Conference Proceedings Trends in Business Communication 2022

The academic conference Trends in Business Communication (TIBCOM) addresses current and upcoming trends in the communication sector. International scientists present their new findings in the fields of marketing and communication after a peer-review process. The presented content will be mapped and submitted in form of Full Scientific Papers and will be the subject of this conference proceedings. The international conference took place virtually on December 9, 2022. Contents What’s in a Name? Communicating Forms of Toponyms at Greek Wine Labels Abstract 1 Communicating the Smart Wine Labels 2 The Significance of Toponymy as a Communicational Tool of the Greek Terroir 2.1 The Involvement of Toponymy in Greek Wine Labels 2.2 Why Place is Important to the Wine Label 2.3 Storytelling 3 Conclusions References Digital Grocery Retailing—The Influence of Product-Related and Personal-Related Factors on the Purchase Decision Abstract 1 Introduction 2 Theoretical Background 2.1 The Influence of Product-Related Factors on Trust 2.2 The Influence of Attitudes 2.3 Trust and Decision Making 2.4 Subjective Norm and Purchase Decision 2.5 Purchase Decision and Satisfaction 2.6 Satisfaction and Loyalty 3 Conceptual Model and Hypotheses 4 Methodology 5 Results 6 Conclusion References Economic Relevance of Data Protection and Ethical Aspects in Affiliate Marketing Abstract 1 Introduction 2 Consumer Trust and Reputation 3 Methodology 4 Results 4.1 Attitude Resistance Even with Newly Acquired Knowledge 4.2 Link Between Affiliate and Merchant Reputation 4.3 Aspects of Confidence Building 5 Discussion References Employer Attractiveness in Alpine Destinations: The Influence of Destination Factors Abstract 1 Introduction 2 Research Background 3 Methodology and Scale Construction 4 Results 5 Conclusion and Practical Implications 6 Limitations and Recommendations for Future Research References Nothing Ever Happens, and I Wonder: Dynamic Standstill of PR Between 1984–2020 Abstract 1 Problem 2 Theoretical Foundation 2.1 Excellent PR—The Grunig paradigm 2.2 Excellent PR—Revisited 3 Research Objectives and Research Questions 4 Research Design 4.1 Description of Data Set 4.2 Conceptual Content Analysis 4.3 Frequency Analysis 5 Empirical Results 6 Conclusion 7 Critical Reflection and Limitations References On the Agenda: Maslow. An Investigation of Hybrid Meetings Based on the Hierarchy of Needs Abstract 1 Problem 2 Research Objective and Research Questions 3 Theoretical Foundation 3.1 Importance of Successful Meetings 3.2 Maslow’s Hierarchy of Needs for Employees 3.3 Aspects of Successful Hybrid Meetings 3.3.1 Verbal Communication 3.3.2 Non-Verbal Communication 3.3.3 Technical Aspects 3.3.4 Time Management 3.3.5 Efficiency and Effectiveness 4 Research Design 5 Empirical Results 6 Discussion of Empirical Results 7 Conclusion 8 Limitations and Outlook References Tourism Enterprises and Their Positioning as Employer Brands via Digital Channels Abstract 1 Introduction 1.1 Aim of the Paper 1.2 Relevance and State of Research 2 Literature Review: Touristic Employer Brands Revisited 2.1 Defining Touristic Employer Brands as Idea Brands 2.2 How to Stimulate Resource Integration of Job Seekers 3 Methodology 3.1 Research Design 3.1.1 Pre-Study 3.1.2 Introduction of an Adapted Study 3.1.3 Measures 3.1.4 Sample of the Adapted Study 3.2 Findings 4 Discussion 4.1 The Framework 4.2 Implications for Managers, Limitations and Further Research References Green, Digital Storytelling: Communicating Sustainable Fashion on Instagram Abstract 1 Introduction 2 Theoretical Foundation 2.1 Storytelling Cycle of Trust according to Copeland and Moors (2018) 2.2 Main Characteristics and Contexts of Storytelling for Sustainability Adapted from Fischer et al. (2020) 3 State of Research 3.1 Digital Storytelling 3.2 Serious Storytelling 3.3 Instagram as a Digital Storytelling Tool 3.4 Fast Fashion 3.5 Fair Fashion 4 Methodology 5 Results 6 Discussion 7 Conclusion References Digital Dialogic Communication: How Does Genuine Dialogue Shape Customer Retention? Abstract 1 Introduction 1.1 Research Gaps, Research Contribution & Relevance 1.2 Objective & Research Question 2 Literature 2.1 Theoretical Framework 2.1.1 Definition & Theory of Dialogue 2.1.2 Definitions & Theories of Customer Satisfaction and Customer Retention 2.2 Current Literature 2.2.1 Digital Dialogues 2.2.2 Customer Retention & Customer Satisfaction 3 Methodology 4 Results & Discussion 4.1 Summary of the Results 4.2 Discussion & Critical Reflection 5 Conclusion 5.1 Limitations 5.2 Further Research References A Management Model for the Effective and Sustainable Implementation of Operational Excellence Initiatives at Plant-Level—from a Leadership & Communication Perspective Abstract 1 Introduction 2 Literature Screening 2.1 Selection/Keyword Screening 2.2 Search-String’s Characteristics 2.3 Distribution of Appropriateness 2.4 Distribution of Document Types 3 Leadership (LS) 3.1 Leadership’s Behaviour-Theory 3.2 Leadership’s Characteristics 3.3 Leadership’s History/Presence 4 Operational Excellence Leadership 5 Operational Excellence Communication 6 Operational Excellence Transformation 6.1 Process Phase 1 (PP1): Transformation Approach 6.2 Process Phase 2 (PP2): Refusal/Launch 6.3 Process Phase 3 (PP3): 1st Hurdle 6.3.1 Single Ended Arrows (1) Promoting Forces 6.3.2 Double Ended Arrows (2) Impeding Forces 6.4 Process Phase 4 (PP4): Examination of New/Unknown Scenarios 6.5 Process Phase 5 (PP5): Key-Insight of Scenarios 6.6 Process Phase 6 (PP6): 2nd Hurdle 6.7 Process Phase 7 (PP7): Return/Transfer 6.8 Process Phase 8 (PP8): Master of Leadership (MoL) 7 Conclusions References Social Media Communication in the Tyrolean State Parliament Election Campaign 2022 Abstract 1 Theoretical Background 1.1 Social Media Channels 2 Methodology 3 Results 3.1 OEVP—Austrian People’s Party 3.2 SPOE—Social Democratic Party of Austria 3.3 FPOE—Freedom Party of Austria 3.4 List Fritz Dinkhauser 3.5 NEOS—The New Austria and Liberal Forum 3.6 Die Grünen—The Green Alternative 4 Conclusion & Limitation References Media Use in the Covid-19 Pandemic: An Empirical Analysis Using the Uses-And-Gratifications Approach During the First Lockdown in Austria Abstract 1 Introduction 2 Studies on Media Use in the Covid19-Pandemic 3 Theoretical Background 3.1 Motive Research 3.2 The Uses-and-Gratifications-Approach 4 Method 5 Findings 5.1 Motives for Media Use 5.2 Change in the Intensity of Media Use 5.3 Differences in Motives for Media Use Between Generation Z and Y 6 Resume and Limitation References Trends in Communication 2023—A New Methodological Approach Abstract 1 Theoretical Background 2 Research Design and Methods 3 Results 3.1 First Interim Results 3.2 Final Results 4 Resume References Analysing the Behaviour of Online Daily Newspaper Readers—Tyrolean Case Study Abstract 1 Introduction 1.1 Problem Statement 1.2 Related Work 1.3 Proposed Solution 2 Background 2.1 Online Analytics 2.2 Tiroler Tageszeitung 3 Methods 3.1 Preprocessing 3.2 Visualisation Techniques 4 Results 4.1 Viewing the Events for All Users 4.2 Viewing the Events for Users Who Have Subscribed During the Observation Period 4.3 Do the Readers Have a Clear Thematic Focus? 5 Discussion 5.1 Shortcomings of the Approach 5.2 Outlook References The Storyporting Method in the Context of Sports Journalism Abstract 1 Introduction 2 Storyporting 2.1 Convergence 2.2 Storyporting as a 3-step Model 2.2.1 Storytelling and Storylistening 2.2.2 Reporting 2.2.3 Storyporting 3 Method 4 Empirical Findings 4.1 Subjectivity of Sports Journalism 4.2 Storytelling 4.3 Storyporting 5 Discussion 6 Conclusion References