Political Branding; Wissenssoziologische Diskursanalyse; HochschulschriftGrounded theoryQualitative Sozialforschung
Die Dissertation untersucht Political Branding in und mit Krisen am Beispiel der Bundestagswahl 2021, die stark durch die COVID-19-Pandemie geprägt war. Politische Markenbildung wird dabei nicht nur als strategische Kommunikation, sondern als diskursive Praxis verstanden. Theoretisch verbindet die Arbeit identitätsbasierte Markenführung mit der Wissenssoziologischen Diskursanalyse nach Keller und positioniert sich an der Schnittstelle von Marketing- und Sozialwissenschaft. Methodisch folgt sie einem Grounded-Theory-Ansatz. Empirisch werden die Markenführungen von SPD und FDP während Pandemie und Wahlkampf analysiert. Die Ergebnisse zeigen, dass Krisennarrative gezielt zur Profilierung politischer Marken genutzt werden und politische Kommunikation unter Krisenbedingungen primär den Logiken der Markenführung folgt. Die Arbeit trägt damit sowohl zum Verständnis politischer Markenbildung in Krisen als auch zur Weiterentwicklung theoriegenerierender Marketingforschung bei.
This dissertation examines political branding in and through crises, using the 2021 German federal election as a case study, which was strongly shaped by the COVID-19 pandemic. Political brand building is conceptualized not merely as strategic communication but as a discursive practice. The study theoretically combines identity-based brand management with the Sociology of Knowledge Approach to Discourse (SKAD) and positions itself at the intersection of marketing and social sciences. Methodologically, it follows a grounded theory approach. Empirically, the identity-based brand strategies of the SPD and FDP during the pandemic and the 2021 election campaign are reconstructed. The findings show that crisis narratives are strategically used to profile political brands and that political communication under crisis conditions primarily follows the logics of brand management. The dissertation thus contributes both to a deeper understanding of political branding in times of crisis and to the advancement of theory-generating research in marketing.
Marketingtheorie; Künstliche Intelligenz; Menschenbild; Bibliometrie; mindperception; Artificial intelligence; anthropomorphism; personification; technology; marketing; mind perception; Aufsatz im Buch
Purpose Anthropomorphism in Artificial Intelligence (AI)-powered devices is being used increasingly frequently in consumer-facing situations (e.g., AI Assistants such as Alexa, virtual agents in websites, call/chat bots, etc.), and therefore, it is essential to understand anthropomorphism in AI both to understand consequences for consumers and to optimize firms' product development and marketing. Extant literature is fragmented across several domains and is limited in the marketing domain. In this review, we aim to bring together the insights from different fields and develop a parsimonious conceptual framework to guide future research in fields of marketing and consumer behavior. Methodology We conduct a review of empirical articles published until November 2021 in Financial Times Top 50 (FT50) journals as well as in 41 additional journals selected across several disciplinary domains: computer science, robotics, psychology, marketing, and consumer behavior. Findings Based on literature review and synthesis, we propose a three-step guiding framework for future research and practice on AI anthropomorphism. Research Implications Our proposed conceptual framework informs marketing and consumer behavior domains with findings accumulated in other research domains, offers important directions for future research, and provides a parsimonious guide for marketing managers to optimally utilize anthropomorphism in AI to the benefit of both firms and consumers. Originality/Value We contribute to the emerging literature on anthropomorphism in AI in three ways. First, we expedite the information flow between disciplines by integrating insights from different fields of inquiry. Second, based on our synthesis of literature, we offer a conceptual framework to organize the outcomes of AI anthropomorphism in a tidy and concise manner. Third, based on our review and conceptual framework, we offer key directions to guide future research endeavors.
Artificial intelligence in marketing First edition Bingley, UK : Emerald Publishing, 2023 (2023), Seite 273-308 1 Online-Ressource (xxiii, 318 Seiten)
