Persuasive Kommunikation im Kontext des Mobilitätsmanagements - Angebotskommunikation am Beispiel von Rufbussen
Klug, Katharina (2025)
KeyNote Arbeitsgruppentreffen Nachhaltige Mobilität "Vertrauen in Veränderung".
Prozessorientierte Kommunikation im Kontext des Mobilitätsmanagements
Klug, Katharina (2024)
KeyNote Arbeitsgruppentreffen Nachhaltige Mobilität "Vertrauen in Veränderung".
Vogue 11:2024: Mehr Dran, Interview zur "Nachhaltigkeit in der Modeindustrie - Accesoires"
Klug, Katharina; (2024)
Vogue 11/2024, 78-80.
Open Access
Wo Künstliche Intelligenz im Innovationsprozess sinnvoll einsetzbar ist: Eine systematische Literaturanalyse
Klug, Katharina; Seidl, A.-K. (2024)
Münchner Beiträge zu Marketing & Management.
DOI: 10.13140/RG.2.2.26710.66882
Open Access
Artificial intelligence (AI) has become an integral part of business and is being used more and more frequently due to its versatile capabilities. The use of AI can be a decisive competitive advantage, especially for customer-centric and innovation-orientated business models. Traditionally, the innovation process has primarily been driven by marketing experts, engineers, and designers. At the same time, however, there is growing interest in the integration of generative AI in the innovation process. More and more companies are integrating conversational language models (LLMs) such as ChatGPT as problem-solving agents in their innovation process to effectively meet the growing demands of customers. With the growing interest of companies, research interest in the interface between AI and innovation is also growing. However, the field of research to date is still fragmented and study results are ori-entated as individual case studies in individual fields. To date, there has been a lack of a bundled approach that integrates and systematizes current studies. This article analyses how AI can be integrated into the phases of the innovation process. A systematic literature review sheds light on its potential and challenges within the innovation process. The results indicate that AI can be used in all phases of the innovation process, taking on the role of a supporter, an extension or an independent actor. Accordingly, AI can contribute to the reorganization of innovation processes in companies in different ways. Both opportunities and challenges for companies become apparent.
Ideation: Die Qualität von menschengenerierten und KI-generierten Ideen im Vergleich
Joosten, J.; Bilgram, Volker; Hahn, A; Klug, Katharina (2024)
Transfer - Zeitschrift für Kommunikation und Markenmanagement, 100-105.
Open Access Peer Reviewed
Grundlagen der Kommunikationsforschung & Nudgingtechniken zur Förderung nachhaltiger Mobilität
Klug, Katharina (2024)
KeyNote Arbeitsgruppentreffen Nachhaltige Mobilität "Vertrauen in Veränderung" .
Toward a Digital Empathy Framework: Evaluating User Experience Research Methods
Joosten, J.; Hahn, A; Klug, Katharina; Riedmüller, Florian; Totzek, D. (2024)
Marketing Review St. Gallen 4, 80-87.
Open Access Peer Reviewed
Testing Social Media Advertising Effectiveness with Multi-Method User Experience Research
Ahnfeld, T.; Hahn, A.; Josten, J.; Klug, Katharina; Totzek, D. (2023)
Marketing Review St. Gallen 40 (6), 32-39.
DOI: https://hdl.handle.net/10419/306252
Peer Reviewed
This study highlights the importance of pre-testing social media ads and explores the challenges of objectively assessing ad performance. It outlines how a multi-method approach combining facial coding and eye-tracking can help identify successful ads before launch. The findings emphasize the growing importance of user experience research (via digital empathy) for social media advertising and performance marketing.
Digital Empathy & Conversational Commerce: Wie sich empathische Chatgespräche führen lassen,
Klug, Katharina (2023)
Open Access
Slow Consumption & Zero Waste: Wie entschleunigter (Kaffee-)Konsum zur Müllreduktion beitragen kann
Klug, Katharina (2023)
Konferenz-Workshop "Konflikte und Teilhabe in nachhaltigen Konsummärkten", Kiel/Deutschland.
Peer Reviewed
Generative Models as a Catalyst for Rapid Digital Prototyping
Hahn, A.; Klug, Katharina (2023)
Digitale Welt Magazin (6), 1-4.
Open Access
Podcast "Berliner & Pfannkuchen" - Warum ist Berlin so dreckig?
Klug, Katharina (2023)
"Berliner & Pfannkuchen" .
Pop-up Stores in Retailing: Past, Present, and Future Fields of Application
Hoffmann, Nils Christian; Klug, Katharina (2022)
2022 AMA Winter Academic Conference, 10 - 20 February 2022 Nevada.
Peer Reviewed
The value of mood measurement for regulating negative influences of social media usage: A case study of TikTok
Cosmann, N; Harms, P; Haberkern, J; Joosten, J.; Kolloschan, T; Hahn, A; Klug, Katharina (2022)
Cosmann, N; Harms, P; Haberkern, J; Joosten, J.; Kolloschan, T; Hahn, A...
10th International Conference on Affective Computing and Intelligent Interaction (ACII), Nara, Japan, 1-7.
DOI: 10.1109/ACII55700.2022.9953857
Peer Reviewed
Pop-up Stores in Retailing: Past, Present, and Future Fields of Application
Hoffmann, Nils Christian; Klug, Katharina (2022)
2022 EMAC European Marketing Academy Conference, 25 - 27 May 2022 Budapest; Hungary.
Peer Reviewed
Digital Empathy - Warum ist sie wichtig und wie können wir sie messen?
Hahn, Alexander; Klug, Katharina; Riedmüller, Florian (2022)
Academic Blog Post.
Open Access
Mutschler, A. (2022) Podcast des Wissensdienstleisters 20blue mit K. Klug zum Thema Nachhaltiger Konsumwelt
Klug, Katharina (2022)
Open Access
Guerilla Marketing & Sustainablity: Kampagnen überraschend nachhaltig gestalten
Klug, Katharina (2022)
Key Note zur 3. Internationalen Woche der Semiotik.
Open Access
Voll Punktzahl oder Verriss: Trauen Sie Bewertungen im Netz?, BR Tagesgespräch mit K.Klug zum Thema Produkt-Ratingbewertungen
Klug, Katharina (2022)
Open Access
Prof. Dr. Katharina Klug
Hochschule Ansbach
Fakultät Wirtschaft
Hochschule Ansbach
Residenzstr. 8
91522 Ansbach
T 0981 4877 - 374 katharina.klug[at]hs-ansbach.de
ORCID iD: 0000-0003-0557-1593