Publications

2025

• Eine differenzierte Betrachtung der Ausprägung von Rainbowwashing-Kommunikation: Theorie und Ergebnisse einer empirischen Studie bei jungen Zielgruppen in DeutschlandMücksch, J., Nielsen, M. & Siems, F. U., 2025, New Generation Communication: Die Kommunikation in einer veränderten Welt. Allemann-Ravi, V. (ed.). Wiesbaden: Springer Fachmedien Wiesbaden GmbH, p. 189-212, 24 p.Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Chapter in book/Anthology/Report
• Influence of shame on young consumers’ purchase intentions: a social sustainability perspectiveFrensel, A. M., Landmann, E., Schönitz, M. S., Siems, F. U. & Sharma, P., 2025, In: Young consumers : insight and ideas for responsible marketers. 26, 7, p. 126-141, 16 p.Electronic (full-text) versionResearch output: Contribution to journal > Research article
• More Than a Mascot? The Effect of Conversational Mascots on Donations for Nonprofit OrganizationsRüger, T., Brendel, A., Bellger, M. & Mücksch, J., 2025, ICIS 2025 Proceedings. Nashville, 17 p.Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Conference contribution
• Purpose Marketing als Basis der Kommunikation in einer sich verändernden Welt – Eine kritische Diskussion aus Sicht von Sprach- und WirtschaftswissenschaftenSchmidt, C. M. & Siems, F. U., 2025, New Generation Communication: Die Kommunikation in einer veränderten Welt. Allemann-Ravi, V. (ed.). Wiesbaden: Springer Fachmedien Wiesbaden GmbH, p. 117-145, 29 p.Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Chapter in book/Anthology/Report
• Purpose Marketing and Brand Activism: The Need for Contextual StrategiesSiems, F., Rüger, T., Schmidt, H., Buhl, A. & Brendel, B., 2025, Proceedings of 24th International Marketing Trends Conference 2025 Venice. Pastore, A., Schmitt, J., Jimenez, J. & Wiedmann, K. (eds.).12 p.Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Conference contribution
• Shame and Guilt when Companies Take a Stance – The Unintended Consequences of Brand ActivismMücksch, J., 2025, Proceedings of 24th International Marketing Trends Conference 2025 Venice. Pastore, A., Schmitt, J., Jimenez, J. & Wiedmann, K. (eds.).Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Conference contribution
• Storytelling for Activist Brands: Navigating Digital Dialogue and Narrative AuthenticityRüger, T., 2025, EUKO 2025 - Storytelling: The Power of Stories & Narratives in Business Communication & Media Discourses. Olsen, D. (ed.).p. 19Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Conference contribution
• Trust Me, I’m Almost Human – Eine qualitative Untersuchung der Möglichkeiten und Grenzen menschenähnlicher Chatbots für die Vermittlung von sozialer und emotionaler Nähe in Zeiten der DigitalisierungFrank, K., Mücksch, J., Siems, F. U. & Schubert, K., 2025, Digital Analytics im Dienstleistungsmanagement. Forum Dienstleistungsmanagement. Bruhn, M. & Hadwich, K. (eds.). Wiesbaden: Springer Gabler, Wiesbaden, p. 727–750Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Chapter in book/Anthology/Report
• When Customers Tell the Story: Customer Storytelling in C2C Interactions and Its Relevance for Service ProvidersNguyen, H. N., Mücksch, J. & Siems, F. U., 2025, EUKO 2025 - Storytelling: The Power of Stories & Narratives in Business Communication & Media Discourses. Olsen, D. (ed.).p. 12Electronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Conference contribution

2024

• Anger Against the Algorithm? – The Role of Mindful and Mindless Processing of Errors by Human-Like Generative AIBellger, M., Brendel, A. B., Hildebrandt, F. & Lichtenberg, S., 2024, ICIS 2024 Proceedings. BangkokElectronic (full-text) versionResearch output: Contribution to book/conference proceedings/anthology/report > Conference contribution