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Conference Proceedings Trends in Business Communication 2016

E-BookPDF1 - PDF WatermarkE-Book
194 Seiten
Englisch
Springer Fachmedien Wiesbadenerschienen am07.02.20171st ed. 2017
These proceedings focus on selected aspects of the current and upcoming trends in business communication. In detail the included scientific papers analyse and describe communication processes in the fields of sports, finance, culture, politics, brand management and corporate communications. The variety of the papers delivers added value for both scholars and practitioners. This book is the documentation of the symposium 'Trends in Business Communication', which took place at the University of Applied Sciences in Kufstein, Tyrol. 



Prof. Dr. Timo Becker is a Professor for management and Rector of the University of Arts and Applied Sciences in Freiburg. The following three editors are faculty members at Kufstein University of Applied Sciences in the study programs 'Marketing and Communication Management' and 'Digital Marketing'. Dr. Peter Schneckenleitner is a lecturer for communication management. Prof. (FH) Dr. Wolfgang Reitberger is Professor for communication management. Prof. (FH) Dr. Alexandra Brunner-Sperdin is Professor for marketing.mehr
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EUR106,99
E-BookPDF1 - PDF WatermarkE-Book
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Produkt

KlappentextThese proceedings focus on selected aspects of the current and upcoming trends in business communication. In detail the included scientific papers analyse and describe communication processes in the fields of sports, finance, culture, politics, brand management and corporate communications. The variety of the papers delivers added value for both scholars and practitioners. This book is the documentation of the symposium 'Trends in Business Communication', which took place at the University of Applied Sciences in Kufstein, Tyrol. 



Prof. Dr. Timo Becker is a Professor for management and Rector of the University of Arts and Applied Sciences in Freiburg. The following three editors are faculty members at Kufstein University of Applied Sciences in the study programs 'Marketing and Communication Management' and 'Digital Marketing'. Dr. Peter Schneckenleitner is a lecturer for communication management. Prof. (FH) Dr. Wolfgang Reitberger is Professor for communication management. Prof. (FH) Dr. Alexandra Brunner-Sperdin is Professor for marketing.
Details
Weitere ISBN/GTIN9783658172541
ProduktartE-Book
EinbandartE-Book
FormatPDF
Format Hinweis1 - PDF Watermark
FormatE107
Erscheinungsjahr2017
Erscheinungsdatum07.02.2017
Auflage1st ed. 2017
Seiten194 Seiten
SpracheEnglisch
IllustrationenVIII, 194 p. 20 illus.
Artikel-Nr.2376916
Rubriken
Genre9200

Inhalt/Kritik

Inhaltsverzeichnis
1;Foreword;5
2;Table of Contents;6
3;Part A: Scientfic Papers;8
3.1;1 Live Demonstrations as Means of Services Marketing and Brand Communication Towards Security Authorities;9
3.1.1;1.1 Introduction;9
3.1.2;1.2 The Live Demonstrations Explained;10
3.1.3;1.3 Results of the Live Demonstrations;12
3.1.4;1.4 Security Authorities as a Market - Drawing Conclusions;12
3.1.5;1.5 List of References;16
3.2;2 The Use of Online Platforms in the Fight Against Black Market Sales of Football Tickets - Empirical Evidence from Germany;17
3.2.1;2.1 Introduction;17
3.2.2;2.2 Special Characteristics of the Sports Market;17
3.2.2.1;2.2.1 Ticket Markets;19
3.2.2.2;2.2.2 Secondary Ticket Markets;20
3.2.3;2.3 Empirical Evidence from Germany;20
3.2.3.1;2.3.1 Facts and Circumstances;21
3.2.3.2;2.3.2 Descriptive Statistics;21
3.2.3.3;2.3.3 Hypothesis Testing;23
3.2.4;2.4 Summary and Outlook;24
3.2.5;2.5 List of References;25
3.3;3 Trends in Corporate Communication Based on the Example of Medium-Sized World Market Leaders from Austria;26
3.3.1;3.1 Initial Situation;26
3.3.2;3.2 Austria's Hidden Champions;27
3.3.3;3.3 Results of the Study;28
3.3.3.1;3.3.1 Structural Data of the Austrian Hidden Champions;29
3.3.3.2;3.3.2 General Study Results;29
3.3.3.3;3.3.3 Results on Corporate Communication;30
3.3.4;3.4 Importance of Communication in the Context of Marketing;34
3.3.5;3.5 Conclusion;35
3.3.6;3.6 List of References;36
3.4;4 Effective Resource Allocation in PR and IR - Linking the Output and Impact of Corporate Communications;38
3.4.1;4.1 Introduction;38
3.4.2;4.2 Definition Public Relations (PR) and Investor Relations (IR);39
3.4.2.1;4.2.1 Public Relations;40
3.4.2.2;4.2.2 Investor Relations;40
3.4.3;4.3 PR and IR Measurement - Literature Review and International Standards;41
3.4.3.1;4.3.1 Literature Review;41
3.4.3.2;4.3.2 International Measurement Standards and Theoretical Approaches;42
3.4.4;4.4 PR and IR Measurement Among Austrian Companies - Main Findings and Conclusions;43
3.4.4.1;4.4.1 Strategic Objectives;43
3.4.4.2;4.4.2 Levels of Performance Measurement;45
3.4.4.3;4.4.3 Precondition of Performance Measurement;46
3.4.5;4.5 Communications-SWOT-Matrix;46
3.4.6;4.6 Conclusion;49
3.4.7;4.7 Acknowledgements;50
3.4.8;4.8 List of References;50
3.5;5 Reporting to Machines - Reporting Trends and XBRL Diffusion Among Austrian Listed Companies;53
3.5.1;5.1 Introduction;53
3.5.2;5.2 Extended Business Reporting Language - Description and Evolution;55
3.5.3;5.3 Diffusion and Adoption of XBRL - Related Work;56
3.5.3.1;5.3.1 XBRL Diffusion in the US;57
3.5.3.2;5.3.2 XBRL Diffusion in Europe;58
3.5.4;5.4 Adoption of XBRL Among Listed Austrian Companies;60
3.5.4.1;5.4.1 Sample Selection and Methodology of the Research;60
3.5.4.2;5.4.2 Research Findings;62
3.5.5;5.5 Discussion and Conclusion;66
3.5.6;5.6 Acknowledgements;67
3.5.7;5.7 List of References;67
3.6;6 How Politicians in Austria Obtain Information and Its Consequences for Corporate Communications Activities;70
3.6.1;6.1 Introduction;70
3.6.2;6.2 From Communication to Public Affairs;71
3.6.3;6.3 Public Affairs in Austria;72
3.6.4;6.4 Sources of Information for the Members of Parliament in Austria;74
3.6.5;6.5 Whom the Members of Austria s Parliament Trust;75
3.6.6;6.6 Austria s Companies and Their Political Communication Activities;77
3.6.7;6.7 Implications;77
3.6.8;6.8 List of References;78
3.7;7 Structures and Professionalization of Public Relations in National Sports Governing Bodies - a Comparison Between Austria and Germany;81
3.7.1;7.1 Aim of the Paper and Research Questions;81
3.7.2;7.2 Current State of Research;81
3.7.3;7.3 Methodology, Research Design and Data Analysis;83
3.7.4;7.4 Results;84
3.7.4.1;7.4.1 Regulations of Public Relations in the Statutes of the National Sports Governing Bodies;84
3.7.4.2;7.4.2 Professionalization of Public Relations of the National Sports Governing Bodies;85
3.7.5;7.5 Summary and Perspectives;90
3.7.6;7.6 List of References;91
3.8;8 The Moving Network - a New Platform for Refugees and Their Communicational and Educational Issues;93
3.8.1;8.1 Research Context and Goals;93
3.8.2;8.2 The Scientific Concept of the Project The Moving Network;94
3.8.3;8.3 From Solidarity to Cooperation;95
3.8.4;8.4 Simmels Metaphor of Bridge and Door ;96
3.8.4.1;8.4.1 The Importance of Trust;97
3.8.4.2;8.4.2 Advantages of Self-Organizing Activities;97
3.8.5;8.5 List of References;99
4;Part B: Master Thesis Abstracts;100
4.1;9 Factors of the Successful Implementation of a Crowdfunding Campaign;101
4.1.1;9.1 Introduction;101
4.1.1.1;9.1.1 Problem Statement;101
4.1.1.2;9.1.2 Theory;102
4.1.1.3;9.1.3 Research Questions;103
4.1.1.4;9.1.4 Methodology;103
4.1.2;9.2 Results;103
4.1.3;9.3 List of References;104
4.2;10 How Much Digitalization Can a Human Tolerate?;106
4.2.1;10.1 Introduction;106
4.2.2;10.2 Technostress;107
4.2.3;10.3 The Transactional Model of Stress;108
4.2.4;10.4 Research Methodology;108
4.2.5;10.5 Results;109
4.2.6;10.6 Limitations and Further Research;110
4.2.7;10.7 Conclusion;110
4.2.8;10.8 List of References;111
4.3;11 Customer Reviews: The Importance of Personal Factors That Influence the Consumer Reaction Within Webshops;113
4.3.1;11.1 The Importance of Product Reviews;113
4.3.2;11.2 Empirical Analysis;115
4.3.3;11.3 Results and Discussion;117
4.3.4;11.4 Implications for Management;118
4.3.5;11.5 Limitations;118
4.3.6;11.6 List of References;119
4.4;12 The Impact of Web Design on Brand Perception;122
4.4.1;12.1 Introduction;122
4.4.2;12.2 Research Question and Methodology;123
4.4.3;12.3 Theoretical Background;124
4.4.4;12.4 Literature Review;124
4.4.5;12.5 Results and Hypotheses;125
4.4.6;12.6 Limitations and Implications;126
4.4.7;12.7 Conclusion;126
4.4.8;12.8 List of References;127
4.5;13 Fascination Neon Signs;130
4.5.1;13.1 State of Research;130
4.5.2;13.2 Method;131
4.5.3;13.3 Summary and Main Findings from Literature;131
4.5.4;13.4 Results;134
4.5.5;13.5 List of References;134
4.6;14 Intercultural Online Communication of International Companies in High-Context and Low-Context Cultures;137
4.6.1;14.1 Introduction;137
4.6.2;14.2 Theory;137
4.6.2.1;14.2.1 Culture;138
4.6.2.2;14.2.2 Cultural Awareness in Webdesign;138
4.6.3;14.3 Research Questions;139
4.6.4;14.4 Methodology;139
4.6.5;14.5 Results;140
4.6.6;14.6 Managerial Implications and Limitations;141
4.6.7;14.7 Conclusions and Further Research;142
4.6.8;14.8 List of References;142
4.7;15 Massive Open Online Courses and Big Data: A Metamorphosis of the Academic World?;144
4.7.1;15.1 Introduction;144
4.7.2;15.2 Literature Review;145
4.7.3;15.3 Model;146
4.7.4;15.4 Method;147
4.7.5;15.5 Findings;148
4.7.6;15.6 Conclusion;149
4.7.7;15.7 Further Research;149
4.7.8;15.8 List of References;149
4.8;16 Consumer Ethnocentrism in the Online Purchasing Process;151
4.8.1;16.1 Introduction;151
4.8.2;16.2 Literature Review and Consideration of Model;152
4.8.3;16.3 Conceptual Framework and Hypotheses;154
4.8.4;16.4 Method;154
4.8.5;16.5 Results;155
4.8.6;16.6 List of References;156
4.9;17 The Influence of Apps on the Media Usage Behaviour of Recipients by the Example of Die Tagespresse ;158
4.9.1;17.1 Introduction;158
4.9.2;17.2 Theoretical Framework;158
4.9.2.1;17.2.1 Uses- & Gratification Approach ;159
4.9.2.2;17.2.2 Technology Acceptance Model ;159
4.9.3;17.3 Research Question and Hypothesis;159
4.9.4;17.4 Methodology;160
4.9.5;17.5 Results;160
4.9.6;17.6 Limitations and Further Research;161
4.9.7;17.7 Conclusion;161
4.9.8;17.8 List of References;162
4.10;18 Morally Questionable, Opportunistic Product Returns;163
4.10.1;18.1 Introduction;163
4.10.2;18.2 Methodology;165
4.10.3;18.3 Results;165
4.10.4;18.4 Discussion;166
4.10.5;18.5 Limitations and Further Research;168
4.10.6;18.6 List of References;168
4.11;19 Success Factors in Digital Communication of Crowdfunding Projects of Social Entrepreneurs in German Speaking Countries;171
4.11.1;19.1 Introduction;171
4.11.2;19.2 Literature Review and Theoretical Framework;172
4.11.3;19.3 Research Methods;174
4.11.4;19.4 Results;174
4.11.5;19.5 Discussion and Conclusion;175
4.11.5.1;19.5.1 Contributions to Research and Practice;175
4.11.5.2;19.5.2 Limitations and Further Research;175
4.11.6;19.6 List of References;175
4.12;20 Marketing Aspects in the Game Design Process of Free-To-Play Mobile Games;180
4.12.1;20.1 Introduction;180
4.12.2;20.2 Method;180
4.12.3;20.3 Gaming Industry;181
4.12.4;20.4 Pay-To-Play vs. Free-To-Play Business Model;181
4.12.5;20.5 Literature Review;181
4.12.6;20.6 Findings;182
4.12.7;20.7 Conclusion;183
4.12.8;20.8 List of References;184mehr

Autor

Prof. Dr. Timo Becker is a Professor for management and Rector of the University of Arts and Applied Sciences in Freiburg. The following three editors are faculty members at Kufstein University of Applied Sciences in the study programs "Marketing and Communication Management" and "Digital Marketing". Dr. Peter Schneckenleitner is a lecturer for communication management. Prof. (FH) Dr. Wolfgang Reitberger is Professor for communication management. Prof. (FH) Dr. Alexandra Brunner-Sperdin is Professor for marketing.