New Media Marketing: Research (Master)
Termine am Freitag. 26.10. 08:15 - 11:30, Donnerstag. 08.11. 14:00 - 17:15, Freitag. 23.11. 08:15 - 11:30, Donnerstag. 20.12., Donnerstag. 31.01. 14:00 - 17:15
The rise of voice based technologies (e.g., Amazon Echo, Google Home) increases the importance of voice and speech in marketing communications. In this course, students will realize a joint empirical research project on the use of voice and speech in marketing communications and their impact on brand personality perceptions. Students will develop a theoretical model including the development of hypotheses and conduct a lab experiment. In the experiment, students will manipulate different parameters of voice and speech and examine their impact on brand personality perceptions using statistical data analysis methods.
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