Browsing by Subject "Consumer behaviour"
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Item Restricted A cross-cultural comparison of influencer marketing campaign strategy on Instagram between German and Indonesian influencer(2020) Gunawan, Gloria Stephanie; Artinger, Florian M; Lieb, Manfred G; bachelor thesis in Business Administration"Influencer marketing is a highly relevant topic in digital marketing worldwide. It has proven to efficiently gain awareness and drive sales, especially on social media like Instagram. This study explores the influencer marketing campaign strategy on Instagram, looking at influencer's side in two different countries: Germany and Indonesia. Starting with the introduction of influencer marketing, influencer's characteristics, and Instagram as the sole platform analyzed in this study; this paper compares the influencer marketing development and national cultures of the two countries. The national culture comparison in this paper is based upon Hofstede's six dimensions, which will be reflected later in a marketing context. Methodological approaches to answer the research questions are elaborated afterward. The implication of the results is later discussed along with the recommendation for future studies surrounding this topic. The conclusion is drawn to point out the differences and similarities between German and Indonesian influencers in their strategies to promote campaigns on Instagram."Item Restricted An analysis of influencers in the fashion industry in times of the corona pandemic(2020) Sivrikaya, Elif; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis aims to examine the works of influencers that we frequently encounter while using social media, and will examine how they continue their practices based on the fashion industry, especially with the increasing competition among themselves during this pandemic period. For this purpose, it primarily focuses on the fashion sector, includes information on crisis management, and analyses the activities of influencers during the pandemic period. [...] Thus, the crisis in the fashion industry will be seen and then a connection will be established with influencer marketing. In the periods is determined, the activities of the influencers will be analyzed by looking at their average likes and comments."Item Restricted Below the line advertising in the telecommunications industry : analysis for the case of Germany(2020) Talha Altaf, Muhammad; Behar Villegas, Erick; Mantel, Peter; bachelor thesis in Business Administration"This study is conducted with the aim of finding, understanding and analyzing the relationship between below the line advertising and consumer purchase intention in the telecommunication industry in Germany. The study also describes the relationship between above the line advertising and below the line advertising and how the latter has started to become a more profitable and efficient option. Due to the fact that below the line advertising includes many different promotional activities, this study only focuses on the three main branches, i.e. Billboards, Sponsorships and Sales Promotion. The study was carried with the help of the primary data collection which was obtained by the use of questionnaire answers and also with the help of secondary data obtained from different sources. The connection between the said below the line advertising activities and consumer purchase intention in the telecom industry was then analyzed and the results identified how significant sponsorships and sales promotions are in altering a customer's purchase intention in the telecom industry, meanwhile, billboards did not prove to be as effective. The study cannot be considered as the only answer to the question due to the limitations faced. Different factors such as the different localities and norms of the respondents, limited access to information and other external factors can have different implications on the findings of the study."Item Restricted COVID-19 as an Accelerator for eLearning Solutions in German Universities(2021) Herold, Marvin M; Behar Villegas, Erick; Lieb, Manfred G; bachelor thesis in Digital Business and ManagementThe current lockdown situation as the result of coronavirus has proven to be severely impactful to businesses and the education industry alike. Many educational institutions have found technical and organizational solutions to continue their studies so that the students are not affected as much by the prevailing situation. The eLearning industry has experienced significant growth and has proven to be the backbone of the education industry. Germany has also learned the importance of eLearning in the face of COVID-19 and has shown great improvements compared to the pre-pandemic situation. Germany has identified the gap in digital learning and is gradually taking the necessary steps to upgrade the academic infrastructure. The lack of learning resources and tools to enhance digital learning was a great challenge. The technical eLearning platforms have come across multiple opportunities during this situation to expand their business and introduce new features in their platforms that can support the development of online learning needs for students. Microsoft has upgraded its Microsoft Teams App to allow a simple learning process for students by collaborating and communicating easily. At the same time, this App has been used frequently by businesses for internal and external meetings. The addition of this feature has increased the share price of the company and its usage has increased by 78% during COVID-19. Students in Germany have positively responded to online learning solutions, although predisposed in general to conventional classroom-style teaching. The positive experiences from online study mechanisms have influenced the trend. Overall students have shown high levels of satisfaction and simply reveal that online learning systems are a great enhancement to traditional learning approaches. Amongst other topics, this study analyzes the communication behavior of students via digital devices and how the rise of COVID-19 has propagated eLearning in Germany. Although the focus is on the technical aspects especially in Germany, this thesis also highlights social and psychological challenges with the adoption of eLearning in general for recommended further studiesPublication Restricted Reimaginig Familiarity: Fashion Retail Design Beyond Repetition(2025) Akzhan, Begassilova; Tubles, John; Escobar, Pierre; Interior Architecture/Interior Design (BA); Berlin International University of Applied SciencesThis thesis examines the importance of creating engaging retail environments in the context of a rapidly evolving fashion industry. As digital commerce increasingly dominates the market, physical stores can not longer solely rely on standardized strategies to maintain relevance. While repetition provides consistency and brand recognition, it often results in aesthetic fatigue, diminished consumer interest and a lack of cultural connection. The research argues that in the current retail landscape, spatial design must move beyond uniformity and instead prioritize atmosphere, narrative and sensory engagement. By shifting the focus from visual repetition to emotionally resonant experiences, brands van cultivate familiarity while remaining adaptive to context and culture. The study concludes the engaging design is essential for the survival of physical retail spaces, positioning them as experiential platforms that foster lasting connections between brand and consumer in an increasingly digital market.Item Metadata only The customer decision journey : how to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization?(2017) Gafar, Furkan; Kang, Long; Lieb, Manfred G; Faculty of Business Administration; Berlin International University of Applied Sciences"Understanding the customers and the way they interact with the businesses and markets was always beneficial to companies. Not only allowing to prioritize the efforts according to factors leading to generate the most profits but also giving a third person view on the sales process helped evolving companies to be more competitive. Nevertheless, the customer journey focuses as the name says on the customers and so human beings. The whole construct is built upon the behaviors and attitudes of a targeted group or a society. Encoding these and adapting the gained information to the business models is the key to success. However, these behaviors and attitudes changed drastically with the digitalization era - new challenges emerged. Customers are well informed and supplied products are getting of an identical type - differences barely recognizable. Therefore, aspects like services and customer friendliness are gaining more and more in importance - customer decide upon other criteria than the product itself. With the help of the customer journey, gaps between the desired customer experiences and the status quo are highlighted. The thesis aims at giving suggestions to overcome the weaknesses in the journey of the customer in a retail outlet with the help of digitalization."Item Restricted The development of marketing communication in the social media world : a closer look into the fashion industry's social media strategy(2019) Miranda, Amanda G. de; Lieb, Manfred G; Schroeder, Süheyla; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper intends to explore the mechanisms in the human psyche, which are responsible for shaping decisions regarding purchasing behavior. The study focuses on the marketing communication tools responsible for directing consumers towards choosing a specific product or service, as well as analyzing how these strategies operate. A special outlook on the fashion industry's marketing strategies will presented to further solidify the research on the marketing tools explored throughout the paper. The analysis concerning the fashion industry strategies will be presented through the lens of fast-fashion and premium fashion products and how each sector's strategies and their characteristics shape consumer choices in a social media setting."Item Restricted The role of sustainability in purchasing decisions of young consumers in the fashion industry : cases of H&M and Zara(2020) Saybak, Cansu; Behar Villegas, Erick; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"This thesis declares to cover the topic: 'the role of sustainability in purchasing decisions of young consumers in the fashion industry'. It aspires to have an unconventional and alternative informational source of H&M and Zara in connection to young consumers' decision-making processes. Being and behaving sustainable or unsustainable has an important impact on the environment. Variations of internal and external factors affect young consumers' purchasing decisions which have both positive and negative outcomes. A better awareness of the definition of sustainability can serve to influence different companies, consumers, and governments to conform to more positive social and environmental behaviours. Data was collected by published and unpublished raw sources. Keywords: Young Consumers, Decision-Making Process, H&M and Zara, Sustainability, Business Behaviour, Fast Fashion, Fair Fashion."Item Restricted Towards a Renting Economy: Change in Consumer Behavior Amongst Younger Consumers(2021) Dillevig, Herman; Mantel, Peter; Poljsak-Rosinski, Petra; bachelor thesis in Arts Business Administration - International Management and MarketingProviding consumer with access instead of ownership is becoming an increasingly popular business model. Businesses are starting to see this as a new way of capitalizing on their products. The change in consumer behavior and a growing amount of new business providing these types of services are powering the movement. However, little research has examined younger consumers regarding renting as a mode of consumption. This research focuses on the change in consumer behavior amongst younger consumers. Investigating who and why younger consumers are engaging in the renting economy. Primary data has been collected through a survey. 80,4% Of the survey contestants are from Norway, and 88,8% were between 18-24 years old. Results show that 90,7% of the survey participants think non-ownership modes of consumption can stimulate personal consumption needs. "Economic reasons", "convenience" and "only need the product once" is the main reasons for renting consumer goods. 85% think they will use more renting services in the future. The participants show positive attitudes towards renting as a mode of consumptionItem Restricted Under the influence of #sponsored : the development of advertising to influencer marketing in regard to how this particular method is engaging targeted audiences in today's digital world(2019) Humphries, Georgia Mae; Lieb, Manfred G; Mantel, Peter; Faculty of Business Administration; Berlin International University of Applied Sciences"This paper highlights the necessity for fashion and lifestyle brands to adopt the modern digital world of marketing, including one of the forefront methods, influencer marketing. Beginning with an overview of the development advertising has seen to reach the point where influencer marketing has become one of the most effective ways to promote products and services to a targeted audience, the paper illustrates why brands should be engaging and investing in campaigns. The different forms of campaigns are then discussed with insights as to which are most beneficial for various business scenarios, followed by the four 4 M's of influencer marketing, offering a structure for companies to achieve optimum results. Common issues are brought up for which solutions are then provided later in the paper. Methodology subsequently covers strategies surrounding data collection and considerations. The results of the study are observed and reflected upon with critical analysis of the topic in the discussion section, which concludes the paper answering the question as to how this method is beneficial to brands wishing to directly engage their audience."