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Early Detection of Alcohol Use Disorder Based on a Novel Machine Learning Approach Using EEG Data
(2021)
In a world where customers are exposed to advertisement and marketing messages on a daily basis, traditional marketing has almost lost its power. Especially, younger persons simply don`t have the time or the patience anymore to listen to every single marketing message out there. This forces marketers to search for new ways to reach their customers. Nowadays they are not anymore focusing on ways to reach the customer directly but try to communicate their message indirectly via persons who are not necessarily involved in the marketing industry. Marketers define those persons as so-called influencers. Influencers can be individuals writing blogs or publishing articles in online forums as well as friends suggesting a special product they recently bought. After addressing basic topics like influencer marketing, the social web and the customer journey, I will head on with the main part of the thesis focusing on the different influencer categories and the methods for companies or brands to identify and control these influencers in a social web environment. The Web 2.0 has made this process a lot easier for companies since they are now able to use services like social influence scoring platforms to do so. An in-depth analysis of the algorithms and measurement processes used by those platforms will show the pros and cons of this method. Finally I will point out which influencer types would be helpful in each stage of the customer journey to generate sales as well as external elements capable of altering the influencer`s marketing message.
Young but not Naive: Leaders of Tomorrow Expect Limits to Digital Freedom to Preserve Freedom
(2021)
With the advent of modern communication media over the last decades, such as email, video conferencing, or instant messaging, a plethora of research has emerged that analyzes the association between communication media and negotiation processes and outcomes. This chapter reviews theoretical vantage points on communication media and negotiation and summarizes empirical findings from the last five decades. Specifically, the author focuses on media richness theory and the task/media fit hypothesis, grounding in communication, and media synchronicity theory as communication theoretical foundations that found traction in negotiation research. These theoretical vantage points are supplemented by a review of specific theoretical psychological aspects of communication media, the barrier effect and psychological distance theory. In the second part of the chapter, empirical evidence on communication media and negotiation is presented, derived from an extensive literature search of relevant peer-reviewed articles. The emphasis in this review of the empirical literature is on the communication medium as an independent variable. In other words, the author analyzes effects of communication media on the negotiation process (descriptive process parameters, economic reference points, negotiation behavior/tactics, individual psychological variables, assessment of the opponent) as well as economic (agreement, individual profit, joint profit, equality of agreement) and socio-emotional (satisfaction, future interaction, trust) outcomes. A succeeding subsection is devoted to communication medium choice in negotiation, a topic much less researched. The conclusion sums up the findings and sketches out some avenues for future research.
Creation of Liquid‐Air Dispersions in Oil and Water: Comparison of Calculations and Measurements
(2021)
Impacts of the New General Data Protection Regulation for Small- and Medium-Sized Enterprises
(2021)
Potential Benefits of Enterprise Architecture Management in the Digital Transformation Process
(2020)