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Exploring the Influence of HR Processes Digitalization on Efficiency and Employee Satisfaction, and Strategies for Enhanced Implementation : Case study of Berlin International University of Applied Sciences

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dc.contributor.advisorHynes, Jennifer
dc.contributor.advisorKoç, Hasan
dc.contributor.authorTajangi, Sana
dc.contributor.departmentFaculty of Business Administration
dc.contributor.otherBerlin International University of Applied Sciences
dc.date.accessioned2025-02-19
dc.date.accessioned2025-12-02T10:35:09Z
dc.date.available2025-12-02T10:35:09Z
dc.date.issued2024
dc.description.abstractAUTHOR-SUPPLIED ABSTRACT: This thesis investigates the impact of Balenciaga's response to the legal challenges arising from its controversial 2022 marketing campaign on the brand perception among 18-34-year-old consumers in Germany. Utilizing a mixed-method approach, the research examines how this demographic perceives Balenciaga’s actions, focusing on five key factors: sexual abuse of children, scandal, moral ambiguities, marketing campaign, and transparency and accountability. Findings reveal that young consumers prioritize transparency and accountability, showing heightened sensitivity to social and moral issues. The influence of social media and key influencers further shapes their perception, demonstrating the critical role of effective crisis management and ethical communication. This study underscores the importance of addressing legal and ethical issues promptly and transparently to maintain consumer trust and loyalty. The insights provided offer valuable guidance for brands in navigating similar controversies, highlighting the need for clear, responsible, and socially conscious responses to protect and enhance brand reputation among young, socially aware consumers. Key Words: Brand Perception, Crisis Management, Marketing Campaign, Legal Challengesen
dc.description.degreeMA
dc.description.tableofcontentsMACHINE-GENERATED CONTENTS NOTEen
dc.identifier.urihttps://repository.berlin-international.de/handle/123456789/1129
dc.language.isoeng
dc.subjectbranded products
dc.subjectbranding
dc.subjectbrands
dc.subjectconsumer behaviour
dc.subjectconsumers
dc.subjectimage (profile)
dc.subjectimage marketing
dc.subjectmental pictures
dc.subjectproduct placement
dc.subjecttrademarks
dc.titleExploring the Influence of HR Processes Digitalization on Efficiency and Employee Satisfaction, and Strategies for Enhanced Implementation : Case study of Berlin International University of Applied Sciences
dc.typeThesis

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