85.40 Marketing
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This study intends to examine the impact of mobile marketing and content marketing – specifically user generated content (UGC) – on the consumer buying intention on young social media users in Austria. The goal of this study is to understand the role of user generated content during the customer journey, particularly during the purchasing process. Employing a quantitative approach data was collected from a sample of 389 young social media users aged between 16 and 44 in Austria through an online questionnaire. Multiple linear regression analysis was conducted to examine the impact of trustworthiness, valence, information richness and quality on the purchase intention. The findings reveal that all four variables have a statistically significant positive impact on the purchase intention. Information richness and quality exert the greatest influence on the purchase intention, followed by valence and trustworthiness, which have comparatively lesser impact in that order.
Der Einfluss von User-generated Content und Firm-generated Content auf die digitale Kaufabsicht
(2023)
Die sozialen Medien haben sich zu einem elementaren Bestandteil jeder Kommunikationsstrategie entwickelt und die Interaktion und Vernetzung mit und zwischen Nutzer*innen neu definiert. User-generated Content spiegelt den Kerngedanken der sozialen Netzwerke wider und gewinnt gegenüber Firmgenerated Content zunehmend an Relevanz. Die vorliegende Arbeit beschäftigt sich mit der Frage wie sich der Content-Typ (User-generated Content versus Firm-generated Content) auf die digitale Kaufabsicht von Naturkosmetikartikeln in der Altersgruppe Millennials (25 – 34 Jahre) auswirkt. Hierzu wird eine experimentelle Studie am Beispiel der Social-Media-Plattform Instagram durchgeführt. Potenzielle Einflussfaktoren wurden mittels Einbeziehung der Mediatoren Informationsgehalt, Vertrauenswürdigkeit, Objektivität,Risikominimierung und Absicht zur Informationsweitergabe in die Messung mit aufgenommen. Die Ergebnisse der Studie führten zu einer Annahme der H0-Hypothese. Es konnte kein Einfluss des Content-Typs auf die digitale Kaufabsicht nachgewiesen werden.
Fast fashion is an industry that contributes to overconsumption and a throwaway culture. This not only creates social problems, such as worrying working conditions in the pro-duction phase. The excessive consumption of textiles and fashion in particular also contributes significantly to environmental concerns. One possible countermeasure to this trend is access-based consumption. Here, items of clothing are rented out for use for a certain period of time, increasing the utility rate and lifespan of the clothing compared to clothing owned by consumers. This conserves resources, reduces waste, and reduces emissions. Purpose: This study examines the influence of consumer values and consumer perceived readiness on consumers’ use intentions regarding access-based consumption. Furthermore, attitude and subjective norm are included in the analysis. This adds significant insights to the existing literature on the motivations for this consumer behavior. Method: A quantitative research approach was chosen for this study. An online questionnaire was used to collect the needed data. After the data cleaning process was completed, a total of 366 questionnaires could be used for the analysis. Multiple linear regression was used to test the impact. Conclusion: The results of the study show that consumer values have an impact on attitude and subjective norm. Attitude, in turn, has an influence on consumer perceived readiness and use in-tention. The influence of subjective norm on the intention to use these services was also con-firmed. An influence of subjective norm on consumer perceived readiness and of readiness on use intention could not be confirmed.
Die steigende Nachfrage nach nachhaltigen Produkten und Dienstleistungen zeigt sich besonders im Bereich zugangsbasierter Nutzungsmodelle – sogenannten Access-based Services (ABS). Konsument*innen erhalten Zugang zu diversen Gütern und Dienstleistungen, ohne diese zu besitzen, und tragen somit zur übergeordneten Sharing Economy bei. Nachhaltiges Konsumbewusstsein lässt sich seit einigen Jahren vor allem durch die vermehrte Nutzung von Secondhand-Mode und einem bewussteren Kaufverhalten besonders in der Textilbranche, erkennen. Die Textilbranche, als Unterkategorie der Textilindustrie, zählt zu den größten Umweltverschmutzern weltweit und trägt durch diverse unethische Geschäftspraktiken maßgeblich zu den negativen Auswirkungen auf Umwelt und Mensch bei. Durch das allgemein zunehmende Bewusstsein für Nachhaltigkeitsthemen steigt die Anzahl an Anbietern von Access-based Services in der Textilbranche kontinuierlich, aber schleichend. Die Fast-Fashion-Industrie, die immer schneller und billiger Mode produziert, wirkt dem nachhaltigen Modell erheblich entgegen. Konsument*innen greifen stets auf die in Massen und zu menschenunwürdigen Bedingungen produzierten Mode- und Bekleidungsartikel zurück. Günstige Preise, schnelle Verfügbarkeit, eine große Auswahl und vor allem häufig wechselnde Kollektionen sowohl stationär als auch online gehören dabei zu den Hauptgründen. Um eine konsument*innenseitige Adoption von Access-based Services in der Textilbranche für die breite Masse umzusetzen und das Thema Nachhaltigkeit in den Fokus zu rücken, beleuchtet diese Arbeit relevante Faktoren im Zuge der potenziellen Adoption. Es gilt herauszufinden, welche Nachhaltigkeitsaspekte für Konsument*innen bei der Nutzung von Access-based Services im Textilbereich eine Rolle spielen. Die Ergebnisse dieser qualitativen Studie bieten eine fundierte Basis für zukünftige Veränderungen, speziell für ABS-Anbieter.
Aufgrund der großen Nachfrage nach Gesundheitsdienstleistungen, den stetig steigenden Alter der Bevölkerung und dem zunehmenden Bewusstsein für einen gesunden Lebensstil sowie dem Wachstum der Angebote durch Ambulatorien und niedergelassene Physiotherapeut*innen beleuchtet diese Arbeit die strategischen Möglichkeiten in Hinblick auf die Kundenbindung in diesem Bereich.
Ziel dieser Arbeit ist es herauszufinden, welchen Stellenwert die Kundenbindung in der Branche der Gesundheitsdienstleistungen einnimmt und mit welchen Maßnahmen diese erreichbar ist. Diese Arbeit soll als Orientierungshilfe für Unternehmen in diesem Marktsegment dienen und die jetzige Situation beleuchten sowie eine Zukunftsvision geben, welche Herausforderungen auf die in dieser Branche arbeitenden Menschen zukommen.
Im Rahmen des theoretischen Teils dieser Arbeit wird dem Phänomen der Kundenbindung auf den Grund gegangen und etwaige Einflussfaktoren näher beleuchtet. Ebenso werden strategische Maßnahmen geschildert, welche positiven Einfluss auf die Zufriedenheit sowie die Bindung von Kund*innen haben. Die empirischen Daten sind auf zehn geführte Experteninterviews zurückzuführen und können in vier Themenblöcke aufgeteilt werden: Die strategische Ausrichtung der Unternehmen, die Dienstleistungsqualität und dessen Einfluss auf die Zufriedenheit sowie Bindung der Kund*innen, die aktuell eingesetzten Maßnahmen für Kundenbindung sowie eine Zukunftsaussicht der Branche.
Die Arbeit kommt zu dem Ergebnis, dass Kundenbindung in der Physiotherapie nur über Zufriedenheit der Kund*innen erreichbar ist. Diese wiederum entsteht vor allem durch die Aufklärungsarbeit der Therapeut*innen, wobei die Kommunikation zwischen Dienstleister*in und Kund*in eine primäre Rolle einnimmt. Dennoch darf das Grundziel der Physiotherapie nicht außer Acht gelassen werden, die Genesung der Patient*innen. Aus diesem Grund hat die rein wirtschaftliche Kundenbindung nicht die oberste Priorität in dieser Branche.
Eine höhere Priorität wird den Empfehlungen der Kund*innen bzw. der Mund-zu-Mund-Propaganda zugeschrieben. Zu diesem Thema besteht weiterer Forschungsbedarf.
RETTER Sports is a Graz-based travel agency specialized in selling active andadventure vacations. The travel agency on Conrad-von-Hötzendorf-Straße hasbeen existing since 2002 and was not only renamed during a complete restructuringin 2021, but also expanded to include additional types of sports and thus, new targetgroups. This undertaking is a challenge, because it is necessary to reposition thecompany and establish the new brand RETTER Sports in the niche of active andadventure travel. In order to achieve this goal, a strategic and target group-orientedcommunication is required, that reaches the target group exactly then, when theyare looking for vacation inspiration. One communication tool that has become as animportant platform for travel content in recent years is social media. Hence, this thesis focuses on the development of a social media communication concept to increase the brand awareness of RETTER Sports in the active and adventure travel niche.The first part of this thesis provides a theoretical basis. After giving insight into the niche and the target group, theoretical definitions of social media platforms, their interaction with tourism, social media marketing, as well as opportunities and risks for companies are presented. Subsequently, the concept of brand awareness is discussed in more detail. The theoretical part of this thesis concludes with a chapter on the development of communication concepts, which includes the strategic and operational content of the concept as well as areas of application.The second, practical part opens with an analysis of the RETTER Sports company, which not only evaluates its current social media presence, but also takes a closer look at its strengths, weaknesses, opportunities and current challenges. The primary study shows that the target group has a strong preference towards active and adventure vacations, but also harbors prejudices against travel agencies, which the company must counteract through the right communication in order to achieve sustainable brand awareness. After developing the strategy for the concept, further measures, content and budget planning as well as key figures for controlling are proposed. The concluding chapter provides recommendations for the company.
Saturated markets, especially in the food industry with a large number of competitorsand big players make it a highly competitive environment, particularly for start-ups. In order to be able to settle within the market and gain strength, it is necessary to have a unique selling proposition and competitive advantages to differentiate. Ingredient Branding offers this kind of advantage and is defined as the targeted marketing of aparticular component/ingredient of an end product. The aim of this thesis is to provide a guideline for the food start-up Spirulix to use ingredient branding to their advantage together with the already existing branding strategy. It should therefore identify success factors, possible risks, and general effects of the concept on the brand image. To answer the research questions qualitative research was carried out, interviewing food start-ups already using ingredient branding as a strategy. In total eleven interviews have been conducted with persons in charge of ingredient branding resulting in the position of either head of marketing, CEO, or founder. The research results revealed the following success factors: choice of partners, quality, competitive advantages, communication, and brand orientation. Furthermore, the risks for the ingredient brand described in the literature have been confirmed throughout the interviews, namely loss of control and negative spillover effects. Anyways, theinterviews could not prove the effects on the brand, as nearly no start-up made a market research or panel survey due to low budgets and a lack in personnel resources. In summary the literature research and the interviews point out the potential of ingredient branding for food start-ups and highlighted the positive impact it offers for start-ups in a highly competitive market.
SMEs are the backbone of the Austrian economy, and most startups are SMEs. The European Commission strives to support SMEs to establish and do business cross-borders since it generates a direct impact on the GDP, value chain, and economic growth. Likewise, important Austrian players in the business ecosystem, such as the Science Park Graz, endeavor with the shared goal of supporting the national companies to grow and thrive. However, the SPG does not have a defined model for supporting the incubated startups to grow into foreign markets, which justifies this master’s thesis objective: to develop a model for a high-technology incubator company to adopt and provide consulting services to startups aiming to do business abroad. First, is executed intense theoretical research to obtain a literature basis and to de-velop a theoretical service design model based on the key factors raised. Second, the theoretical model proposed and the key factors found are utilized as guides to the practical research, in which 14 semi-structured individual interviews were real-ised. The information requirement was to analyse the needs of Austrian startups growing cross-borders that could be addressed by the SPG’s service model, and this outcome is reached through the qualitative research, in addition to understand-ing the services provided by each one of the four main institutions in Austrian eco-system, along the international market development process studied. In conclusion, the service design model proposed is appropriate and covers the main facts that emerged from literature research and the needs of startups inter-viewed. Moreover, it is emphasised the proposal that SPG should be positioning itself as the expert in startups development, supporting the incubated startups to find and validate product-market fit into foreign markets. Besides this, it is recom-mended to invest in the internal and external network, to be able to provide services related to Legal, Talent hiring, and lessons learned from Austrian startups doing business abroad.
Internationally integrated omnichannel communications concept for B&R Industrial Automation GmbH
(2020)
The Austrian company B&R Industrial Automation GmbH, which is internationally doing business in the industrial goods sector, faces the problem that lead generation and qualification do not follow a strategically predefined process. In order to solve this challenge, an internationally integrated mar-keting communications concept for improving qualified lead generation was created within the framework of this master thesis. Firstly, an extensive literature review was conducted, focussing on gathering state-of-the-art information about the theme areas connected to that overall topic. Complementing the findings and insights from the current literature status quo, the implementation by comparable companies in reality was reviewed by conducting expert interviews in terms of the field research. With experienced employees from the marketing department in international industrial goods companies being the target group, insights indicated that integrated omnichannel communications and optimized lead management are considered to very different degrees in the sector. Ranging from best case companies to late developer firms, the sector is still rather conservative, which underlines the relevance of this topic for generating competitive advantages on the market. Based on the findings, the concept was then developed. Starting off with a secondary analysis of the marketing communications channels of B&R and three main competitors, improving the qualification of generated leads was defined as the main goal. With the target groups being clustered by subsector and position in the buying centre, campaigning as the central strategy for the channel deployment was selected. As research indicated the importance of trade fairs, the approach is putting these events in the centre of the campaign arrangement. By intensifying the usage of already existing channels as well as introducing new instruments and measures, all being aligned and coordinated through the integrated omnichannel approach, existing potential may be exploited profoundly. Against this backdrop, marketing automation builds the connection between communications and lead management. Additionally, a mixture of lead grading and scoring was planned in order to track the position of the generated leads in the funnel and highlight the perfect handover point. With KPIs being defined for each channel and measure specifically, comprehensive success monitoring was established. In the first phase, the concept focusses on the main fairs for B&R throughout the year due to the time horizon for adop-tion and set up of alterations, but after an amortisation phase, the concept may be implemented full-scale and for each international fair.
This study dives into the communication strategies and cultural adaptation processes of medium-sized and large companies in Austria operating on the American market. Acknowledging the significance of cultural sensitivity in global business, this study examines how Austrian companies navigate the challenges in intercultural communication to ensure a successful market entry and sustainable growth in the United States.Using a mixed-method approach, the study combines qualitative interviews with quantitative surveys to give a comprehensive analysis of the challenges and strategies employed by companies in Austria which operate on the American market. The adoption of communication methods and the influence of cultural factors on company practices are the main topic of the survey, which was completed by 31 participants from a variety of business sectors. The qualitative interviews with 6 participants explore personal experiences, obstacles, and success factors in cross-cultural encounters in greater depth. The findings underscore the significance of cultural awareness and the implementation of customized communication challenges and overcoming potential obstacles within the American market. To effectively manage the complexities of market entry, Austrian companies place a strong emphasis on the need for adaptability, open-mindedness, and a detailed understanding of American business culture. The research highlights the role of effective cross-cultural communication in building trust, credibility, and longterm relationships with American business partners and customers. By providing valuable insights and recommendations for Austrian businesses seeking to enter the American market, this study contributes to the existing literature on international business and cross-cultural communication. It further emphasizes the necessity of cultural adaptation and the strategic alignment of communication practices with the cultural nuances of the target market to achieve success in a global environment.
