Full Description
The 10th edition of the international academic conference Trends in Business Communication (TIBCOM) once again presents the latest research findings in marketing and communication. This proceedings volume gives the reader a compact overview of the key findings. All published scientific papers have undergone a detailed review process. The TIBCOM Conference 2024 focused on topics like Artificial Intelligence, Employer Branding, Femvertising or the effects of visual distractors in webshops.
Contents
The Power of Femvertising: Boosting Customers' Willingness to Pay.- Future Skills and Requirements for the Next Generation of Marketing Communication Experts.- A More Effective Kind of Influencer? The Podcaster-Listener Relationship and the Perceived Proximity of Hosts.- Influence of social media to strengthen brand loyalty of concert ticket platforms.- An LLM-centred Lens on Generative AI in Marketing.- Understanding How Value Perception Changes in Response to Electronic Word-Of-Mouth.- Employer Branding, Social Media, Generation Z: How Social Media Can be Used to Reach Apprentices in Austria.- Memes as weapons in war - a qualitative reception survey on the effect of political meme communication by the Ukrainian Government on Twitter about the war with Russia.- Digital communication of the Austrian state parliaments - an analysis.- Beyond Attention: The Use of Distractors in Webshops.- The Influence of Foreign Language Labels on Milk Packaging among Albanian Consumers: The Moderating Role of Ethnocentrism.
