Theses

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The Department of Marketing supervises Bachelor's and Master's theses related to the various research areas of the department. Please note that in order to be accepted for a thesis, certain requirements must be met and application deadlines must be observed. Please read the section "Topic assignment and advice". If you have any further questions, please do not hesitate to contact us!

Topic assignment and consultation

Advanced knowledge of strategic and operational marketing is aprerequisite for writing a thesis at the Department of Marketing. This requires successful participation in at least two courses (4 credit hours each) from the major course of study (for Bachelor's theses) or Master's course of study (Master's thesis) with a marketing focus, one of which must be held by the Department of Marketing. As academic theses aim to generate generally applicable findings, the Department of Marketing does not generally supervise company-specific case studies / theses.

The topics for theses can be chosen freely. However, your suggestions should come from the following areas of marketing:

  • Customer Experience Marketing (more information)
  • Multisensory marketing (especially haptic marketing) (more information)
  • Acceptance of new products and (communication) technologies (more info)
  • Transformative Consumer Research (more info)

If you would like to write a thesis at our chair, please submit a letter of application and the completed application form to Ann-Catrin Pristl . In your letter of application, please explain the relevance of the chosen topic, the objective of your thesis and your motivation to deal with this topic. When planning your thesis, please note the following deadlines for submitting your application documents:

  • June 30 for theses in the winter semester
  • December 31 for theses in the summer semester

We will contact you as soon as possible after the application deadline. If accepted, you will be expected to prepare an exposé. Initial information on writing a thesis at the Department of Marketing and the application form can be found in the documents in the "Information and Forms" section.

 

Students in the continuing education program Master of Business Administration (MBA) at the Department of Business Administration at the University of Kassel / UNIKIMS (University of Kassel International Management School) only need to successfully complete the module "Marketing and Sales Management" in order to be supervised for their Master's thesis. MBA students can also work on transfer topics which, in addition to the above-mentioned research areas, can also originate from the fields of distribution / sales and sales force management. The start of the processing time can be agreed individually. Interested MBA students should contact Prof. Dr. Andreas Mann (mann@wirtschaft.uni-kassel.de).

  • The activation of anticipated pride through storytelling: The influence on purchase intention using the example of sustainable products

  • Affective misforecasting - potential boomerang effects of positive customer reviews on product perception

  • The influence of the degree of interaction of influencers with their followers on their purchase intention

  • The triggering of positive emotions in viewers through ASMR-generating acoustic design elements in product videos

  • The influence of two-sided messages on consumer attitudes towards (organic) fruit and vegetables with shape anomalies

  • The influence of periodic privacy notices on consumers' consent to extended data use by advertisers

  • The influence of the positioning of perimeter advertising in soccer stadiums on brand recognition among TV users

  • The influence of a sustainable consumption style on the subjective well-being of consumers

  • Consumer-centered conception of the experience: a qualitative analysis

  • The recall bias in online shopping: effects, influencing factors and implications for online retailers

  • A lexicographical analysis of the concept of experience in the context of consumer decisions

  • Public-hedonistic consumer experiences: The influence of visit context and perceived social norm

  • Staging-related determinants of the viewer experience of influencer unboxing videos

  • The influence of AR-supported product presentations on the mental imagination of consumers to trigger perceived ownership  

  • The influence of communicated social norms on sustainable purchasing decisions

  • The influence of tertiary packaging design on retailer-related customer attitudes in online retailing

  • The effect of perspective taking - interventions in communication messages for sustainable products

  • The influence of unfulfilled expectations of sensory product attributes on category-specific reorder intensity in online shopping

  • Product placement on Instagram - The influence of design on the credibility of the advertising message

  • The influence of unfulfilled product-related consumer expectations on the return intention in online shopping - illustrated using the example of textile shopping

  • Determinants for socio-ecologically oriented preferences of consumers in decisions with want / should conflicts

  • The influence of compensation services on the return motivation of online shoppers: prerequisites and moderators

  • The influence of customer controllability of visual product representations in online shopping on perceived product quality

  • The influence of eco-labels on the trustworthiness of product-related sustainability promises and their effect on purchase intention

  • The acceptance of default nudges for sustainable consumption decisions

  • The influence of the paper quality of brochures on the credibility of the information provided

  • The influence of consumers' self-attribution of responsibility for socio-ecological problems on sustainable consumer behavior

  • The relative importance of perceived benefits for sustainable purchasing decisions for consumer goods

  • The influence of labeling sustainable product attributes on product evaluations and consumers' willingness to buy

  • The Influence of the Degree of Interactivity on the Perceived Credibility of Influencers in Social Media Networks

  • The Degree of Spectator Participation as a Determinant of the Stadium Experience in Football

  • Acceptance of personalized offer content in shopping apps: Conceptual foundations and empirical findings on the privacy paradox

  • The influence of video-based haptic information on consumers' trust in their quality assessment of products - illustrated using the example of online clothing purchases

  • Interactional Fairness as a Determinant of the Positive Complaint Experience in Online Shopping: A Moderator Analysis of Customer-Specific Characteristics in Online Complaints

  • Consumer willingness to use brain computer interfaces in the area of conflict between hedonistic motives and control concerns in gaming

  • Influence of observing product interactions of influencers on the development of haptic images and the purchase intention of consumers

  • The influence of social design on the chatbot-encounter experience in customer service

  • The influence of the configuration process for mass customized products on consumers' willingness to pay

  • Trust determinants of personalized voice assistants - conceptual considerations and primary empirical findings

  • The influence of personalization and transparency on consumers' intention to use  voice commerce

  • The influence of advertising messages to activate personal norms on consumers' purchase intention and willingness to pay for sustainable products

  • The effect of rhetorical figures in product descriptions on perceived product quality through haptic imagery in an online environment

  • The influence of visual product presentation on the generation of haptic imagery

  • The influence of ambient scents at the point of sale on the dwell time and purchase quantity of consumers

  • The influence of two-sided messages on the credibility of advertising for organic products among consumers

  • The influence of attention-grabbing design features of banner ads on the click intention of recipients

  • The interaction of the visual and haptic design of packaging as a determinant of consumers' willingness to buy - illustrated using the example of food products

  • Determinants of the perceived credibility of influencer advertising  from the perspective of followers
  • Frustration of participants in customer co-creation projects: The importance of feedback transparency and motivation expression
  • The influence of cultural characteristics  on the acceptance of blockchain-based applications - illustrated using the example of Chinese and German consumers
  • Company-side determinants for the use of blockchain technology in energy systems
  • The influence of image design on the click rate for Facebook Carousel Ads
  • The perceived attractiveness of amateur sports clubs: Determinants and effects on member recruitment and retention
  • Personality dimensions as the basis for the design of communication measures - illustrated using the example of e-newsletters
  • Consumer-side user acceptance of digital voice assistants as shopping assistants
  • The relevance of blockchain-based structural assurances for the trustworthiness of electronic ordering systems
  • Corporate Reputation in Niche Marketing: The Influence of Influencer Opinions on Reputation Perception
  • The Influence of Haptic Packaging Design on Consumers' Purchasing Decision
  • The Influence of Influencer Credibility Elements on Consumers' Willingness to Buy
  • The Influence of Parking Experience on the Overall Satisfaction of Shopping Center Visitors
  • The influence of content design on user engagement in online brand communities
  • Sponsorship of sports events by luxury brand manufacturers: requirements for the sponsor-event fit
  • The influence of selected social media applications on the credibility of CSR messages - illustrated using the example of car manufacturers
  • Methods and key performance indicators for determining the contribution to success of social media activities
  • The potential influence of distributed ledger technology on data quality in online targeting
  • User experience of e-book readers: Determinants and design options
  • The influence of the content design of guerrilla marketing campaigns on consumer purchase intentions
  • The influence of emotions on organizational purchasing decisions in the OEM business: conceptual foundations and marketing implications
  • The Impact of Brand Communication Content on Brand Authenticity: The Role of Culture and Social Media
  • The influence of formal design parameters of product placement in film productions on brand recall
  • Mobile Augmented Reality (AR) applications in stationary retail: Possible applications and design requirements to enhance the shopping experience
  • Consumer acceptance determinants of blockchain technology: conceptual foundations and empirical findings
  • Determinants of the customer experience at car repair shops -
    Conceptual foundations and empirical findings
  • Determining the impact contribution of offline and online media in cross-media communication campaigns
  • The influence of spillover effects on brand perception in multi-sponsoring
  • Determinants of the credibility of user-generated online product reviews
  • Social norm marketing: requirements for content and channel-specific communication for sustainable products
  • Reactance determinants and effects of addressing individual target customers: requirements for provider-induced communication design
  • The influence of blockchain use by musicians on labels and retailers in the music industry
  • Design requirements for promoting the redemption acceptance of location-based mobile coupons in stationary service and retail companies
  • The influence of archetypal brand communication on consumer brand sympathy
  • Haptic marketing: The targeted triggering of the endowment effect through haptic marketing measures
  • Is all that glitters gold? Trustworthiness of online reviews for consumers' purchasing decisions
  • Success factors when using corporate blogs in intercultural marketing
  • Critical Success Factors of Ambush Marketing
  • The influence of color and lighting on impulse purchases in stationary retail
  • The influence of verbal product descriptions on product evaluation in online stores
  • Criteria and measures for selecting and managing cooperation partners in affiliate marketing
  • Emotions as Content Determinants for the Success of Viral Campaigns: Requirements and Implications
  • Key Performance Indicators in Native Advertising: Design and Measurement
  • Effective ambush marketing: Determinants of the targeted identification of ambushers as event sponsors
  • The design of in-stream video advertising to reduce advertising avoidance
  • The design of advertising videos on YouTube to increase the impulse buying motivation of consumers
  • The influence of visual trade fair stand design on the length of time visitors spend at the stand
  • Perceived risks of consumers as acceptance determinants for mobile payment use
  • Requirements and procedure for using Twitter for trend monitoring
  • The influence of visual salesroom design on the impulse buying behavior of consumers
  • Participant motives and criteria for the selection and use of vocational training courses as a basis for the communication policy of training providers
  • Olfactory marketing: The influence of room scenting on product evaluation by consumers
  • Scheme-congruent advertising: determinants, effects and problems
  • Communicative possibilities for promoting fan identification as a basis for marketing merchandising products
  • The influence of celebrities as testimonials on the luxury image of brands
  • The relevance of online product reviews in consumers' extensive purchasing decisions
  • Potential-oriented sales: Instruments and challenges in determining the economic potential of customers in the B2B sector
  • Mental Convenience - The influence of linguistic clarity in product benefit communication on product evaluation by consumers
  • Importance and design of haptic effects in online sales
  • Requirements for the design of successful crowdsourcing campaigns
  • Motivation to touch: influencing factors and design options in stationary retail
  • Abandoned purchases in online stores: Determinants for optimizing conversion rates in the completion phase
  • Approaches to measuring the contribution to success of individual customer touchpoints in multi-channel systems
  • Framing effects in sales advertising: potential uses and problems with print ads
  • Measuring emotions through visual survey methods
  • The relevance of online product reviews for extensive consumer purchasing decisions
  • The effect of the visual design of the direct mail cover letter on the recipient's motivation to read it
  • The effects of music at the point of sale on the buying mood of consumers
  • The design of sporting events as a fundraising instrument in popular sports
  • The importance of a Facebook fan page for fundraising organizations for the acquisition of private donors
  • Reactivation of averted donors: Determinants for determining the optimal time to approach them
  • The use of jersey advertising for brand refreshment
  • The recognition and recall effect of perimeter advertising on spectators in sports arenas
  • The influence of cause-related marketing campaigns on brand image
  • Conception and implementation of customer outplacement
  • Customer experience in direct employee-customer contact at trade fairs
  • The influence of promotional gifts on the customer loyalty behavior of consumers
  • Emotional dialog marketing: requirements for the visual design of direct mail cover letters
  • The influence of the design of sports facilities on the satisfaction of sports fans
  • Possible uses of Twitter to optimize the use of donor potential
  • The influence of shock advertising on consumer attitudes
  • Empowered involvement as a trigger for word-of-mouth behavior in the context of the open source concept
  • European price corridors: measures by price-discriminating companies against arbitrage
  • Factors influencing the advertising impact of in-game advertising
  • The visual and acoustic design of the point of sale in stationary retail for older target groups
  • Usability of mobile applications: components and requirements
  • Facial action coding with mobile devices
  • International external employer branding: The transfer of an employer brand to different country markets
  • Selection of donation organizations by private donors: conceptual considerations and empirical results
  • Factors influencing the variety-seeking behavior of private donors
  • The sponsor-event fit in image transfer - illustrated using the example of sponsoring sporting events
  • Brand experience and the visual design of electronic media at trade fair stands
  • Evaluation of e-mailing and mailing as dialog marketing media from an ecological point of view
  • Consumer use of mobile apps in the automotive market: design features and requirements
  • The influence of haptic packaging properties on perceived product quality
  • Reactance potential of ambush marketing activities
  • Determining and measuring success in viral marketing
  • The influence of olfactory stimuli on product evaluation
  • Relevance of club magazines as an instrument of member retention in sports clubs
  • Atmospheric store design in stationary retail. The effect of background music on customers at the point of sale
  • Possibilities and problems in the evaluation of fans in social networks - illustrated by the example of Facebook
  • Communicative measures for dealing with cognitive dissonance among consumers
  • How non-profit organizations can address time donors who have left the company in order to win them back
  • Requirements and measures for the successful marketing of a hospitality area in sports arenas
  • Motive-oriented alignment of viral communication campaigns: basics and design recommendations
  • The use of online communities in the innovation process of companies
  • Branded mobile apps as a marketing tool in the B2C sector
  • Management of B2C communication activities in social networking sites
  • Integration of push and pull communication using the example of e-mail marketing
  • Requirements for the successful implementation of mobile marketing communication in companies
  • Acceptance of proximity marketing among young consumers
  • Acceptance of e-mail newsletters
  • Organizational customer trust and interactive communication
  • New requirements for brand communication from the perspective of neuroscience
  • The emotional design of direct mailings
  • Credibility of online customer reviews: Relevance for purchasing behavior and implications for marketing
  • The influence of dialog marketing on brand knowledge
  • Employee competencies in relationship-oriented dialog marketing
  • Acceptance of personalized communication: Determinants and implications for dialogue marketing
  • Opportunities and problems of online banner advertising
  • The customer magazine as a dialog marketing instrument in the business-to-consumer sector
  • Celebrities as testimonials in sales advertising
  • The web survey as an instrument of primary market research
  • Customer data quality and direct marketing campaigns
  • Possibilities and problems of addressing individual customers
  • Company podcasts as an instrument of market and customer communication
  • Consumer acceptance of location-based services
  • The management of customer-to-customer campaigns in the service sector
  • Consumer attitudes towards dialog marketing media: conceptual foundations and empirical results
  • The haptic design of printed communication media in dialog marketing
  • Mobile couponing: fields of application, design options and problems
  • Factors of consumer acceptance of loyalty cards
  • The willingness of customers to pass on personal data: Determinants and implications for dialog marketing
  • The importance of dialog marketing for building trust in the acquisition of new customers
  • The haptic design of mailings
  • Credibility communication and virtual communities
  • Instruments and problems of addressing new customers in direct marketing
  • Possibilities and problems of Internet configurators for influencing the decision-making behavior of consumers
  • Brand communities and brand strength
  • Opportunities and problems of complaint stimulation in the service sector:
    illustrated using the example of banking services
  • Opportunities and problems of using cause-related marketing for sales promotion and image profiling
  • Customer recovery and dialog marketing
  • SMS as a dialog marketing instrument
  • Opportunities and problems of search engine marketing
  • Corporate websites as a dialog marketing tool
  • Virtual communities and customer loyalty
  • Trust and addressing individual target groups in consumer goods marketing
  • Weblogs as a dialog marketing tool
  • The use of dialog instruments in corporate change processes
  • Couponing as a customer loyalty tool for consumer goods 
  • Design requirements for mailings from an advertising psychology perspective 
  • Possibilities and problems of e-newsletters as a direct marketing tool 
  • International direct marketing: framework conditions and design options in France 
  • Opportunities and problems of integrating customers into product innovation processes 
  • Opportunities and problems of viral marketing 
  • Opportunities and problems of international target group segmentation in direct marketing 
  • The importance of trust for permission generation in direct marketing
  • Opportunities and problems of the balanced scorecard in dialog marketing