Abschlussarbeiten

• Topic cluster sustainability

  #	Thema	Vorgeschlagene Methodik
  1	How do consumers perceive brands that promote socially inclusive working environments?	Empirical
  2	Nudging for the environment	Empirical
  3	Second-hand products/business-models	Empirical
  4	Can influencers promote sustainability?	Empirical
  5	Sustainability as a status symbol: How green consumption shapes social perception	Empirical
  6	Nudging without backlash? Designing sustainable interventions for skeptical consumers	Empirical
  7	The impact of climate-related events on sustainable consumption	Empirical
  8	Emotional drivers of sustainable behavior: The role of inspiration	Empirical

• Topic cluster digitalization

  #	Thema	Vorgeschlagene Methodik
  9	Generative AI in marketing – value creation for customers	Emp./Concept.
  10	Generative AI & human decision making	Empirical
  11	Generative AI & market research	Empirical
  12	How do AI influencers affect consumer behavior?	Empirical
  13	Use of Multi-Agent Systems in marketing and marketing research	Emp./Theo.
  14	Chatbots and consumer behavior	Empirical
  15	LLM-based product recommendations	Empirical
  16	Design of Multi-Agent Systems	Empirical
  17	AI field studies/experiments

• Themenbereich Dienstleistungsmanagement

  #	Thema	Vorgeschlagene Methodik
  18	The development of the service business at Company XY – a case study (topic cluster servitization)	Empirical
  19	Conceptualizing, operationalizing, and measuring servitization (topic cluster servitization)	Conceptual
  20	The significance of services for the formation and expression of gender identities (topic cluster gender)	Empirical
  21	Social Practice Theories as an explanatory approach for sustainable consumer behavior in services (topic cluster sustainability)	Theoretical
  22	How do service providers and customers jointly co-create service value? (Service Management and Marketing)	Concept./Emp.
  23	How can service providers and customers (co-)create sustainable service value? ((Environmentally) sustainable services)	Emp./Concept.
  24	How can consumers meet their consumption needs responsibly? ((Environmentally) sustainable consumer behaviour)	Emp./Concept.