@inproceedings{CosmannHaberkernHahnetal.2022, author = {Cosmann, Niklas and Haberkern, Jana and Hahn, Alexander and Harms, Patrick and Joosten, Jan and Klug, Katharina and Kollischan, Tania}, title = {The value of mood measurement for regulating negative influences of social media usage}, series = {2022 10th International Conference on Affective Computing and Intelligent Interaction (ACII)}, booktitle = {2022 10th International Conference on Affective Computing and Intelligent Interaction (ACII)}, publisher = {IEEE}, doi = {10.1109/acii55700.2022.9953857}, pages = {7}, year = {2022}, abstract = {Social media usage has greatly increased during the pandemic. The use of social media has been linked to mental health consequences. Especially TikTok is under scrutiny because of its captivating UX Design as well as controversial privacy policies. This study shows how Mobile Affective Computing Research can reliably and objectively measure the implicit-emotional UX. The results suggest that TikTok triggers positive emotions during onboarding and strengthens the emotional bond with increasing usage - mainly due to the personalization algorithm. In particular, the study further reveals that there are no clear relationships when "only self-reported data" is used to understand app usage behavior. However, emotion data based on facial coding shows that TikTok users get emotionally aroused. Initially, a positive and relaxed mood triggers further usage time, while - counter-intuitively - later sessions result in an increasingly negative and aroused mood. However, people are largely unaware of these relationships when questioned. Thus, implicit measures, such as facial coding, may help identify valid social media usage reactions. These results yield implications that call for political regulation considering aspects of social media apps and user behavior.}, language = {en} } @article{HahnMaier2018, author = {Hahn, Alexander and Maier, Marco}, title = {Affective Computing - Potenziale f{\"u}r empathisches digitales Marketing}, series = {Marketing Review St.Gallen}, volume = {35}, journal = {Marketing Review St.Gallen}, number = {4}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {52-65}, year = {2018}, abstract = {Machine Learning automatisiert und optimiert unterschiedlichste Bereiche des digitalen Marketings wie Targeting oder Content-Personalisierung. W{\"a}hrend „harte Kundenfaktoren" - also wie sich Kunden digital verhalten - hierzu bereits gut als Datenquelle erhoben werden k{\"o}nnen, fehlen zuverl{\"a}ssige Daten zu „weicheren Faktoren" wie Emotionen. Diese geben aber oftmals erst Aufschluss {\"u}ber das „Warum", also, aus welchen Gr{\"u}nden Nutzer Kaufentscheidungen treffen. Affective Computing zielt auf automatisierte, echtzeitbasierte Messung und Erkennung von Emotionen durch Sensoren und lernende Algorithmen ab, um darauf angepasste Reaktionen von Computern zu erm{\"o}glichen. Affective Computing gilt als notwendige Bedingung, um Mensch-Computer-Interaktionen, wie Conversational Interfaces oder Virtual Personal Assistants, empathisch zu gestalten. Ziel ist es, K{\"u}nstliche Intelligenz mit Emotionaler Intelligenz anzureichern. Der vorliegende Beitrag zeigt den Stand bestehender Messmethoden hinsichtlich ihrer heutigen Umsetzbarkeit und Skalierbarkeit auf, schildert exemplarische Einsatzbereiche und bietet eine Checkliste f{\"u}r Unternehmen, um die Relevanz und Bedeutung von Affective Computing einzusch{\"a}tzen.}, language = {de} } @article{KlugHahn2021, author = {Klug, Katharina and Hahn, Alexander}, title = {Digitale Empathie von Conversational Interfaces - Wie sich automatisierte Interaktionen mit Chatbots empathisch gestalten lassen}, series = {Marketing Review St. Gallen}, volume = {38}, journal = {Marketing Review St. Gallen}, number = {4}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {18-25}, year = {2021}, abstract = {Angesichts der Wichtigkeit zwischenmenschlicher und emotionaler Interaktionsprozesse im Service-Bereich steht der Einsatz von Conversational Interfaces vor der Herausforderung, wie die Interaktion von Kunden mit einer Technologie neben der reinen Effizienz auch einen pers{\"o}nlichen und emotionalen Faktor entwickeln kann. Der Beitrag widmet sich der Relevanz von Empathie in der digitalen Interaktion am Beispiel von Chatbots und zeigt anhand empirischer Studien, dass digitale Empathie aus Unternehmenssicht sowohl m{\"o}glich als auch erforderlich ist.}, language = {de} } @article{KlugHahn2019, author = {Klug, Katharina and Hahn, Alexander}, title = {Kunde-Marken-Interaktion durch Chatbots}, series = {Marketing Review St. Gallen}, volume = {36}, journal = {Marketing Review St. Gallen}, number = {4}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {12-21}, year = {2019}, abstract = {Nutzer verlagern ihre Kommunikation weitgehend in Messenger-Apps. Somit gewinnen Chat-Kan{\"a}le zunehmend an Bedeutung. Auch Unternehmen setzen neben personenbasierten Chat-Kan{\"a}len immer h{\"a}ufiger automatisierte Chatbots in der Kundenkommunikation ein. Chatbots schaffen somit f{\"u}r Marken neue Schnittstellen zwischen Nutzern und (Chat-)Maschinen. Im Gegensatz zu etablierten Kan{\"a}len wie Websites und Social-Media-Plattformen liegen nur wenige fundierte Erkenntnisse zur Chatbot-Wirkungsweise mit Blick auf User-Experience (UX)-Design und Performance Marketing vor. Dieser Beitrag greift zentrale Fragen zur Chatbot-Kommunikation auf und entwickelt ein zukunftsorientiertes Framework auf Basis empirischer Studien. Drei experimentelle Studien mit {\"u}ber 1200 Nutzern aus verschiedenen Branchen im Start-up- und Corporate-Kontext zeigen, (1) dass Chatbots klassischen Online-Formularen {\"u}berlegen sind, (2) dass Nutzer Chatbots mit einer h{\"o}flichen und ehrlich wirkenden Brand-Personality positiver wahrnehmen und, (3) dass die Visual Brand-Identity der Chatbot-Umgebung die Markenwahrnehmung beeinflusst. Der Beitrag schliesst mit zentralen Learnings und Handlungsimplikationen f{\"u}r Marketingmanager und Agenturen.}, language = {de} } @article{HahnTimoSandner2020, author = {Hahn, Alexander and Timo, Knackstedt and Sandner, Philipp}, title = {The Blockchain's Impact on Digital Marketing Platforms}, series = {Marketing Review St. Gallen}, volume = {37}, journal = {Marketing Review St. Gallen}, number = {6}, publisher = {Thexis Verlag, St.Gallen}, issn = {1865-7516}, pages = {20-29}, year = {2020}, abstract = {The platform economy is booming. However, platform business models are often based on powerful monopolies or oligopolies, leading stakeholders to look for more balanced ecosystems. As blockchain technology offers decentralized solutions, it appears attractive for replacing such platforms. However, many blockchain applications are still in an early stage. This paper scrutinizes how the blockchain affects the platform economy and whether relevant blockchain applications with product/market fit exist. The paper draws on a qualitative mixed-method approach followed by a case analysis to develop a basic framework for assessing the impact of blockchains on platform economies. The results are illustrated by means of a blockchain based platform with a proven product/market fit. Options for incumbent firms to draw on this new infrastructure are outlined.}, language = {en} } @article{AhnfeldHahnJoostenetal.2023, author = {Ahnfeld, Tobias and Hahn, Alexander and Joosten, Jan and Klug, Katharina and Totzek, Dirk}, title = {Testing Social Media Advertising Effectiveness with Multi- Method User Experience Research}, series = {Marketing Review St.Gallen}, volume = {40}, journal = {Marketing Review St.Gallen}, number = {6}, publisher = {Thexis}, address = {St. Gallen}, issn = {1865-7516}, pages = {32-39}, year = {2023}, abstract = {This study highlights the importance of pre-testing social media ads and explores the challenges of objectively assessing ad performance. It outlines how a multi-method approach combining facial coding and eye-tracking can help identify successful ads before launch. The findings emphasize the growing importance of user experience research (via digital empathy) for social media advertising and performance marketingrketing.}, language = {en} } @incollection{HahnKlug2021, author = {Hahn, Alexander and Klug, Katharina}, title = {Vernetzung digitaler und analoger Lehre: Digital Prototyping Tools in der akademischen Marketingausbildung}, series = {Marketing \& Innovation 2021}, booktitle = {Marketing \& Innovation 2021}, editor = {Naskrent, Julia and Stumpf, Marcus and Westphal, J{\"o}rg}, publisher = {Springer Gabler, Wiesbaden}, isbn = {978-3-658-29366-6}, doi = {10.1007/978-3-658-29367-3_14}, pages = {281-299}, year = {2021}, abstract = {Prototyping ist f{\"u}r die Validierung aller Gesch{\"a}ftsphasen sinnvoll. Viele Wirtschaftsstudierende, Absolventinnen und Absolventen sind jedoch derzeit kaum in der Lage, digitale Prototypen ohne die Unterst{\"u}tzung und Erfahrung von Designerinnen und Designern, Entwicklerinnen und Entwicklern sowie Ingenieurinnen und Ingenieuren zu erstellen. Dieser Beitrag zielt darauf ab, den Ansatz des Rapid Prototypings im Rahmen der Higher Business Education zu beleuchten, und legt den Schwerpunkt auf die eigenst{\"a}ndige Entwicklung und das Testen von Prototypen. Verschiedene digitale Hilfsmittel werden vorgestellt und ein exemplarischer Kursablauf beschreibt, wie Rapid Prototyping digital und analog in modernen Lehrpl{\"a}nen von Business Schools einsetzbar ist. Als zentrales Ergebnis ist erkennbar, dass Rapid Prototyping im akademischen Kontext als Win-win-Situation f{\"u}r alle relevanten Stakeholder fungieren kann. Studierende sch{\"a}tzen die motivierende und direkte Arbeitsatmosph{\"a}re. Sie lernen, kollaborativ an digitalen Prototypen zu arbeiten und diese im Rahmen von Problem-L{\"o}sungs-Fit-Tests analog mit ersten Nutzenden zu testen. Dozierende k{\"o}nnen theoretischen Input in konkrete Use Cases einbringen und digitale mit analoger Lehre verkn{\"u}pfen. Hochschulmanagerinnern und -manager sch{\"a}rfen das Profil ihrer Institution und Unternehmenspartner erhalten akademisch validierte Testergebnisse und den Kontakt zu digital ausgebildeten potenziellen Mitarbeitenden.}, language = {de} } @inproceedings{BilgramHahnJoostenetal.2024, author = {Bilgram, Volker and Hahn, Alexander and Joosten, Jan and Totzek, Dirk}, title = {Comparing the Ideation Quality of Humans With Generative Artificial Intelligence}, series = {IEEE Engineering Management Review}, volume = {52}, booktitle = {IEEE Engineering Management Review}, number = {2}, issn = {0360-8581}, doi = {10.1109/EMR.2024.3353338}, pages = {153-164}, year = {2024}, abstract = {Traditionally, ideating new product innovations is primarily the responsibility of marketers, engineers, and designers. However, a rapidly growing interest lies in leveraging generative artificial intelligence (AI) to brainstorm new product and service ideas. This study conducts a comparative analysis of ideas generated by human professionals and an AI system. The results of a blind expert evaluation show that AI-generated ideas score significantly higher in novelty and customer benefit, while their feasibility scores are similar to those of human ideas. Overall, AI-generated ideas comprise the majority of the top-performing ideas, while human-generated ideas scored lower than expected. The executive's emotional and cognitive reactions were measured during the evaluation to check for potential biases and showed no differences between the idea groups. These findings suggest that, under certain circumstances, companies can benefit from integrating generative AI into their traditional idea-generation processes.}, language = {en} } @article{HomburgJensenHahn2012, author = {Homburg, Christian and Jensen, Ove and Hahn, Alexander}, title = {How to Organize Pricing? Vertical Delegation and Horizontal Dispersion of Pricing Authority}, series = {Journal of Marketing}, volume = {76}, journal = {Journal of Marketing}, number = {5}, publisher = {Sage Publications, Inc.}, issn = {1547-7185}, pages = {49 -- 69}, year = {2012}, abstract = {Although pricing is one of the strongest drivers of profitability, little empirical research has examined how a firm should organize pricing internally. This research draws on the information-processing view of organizational design to conceptualize a framework of how firms organize their pricing authority both within the sales function and across the sales, marketing, and finance functions. The authors find a nonlinear, inverted U-shaped relationship between the vertical delegation of pricing authority and profitability as well as a positive relationship between the horizontal dispersion of pricing authority across sales, marketing, and finance and profitability. Another key finding is a positive interaction between vertical delegation and horizontal dispersion, indicating that firms need to jointly design vertical delegation and horizontal dispersion. In addition, the results identify price-related market dynamism as a moderator of the horizontal dispersion of the pricing authority-profitability relationship and emphasis on margin-based incentives as a moderator of vertical delegation of the pricing authority-profitability relationship. The authors also analyze the relationship between the organizational design of pricing authority and sales growth.}, language = {en} } @book{Hahn2012, author = {Hahn, Alexander}, title = {Die Rolle des Marketing f{\"u}r die Ressourcenakquise junger Technologieunternehmen}, publisher = {Gabler}, address = {Wiesbaden}, isbn = {978-3-8349-4315-6}, issn = {2627-8456}, pages = {XIII, 141}, year = {2012}, abstract = {Junge Technologieunternehmen stehen oftmals vor der Herausforderung, externe finanzielle Ressourcen f{\"u}r ihr weiteres Wachstum akquirieren zu m{\"u}ssen. In den Augen potenzieller Investoren ist vor allem das Marketing von großer Bedeutung f{\"u}r den Erfolg solcher Unternehmen. Aus diesem Grund unterstucht Alexander Hahn in drei empirischen Studien den Einfluss marketingbezogeneer Determinanten auf die Akquise von Ressourchen durch junge Technologieunternehmen. Der Autor kann unter anderem zeigen, dass Marketingvorst{\"a}nde und Trademarks junger Technologieunternehmen die Ressourcenakquise f{\"o}rdern k{\"o}nnen.​}, language = {de} }