Einfluss der Werbung im TV und sozialen Medien auf die Markenbindung: Eine empirische Analyse der Glaubwürdigkeit und Vertrauenswürdigkeit
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Das Ziel ist, ein vertiefendes Verständnis für die emotionalen und kognitiven Reaktionen der Verbraucherinnen und Verbraucher zu entwickeln. Dafür wurde eine qualitativen Inhaltsanalyse nach Mayring auf Basis eines fokussierten Interviewleitfadens durchgeführt.
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