Browsing by Subject "Science, technology"
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Item Restricted B2B & B2C social media communication before and amid the coronavirus pandemic in tech industry(2020) Yangin, Sultan; Di Bella, Jessica; Poljsak-Rosinski, Petra; bachelor thesis in Business Administration"The recent health crisis affected people, businesses and their social media marketing practices. Social Media Marketing is becoming more critical every day for all businesses, especially in the face of Coronavirus, and the tech companies are no exception. In the age of the COVID-19, organizations need to adapt their social media marketing strategies. Despite the importance of the technology companies today, there is very little information in the literature regarding principal differences of social media marketing practices in the tech industry. This paper focuses on exploring both the principal differences between B2B and B2C social media marketing (SMM) communication and the effects of the global COVID-19 health crisis on B2B and B2C tech companies' social media communication. The study briefly introduces the events that led to the birth and the rise of social media to construct a solid background for the reader. The paper continues with a comprehensive literature review on social media marketing basics and then presents the explored four main principle differences between B2B and B2C tech companies' social media marketing. The significance of this paper is that using a case study of Google, Microsoft & Facebook and conducting a template analysis on their social media handles the study analyzes and shows how COVID-19 affected tech companies' social media marketing practices in both B2C and B2B contexts. Keywords: social media, social media marketing, differences between B2B and B2C marketing in the tech industry, Coronavirus impact."Item Restricted Smart homes : the future of residential interiors?(2018) Ebert, Carola; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"The aim of this thesis is to exemplify the research question: What are a smart home's characteristics, advantages and disadvantages in the present day and how do users relate to the new living phenomena and its connected technologies? The two methods used are qualitative research including literature review, which has been carried out in the English language only, and case studies. The used literature focuses on general definitions, the history of smart homes, smart devices and networks and comments on benefits and problem with an insight of the users' perspectives. The two case studies compare two different scenarios: one executing a national survey looking at advantages and disadvantages and the other describing a personal experience of moving into a smart home. In order to provide a clear structure, a comparative assessment of the case studies is provided and a conclusion is given at the end with an approach to the estimated future of smart homes. Final, a project proposal for a smart hotel apartment is given and a graphic depiction of the proposal is given in form of a project documentation."Item Restricted Smart retail : opportunities of using augmented reality and contemporary media in retail design by the example of a sports brand(2018) Wohlfahrt, Charlotte; Pöğün-Zander, Yüksel; Starck, Adrian von; Faculty of Architecture and Design; Berlin International University of Applied Sciences"This research explores the boundaries between virtual and analogue space. What happens when we merge actual space with an augmented experience or illusion? A digital store design can change the future of shopping, bring advantages to retailers and customers and reform how retail designers approach their work. [...]. The aim of this research is to explore the challenges and opportunities when using augmented reality (AR) and contemporary media in retail stores, in order to determine their impact on how to plan a successful store design. To create a story within this thesis, a series of research questions will be asked. Starting with an overview of the existing shopping experiences before new media technologies and augmented reality. How do we shop? What are the factors that positively influence our buying behavior and how are retail spaces planned to influence this? Moving on, what the term augmented reality is commonly used for and what new media technologies we can profit from, will be defined. How does the technology work and what are current AR trends? How can it be integrated in retail effectively and what are some functioning examples? This research will examine whether it is even measurable and if so, can this technology lead to a higher ROI? [...] this thesis will propose a smart retail design that is user friendly and enforces shopping behavior by offering a unique experience, in addition to a fluid buying process. [...] Critically assessing and comparing existing literature will be the basis of this research. The analysis of three case studies on the integration of technology into a design concept will help to identify how retail design and technology can be smoothly interlocked in terms of the customers experience. Furthermore, conducting an interview with a retail space owner and interior designer will provide information to back up the importance of this research."Item Restricted The impact of algorithm-driven design on the visual languages of graphic and motion design industries(2020) Bugaev, Anton; Hillmann-Regett, Jan; Lehr, Jakob; bachelor thesis in Graphic Design"The bachelor's thesis 'The impact of algorithm-driven design on the visual languages of graphic and motion design industries' is looking at an emerging design approach powered by computer algorithms. Algorithm-driven design is a new and slowly emerging graphical approach to the complex world of design. While staying in the niche, due to the requirement of coding knowledge from an artist, it is slowly getting to the mainstream as more user-friendly designed experiences in a form of AI-powered tools, which do not require the knowledge of code. It is speculated that, in the future, a majority of the designs will be done with AI, where the human designer job will evolve to a curator, who has to pick out the best design solutions presented by the AI software. The thesis aims to give a brief introduction to the topic, written accessibly to a curious designer who has interest in motion or graphic design, in order to spark the interest in the topic and prepare for a plausible AI-driven future. To achieve this, the thesis is looking at a mixture of primary sources, such are the interviews with industry professionals, who have experience with algorithms, supported by secondary sources, such are articles, design projects and books. Ultimately, the thesis will give a basic understanding of various algorithmic approaches to design and attempt to unfold the impact of the algorithmic technology on visual languages of motion and graphic design industries."