International Marketing Management M.A.
Refine
Has Fulltext
- yes (33)
Document Type
- Master's Thesis (33)
Language
- English (33)
Is part of the Bibliography
- yes (33)
Keywords
- Business Performance (1)
- Digital Voice Assistants, E-Commerce platforms, Voice Commerce, customer buying behavior, customer journey, customer decision-making process, customer experience (1)
- Expatriates (1)
- Fast Food Business (1)
- Implementation Methodology (1)
- LGBT community (1)
- LGBT marketing (1)
- Marketing Strategy (1)
- advertising impact (1)
- attitudes (1)
Institute
Digital Voice Assistant is an interesting topic and a growing consumer trend recently. The combination between Digital Voice Assistants and their commercial applications in E-Commerce practices has brought the interest for further research, especially on customers' opinions and their buying behavior towards this trend. Various opinions from earlier studies have supported the benefits of Digital Voice Assistants on the customer buying journey and decision-making process, which show a promising utilization of such AI intervention on the human buying experience. They are believed to resolve several existing missing expectations from the customers in the occurring E-Commerce platforms.
On one side, the empirical study shows a different reflection on the perceived acknowledgment of the customers in this trend. The study research also remarks that the preferences to the changes in current E-Commerce platforms are not direct to the later willingness to use Digital Voice Assistants in E-Commerce. Although the awareness and experience of this topic are new, the knowledge and recommendation from this study will help understand better the customers' mindset and explore the new perspectives in this complex trend. Additionally, this is a study recommendation for case platform HelloMary, but not limited to other E-Commerce platforms which tend to use Digital Voice Assistants as the new on-platform experience for the customer buying experience.
Ever since Mark Zuckerberg announced his metaverse mission at Connect – the annual developer conference of Meta – on October 28, 2021, it has become a hype. If it was up to Zuckerberg, large parts of our social life would soon take place in the metaverse. Analysts foresee an annual revenue potential of several trillion dol- lars.
This thesis presents insights into how fashion brands can successfully leverage the opportunities of the metaverse. The methodological framework is based on a mixed-method approach, consisting of a literature review and an empirical part that includes a netnographic investigation and expert interviews.
The results show that virtual worlds can be used as an extension of the brand expe- rience to enable new interaction possibilities with customers and to reach a partic- ularly young target group. In addition, the NFT technology enables companies to identify and reward their most loyal fans in the digital space and build a relationship with them through a new channel.
This thesis looks at the potential role of the IG Metall, the biggest German trade union, in the Green Transition of the German automobile sector. The IG Metall’s power and influence in the political, social and economic sphere will be analysed based on the Power Resource Approach by Dörre and Schmalz (2014). The analysis will show that there are two tendencies within the union: a conservative and a progressive approach, differentiated by their goals. Consequently, both wings have different ways to approach the transition and are each relying and focusing on certain power resources. The result is a tightrope walk of the IG Metall, balancing both tendencies within one union in an environment that is as torn as the union itself.
Piest, Laura, Marketing with Pride - A Study on the Success Factors of Marketing to the LGBT Community; Master of Arts (International Marketing Management), October 2020, Berlin School of Economics and Law, Berlin, Germany.
The purpose of this study was to investigate the success factors of companies tar- geting the LGBT community to provide relevant recommendations to B2C compa- nies on how to approach pride marketing while avoiding rainbow-washing accusa- tions. Specifically, the thesis was concerned with the attitudes, opinions, and ex- pectations of millennial LGBT individuals. This is an important topic for marketers as the LGBT community is no longer a niche market, but a consumer group that is growing in size and importance and therefore, it is key for companies to understand this segment.
To answer the research question, first, secondary research was conducted to inform the directions of the following primary research. Two methods of qualitative research, expert interviews and focus groups, were used as research instruments. Three professionals with experience in LGBT or cause-related marketing were in- terviewed and a total of 12 members of the LGBT community ranging from ages 22 to 35 were the research subjects in three focus groups. While the expert inter- views aim was to work out the success factors of marketing to the LGBT commu- nity from a professionals point of view to give a broader perspective and to uncover overall tendencies, the focus groups goal was to offer insights from the customers’ point of view and to allow a better understanding of the actions of the target group.
The study showed that there are two main success factors for pride market- ing targeted at the researched group, perceived brand authenticity and innovativeness, which will be discussed and elaborated upon in the recommendations section of the paper.
AI influencers - does it matter to consumers that their favourite influencer doesn't actually exist?
(2021)
This research aims at contributing to the growing scholarly interest in exploring and describing the journey towards data-driven marketing. As part of this, especially the establishment of a data culture seems to play an important role. Therefore, the study focuses on this aspect during the conduction of empirical research. The objective is to provide an overview of success factors for data- driven marketing, which might help change management teams or marketing leaders to transform the marketing approach into a data-driven one. Previous to the field research, a theoretical framework is developed on the basis of a structured review of relevant literature streams and expert opinions. At first, the literature on data-driven marketing and change management is consolidated and afterwards three consultants are interviewed to confirm the relevancy of the literature findings. An existing framework on managing change is adjusted according to the results and serves as guideline for the subsequent data collection and analysis. Eight expert interviews are conducted with marketing or data analytics managers from companies who find themselves in the middle of a transformation process. With the objective to gather practical information on how to establish a data culture, a thorough, qualitative content analysis of the interview transcripts is conducted. The results reveal that data analytics is a people business and if data-driven marketing is the objective, the change management team and the leadership have to consider the human factor during the transformation. This includes the establishment of a data culture by changing mindsets, behaviours, structures and processes as well as performance measurements. The leadership’s attitude, behaviour and decisions are critical factors in this context. The author recommends further exploration of this topic and a resumption of the interviews in the future, so that the success factors can be reviewed from a backward-looking perspective.
Over the past decades, consumers changed their purchasing behaviour. Instead of relying on their renowned sources, people nowadays are enabled to draw on information provided on online platforms. The existence of electronic word of mouth has changed consumer purchasing behaviour significantly. This phenomenon, however, also harbours various threats for companies as consumers are more likely to voice their grievances about a service or product. Especially in the service industry purchasing behaviour, word of mouth as well as complaint behaviour can have a formidable impact on a company.
The service offers a variety of activities with the aim of meeting a consumer’s individual needs. Yet, this uniqueness also comes with several drawbacks as consistent quality cannot be entirely promised. Thus, the fact that service failures occur should not be taken lightly as customer dissatisfaction may be the result and ramifications may be severe for businesses. To minimise displeased customers, companies can strive for compensating for initial inconveniences in the wake of a well-functioning service recovery approach.
The empirical study targets to give in-depth insights into consumers’ complaint behaviour as well as service recovery expectations in the German market. The results reveal that good service recoveries should not be underestimated as they may have beneficial impacts on businesses as well as the customers themselves. Furthermore, it is obligatory to act not only via offline channels but also through online channels. Thanks to the delivered insights, companies might be able to better adjust their approach of implementing a good service recovery strategy and to place greater value in their consumers’ opinions and concerns. This paper intends to provide a thorough explanation of how dissatisfied consumers can be beneficial to a business in the long-run and why they should not be ignored.