TY  - THES
U1  - Master Thesis
A1  - Lang, Janine
T1  - Influence of online marketing on creating brand image awareness
BT  - By using the brand turn to zero
N2  - Nowadays, online marketing is becoming increasingly important not only in the B2C but also in the B2B sector, as evidenced by marketing budget expenditures. Companies pursue overarching goals involving visibility and attention from prospective customers in order to raise brand awareness and as a result, outperform increasing market competition. This begs the question of whether online marketing is appropriate for increasing brand awareness.
The master´s thesis topic developed from both a personal as well as a professional perspective. Private research increased the author´s interest in the topic of online marketing. Furthermore, brands, whose level of awareness needs to be improved, are becoming a more common topic of professional debates. In this way, the research of the current  master´s thesis was created.
The aim of this master's thesis was to discover how online marketing can be used to increase awareness of a brand. This will be analyzed by using the brand turn to zero, which offers consulting services for B2B customers in the sustainability industry. In this context, suitable and visible online marketing channels for increasing brand awareness are to be identified. In addition to this, suitable content for the company´s own as well as paid online marketing channels need to be collected. Furthermore, the influence that online marketing has on creating brand image awareness is to be presented.
Research questions are defined in order to achieve the described objectives. Within the scope of the master thesis, one main research question, as well as three sub-research questions, are to be answered based on the literature as well as the generated output resulting from the empirical part. Eight existing B2B customers of turn to zero, originating from com-mercial and industrial sectors, were interviewed in the empirical part. The interview findings were evaluated by using qualitative content analysis according to Mayring.
Research results showed that targeted combinations of online marketing channels are contributing to increase brand awareness. In addition, the research succeeded in determining suitable communication content for various online marketing channels. Furthermore, the in-fluence of online marketing could be investigated more closely in terms of brand image.
KW  - Online Marketing
KW  - Online Marketing Channels
KW  - Brand
KW  - Brand Awareness
KW  - Brand Image
Y2  - 2022
U6  - https://doi.org/10.25924/opus-4574
DO  - https://doi.org/10.25924/opus-4574
SP  - IX, 104
S1  - IX, 104
ER  -