Peter, Marc K.

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Marc K.
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Peter, Marc K.

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2020 - 20214
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  • Vorschaubild nicht verfügbar
    Publikation
    The social media monitoring process and its role in social media strategy development
    (Springer, 2021) Zachlod, Cécile; Peter, Marc K.; Martínez-López, Francisco J.; López López, David [in: Advances in digital marketing and eCommerce. Second international conference, 2021]
    Social media marketing is an integral part of digital marketing. It requires a strategy, user generated content and technology applications. A review of the identified German literature unveiled eighteen social media strategy frameworks, of which only three included the component of social media monitoring. This is in contrast to the English literature, where social media monitoring is evidenced in a large literature review. The research analyses and describes the eighteen identified frameworks in the German literature, validates them against a generic social media strategy framework consisting of seven components/steps; and describes the underrepresented component of social media monitoring by suggesting a four-step process.
    04B - Beitrag Konferenzschrift
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    Publikation
    Now you see me: a quantitative study on the effects of ad blocker usage on users’ brand perception
    (Springer, 2021) Stallone, Valerio; Rozumowski, Anna; Pelka, Amelie; Reisig, Dominik; Pankratz, Claire; Rocha, Álvaro; Reis, José Luís; Peter, Marc K.; Cayolla, Ricardo; Loureiro, Sandra; Bogdanović, Zorica [in: Marketing and smart technologies. Proceedings of ICMarkTech 2020]
    An increasing amount of Web users is turning to ad blockers to avoid ads, which Web users perceive as annoying, an invasion of privacy, or as slackening their Web experience. Ad blocker users still encounter online advertising on their Web journey although using ad blockers. While there has been significant research into factors driving ad blocker adoption, the effects of online advertising on brand perception for ad blocker users are not well understood. To approach this white space, we conduct an online survey. We build two groups, ad blocker users and non-users. We then check for significant differences in likeability toward and perceived positive image of the brands the groups saw online ads. In our analysis, we did not find any significant difference neither in the first nor in the second variable between ad blocker users and non-users for when they see online advertising. We conclude that ad blocker users remain interesting targets for advertisers.
    04B - Beitrag Konferenzschrift
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    Publikation
    Skills for digital transformation. Is educating specialists sabotaging digital transformation?
    (Davos Digital Forum, 2020) Fears, Tiffany; Heuss, Sabina; Miller, Barbara Therese; Peter, Marc K. [in: Neues Wissen zur Digitalen Transformation. Forschungsbeiträge zu E-Government, zur Smart City und der digitalen Ökonomie]
    04B - Beitrag Konferenzschrift
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    Publikation
    The use of virtual reality in marketing: exploring the need for technology and language adaptation to create high quality immersive experiences
    (Springer, 2020) Rach, Markus; Scott, Russell; Rocha, Álvaro; Reis, José Luís; Peter, Marc K.; Bogdanović, Zorica [in: Marketing and smart technologies. Proceedings of ICMarkTech 2019]
    04B - Beitrag Konferenzschrift