Augmented Reality Filter in der Markenkommunikation mit der Generation Z | Eine empirische Untersuchung des Einflusses auf Markenbindung und Kaufabsicht
Language: German
Published by Springer Gabler, 2025
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Augmented Reality Filter in der Markenkommunikation mit der Generation Z | Eine empirische Untersuchung des Einflusses auf Markenbindung und Kaufabsicht | Jenny-Loreen Tydecks | Taschenbuch | xv | Deutsch | 2025 | Springer Gabler | EAN 9783658479794 | Verantwortliche Person für die EU: Springer Gabler in Springer Science + Business Media, Tiergartenstr. 15-17, 69121 Heidelberg, juergen[dot]hartmann[at]springer[dot]com | Anbieter: preigu.
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- Title
- Augmented Reality Filter in der Markenkommunikation mit der Generation Z | Eine empirische Untersuchung des Einflusses auf Markenbindung und Kaufabsicht
- Author
- Jenny-Loreen Tydecks
- Publisher
- Springer Gabler
- Publication year
- 2025
- Condition
- Neu
- Binding
- Taschenbuch
- Language
- German
- ISBN 10
- 3658479795
- ISBN 13
- 9783658479794
- Item weight
- 117 grams
- Dimensions
- 210 x 148 x 5 mm
- Seller catalogs
- Bücher
Die Generation Z stellt aufgrund ihrer signifikanten Kaufkraft eine wichtige Zielgruppe für Unternehmen dar. Unternehmen müssen daher Kommunikationsstrategien entwickeln, um die Aufmerksamkeit dieser Generation zu gewinnen und sich von der Konkurrenz abzuheben. Hier stoßen Unternehmen jedoch auf große Schwierigkeiten, denn sie treffen bei der Gen Z auf zunehmend gering involvierte Kunden, die sich selten an bestimmte Marken binden. In der Wissenschaft ist man sich deshalb einig, dass Unternehmen neue Wege der Kommunikation gehen und emotionale Markenerlebnisse schaffen müssen, um die Generation Z an sich binden zu können. Da die sozialen Medien eine wichtige Rolle im Leben der Generation Z spielen, stellt insbesondere Instagram einen bedeutenden Kommunikationskanal dar. Hier müssen Unternehmen ansetzen, um die Aufmerksamkeit der Gen Z für sich zu gewinnen. Vor diesem Hintergrund wird in der vorliegenden Studie untersucht, inwieweit Augmented Reality Filter als neue Form digitaler Kommunikation dafür geeignet sind, die Markenbindung und die Kaufabsicht der Generation Z positiv zu beeinflussen.
"Synopsis" may belong to another edition of this title.
About the Author
Jenny-Loreen Tydecks hat ihren Master in Kommunikationsmanagement an der IST-Hochschule für Management absolviert. Aktuell arbeitet Sie im Marketing eines führenden Anbieters für ganzheitliche Gebäudedienstleistungen und verantwortet dort die interne Kommunikation.
"About the title" may belong to another edition of this title.
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To preigu GmbH & Co. KG, Lengericher Landstr. 19, 49078 Osnabrück, Email address: mail@preigu.de :
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