Conference Proceedings Trends in Business Communication 2024

Edited by Peter Schneckenleitner (), Wolfgang Reitberger () and Alexandra Brunner-Sperdin ()

in Springer Books from Springer

Date: 2025
ISBN: 978-3-658-47793-6
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Chapters in this book:

The Power of Femvertising: Boosting Customers’ Willingness to Pay

Uta Fessler-Purkarthofer, Kristina Kampfer and Alena Langs

Future Skills and Requirements for the Next Generation of Marketing Communication Experts

Uta Fessler-Purkarthofer and Peter Schneckenleitner

A More Effective Kind of Influencer? The Podcaster-Listener Relationship and the Perceived Proximity of Hosts

Karolin Frohnert

Influence of Social Media to Strengthen Brand Loyalty of Concert Ticket Platforms

Tanja Hahn and Mario Jooss

An LLM-centred Lens on Generative AI in Marketing

Lukas Hartleif

The Influence of Public Opinion on CBDC Marketing: A Sentiment Analysis

Sabrina Kaiser and Peter Schneckenleitner

Understanding How Value Perception Changes in Response to Electronic Word-Of-Mouth

Wai Ki Liang, Dagnachew Senbeto, Sven Dahms and David Corkindale

Employer Branding, Social Media, Generation Z: How Social Media Can Be Used to Reach Apprentices in Austria

Lisa Madita Pall and Christina Ortner

Memes as Weapons in War—A Qualitative Reception Survey on the Effect of Political Meme Communication by the Ukrainian Government on Twitter About the War with Russia

Christoph Rothe

Digital Communication of the Austrian State Parliaments—An Analysis

Peter Schneckenleitner

Beyond Attention: The Use of Distractors in Webshops

Peter Schneckenleitner and Isabella Wild

The Influence of Foreign Language Labels on Milk Packaging among Albanian Consumers: The Moderating Role of Ethnocentrism

Erion Shehu, Arjan Shumeli and Enxhi Shehu

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Persistent link: https://EconPapers.repec.org/RePEc:spr:sprbok:978-3-658-47793-6

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DOI: 10.1007/978-3-658-47793-6

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