Browsing by Subject "Social Media"
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Item Restricted How COVID-19 Influenced Berlin Fashion Brands in Terms of Online Marketing Strategies(2022) Iryna Zaporozhets; Mantel, Peter; Ülker, Bariş; Faculty of Business Administration; Berlin International University of Applied SciencesAUTHOR-SUPPLIED ABSTRACT: Abstract: This thesis examines changes in online marketing strategies for Berlin-based fashion companies, with a specific focus on influencer strategy. The paper explores the history of digital marketing, its potential for development, main strategies employed in the field, the evolution of social media platforms, and the definition of influencer strategy. Furthermore, it investigates how influencer strategy can benefit fashion brands, particularly during the pandemic. Keywords: online marketing strategies, Berlin-based fashion companies, influencer strategy, digital marketing, development, main strategies, social media, pandemic, fashion brandsItem Restricted Music Industry and Arab Culture in Berlin : What Role Do Marketing Strategies Play in Promoting Arab Culture in the Music Industry in Berlin?(2023) Jana Sayed Ahmad; Artinger, Florian; Ülker, Barış; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Role of marketing strategies in promoting Arab culture in the music industry in berlin By Jana Sayed Ahmad This thesis examines the role, importance and influence of various existing marketing strategies applied to promote Arab culture within the music industry in Berlinches This research put the focus on the use of digital media, particularly a strong social media presence and the organisation of Arab-themed events, that create a remarkable community engagement and involves musicians and other individuals active in the Berlin music scene. The dominant strategy observed involved the use of Instagram. It allowed musicians to easily communicate their work, enhancing Arab Music visibility and accessibility for a wider audience. Finally, what was found in this study is the identifiation of an exsisting gap regarding the communication of released content by artists direcly involved in producing or working with Arab Music in the Berlin music scene. Therefore, this research emphasis the need to put more focus on the marketing efforts, as it remains a main factor in widening the audience circle and creating more recognition for any kind of music and particularly Arab music in Berlin, which will eventually lead to a significant impact and achieve better outcomes. Keywords: Marketing strategies, Social media, Arab Music, Berlin music sceneItem Restricted Social Media Influencers and Their Effect on Consumer Purchase Decisions : Influencers and the Berlin Fitness Industry(2023) Charm Chanyapat; Mantel, Peter; Villegas, Erick Behar; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: As fitness influencer marketing emerging as a new form of social media marketing and health and fitness becoming increasingly popular topics in recent years, more individuals are seeking to capitalize on this trend by incorporating it into their social media platforms, particularly on Instagram. This situation presents a potential opportunity for all stakeholders involved, including influencers, companies, and end customers. The objective of this thesis is to examine the impact of fitness social media influencers on consumer behavior within the fitness industry in Berlin, specifically exploring the influence of product placement sponsorship strategies and the effectiveness of different influencer types. The research will involve surveying a sample size of 100 fitness and health consumers in the Berlin area, utilizing frequency analysis and correlation analysis statistical methods to analyze the data and identify patterns and trends in consumer behavior. The primary objective of this thesis is to conduct a quantitative analysis of the effectiveness of influencer marketing within the Berlin fitness industry. The study seeks to explore the implications of these findings for future social media marketing strategies. Keywords: Social Media, Fitness Influencer, Purchase DecisionItem Restricted The Impact of Technostress on Employee Productivity, Job Satisfaction and Well-being : a Quantitative Study of Social Media Adoption in Organisations(2023) Sofia Moumile; Hynes, Jennifer; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Purpose - This quantitative study investigates the effects of technostress caused by social media adoption on employee productivity, job satisfaction, and well-being. It addresses the urgent problem posed by the convergence of social media and organisational dynamics in an era of unprecedented technological progress. Methodology - The study investigates the relationship between social media-induced technostress and employee outcomes by sending a questionnaire to employees who use social media for work purposes. It employs a quantitative research methodology to collect data and reveal insights regarding the effects of social media-induced technostress on performance, job satisfaction, and well-being. Findings - The study reveals a dual narrative that challenges conventional understanding. Technostress has a negative impact on employee outcomes, including productivity, job satisfaction, and well-being. Hindrance stressors such as information overload and blurred work-life boundaries pose significant challenges. However, the study also uncovers the emergence of positive elements called challenge technostressors, which foster growth, motivation, and employee performance. Significance - This study significantly contributes to filling a substantial gap in the literature regarding the impact of social media-induced technostress on employee productivity, job satisfaction, and well-being. By uncovering both the negative and positive elements of technostress, it provides valuable insights for organisations seeking to manage technostress effectively and cultivate a productive work environment. The study's findings offer practical recommendations for organisations to address the challenges and harness the benefits associated with social media adoption, ultimately promoting employee well-being, and enhancing organisational outcomes. Keywords: technostress, social media, employee productivity, job satisfaction, well- being, challenge stressors, hindrance stressorsItem Restricted The Impact of Tiktok as a Music Marketing Tool on Generation Z's Engagement and Song Liking : an Experimental Study(2023) Selma Moumile; Artinger, Florian; Koç, Hasan; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: Purpose: During the COVID-19 pandemic, social media platforms such as TikTok have played a significant role, drawing in content makers and performers alike. This research seeks to answer whether individuals' exposure to a song on TikTok has a different effect on their interest and degree of liking with music than exposure to the same song solely on other music streaming platforms. The research also expects to show how TikTok might be a marketing tool for musicians. Research Design and Methodology: The study uses a quantitative research approach to determine whether, or not, watching TikTok videos increases viewers' interest in and preference for a song. Quantitative information is gathered from two groups of respondents using structured surveys with PANAS questions and Likert scale questions. The research uses the reliable and accurate Music Receptivity Scale (MRS) to measure the participants' degree of liking a specific song. Findings: The results of this research examine how viewing a TikTok video effects Gen Z listeners' degree of liking a piece of new music. Participants in the baseline group were only asked to listen to a song on Spotify. The participants in the second group, who first saw a TikTok video showed more interest and liking in the song than those in the baseline group. A statistically significant difference in average scores between the two groups indicates that participants' interest and impressions of the music were affected by their exposure to TikTok. Value, originality: These results add to the expanding body of literature on TikTok as a music marketing tool, suggesting future directions for the independent music industry and general music industry. The study provides insights into the potential of TikTok as a vital tool for enhancing the degree of liking for a song, which illuminates the role of TikTok in changing music tastes and emotional reactions among Generation Z. Keywords: TikTok, degree of liking, music consumption, social media, Generation Z, music marketing, Music Receptivity ScaleItem Restricted The Impacts of Social Media Platforms on Brand Loyalty and Brand Awareness of Smes(2023) Lara Özcan; Glarou, Despoina; Ülker, Barış; Faculty of Business Administration; Berlin International University of Applied SciencesAI-GENERATED ABSTRACT: Abstract: In today's increasingly digital era, the emergence of social media platforms has revolutionized how businesses interact with their customers. As a result, small and medium enterprises (SMEs) attending fairs are presented with a unique opportunity to harness the power of social media to enhance brand loyalty and create long-lasting relationships with their customers. This thesis explores the effective utilization of social media platforms as a strategic tool for SMEs attending fairs to increase brand loyalty and customer retention. A qualitative research method is employed in which interviews will be held with SME owners and managers. The semi-structured interview will allow the interviewees to express their experiences, thoughts, and insights on the matter more flexibly. In addition, through the analysis of primary data, the research seeks to identify key strategies and best practices SMEs should use to leverage social media platforms effectively. The findings reveal that social media platforms offer SMEs attending fairs a multitude of avenues to connect with their target audience, establish strong brand identities, and foster a sense of loyalty among customers and other businesses. By engaging customers through compelling content and personalized interactions, SMEs can build trust, strengthen their brand image, and deepen customer loyalty. In addition, these insights enable SMEs to adapt and tailor their marketing campaigns to align with customer preferences and behaviors, enhancing customer loyalty. Ultimately, this thesis serves as a valuable resource for SMEs attending fairs, providing actionable recommendations and insights into leveraging social media platforms effectively to bolster brand loyalty and cultivate lasting customer relationships. Keywords: digital era, social media, small and medium enterprises, SMEs, fairs, brand loyalty, customer retention, qualitative research, marketing strategies, customer engagement