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Influencer Marketing has been discussed by various marketing experts for years and is already a fixed component of the marketing strategy in many companies. These are mainly companies from the B2C sector. Recently, more and more companies are asking themselves about possible areas of application within the B2B structure. This phenomenon is influenced by the increase in digitalization and the ever-higher hurdles in reaching target groups using traditional marketing tools.
The topic of this master’s thesis was the result of professional and personal development. Various modules attended during the study inspired a deeper interest in the subject. Furthermore, the topic was always a point of discussion in the professional environment, resulting in the realisation that there is currently very little knowledge in B2B companies regarding Influencer Marketing.
The aim of the research was to discover how to systematically find end users for the use of Influencer Marketing in B2B companies in the tool and hardware industry. Furthermore, the success factors for a long-term cooperation between influencers and companies from this industry will be identified and presented.
Research questions were created in order to realise the above-mentioned objectives. Therefore, the primary research question and three sub-research questions were created for both the theoretical and empirical part of the work. To answer these questions, eight experts from B2B companies in the tool and hardware industry were interviewed. The evaluation was based on the qualitative content analysis according to Mayring.
From the research results, a possible selection procedure could be identified, which would enable companies to systematically select influencers for marketing purposes. Furthermore, success criteria for a long-term cooperation between influencers and companies were also identified.
The presented master thesis of the study subject International Management and Leadership at the University of Applied Science Vorarlberg in Dornbirn handles the potential future influence of the EU Corporate Sustainability Due diligence on SMEs. First this thesis introduces the most important regulations that might come into place with this Due Diligence Act and gives a theoretical input when and how it will come into place, and also who it will affect directly and who will be affected indirectly. The empirical data resulted of several qualitative expert interviews and a following quantitative research. The expert interviews are split in two different groups, first the topic experts from institutions like chamber of commerce or chamber of labour and second experts from highly successful Austrian companies which are already handling the topic and the future challenges. Expected outcome of the qualitative interviews was a better view on the actual situation especially the impact on small and medium enterprises. On the basis of this results the quantitative survey was produced. In the quantitative survey the goal was to see, how much entrepreneurs and companies in the small and medium sector already are aware of the upcoming legal challenges throughout the supply chain. With all this collected data the practical outcome of this thesis is the Checklist, which helps entrepreneurs to find out if and how much they will be affected by the Act. And finally, the most important part is the Guideline, which introduces first risk assessment tools, that will help companies to prepare for future legislation and bring undoubtedly a certain advantage for the upcoming challenges.
In recent years, more and more companies have become aware that a brand also has a social dimension, and with the advent of social media platforms, brand communities have experienced a shift from a traditional offline to more of an online presence. Brands of innovative consumer durables have also recognized social media brand communities as a very significant marketing strategy. It is therefore important to understand the influence of these communities on members' purchase intentions.
This master’s thesis has the goal of demonstrating to enterprises what aspects of a social media brand community will influence the purchase intention of its members and what should be considered in order to enhance it. This will ultimately lead to the following research question: How do social media brand communities influence the diffusion process of innovative consumer durables in the DACH region?
To answer this, a quantitative study has been conducted that has targeted people who are participating in a social media brand community of innovative consumer durables in the DACH region. This involved testing various criteria of a social media brand community and their impact on the diffusion process (purchase intention).
The findings of the study revealed that increased positive electronic word-of-mouth leads to enhanced purchase intention of members. Furthermore, the research has shown that higher identification with a social media brand community, greater engagement, increased entertainment value, faster corporate responsiveness, and reduced occurrence of social spam, do not have a positive effect on the diffusion process of innovative consumer durables.
The Convention on the Rights of the Child (CRC) is a human rights framework in the context of multi-level governance child protection policies central to social work education and practice (United Nations, 1989). In line with this statement, children’s rights-based education introduces undergraduate social work students to the principles of the CRC, namely participation, protection, harm prevention and provision, to facilitate knowledge acquisition by building core competencies for critical practice (IFSW, 2002). It equips social workers with analytical and advocacy skills that foster critical thinking and creativity in the juxtaposition between child protection, autonomy and self-determination.
This chapter provides insights for social work education to locate and analyse the underlying casualties of social problems using a problem and resource framework, the w-questions (Geiser, 2015). The framework is used to develop theory driven social work interventions as illustrated against the backdrop the anonymised case study, Amira, an accompanied child asylum seeker in Austria (Fritsche, Glawischnig, & Wolfsegg, 2019). Correspondingly, CRC is addressed along a continuum between human needs fulfilment and human right entitlements (Obrecht, 2009; IFSW, 2002; Ife, 2012). The concept of need is understood as tension in our concrete biological and psychological bio-values and states (Obrecht, 2009, p. 27). The assertion is that when children lack support or are obstructed from achieving their equal right to education due to social, cultural or economic barriers, this exacerbates social marginalisation because it deprives them of membership in the school social system. Social marginalisation thwarts the fulfilment of needs and weakens social cohesion by causing alienation and anomie (Mayrhofer, 2015). The tentative conclusion is that knowledge and practice models that link human needs and children’s rights equip social workers with the expertise to reduce children’s vulnerability whilst strengthening their protection, autonomy and self-determination.
The spatial redistribution of Japanese direct investment in the United Kingdom between 1991 and 2010
(2013)
The thorny issue of time
(2023)
In an oversaturated market, companies are required to use innovative and, above all, creative advertising methods to capture their customers’ attention, and thus differentiate themselves from rival businesses. To this end, companies have been increasingly relying on the use of humor, a phenomenon that remains highly subjective and is perceived differently by each individual. This master’s thesis, which was completed as part of the International Marketing and Sales program at the FH Vorarlberg, focuses on this phenomenon of humor as well as its impact on advertising perception. With the aid of three different theories, the term “humor” is defined. Furthermore, this study explains and researches the so-called vampire effect, wherein various factors (in this case humor) draw attention away from the actual advertising message. In addition, this thesis takes a closer look at involvement, as a person’s involvement or interest in a brand or product can influence brand and product recall and recognition. An online survey was conducted to determine whether the vampire effect caused by humor is able to influence brand and product recall. In other words, this concerns whether the viewer can still remember the brand and product afterward or whether the humor employed triggers the vampire effect. Furthermore, this thesis explored whether the vampire effect caused by humor is able to influence brand and product recognition. Recall is the retrieval of information from memory without direct cues, whereas recognition refers to the recognition of information when it is presented again. Furthermore, within this context, it was discovered that brand and product recall varies with low and high involvement viewers of the advertisement. In other words, this means that the strength of the vampire effect caused by humor changes depending on the strength of the viewer’s involvement. During the course of this research, it was further observed that the humor employed significantly affects the perception of the advertising message, thus confirming the existence of the vampire effect. This effect also influences both brand as well as product recall and recognition. In both cases, participants in the survey were less able to remember the product and brand in the humorous advertising. Furthermore, it was proven that people with low involvement in the advertised product group are more heavily affected by the vampire effect. As such, they are more likely to not remember the product or brand after seeing the advertisement.
Da konventionelle Kältemittel im Vergleich zu CO2 ein großes Treibhauspotential (GWP) aufweisen, gewinnen neue, alternative Kältemittel, sogenannte low-GWP Kältemittel, stärker an Bedeutung. Zu diesen low-GWP Kältemitteln gehören u.a. die Fluide der HFO und HCFO Kältemittel. Durch ihre thermophysikalischen Eigenschaften eignen sie sich insbesondere für die Anwendung in industriellen Hochtemperaturwärmepumpen (HTWP), die im Temperaturbereich von 100 °C bis 160 °C ein großes Potenzial in der Nahrungsmittel-, Papier- und Chemieindustrie zur Prozesswärmebereitstellung aufweisen. In dieser Masterarbeit werden die Kältemittel R1336mzz(Z), R1233zd(E), R1224yd(Z), R1234ze(Z) und R514A auf ihre Anwendbarkeit in drei verschiedenen Kältekreiskonfigurationen untersucht. Dabei soll herausgefunden werden, welches Kältemittel sich unter Berücksichtigung des COPs, der volumetrischen Heizleistung, der Verdichtungsverhältnisse und Verdichtungsendtemperaturen am besten eignet. Der Kreislauf mit internem Wärmeübertrager (IHX) findet bereits Anwendung in HTWP und dient zum grundlegenden Vergleich der Kältemittel. Die beiden neuen Kreisläufe eignen sich u.a. für große Spreizungen an der Senke. Eine in dieser Arbeit betrachteten Kältekreiskonfiguration besteht aus zwei parallel angeordneten IHX Kreisläufen (2KP) und die andere aus einer zweistufigen Kreislaufkonfiguration (2SE).
Mithilfe des Programms EES wird für die Kreisläufe ein Modell erstellt, mithilfe dessen der Senkentemperaturbereich von 100 °C bis 160 °C und der Quellentemperaturbereich von 40 °C bis 80 °C untersucht werden kann. Die Auswertung der Simulationen kam zu dem Ergebnis, dass R514A bis zu einer Senkentemperatur von 130 °C und R1336mzz(Z) ab dieser Senkentemperaturen im IHX und 2SE Kreislauf die besten COP Werte aufweist. Zudem sind die Verdichtungsendtemperaturen und das Verdichtungsverhältnis günstig, die volumetrische Heizleistung hingegen am geringsten. Im 2KP Kreislauf besitzt die Kältemittelkombination R1336mzz(Z)/R514A die besten COP Werte. Der 2KP Kreislauf weist die besten COP Werte der betrachteten Kältekreiskonfigurationen auf. Im Betriebspunkt bei einer Senkentemperatur von 130 °C (ΔT Senke 60 K) und einer Quellentemperatur von 60 °C (ΔT Quelle 10 K) liegt der COP des IHX bei 3,95, der des 2SE bei 4,05 und der des 2KP bei 4,26. R1233zd(E) überzeugt im IHX und 2SE Kreislauf mit einer deutlich höheren VHC im Vergleich zu R1336mzz(Z), bei etwas geringeren COP Werten. Die Untersuchung zeigt auch, dass die Auswahl einer Kältekreiskonfiguration und eines Kältemittels stark von den Betriebstemperaturen abhängt.
A trend from centralized to decentralized production is emerging in the manufacturing domain leading to new and innovative approaches for long-established production methods. A technology supporting this trend is Cloud Manufacturing, which adapts technologies and concepts known from cloud computing to the manufacturing domain. A core aspect of Cloud Manufacturing is representing knowledge about manufacturing, e.g., machine capabilities, in a suitable form. This knowledge representation should be flexible and adaptable so that it fits across various manufacturing domains, but, at the same time, should also be specific and exhaustive. We identify three core capabilities that such a platform has to support, i.e., the product, the process and the production.We propose representing this knowledge in semantically specified knowledge graphs, essentially creating three through features interconnected ontologies each representing a facet of manufacturing. Finally, we present an exemplary implementation of a Cloud Manufacturing platform using this representation and its advantages.