategies for creating engaging content, the impact of captions on engagement has been under-explored. Our study focuses specifically on the relationship between caption length and engagement in social media posts. Contrary to previous literature, we find that the relationship between caption length and engagement follows an inverted U-shape. Using field data from an omnichannel retailer (Facebook) and a travel influencer (Instagram), we determine the optimal caption length for maximizing engagement and present surprising results. Our results are robust for different model and identification specifications, indicating that captions are often too short, rather than too long, and that optimizing caption length in our case can increase engagement by up to 25\%. These findings have important implications for social media managers and influencers seeking to enhance the impact of their posts.}, language = {en} } @article{ThieleBruschBestehornetal., author = {Thiele, Uwe and Brusch, L. and Bestehorn, Michael and B{\"a}r, Marcus}, title = {Modelling thin-film dewetting on structured substrates and templates}, language = {en} } @inproceedings{BruschBaierTreppa, author = {Brusch, Michael and Baier, Daniel and Treppa, Antje}, title = {Conjoint Analysis and Stimulus Presentation - a Comparison of Alternative Methods}, series = {Classification, clustering and data analysis : recent advances and applications, Krakau 2002}, booktitle = {Classification, clustering and data analysis : recent advances and applications, Krakau 2002}, editor = {Jajuga, Krzysztof}, publisher = {Springer}, address = {Berlin [u.a.]}, isbn = {3-540-43691-X}, pages = {203 -- 210}, language = {en} } @inproceedings{BaumertBaierBruschetal., author = {Baumert, Katrin and Baier, Daniel and Brusch, Michael and Tursch, Philipp}, title = {Ermittlung wahrgenommener Produktpositionierungen mittels Repertory-Grid-Technik - Vorgehensweise und Anwendung am Beispiel Smartphones}, series = {Vielfalt Qualit{\"a}t - Tendenzen im Qualit{\"a}tsmanagement, Bericht zur GQW-Jahrestagung 2012 in Cottbus}, booktitle = {Vielfalt Qualit{\"a}t - Tendenzen im Qualit{\"a}tsmanagement, Bericht zur GQW-Jahrestagung 2012 in Cottbus}, editor = {Woll, Ralf and Uhlemann, Matthias}, edition = {1. Auflage}, publisher = {Shaker Verlag}, address = {Aachen}, isbn = {978-3-8440-0799-2}, pages = {145 -- 161}, language = {de} } @inproceedings{DanielBruschGrosseetal., author = {Daniel, Ines and Brusch, Michael and Große, Kerstin and Kozlowski, Therese}, title = {Employer Branding as Important Issue in Attracting New Academic Employees - An Assessment from a Student's Point of View}, series = {Proceedings of the 18th QMOD Conference on Quality and Service Sciences, Seoul (Korea) 2015}, booktitle = {Proceedings of the 18th QMOD Conference on Quality and Service Sciences, Seoul (Korea) 2015}, publisher = {University Library Press}, address = {Lund}, isbn = {978-91-7623-086-2}, language = {en} } @incollection{BaumertBruschBaier, author = {Baumert, Katrin and Brusch, Michael and Baier, Daniel}, title = {Positionierungen zur Produktbeurteilung nach Identifizierung kundenwichtiger Merkmale mittels Repertory-Grid-Technik}, series = {Innovative Produktionswirtschaft - Jubil{\"a}umsschrift zu 20 Jahren produktionswirtschaftlicher Forschung an der BTU Cottbus}, booktitle = {Innovative Produktionswirtschaft - Jubil{\"a}umsschrift zu 20 Jahren produktionswirtschaftlicher Forschung an der BTU Cottbus}, editor = {Mieke, Christian and Braunisch, Dirk}, publisher = {Logos Verlag}, address = {Berlin}, isbn = {978-3-8325-3177-5}, pages = {1 -- 16}, language = {de} } @inproceedings{BruschSandStueber, author = {Brusch, Michael and Sand, Nicolai and St{\"u}ber, Eva}, title = {Wirkungsmessung der Online-Werbung von Nonprofit Organisationen - Eine Analyse der visuell aufgenommenen Werbeinformation und deren Glaubw{\"u}rdigkeit}, language = {de} } @misc{SandStueberBrusch, author = {Sand, Nicolai and St{\"u}ber, Eva and Brusch, Michael}, title = {Wirkungsmessung der Online-Kommunikation - Eye-Tracking als methodische Unterst{\"u}tzung am Beispiel der Glaubw{\"u}rdigkeitsmessung von Online-Werbung}, language = {de} } @misc{StueberBruschBaumert, author = {St{\"u}ber, Eva and Brusch, Michael and Baumert, Katrin}, title = {Wirkung und Einflussfaktoren von Personalisierung im Einzelhandel - Eine empirische Betrachtung von station{\"a}rem Handel und Internethandel}, language = {de} } @inproceedings{BruschBaier, author = {Brusch, Michael and Baier, Daniel}, title = {Kundenorientierte Dienstleistungsentwicklung im wachsenden Informations- und Kommunikationstechnologiebereich}, language = {de} } @inproceedings{SelkaBaierBrusch, author = {Selka, Sebastian and Baier, Daniel and Brusch, Michael}, title = {Improving the Validity of Conjoint Analysis by Additional Data Collection and Analysis Steps}, series = {Challenges at the interface of data analysis, computer science, and optimization, Karlsruhe, July 21 - 23, 2010}, booktitle = {Challenges at the interface of data analysis, computer science, and optimization, Karlsruhe, July 21 - 23, 2010}, publisher = {Springer}, address = {Berlin [u.a.]}, isbn = {978-3-642-24465-0}, pages = {529 -- 536}, language = {en} } @misc{BruschBaumertIllner, author = {Brusch, Michael and Baumert, Katrin and Illner, Luisa}, title = {Measurement and evaluation of product descriptors with a high relevance from a customers' point of view}, series = {International Journal of Quality and Service Sciences}, volume = {8}, journal = {International Journal of Quality and Service Sciences}, number = {3}, issn = {1756-669X}, doi = {10.1108/IJQSS-04-2016-0031}, pages = {363 -- 376}, abstract = {The purpose of this paper is to develop an approach to measure and to evaluate product descriptors which have a high relevance from customers' point of view. When developing new goods, i.e. products and services, decision makers have to include consumer evaluations within their decision-making process. These evaluations should analyze the product descriptors, which are really relevant from the customers' point of view and which can be totally different from simple physical or technical attributes in the case of material goods. Besides these several types of product characteristics, the evaluations should consider external influencing factors like the involvement. In this investigation, an empirical data set resulting from a complex technical product-related survey is used. The products analyzed are smartphones and can be seen as representative examples with both objective physical features and subjective design-related attributes. The data collection and analysis will focus on subjective attributes, identifying factors and separating customer segments, e.g. using cluster analysis. Additionally, the existence of influence factors such as the involvement of the customers will be tested. The results show relevant differences from the customers' point of view with regard to product descriptors which are different for every customer and hard to describe. The investigation leads to five different respondent groups. Additionally, other external (customer behavior-related) influence factors - especially the involvement - can be identified as relevant. The analyses point out that there is a need to analyze the customers on an individual level and to consider influencing factors. The investigation illustrates consequences of the usage of customer individual subjective elements as product descriptors which are relevant from the customers' viewpoint. The resulting insights are new for researchers from a theoretical and from a practical point of view. The results verify, among others, the needs to analyze the customers on an individual level and to consider external (customer behavior-related) influence factors.}, language = {en} } @misc{BaumertStueberBrusch, author = {Baumert, Katrin and St{\"u}ber, Eva and Brusch, Michael}, title = {Wirkung des Sex-sells-Prinzips in der Werbung}, series = {transfer Werbeforschung \& Praxis}, volume = {62}, journal = {transfer Werbeforschung \& Praxis}, number = {2}, issn = {1436-798X}, pages = {60 -- 66}, abstract = {Damit Unternehmen mit ihrer Werbung bei Konsumenten die gew{\"u}nschten Ziele erreichen, bedienen sie sich gerne verschiedener Reizwirkungen. Hierbei besitzen besonders emotionale Reizwirkungen bzw. deren extreme Form das Sex-sells-Prinzip einen positiven Einfluss auf die Aktivierung. Welche Wirkungen dabei auf Aufmerksamkeit und Erinnerung als zentrale Gr{\"o}ßen bestehen, ist jedoch von verschiedenen Rahmenbedingungen abh{\"a}ngig. Mittels einer kombinierten Untersuchung aus Eye-Tracking und Befragung k{\"o}nnen relevante Erkenntnisse in Bezug auf diese Gr{\"o}ßen im Bereich emotionaler Werbeanzeigen aufgezeigt werden.}, language = {de} } @techreport{HermelbrachtBrusch, author = {Hermelbracht, Antonia and Brusch, Michael}, title = {Zur Nutzung wissenschaftlicher Bibliotheken - Ergebnisse einer ACA-Befragung an der BTU Cottbus : November 2005 bis Januar 2006 ; DFG-Projekt ProSeBiCA (Prospektive Steuerung der Serviceangebote von wissenschaftlichen Bibliotheken mittels Conjoint-Analyse) ; ein Kooperationsprojekt der Universit{\"a}t Bielefeld und der BTU Cottbus}, publisher = {Univ., Fakult{\"a}t f{\"u}r Wirtschaftswiss., Lehrstuhl f{\"u}r BWL, insb. Marketing}, address = {Bielefeld}, url = {http://nbn-resolving.de/urn:nbn:de:kobv:co1-opus4-44500}, pages = {67}, language = {de} } @article{BruschBaier, author = {Brusch, Michael and Baier, Daniel}, title = {Realit{\"a}tsn{\"a}here Produktpr{\"a}sentation in der Marktforschung - Multimedia und Conjointanalyse}, language = {de} }