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 - JOUR A1 - Thiele, Uwe A1 - Brusch, L. A1 - Bestehorn, Michael A1 - Bär, Marcus T1 - Modelling thin-film dewetting on structured substrates and templates Y1 - 2003 ER - TY - CHAP A1 - Brusch, Michael A1 - Baier, Daniel A1 - Treppa, Antje ED - Jajuga, Krzysztof T1 - Conjoint Analysis and Stimulus Presentation - a Comparison of Alternative Methods T2 - Classification, clustering and data analysis : recent advances and applications, Krakau 2002 Y1 - 2002 SN - 3-540-43691-X SP - 203 EP - 210 PB - Springer CY - Berlin [u.a.] ER - TY - CHAP A1 - Baumert, Katrin A1 - Baier, Daniel A1 - Brusch, Michael A1 - Tursch, Philipp ED - Woll, Ralf ED - Uhlemann, Matthias T1 - Ermittlung wahrgenommener Produktpositionierungen mittels Repertory-Grid-Technik - Vorgehensweise und Anwendung am Beispiel Smartphones T2 - Vielfalt Qualität - Tendenzen im Qualitätsmanagement, Bericht zur GQW-Jahrestagung 2012 in Cottbus Y1 - 2012 SN - 978-3-8440-0799-2 SP - 145 EP - 161 PB - Shaker Verlag CY - Aachen ET - 1. Auflage ER - TY - CHAP A1 - Daniel, Ines A1 - Brusch, Michael A1 - Große, Kerstin A1 - Kozlowski, Therese T1 - Employer Branding as Important Issue in Attracting New Academic Employees – An Assessment from a Student’s Point of View T2 - Proceedings of the 18th QMOD Conference on Quality and Service Sciences, Seoul (Korea) 2015 Y1 - 2015 UR - http://210.101.116.28/W_files/kiss5/23404832_pv.pdf SN - 978-91-7623-086-2 PB - University Library Press CY - Lund ER - TY - CHAP A1 - Baumert, Katrin A1 - Brusch, Michael A1 - Baier, Daniel ED - Mieke, Christian ED - Braunisch, Dirk T1 - Positionierungen zur Produktbeurteilung nach Identifizierung kundenwichtiger Merkmale mittels Repertory-Grid-Technik T2 - Innovative Produktionswirtschaft – Jubiläumsschrift zu 20 Jahren produktionswirtschaftlicher Forschung an der BTU Cottbus Y1 - 2012 SN - 978-3-8325-3177-5 SP - 1 EP - 16 PB - Logos Verlag CY - Berlin ER - TY - CHAP A1 - Brusch, Michael A1 - Sand, Nicolai A1 - Stüber, Eva T1 - Wirkungsmessung der Online-Werbung von Nonprofit Organisationen - Eine Analyse der visuell aufgenommenen Werbeinformation und deren Glaubwürdigkeit Y1 - 2010 ER - TY - GEN A1 - Sand, Nicolai A1 - Stüber, Eva A1 - Brusch, Michael T1 - Wirkungsmessung der Online-Kommunikation - Eye-Tracking als methodische Unterstützung am Beispiel der Glaubwürdigkeitsmessung von Online-Werbung Y1 - 2010 ER - TY - GEN A1 - Stüber, Eva A1 - Brusch, Michael A1 - Baumert, Katrin T1 - Wirkung und Einflussfaktoren von Personalisierung im Einzelhandel - Eine empirische Betrachtung von stationärem Handel und Internethandel Y1 - 2009 ER - TY - CHAP A1 - Brusch, Michael A1 - Baier, Daniel T1 - Kundenorientierte Dienstleistungsentwicklung im wachsenden Informations- und Kommunikationstechnologiebereich Y1 - 2009 ER - TY - CHAP A1 - Selka, Sebastian A1 - Baier, Daniel A1 - Brusch, Michael T1 - Improving the Validity of Conjoint Analysis by Additional Data Collection and Analysis Steps T2 - Challenges at the interface of data analysis, computer science, and optimization, Karlsruhe, July 21 - 23, 2010 Y1 - 2012 SN - 978-3-642-24465-0 SP - 529 EP - 536 PB - Springer CY - Berlin [u.a.] ER - TY - GEN A1 - Brusch, Michael A1 - Baumert, Katrin A1 - Illner, Luisa T1 - Measurement and evaluation of product descriptors with a high relevance from a customers' point of view T2 - International Journal of Quality and Service Sciences N2 - 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. KW - Cluster analysis KW - Smartphones KW - Involvement KW - Descriptors Y1 - 2016 U6 - https://doi.org/10.1108/IJQSS-04-2016-0031 SN - 1756-669X VL - 8 IS - 3 SP - 363 EP - 376 ER - TY - GEN A1 - Baumert, Katrin A1 - Stüber, Eva A1 - Brusch, Michael T1 - Wirkung des Sex-sells-Prinzips in der Werbung T2 - transfer Werbeforschung & Praxis N2 - Damit Unternehmen mit ihrer Werbung bei Konsumenten die gewünschten 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 Größen bestehen, ist jedoch von verschiedenen Rahmenbedingungen abhängig. Mittels einer kombinierten Untersuchung aus Eye-Tracking und Befragung können relevante Erkenntnisse in Bezug auf diese Größen im Bereich emotionaler Werbeanzeigen aufgezeigt werden. KW - Werbewirkung KW - Sex sells KW - emotionale Reize KW - Aktivierung Y1 - 2016 SN - 1436-798X VL - 62 IS - 2 SP - 60 EP - 66 ER - TY - RPRT A1 - Hermelbracht, Antonia A1 - Brusch, Michael T1 - 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 Universität Bielefeld und der BTU Cottbus Y1 - 2006 U6 - http://nbn-resolving.de/urn/resolver.pl?urn:nbn:de:kobv:co1-opus4-44500 PB - Univ., Fakultät für Wirtschaftswiss., Lehrstuhl für BWL, insb. Marketing CY - Bielefeld ER - TY - JOUR A1 - Brusch, Michael A1 - Baier, Daniel T1 - Realitätsnähere Produktpräsentation in der Marktforschung - Multimedia und Conjointanalyse Y1 - 2002 ER - TY - CHAP A1 - Brusch, Michael A1 - Göcks, Marc-Steffen ED - Schwill, Andreas T1 - Erprobung von 3D-Lernumgebungen - Entwicklung, Implementierung und Evaluierung T2 - Grundfragen multimedialen Lehrens und Lernens, Tagungsband des 4. Workshops GML2006, 14. - 15. März 2006 an der Universität Potsdam Y1 - 2007 SP - 67 EP - 77 PB - Books on Demand CY - Norderstedt ER - TY - CHAP A1 - Baier, Daniel A1 - Brusch, Michael T1 - Konstruktion von Erhebungsdesigns bei der Conjointanalyse Y1 - 2009 ER - TY - JOUR A1 - Brusch, Michael A1 - Zühlsdorff, Diana A1 - Baier, Daniel T1 - Neue Technologien und erneuerbare Energiequellen auf dem Vormarsch Y1 - 2003 ER - TY - CHAP A1 - Brusch, Michael A1 - Baumert, Katrin A1 - Illner, Luisa ED - Dahlgaard-Park, Su Mi ED - Dahlgaard, Jens Jörn T1 - Measurement and Evaluation of as Relevant Perceived Product Descriptors T2 - Proceedings of the 18th QMOD Conference on Quality and Service Sciences Y1 - 2015 UR - http://210.101.116.28/W_files/kiss5/23404779_pv.pdf SN - 978-91-7623-086-2 PB - Lund University Library Press CY - Lund ER - TY - GEN A1 - Brusch, Michael A1 - Baumert, Katrin A1 - Kastner, Paula T1 - Product Development Based on Design Attributes – An Empirical Analysis of Perceptions and Influences T2 - International Journal of Quality and Service Sciences Y1 - 2017 SN - 1756-669X VL - 9 IS - 3/4 SP - 371 EP - 382 ER - TY - CHAP A1 - Baier, Daniel A1 - Brusch, Michael ED - Haasis, Hans-Dietrich T1 - Improving the Predictive Validity of Quality Function Deployment by Conjoint Analysis: A Monte Carlo Comparison T2 - Operations Research Proceedings 2005, Selected Papers of the Annual International Conference of the German Operations Research Society (GOR), Bremen, 2005 Y1 - 2006 SN - 3-540-32537-9 SP - 619 EP - 624 PB - Springer CY - Berlin [u.a.] ER - TY - THES A1 - Brusch, Michael T1 - Präferenzanalyse für Dienstleistungsinnovationen mittels multimedialgestützter Conjointanalyse Y1 - 2005 SN - 3-8350-0060-8 PB - Dt. Univ.-Verl. CY - Wiesbaden ER - TY - JOUR A1 - Brusch, Michael A1 - Dinse, Christian A1 - Treppa, Antje A1 - Trilk, Hartmut T1 - Gemeinsam stärker - Integration von Quality Function Deployment und Target Costing Y1 - 2001 ER - TY - CHAP A1 - Baumert, Katrin A1 - Baier, Daniel A1 - Brusch, Michael T1 - Identifying and Evaluating Characteristics that are Difficult to Quantify Using the Repertory Grid Technique Y1 - 2011 ER - TY - JOUR A1 - Walter, Lothar A1 - Brusch, Michael A1 - Hartung, Knud T1 - Präferenzen bezüglich Dienstleistungen von Patentverwertungsagenturen. Eine explorative Untersuchung Y1 - 2007 ER - TY - CHAP A1 - Baier, Daniel A1 - Brusch, Michael T1 - Erfassung von Kundenpräferenzen für Produkte und Dienstleistungen Y1 - 2009 ER - TY - CHAP A1 - Stüber, Eva A1 - Brusch, Michael ED - Baier, Daniel ED - Gaul, Wolfgang ED - Rese, Alexandra ED - Würth, Reinhold T1 - Anwendungsmöglichkeiten sowie Einfluss- und Gründungspotenziale von Web 2.0-Anwendungen im Internet - Analyse am Beispiel der Musikindustrie T2 - The entrepreneurship - innovation - marketing Interface : 3rd Symposium, Cottbus Y1 - 2010 SN - 978-3-89929-207-7 SP - 321 EP - 339 PB - Swiridoff CY - Künzelsau ER - TY - CHAP A1 - Kaiser, Matthias J. A1 - Brusch, Michael A1 - Niemann, Anne T1 - Gründungsbereitschaft von Studierenden: Untersuchung des Einflusses gründungsunterstützender Maßnahmen an der BTU Cottbus KW - Existenzgründung KW - Präferenzmessung KW - Studierende Y1 - 2010 ER - TY - CHAP A1 - Kaiser, Matthias J. A1 - Brusch, Michael T1 - Strategie- und Konzeptanpassungen bei der eLearning-Integration auf Basis empirischer Begleitevaluationen im Projekt eLearn@BTU KW - eLearning KW - Evaluation KW - eLearning-Integration Y1 - 2008 ER - TY - JOUR A1 - Brusch, Michael A1 - Baier, Daniel T1 - Conjoint Analysis for Complex Services Using Clusterwise Hierarchical Bayes Procedures Y1 - 2007 ER - TY - CHAP A1 - Brusch, Michael A1 - Treppa, Antje T1 - Cost and Customer Oriented Development Y1 - 2001 ER - TY - THES A1 - Brusch, Michael T1 - Kundenorientierung in der Produkt- und Dienstleistungsgestaltung Y1 - 2011 CY - Cottbus ER - TY - CHAP A1 - Kaiser, Matthias J. A1 - Brusch, Michael T1 - Anwendung empirischer Begleitevaluationen zur Absicherung der Institutionalisierung von eLearning im Hochschulalltag am Beispielprojekt eLearn@BTU KW - eLearning KW - Evaluation KW - Institutionalisierung Y1 - 2008 ER - TY - CHAP A1 - Stüber, Eva A1 - Brusch, Michael T1 - Gründungsalternativen im Web 2.0-Zeitalter - die Musikindustrie und ihre Möglichkeiten Y1 - 2011 ER - TY - CHAP A1 - Baier, Daniel A1 - Brusch, Michael T1 - Marktorientierte Produkt- und Technologieentwicklung mittels Quality Function Deployment Y1 - 2009 ER - TY - GEN A1 - Brusch, Michael A1 - Stüber, Eva T1 - Usefulness of a Priori Information About Customers for Market Research: An Analysis for Personalisation Aspects in Retailing Y1 - 2010 ER - TY - JOUR A1 - Brusch, Michael A1 - Baier, Daniel T1 - Neue Produkte multimedial testen : wie man Kundenpräferenzen ohne reale Produkte realitätsnah ermittelt Y1 - 2003 ER - TY - CHAP A1 - Stüber, Eva A1 - Brusch, Michael ED - Stauss, Bernd T1 - Personalisation in Retailing: Differences and Commonalities in Selected Branches T2 - Moving forward with service quality, proceedings of the QUIS 11 - Services Conference, June 11 - 14, 2009, Wolfsburg, Germany Y1 - 2009 SN - 978-3-00-027342-1 SP - 654 EP - 663 PB - Ingolstadt School of Management, Cath. Univ. Eichstätt-Ingolstadt CY - Ingolstadt ER - TY - CHAP A1 - Brusch, Michael T1 - Optimale Gestaltung neuartiger eLearning-Angebote : eine Präferenzanalyse bei Nutzern Y1 - 2005 ER - TY - CHAP A1 - Baier, Daniel A1 - Brusch, Michael T1 - Marktsegmentierung Y1 - 2008 ER - TY - CHAP A1 - Baier, Daniel A1 - Brusch, Michael T1 - Produktentwicklung auf Basis von Conjointdaten Y1 - 2009 ER - TY - CHAP A1 - Brusch, Michael A1 - Baier, Daniel A1 - Treppa, Antje T1 - Product Design Using Conjoint Analysis, A Comparison of Stimulus Presentation Methods Y1 - 2001 ER - TY - GEN A1 - Brusch, Michael A1 - Baier, Daniel T1 - Vergleich von persönlich-computergestützten und webbasierten Erhebungsformen in der Marktforschung am Beispiel der Conjointanalyse T2 - Forum der Forschung Y1 - 2005 SN - 0947-6989 VL - 9 IS - 18 SP - 161 EP - 166 ER - TY - JOUR A1 - Brusch, Michael A1 - Zühlsdorff, Diana A1 - Baier, Daniel A1 - Kessler, Alois T1 - Die Beurteilung von Technologien bei der Hausenergietechnik aus Anwendersicht Y1 - 2004 ER - TY - JOUR A1 - Baier, Daniel A1 - Brusch, Michael T1 - Linking Quality Function Deployment and Conjoint Analysis for New Product Design Y1 - 2005 ER - TY - CHAP A1 - Brusch, Michael T1 - Anwenderpräferenzen von eLearning-Angeboten Y1 - 2004 ER - TY - JOUR A1 - Brusch, Michael A1 - Baier, Daniel T1 - Multimedia stimulus presentation methods for conjoint studies in marketing research Y1 - 2003 ER - TY - GEN A1 - Brusch, Michael A1 - Baier, Daniel T1 - Analyzing the Stability of Price Response Functions: Measuring the Influence of Different Parameters in a Monte Carlo Comparison Y1 - 2010 ER - TY - CHAP A1 - Brusch, Michael ED - Baier, Daniel ED - Brusch, Michael T1 - Präsentation der Stimuli bei der Conjointanalyse T2 - Conjointanalyse : Methoden - Anwendungen - Praxisbeispiele Y1 - 2009 SN - 978-3-642-00753-8 SP - 83 EP - 98 PB - Springer CY - Berlin [u.a.] ER -