Suchergebnisse

Suchmaschinenmarketing (Paid Search) stellt eines der beliebtesten Online-Werbeinstrumente dar. In den vergangenen Jahren entstanden vielfältige Forschungsarbeiten, welche Suchmaschinenmarketing aus einer wissenschaftlichen Perspektive analysieren. Trotz der hohen wissenschaftlichen Aufmerksamkeit analysiert die aktuelle Literatur vorrangig die Auswirkungen des Suchmaschinenmarketings auf Einkäufe über den Online-Kanal. Die aktuelle Forschung exkludiert Händler, die ihre Produkte ausschließlich über lokale Geschäfte verkaufen und in Suchmaschinenmarketing investieren, um Verbraucher während der Suchphase zu erreichen. Dementsprechend ist das Hauptziel dieser Dissertation, das Verständnis dafür zu verbessern, wie der stationäre Handel Suchmaschinenmarketing effizient einsetzen kann. Diese Dissertation umfasst sechs Forschungsarbeiten. Zunächst beurteile ich den aktuellen Stand der Literatur in einer systematischen Literaturrecherche, aus der ich empirische Verallgemeinerungen für eine zukünftige Forschungsagenda ableite (Schlangenotto et al. 2018a). Basierend auf dieser Überprüfung konzentrieren sich die folgenden fünf empirischen Arbeiten auf die wichtigsten Entscheidungen, mit denen jeder Einzelhändler konfrontiert ist, wenn dieser in Suchmaschinenmarketing investieren will. Die empirischen Beiträge untersuchen, ob Einzelhändler in Suchmaschinenmarketing investieren sollten (Schlangenotto et al. 2018b; Schlangenotto 2018), welche Suchanfragen sie kaufen sollten (Schlangenotto und Kundisch 2017), wo sie ihre Anzeigen auf einer Suchergebnisseite platzieren sollten (Schlangenotto et al. 2017) und wie sie ihre Anzeigen formulieren sollten (Schlangenotto und Kundisch 2016).. - As of today, paid search is one of the most popular online advertising instruments. As such, paid search has received a high degree of scholarly interest especially in the fields of Information Systems and Marketing. However, despite this high level of scholarly attention, the current body of literature primarily analyses the impact of paid search on purchases made via the online channel. Surprisingly, the current literature lacks any research on bricks-and-mortar retailers who sell their products solely via their local stores and invest in paid search to reach consumers during their search phase. Considering that bricks-and-mortar retailers still represent one third of all retailers, this represents a blatant gap in the literature. Accordingly, the main goal of this dissertation is to enhance understanding of how bricks-and-mortar retailers should approach paid search.This dissertation comprises six research papers. First, I assess the current state of the literature in a systematic literature review in regard to paid search, from which I derive empirical generalizations to outline a future research agenda (Schlangenotto et al. 2018a). Based on this review, the subsequent five empirical papers focus on the main decisions that every bricks-and-mortar retailer faces when approaching paid search. Each paper explores one of the core questions, respectively, whether bricks-and-mortar retailers should invest in paid search (Schlangenotto et al. 2018b; Schlangenotto 2018), which search requests they should buy (Schlangenotto and Kundisch 2017), where they should place their ads on a SERP (Schlangenotto et al. 2017) and how they should phrase their ads (Schlangenotto and Kundisch 2016).

Smart interactive services, in contrast with other technology-based services, require significant human-to-human interaction and collaboration in addition to the service provided by the embedded technology itself. The authors' foundational Delphi study confirms smart interactive services (e.g., remote diagnosis, remote repair of equipment, and telemedicine) are a rapidly growing innovation category across industries. Yet, gaining user acceptance of these types of services presents a significant challenge for managers. To address this challenge, the authors employ a grounded theory approach, drawing on depth interviews, to develop a framework of barriers and facilitators to users' attitudinal and behavioral responses to smart interactive services. The findings reveal a new set of beliefs that are critical in this context. These beliefs are tied to the human element and specifically pertain to beliefs about the "service counterpart (SC)," who is the provider's employee controlling the technology. Control, trustworthiness, and collaboration beliefs emerge jointly as important and interrelated influencers tied to the SC. Contrary to conventional wisdom that focuses on features of the technology itself to gain user acceptance, this research encourages providers to emphasize the interpersonal elements of the service by providing control cues, raising social presence, and enhancing human trust mechanisms.

Abstract
With increasing longevity, the need for institutional elderly care has become commonplace. This study explores the experiences of elderly care consumers in institutional care settings, which we define as the "elderscape"—a heterotopic place shaped by the marketization of care. Drawing from 24 in-depth interviews with elderly care consumers, their family caregivers, and professional caregivers, we present a model of elderly care consumers' navigation patterns and identity processes in the elderscape. The transition to the elderscape often compels elderly consumers to strive to preserve their identities. Boundaries defined by market logic and professional care logic require elderly care consumers to navigate these constraints, sometimes adapting their identities. As a result, distinct navigation patterns emerge: rebuilding personal connections, revaluating possessions, reconsidering activities, and reclaiming space. Furthermore, the identity preservation efforts of elderly care consumers are complicated by the interventions of family caregivers. The findings highlight the dual nature of family caregivers' impact on elderly consumers' identity processes. Depending on their motivations—such as care, obligation, or nostalgia—family caregivers engage in patterned actions that either support or destabilize the elderly consumers' identity processes. This research provides valuable insights for care institutions, family caregivers, and care consumers alike.