Browsing by Subject "Internetnutzung"

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    Crossmedia Marketing ? Suchmaschinen als Brücke zwischen Offline- und Online-Kommunikation
    (2010) Noack, Catharina; Brettschneider, Frank
    The continuous increase in the range of media products which are offered means that these products are increasingly competing for the scant resource of the recipient?s attention. Crossmedia marketing is aimed at ensuring a presence in the various media market sectors, offline and online, thus reducing the dependency of individual media markets and enabling synergy effects to be utilized. The significance of this work is in the way it links the research disciplines of crossmedia marketing, consumer research and search engine marketing. It is assumed that crossmedia marketing has developed further as a result of changed consumer behavior, with the search engine usage behavior playing a key role. Crossmedia marketing is employed on the media side to react to search engine usage. It is based on the theory of integrated communication according to Bruhn. Research is directed by the question of the degree to which it makes sense to integrate search engines into crossmedia marketing activities, and what may possibly need to be taken into consideration in the case of such integration. A particular focus is placed on the question of whether it is possible to lead consumers to a website by means of crossmedia TV advertising with the help of search engine marketing. The entire field of research is opened up by means of secondary analyses, log file analyses, and guideline-based interviews with experts from the scientific sector, operators of crossmedia marketing from agencies, and users of crossmedia marketing from the industrial sector. As a result it can be stated that extending marketing activities into the internet in the context of integrated communication is becoming extremely important, and far-reaching advertising campaigns in the offline area profit from search engine marketing campaigns which are coordinated with these. The search engine forms a bridge between offline and online communication. What is achieved in terms of communication is manifested decisively in the number of searches. An intelligent crossmedia marketing strategy can make the interplay of classical and new media an effective recipe for success.
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    Older adults’ internet use, outdoor activity, and the urban environment : empirical analysis
    (2021) Schehl, Barbara; Kirn, Stefan
    In an ageing society, information technology (IT) can be a powerful tool to support older adults in staying physically, mentally, and socially active. A growing number of studies show positive effects of Internet use on active ageing. Specifically, understanding the relationship between older adults’ Internet use and their participation in outdoor activity has gained attention. However, little is known about the role of specific online activities, as previous research mainly considered general Internet use, e.g., writing emails and browsing the Web, which does not provide a rationale for increased outdoor activity. Another important factor affecting outdoor activity is the urban environment in which older adults live, especially as the environment can either motivate or hinder participation in outdoor activity. Against this backdrop, the aim of this thesis is to get a better understanding of the association between Internet use, the urban environment, and participation in outdoor activity. By adopting an ecological perspective, this dissertation is first in comprehensively assessing this association. Three studies provide empirical insights into patterns of factors and contribute an enhanced understanding of the association between older adults’ Internet use, the urban environment, and outdoor activity. In summary, this thesis contributes to a relevant growth of knowledge on older adults’ Internet use and outdoor activity. The approach in this thesis uncovered important differences in the roles of individual factors as well as environmental factors in explaining older adults’ outdoor activity. Based on this contributions, important implications for research can be identified. For instance, future research can use the conceptual framework as a basis to investigate further types of outdoor activities and further types of online activities, such as social networks and messaging services which attain increasing relevance for the group of older adults. Further, this dissertation also has some practical implications, for example, as all three studies showed that socio-demographic predictors play important different roles, the findings are specifically relevant to identify specific groups of older adults. For instance, developers and providers can tailor their services to the needs of older adults, e.g., by designing responsive and barrier-free interfaces that adapt to individual capabilities in cognition, vision, and motor function. Concluding, older adults should be encouraged to go online because the Internet increasingly provides information about opportunities and offerings in the city. The findings of this dissertation provide a rationale for the development of online services that offer neighborhood information and ultimately support older adults to be active outdoors.