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Marketing- und Kommunikationstrends
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Die Interviewstudie fokussiert die zielgruppenspezifische Akzeptanz von Marketing- und Kommunikationstrends. Im Zentrum stehen u.a. Anstze technischer Art (z.B. Virtual Reality) sowie inhaltliche Optionen (z.B. Purpose Driven Marketing). Vor dem Hintergrund der demographischen Entwicklung bzgl. des Verhltnisses von Digital Immigrants zu Digital Natives wird untersucht, in welchen Kommunikationsoptionen Chancen liegen. Die qualitative Studie basiert auf leitfadengesttzten Interviews mit Vertreter*innen der Zielgruppen sowie mit Kommunikationsexpert*innen.
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