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The impact of organizational citizenship behavior for the environment on corporate sustainability
(2022)
Today, many businesses increasingly engage in pro-environmental activities to face environmental challenges such as pollution or climate change. In addition to formal management practices, employees are impacting environmental advances with voluntary pro-environmental activities, also known as Organizational Citizenship Behavior for the Environment. The purpose of this master thesis is to explore factors that could influence employees’ engagement in Organizational Citizenship Behavior for the Environment. For this aim, five semi-structured interviews were carried out with multinational corporations from the DACHL region. The results show that certain leadership styles, corporate culture, a sustainability-driven mindset, environmental concern, communication and motivation can influence employees’ engagement in Organizational Citizenship Behavior for the Environment. In addition, the cumulative effect of small initiatives seems to considerably impact environmental sustainability. In contrast to past research on this topic, this study takes a qualitative approach to explore different influencing factors of Organizational Citizenship Behavior for the Environment. In addition, the study focuses on businesses located in the DACHL region.
Projects, in which software products, services, systems and solutions are developed, all rely on the right requirements to be established. Software requirements are the expression of user wants or needs that have to be addressed, business objectives that have to be met, as well as capabilities and functionality that has to be developed. Meanwhile, practice shows that very often incorrect, unclear or incomplete requirements are established, which causes major problems for such projects. It could lead to budget overruns, missed deadlines and overall failure in worst-case scenarios.
The field of requirements engineering emerged as an answer to these shortcomings, aiming to systematize and streamline the process that
establishes requirements. Requirements elicitation is a key component of this process, and one of its starting points. The current thesis attempts to outline best practices in requirements elicitation, as well as what issues, obstacles and challenges are currently faced, and then present this through the lens of national culture. In this way its effects on the practice, if any, could be highlighted and studied further. The way this was achieved was by interviewing practitioners from two nations, which are shown to be
culturally different, and then comparing and contrasting the findings.
Meanwhile, the validity of those findings was enhanced by comparisons with existing literature.
Even though the findings were not compelling enough to form generalizations or concrete conclusions about the effects of national culture on requirements elicitation, these findings revealed patterns that could be worth exploring further. When it comes to requirements elicitation itself, it was observed to benefit from a structured and systematic approach, and be
most effective with one-on-one, instead of group interactions. The main pain points of the process stem from the complexity of communication, but are not always obvious. Practitioners are also advised to carefully plan the gathering of requirements, as the source may not have them readily available, and could even be unclear about what exactly is needed. Overall, this thesis research could be considered successful in its goal to shed a modicum of light on the issue at hand from a different, underexplored angle. By following a systematic and methodical approach, this research has also been made easier to expand or replicate.
Power cables play an important role in power grids. Insulation faults in cables can have adverse effects on the operating behaviour. These effects can be assessed through an AC withstand test by using a very-low frequency high voltage generator. This generator produces a sinusoidal voltage waveform at 0.1Hz with high voltage levels up to 65kV peak. During the quality assessment, the power cable is repeatedly charged and discharged. The discharging process is done by a discharging circuit where the energy is dissipated thermally. But to reuse the dissipated energy a novel extension in form of an energy storage system is presented. This thesis, therefore, describes the design process of an energy storage system that allows the temporary storage of the discharge energy. The developed system is composed of a bidirectional DC/DC converter and an aluminium electrolytic capacitor as storage type. Based on the maximum VLF system ratings the energy storage unit is dimensioned and sized. The effective power flow control between the storage system and the available discharge energy is done by a synchronous buck-boost converter. This bidirectional converter works in continuous conduction mode over the complete charging phase. Together with a theoretical analysis of the underlying problem and the use of converter analysis methods the selected synchronous buck-boost converter is dimensioned and sized. In addition, a state space AC modeling of the converter with its electrical uncertainties is conducted. With the converters AC model, the controller is designed. A closed-loop input converter current control scheme based on a proportional-integral controller is implemented. The system assessment is done by a model-based hardware implementation in Matlab Simulink and Plecs Blockset. The system is rated to store discharge energies up to 4.3kJ in a short charging period of 2.5s. The maximum peak power during the charging phase is 2.7kW. The digital proportional-integral controller is implemented through an emulation process of the designed analog controller. Based on a C-code implementation of the digital controller the gap between the real hardware is reduced. During the design process theoretical calculations are made and reveal that designing a capacitor storage unit has a direct impact on the peak system currents and also impose also limitations on permissible DC voltage ranges on electrical components. The developed energy storage system and its power flow control strategy were investigated through simulation studies. The results show proper charging of the energy storage medium. In addition, also a statement of the final technical feasibility is made. In total, this work summarizes a detailed design process of the energy storage system. This proof of concept is intended to further advance the system integration.
Development of a low pressure syringe pump for detecting cannabinoids through liquid chromatography
(2022)
The following thesis covers the miniaturization and characterization of a pneumatic syringe pump, which is used for applications in low-pressure liquid chromatography. For this purpose, the components of the prototype are dealt with in the first section. These include the membrane pump and the cylinder for pressure and force generation, the syringe used for sample preparation and the construction of the test column. Furthermore, the pressure preparation on the cylinder, the friction losses of the syringe and then the behavior of the syringe in various application scenarios are considered. In the second section, the focus is on the different behaviors when using water and ethanol as a solvent. Tests in normal applications, as well as with air pockets or leaking seals, show the different behavior and the resulting deviations in the test pressure of the column. In addition, the maximum forces that can be applied to the syringe are worked out in several tests and the different maximum pressures, which depend on the solvent contained, are evaluated. These different maximum pressures, which are due to the different sealing behavior in connection with the surface tension of the liquid, will be discussed in conclusion. An outlook follows, up to which test pressures the system can be used and how these can be achieved.
This master’s thesis provides an overview of a more efficient, future-oriented living concept in Dornbirn, Austria. The use of a combined heat and power unit (CHP), in combination with a thermal storage, as a heating system is specifically investigated. In order to make this heating system more attractive for the consumer, the sale of the generated electricity from the CHP is considered. The more efficient use of energy for heating increases the attractiveness by a minimisation of the living space. This master’s thesis aims to draw attention to the issue and to achieve a rethinking in the planning of future living space. For the research and elaboration of this thesis, statistics and trustworthy literature were used, and physical modelling was applied. This Master’s thesis can be assigned to the fields of energy technology, mechatronics, architecture and civil engineering. It contributes for students, researchers, and other interested person in these sectors.
The detection of glucose is an essential part of diabetes management and can help to prevent secondary diseases, that can occur as a result of diabetes. For this reason, it is important to improve the current glucose monitoring by developing novel sensors with high efficiency, low cost and compact design. The use of microelectrodes with interdigitated array (IDA) structures reduces the total detector size while providing benefits such as large currents, high sensitivity, and fast response. The aim of this thesis is to develop a novel sensor based on platinum interdigitated array (IDA) electrodes and to investigate which method is most effective for the detection of glucose. This work is divided into two parts. The first part is focused on the design and the fabrication of the sensor chips. The second part is concerned with the electrochemical characterisation of the sensors. Two distinct sensor designs are created, each consisting of a four-electrode system arranged as an interdigitated array. For the fabrication of the sensors, two different manufacturing processes are used. A lift-off process is used to fabricate the 2 μm-Gap sensor chips, whereas a lift-off free process is applied to produce the nanogap sensor chips. The electrochemical characterisation of both sensor chips is achieved by the immobilisation of the enzyme glucose oxidase (GOx) on the electrode surface. This thesis investigates the immobilisation of GOx by reduction of diazonium salts and the direct immobilisation of GOx by cyclic voltammetry. As a result of this work, it has been demonstrated that glucose detection by reduction of diazonium salts is error-prone due to modification with a multi-step procedure and is not suitable for our sensors based on platinum IDA electrodes. The direct immobilisation of GOx by cyclic voltammetry, by contrast, demonstrates the successful detection of glucose. In glucose solutions ranging from 5 mM to 20 mM, a direct correlation between the glucose concentration and the measured current is obtained. The reproducibility of direct immobilization is demonstrated by repeated performance with various sensors.
In today’s world, fiber optic networks for data transmission are an essential technology. This technology provides multiple advantages compared to conventional electrical data transmission. The simultaneous transmission of multiple optical signals in a single fiber is one of the main benefits of fiber optic cable. This is accomplished by directing the different optical signals into a single fibre and splitting them up after the transmission in order to obtain the individual signals. Arrayed Waveguide Gratings (AWGs) are used for this purpose in modern optical networks. Design and evaluation process are two components of AWG development. During the evaluation of several simulated and already manufactured AWGs for telecommunication applications, it was discovered that the channel spacing parameter does not conform telecommunication standards. The correct shift of the geometric parameter ”separation of the output waveguides” leads to the standard-conform channel spacing.
According to the current state of the art, no commercial tool is available which calculates the shift of this parameter correctly. The aim of this thesis is the development of a software tool to calculate the accurate shifting of the geometric parameter ”separation of the output waveguides” of an AWG. This tool operates as an interface between the design and evaluation processes and must be able to import the data format of the evaluation process and returns the data in a suitable data format for the design process. The Vorarlberg University of Applied Sciences uses three different methods for the shifting of the geometric parameter ”separation of the output waveguides”. These methods are evaluated and optimised as part of this thesis. Additionally, it has been determined that the shift of the geometric parameter ”separation of the output waveguides” has no significant impact on the performance of the AWG.
Erosion due to cavitation is a common problem for any kind of water turbine. Most of the currently used techniques to detect cavitation are using an Acoustic Emission (AE) sensor and highspeed cameras during operation. For the pelton wheel which is subject of this thesis it is impossible to take pictures during operation, because of the splashing water and the mist. Therefore this thesis aims to explore possibilities in detecting erosion on the buckets of the pelton wheel on images taken during manual inspections. Since the provided images are snapshots taken with a mobile phone camera without a tripod, a lot of effort was invested in the preprocessing of the images. For the main task, the classification of the erosion, two methods were evaluated: Local Binary Patterns (LBP) + kN-earest neighbor classification and the classification with a Convolutional Neural Network (CNN). The given 2405 images, contained 4810 buckets on which the erosion was graded from zero to four. This means the baseline for the classification accuracy is 20%. LBP + kNearest neighbor classification scored 32.03%. The chosen CNN model, a light version of the Xception architecture outperformed the LBP + kNearest classification with 58,29%. The biggest issue found during research is the variance of the erosion grading by the maintainance personnel. Reasons for this are: no objective grading critera like the area of erosion in mm2, classification by different employees, a shift in grading from overall bucket condition to erosion from cavitation and too many classes for grading. The mentioned reasons were confirmed by the manual classification experiment were an IllwerkeVKW employee had to perform the grading on images of the dataset. The contestants accuracy score was 36% for this task. The result of 58,29% classification accuracy indicates that an automated grading of erosion by cavitation is feasible.
Skiing is one of the most popular winter sports in the world and especially in the alps. As the skiers enjoy their time on the slopes the most annoying thing that could happen is long waiting times at a lift. Unfortunately, because of climate changes, this happens more regularly because smaller skiing areas at lower altitudes have to close and the number of good skiing days decreases as well. This leads to a increase in the number of skiers in the skiing areas which inevitably leads to longer waiting times and dissatisfied skiers. To prevent this from happening, the carriers of the skiing areas have to manage the skiers flow and distribution and what better way to analyse the current situation and possible changes then by simulating the whole area. A simulation has the advantage of being flexible with regards to time as well as configuration. Be it simulating a skiing day and look into detail of the behaviour of a single skier and how it moves in the area by simulating in real time or setting the focus to the whole area and find out when and where queues are forming throughout the whole day by speeding up the time and simulate the day in only seconds, everything is possible. Even simulating a scenario where some part of the area is closed and the skiers cannot take specific lifts due to some technical error or some slopes because of to less snow. By simulating and analysing all these scenarios not only does the experts of the skiing area gain valuable statistical information about the area but can also simulate changes to the system like a crowd fl ow control or an increase or decrease in capacity of a lift. The simulation built in context with this work for the skiing area of Mellau shows all those applications but can also be used as a basis for further improvements of the skiing area or be expanded to other areas like Damüls. The simulation was implemented using the Anylogic simulation environment and the statistical evaluation was also performed in this program.
Systems are constantly increasing in complexity. This poses challenges to managing and using system knowledge. The Systems Modeling Language (SysML) is a modeling language specifically for systems, while Machine Learning (ML) is a tool to tackle complex problems. Currently, no bridge between systems modelled in SysML and ML regarding said systems has been proposed in literature. This thesis presents an approach that uses Model-driven Software Engineering (MDSE) and Template-based Code Generation (TBCG) to generate a ML IPython Notebook (IPYNB) from a SysML model. A mapping configuration using JavaScript Object Notation (JSON) allows the definition of mappings between SysML elements and template variables, enabling configuration and user-supplied templates. To test the approach, a SysML model describing ML to predict the weather based on data is created. Python ML templates are supplied and template variables mapped with the JSON mapping configuration are proposed in the thesis. The outcome is an executable IPYNB that contains all information from the SysML model and follows the modelled workflow. The findings of the work show that model-driven ML using SysML as a modeling language is beneficial due to the representation of ML knowledge in a general-purpose modeling language and the reusability of SysML model elements. It further shows that TBCG and a mapping configuration allow for more flexible code generation without changing the source implementation.
Offline speech to text engine for delimited context in combination with an offline speech assistant
(2022)
The inatura museum in Dornbirn had planned an interactive speech assistant-like exhibit. The concept was that visitors could ask the exhibit several questions that they would like to ask a flower. Solution requirements regarding the functionalities were formulated, such as the capacity to run offline because of privacy reasons. Due to the similarity of the exhibit, open-source offline Speech To Text (STT) engines and speech assistants were examined. Proprietary cloud-based STT engines associated with the corresponding speech assistants were also researched. The aim behind this was to evaluate the hypothesis of whether an open-source offline STT engine can compete with a proprietary cloud-based STT engine. Additionally, a suitable STT engine or speech assistant would need to be evaluated. Furthermore, analysis regarding the adaption possibilities of the STT models took place. After the technical analysis, the decision in favour of the STT engines called "Vosk" was made. This analysis was followed by attempts to adapt the model of Vosk. Vosk was compared to proprietary cloud-based Google Cloud Speech to Text to evaluate the hypothesis. The comparison resulted in not much of a significant difference between Vosk and Google Cloud Speech to Text. Due to this result, a recommendation to use Vosk for the exhibit was given. Due to the lack of intent parsing functionality, two algorithms called "text matching algorithm" and "text and keyword matching algorithm" were implemented and tested. This test proved that the text and keyword matching algorithm performed better, with an average success rate of 83.93 %. Consequently, this algorithm was recommended for the intent parsing of the exhibit. In the end, potential adaption possibilities for the algorithms were given, such as using a different string matching library. Some improvements regarding the exhibit were also presented.
The demand for managing data across multiple domains for product creation is steadily increasing. Model-Driven Systems Engineering (MDSE) is a solution for this problem. With MDSE, domain-specific data is formalized inside a model with a custom language, for example, the Unified Modelling Language (UML). These models can be created with custom editors, and specialized domains can be integrated with extensions to UML, e.g., the Systems Modeling Language (SysML). The most dominant editor in the open-source sector is Eclipse Papyrus SysML 1.6 (Papyrus), an editor to create SysML diagrams for MDSE.
In the pursuit of creating a model and diagrams, the editor does not support the user appropriately or even hinders them. Therefore, paradigms from the diagram modelling and Human Computer Interaction (HCI) domains, as well as perceptual and design theory, are applied to create an editor prototype from scratch. The changes fall into the categories of hierarchy, aid in the diagram composition, and navigation. The prototype is compared with Papyrus in a user test to determine if the changes have the effect of improving usability.
The study involved 10 participants with different knowledge levels of UML, ranging from beginners to experts. Each participant was tested on a navigation and modelling task in both the newly created editor, named Modelling Studio, and Papyrus. The study was evaluated through a questionnaire and analysis of the diagrams produced by the tasks.
The findings are that Modelling Studio’s changes to the hierarchical elements improved their rating. Furthermore, aid for diagram composition could be reinforced by changes to the alignment helper tool and adjustments to the default arrow behaviour of a diagram. Lastly, model navigation adjustments improve a link’s visibility and rating of a specialized link (best practice). The introduction of breadcrumbs had limited success in bettering navigation usability. The prototype deployed a broad spectrum of changes that found improvement already, which can, however, be further improved and tested more thoroughly.
With the rise of people wearing smartwatches and the ever-lasting issue of stress, there has been an interest in detecting stress with wearables in real-time. This allows for interventions that take place exactly when stress occurs. However, many situations require all of our attention, making them unsuitable for any interventions. Additionally, many approaches currently do not factor in this aspect, running the risk of offering users undesirable interventions.
This thesis examines how contextual user information can be incorporated into a stress intervention system to reduce undesirable intervention timings. The system is split into detecting stress using heart rate variability (HRV) metrics obtained from a photoplethysmography (PPG) signal, and inferring user context from available sensor data. It is evaluated with a simulation-based approach using daily schedules of created personas and randomly sampled stressors during daily life.
The results obtained indicate the benefit of adding contextual user information to a stress intervention system. Depending on the busyness of the schedule, it can greatly decrease the number of received interventions. However, as these findings are attained without performing a user testing, it is unclear how they compare to results from real-world usage.
The alarming degradation of the natural environment is leading many consumers to increasingly demand sustainable products. Since 2017, the global purchase intention of such products has increased by 63%. To respond to the increasing demand, more and more companies have started producing products from sustainable materials such as recycled products. However, purchase intention does not always result in actual behavior and can vary due to different products and in country-specific contexts. Hence, it is the purpose of this study to determine which factors influence the purchase intention of recycled products and whether these factors differ between a developed country such as Germany and a developing country such as South Africa. Furthermore, the study aims to discover whether there are differences in purchase intention with regard to different product categories, whether there is an intention-behavior gap, and whether there are country-specific differences. Finally, target groups of the corresponding countries will be derived. To answer the research questions, a quantitative study was conducted using an online questionnaire in Germany (n = 603) and South Africa (n = 692). The findings demonstrate that the purchase intention for recycled products is significantly higher in South Africa than in Germany, but no significant difference in the factors influencing the purchase intention could be found. However, the factors differ in terms of the extent of their influence. Thus, the factor “Attitude / Environmental Concern” has the strongest influence in South Africa, while the factor “Value / Accessibility” has the strongest influence in Germany. Likewise, a difference could be found concerning the products, with the purchase intention for mobile phones generally smaller than for t-shirts and toilet paper. In a country-specific comparison, however, purchase intention for t-shirts is significantly higher in South Africa than in Germany. An intention-behavior gap was identified for the sample, and it was found that the age groups 25 to 49 have the strongest purchase intentions and that the purchase intention increases significantly with increasing education level.
Today, industrial B2B manufacturers face a rapidly changing environment, exacerbated by increasing globalization and associated shifts in the competitive landscape. Digital transformation and the emergence of new innovations and technologies are forcing companies to rethink their business models and offerings to integrate digital services to strengthen competitive advantages. Suppliers are becoming more deeply involved in customer processes through digital after-sales services, with the aim of exploiting efficiencies. Following the servitization transformation, companies intend to change their purpose from focusing on the pure physical product to becoming a service provider with emphasis on value creation and the capture of the customer.
To investigate how customer and supplier perspectives agree and what requirements each side has for digital after-sales services, exploratory qualitative research was conducted with customers and suppliers by means of one-on-one interviews. The thesis aimed to assess the status, progress, and future possibilities of implementing digital after-sales services and business models based on them. Research shows that the far-reaching establishment of product-accompanying services with strong connectivity and customer-centricity is primarily relevant. Disruptive business models still require a mind-shift and organizational readiness on the part of both customers and suppliers. In principle, digitization in after-sales interaction is beneficial and should be steadily advanced to make customer processes as well as further developments at the supplier level more efficient and well-founded through the analysis of real data. Overall, this thesis outlines important aspects that need to be considered while developing digital service innovations to deal with customer demands appropriately.
Keywords: Servitization, Digital After-Sales Services, Predictive Maintenance, Remote Monitoring, Digital Interaction, Digital Service Innovation, Digital Service Innovation Process
The presented master thesis of the study subject International Marketing and Sales at the Fachhochschule Vorarlberg in Dornbirn deals with the influence of emotions on the attitude toward hydrogen cars and their purchase intention. For this purpose, an empirical analysis with a correlation analysis was conducted in order to be able to determine the correlations of the individual parameters.
At the beginning of the thesis the hydrogen technology was presented in more detail and by means of suitable criteria it was shown that the hydrogen car represents a certain potential, however, in comparison to the combustion cars and electric cars, the hydrogen car is currently in third place. The relatively long range, the fast-refueling and the sustainability were identified as advantages, while the current high price and the poorly developed refueling station network are currently the biggest ob-stacles to a hydrogen car. It can be seen that research and development of hydrogen cars is being driven forward in many countries around the world, including by the gov-ernment side through the provision of various subsidies. For this reason, the future development of the driving technology remains exciting and simultaneously uncertain.
In the second step of the work, emotions were examined in more detail. The aim was to find out which emotions exist and which of them are predominant when buying a car, and then to find out what influence emotions have on the cognitive process, the attitude, and the purchase intention. It turned out that the majority of the population is highly involved in the purchase of a car and therefore tries to make rational decisions, which makes the influence of emotions more difficult, but not impossible.
By presenting suitable marketing tools for measuring emotions, it was shown that measuring emotions is a difficult undertaking. Measurement is often difficult or expen-sive and involves a great deal of effort. For this reason, beside the presentation of marketing tools, the strategic approach for a marketing campaign was also presented.
Based on the conducted empirical analysis, the influence of emotions on attitude and purchase intention could not be significantly confirmed but it could be proven that the knowledge about hydrogen cars is currently low. One inside is that an increase in awareness increases the purchase intention of hydrogen cars. Furthermore, a signifi-cant correlation between the sustainable attitude and the purchase intention could be proven. In addition, people who like to follow new trends are more likely to buy a hy-drogen car than others. This paper concludes with a brief summary of the findings and an outlook on the potential for improvement of the hydrogen car market.
Keywords: Hydrogen Cars, Sustainability, Emotions in Marketing, Purchase Inten-tion, Attitude, Marketing Tool
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 research focused on the wood pellet market for private consumers in Germany and has the objective to understand the factors affecting the purchase decisions of wood pellets buy-ers. The aims of the research were achieved by applying the Engel, Kollat, Blackwell model of consumer behaviour, by conducting in-depth interviews and deriving the grounded theory. The application of EKB model revealed that the following groups of factors may influence the con-sumers: cultural (culture and social class), social (family influence), personal (age and lifecycle stage), psychological (believes, motives, attitudes) and unexpected circumstances. In-depth interviews with the buyers of wood pellets helped specify the influencing factors to finally an-swer the research question. The analysis showed that the buyers of wood pellets are influ-enced by family, personal believes and attitudes, and the unexpected circumstances. The most important factors for the buyers are the quality of the pellets and reliability of the supplier. If they are satisfied with the quality of product and service, they will be reluctant to look for an alternative. And on the opposite side, in case the quality of the product or the service is unsat-isfactory this is a limiting factor and will stop the buyer from purchasing this product. Price is an important factor for the buyers of pellets in bags. However, in the situation of volatile mar-ket and exploding prices, the price factor will play a bigger role. Thus, the strategic factors for marketing of pellets is to concentrate on quality and price communication, and to focus on the quality of pellet delivery service.
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.