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Negative Und Positive Effekte Von Absagen in Online-Produkttester-Programmen
Paperback
Series: Applied Marketing Science / Angewandte Marketingforschung
Business GeneralGeneral Computers
ISBN13: 9783658453824
Publisher: Springer Gabler
Published: Jul 30 2024
Pages: 150
Weight: 0.46
Height: 0.36 Width: 5.83 Depth: 8.27
Language: German
Online-Produkttester-Programme haben sich zu einem bedeutendem Marketinginstrument entwickelt, bei dem Konsumenten sich bewerben können, um Produkte kostenlos oder vergünstigt zu testen und anschlie end bewerten müssen. Diese Programme zielen darauf ab, wertvolles Feedback in Form von Fragebögen oder Online-Reviews zu sammeln, um die Bekanntheit und das Image von Produkten und Marken zu steigern. Doch nicht jeder Bewerber kann als Produkttester ausgewählt werden. Häufig sind die Unternehmen gezwungen Absagen an die Bewerber zu verschicken. Diese Arbeit untersucht die Auswirkungen von Absagen in Online-Produkttester-Programmen und liefert wertvolle Erkenntnisse für die Marketingforschung und -praxis. Auf der Grundlage sozialpsychologischer Theorien und qualitativer und quantitativer Studien untersucht Kira Louisa Küpper die unterschiedlichen Effekte von Absagen in Online-Produkttester-Programmen und identifiziert dabei zwei gegensätzliche Effekte. Die Unternehmen müssen sowohl mit negativen als auch mit positiven Konsequenzen rechnen, wenn sie Bewerber ablehnen. Eine Absage kann sowohl einen Effekt auf die Kaufabsicht als auch auf die Weiterempfehlungsabsicht der abgelehnten Bewerber haben. Die Ergebnisse zeigen Unternehmen auf, welche Faktoren einen Einfluss haben und geben Hinweise zur effektiven Gestaltung.
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