Eisenbeiss, Maik
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Preferred name
Eisenbeiss, Maik
Official Name
Eisenbeiss, Maik
Translated Name
Eisenbeiß, Maik
Alternative Name
Eisenbeiss, M.
Eisenbeiß, M.
ORCID
GND
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Item-typ:Veröffentlichung, Marketing in a Digital World(2022-03-02); ; ; ; Over the course of digitization, many innovative marketing technologies have emerged that – theoretically speaking – promise firms gains in efficiency and/or effectiveness. However, a central task for marketing is not to allow the use of these technologies to become an end in itself, but to preserve the guiding principle of marketing, namely customer orientation. This means that the new technologies only offer added value for firms if they also offer (perceived) added value for consumers. Using three specific application areas as examples (chatbots, voice assistants and data privacy management), we show how firms can combine innovative marketing technologies and consumer interests in a purposeful manner.BerichtBand:0010519 540 - Some of the metrics are blocked by yourconsent settings
Item-typ:Veröffentlichung, Social Media Marketing for Equity Crowdfunding: Which Posts Trigger Investment Decisions?(2022-04-05); ; Based on 26,883 investment decisions, we examine the influence of social media marketing on crowd participation in equity crowdfunding. We distinguish between different types of informative and persuasive posts on Facebook and Twitter. Informative posts provide investors with information about the crowdfunding campaign; persuasive posts do not, but rather aim to directly influence an investor’s decision-making process. We find that both types of posts have a positive impact on the number of investments. However, persuasive posts also increase the amount of an investment if they contain a statement about the previous investment success of the campaign and signal the crowd that they are not investing alone.BerichtBand:0013289 728