TY - GEN A1 - Brusch, Ines A1 - Brusch, Michael T1 - Influence of Privacy and Communication Factors on Online Behavior T2 - International Journal of Quality and Service Sciences Y1 - 2020 U6 - https://doi.org/10.1108/IJQSS-06-2019-0080 SN - 1756-669X SN - 1756-6703 VL - 12 IS - 1 SP - 73 EP - 84 ER - TY - GEN A1 - Reichstein, Thomas A1 - Brusch, Ines A1 - Dost, Florian A1 - Brusch, Michael ED - Cross, Samantha ED - Saboo, Alok T1 - Captivate Your Audience: Suggestions for Enhancing Social Media Engagement Through Captions T2 - AMA Winter Academic Conference Proceedings, St. Pete Beach, Florida, on February 23-25, 2024 N2 - 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. Y1 - 2024 UR - https://www.ama.org/wp-content/uploads/2024/02/2024-Winter-AMA-Proceedings_Feb-28-2024.pdf SN - 978-0-87757-018-9 SP - 570 EP - 572 PB - American Marketing Association CY - Chicago, IL ER - TY - GEN A1 - Brusch, Ines A1 - Brusch, Michael A1 - Kozlowski, Therese T1 - Factors Influencing Employer Branding: Investigations of Student Perceptions Outside Metropolitan Regions T2 - International Journal of Quality and Service Sciences Y1 - 2018 U6 - https://doi.org/10.1108/IJQSS-09-2017-0085 SN - 1756-669X VL - 10 IS - 2 SP - 149 EP - 162 ER - TY - GEN A1 - Reichstein, Thomas A1 - Brusch, Ines A1 - Dost, Florian A1 - Brusch, Michael T1 - How To Optimize Your Social Media Caption To Generate More Engagement :) #Captionize #SocialMedia T2 - Proceedings of the European Marketing Academy, EMAC 2023 Annual, Odense, Denmark, May 24, 2023 N2 - 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%. Y1 - 2023 UR - https://proceedings.emac-online.org/index.cfm?abstractid=A2023-114288&How%20To%20Optimize%20Your%20Social%20Media%20Caption%20To%20Gener PB - European Marketing Academy ER - TY - GEN A1 - Brusch, Michael A1 - Brusch, Ines A1 - Stüber, Eva T1 - Influence of Error Factors in Marketing Research: A Monte Carlo Method Based Analysis in the Retail Context T2 - Archives of Data Science, Series A N2 - 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. Y1 - 2020 UR - https://publikationen.bibliothek.kit.edu/1000127913 SN - 2363-9881 VL - 6 IS - 1 ER - TY - GEN A1 - Reichstein, Thomas A1 - Brusch, Ines A1 - Dost, Florian A1 - Brusch, Michael T1 - Maximizing Engagement Through Caption Optimization: Insights from Social Media Field Data T2 - 2023 ISMS Marketing Science Conference Proceedings N2 - 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. Y1 - 2023 UR - https://www.researchgate.net/publication/379237977 ER - TY - GEN A1 - Brusch, Ines A1 - Schwarz, Benjamin A1 - Schmitt, Rebecca T1 - David versus Goliath - Service Quality Factors for Niche Providers in Online Retailing T2 - Journal of Retailing and Consumer Services N2 - The aim of this study is to identify the service quality factors by which niche providers can differentiate themselves from market leaders in online shopping and successfully operate long term. After theoretical considerations, a research model was developed and empirically tested. The results show that there are differences in the preferences of niche providers and market leaders, such as importance of website features and the breadth and depth of a balanced product portfolio of customers. In addition, the study shows how individual factors can be analyzed in an online shop and which alternative courses of action can be derived. Y1 - 2019 U6 - https://doi.org/10.1016/j.jretconser.2019.05.008 SN - 0969-6989 VL - 50 SP - 266 EP - 276 ER - TY - GEN A1 - Reichstein, Thomas A1 - Brusch, Ines T1 - The Decision-Making Process, in: Viral Marketing - A Review And Suggestions For Further Research T2 - Psychology & Marketing N2 - Viral marketing is used to widely distribute content. To achieve this goal, the basic decision‐making process from content reception to interaction must be clarified. This paper examines the decision‐making process of individuals in viral marketing using a new dynamic model. In addition, this work reviews the existing literature on viral marketing and structures to identify existing issues for further research. The decision‐making process is basically divided into two stages. In the first decision stage, individuals decide whether content should be considered. When individuals agree to view the content, they decide in the second stage whether they want to interact with it. These two decisions are influenced by three factors: the framework conditions, content, and interaction aims. With the help of the decision model, this paper summarizes the most important findings from viral marketing research over the last 20 years. In addition, this work provides new opportunities for further research in the field of viral marketing. Y1 - 2019 U6 - https://doi.org/10.1002/mar.21256 SN - 1520-6793 VL - 36 IS - 11 SP - 1062 EP - 1081 ER - TY - GEN A1 - Brusch, Ines T1 - Understanding Customer Preferences Using Image Classification – A Case Study T2 - Proceedings of the 53rd Hawaii International Conference on System Sciences Y1 - 2020 SN - 978-0-9981331-3-3 U6 - https://doi.org/10.24251/HICSS.2020.119 ER - TY - GEN A1 - Reichstein, Thomas A1 - Brusch, Ines A1 - Meier zu Ummeln, Rebecca T1 - Social Media Marketing in the Event Industry: An Empirical Study to Determine Factors Influencing the Distribution of Events T2 - Archives of Data Science, Series A N2 - Digitization offers great potential for many areas, including event marketing. Newsletters and social media are already being used successfully by companies to draw attention to their events. Social media marketing can help to increase the reach of events. In this context, it is important to understand which factors influence the intention to interact and interest in event announcements. Using an image manipulation experiment, we examined the influence of four framework conditions on event announcements: Image (present vs. absent), number of persons interested (high vs. low), title length (long vs. short), and relationship information (present vs. absent). The results showed that event announcements with an image elicit significantly higher intention to interact. In addition, interest increases significantly when relationship information is present in the ad (when there is a basic interest in the event). Furthermore, we analyzed the influence of emotionality of event images. We show that emotionality is positively significantly correlated with the intention to interact and interest. Y1 - 2020 UR - https://publikationen.bibliothek.kit.edu/1000130979 SN - 2363-9881 VL - 6 IS - 2 ER -