Throughout the life course, individuals face numerous decisions, many of which are linked to consumption. This BA thesis seeks to explore the related psychological phenomena in depth, combining theoretical–conceptual approaches with qualitative empirical research. The thesis is co-supervised by Monika Koller and Eva Marckhgott.

Contact: monika.koller@wu.ac.at , eva.marckhgott@wu.ac.at

This is a broad topic allowing to focus on Gen Z’s creative consumption: perceptions, drivers and barriers across cultural formats. You could focus on answering the following questions or find a question of your own. 

What are creative products for Gen Z? Is a reel-maker an artist? Does AI-art resonate with Gen Z? Are classical museums and theatres a no go for Gen Z? 

Thesis must contain an original empirical part (data collected and analyzed by the student). 

Contact: tatiana.rittler@wu.ac.at

Recent data shows that fun content resonates with Gen Z well. Is that the universal formula for brand’s content success? Should brands be fun? What is the effectiveness of fun versus serious brand communication for Gen Z? When does serious brand communication outperform fun content among Gen Z? 

The questions are only examples to guide your understanding and inspiration. The student will have to define the specific topic direction.

Thesis must contain an original empirical part (data collected and analyzed by the student). 

Contact: tatiana.rittler@wu.ac.at

Companies such as OpenAI and Google are introducing increasingly powerful models for video generation. In light of these powerful tools, video content created using artificial intelligence (AI) opens up many new possibilities for brands on social media but may also carry risks. In this thesis, you will take a deep dive into brands’ strategies for leveraging AI-generated video content on social media and how consumers react to them. The thesis is structured into two parts: In the first part, you will pick one or more brands (e.g., from a specific sector) and investigate how these brands currently use AI-generated video content on platforms like Instagram and TikTok. Based on this, in the second part, you will explore how consumers react to different strategies and practices in terms of marketing-relevant outcomes (e.g., brand attitudes, willingness-to-pay). The thesis is open to both quantitative approaches (e.g., surveys, experiments) and qualitative approaches (e.g., interviews, netnography). When working on the thesis, you will engage with literature in marketing and consumer research, apply empirical research methods, and gain new insights into how brands can navigate emerging trends on social media.

Contact: till.bieg@wu.ac.at

Ziel dieser Bachelorarbeit ist es, die Bedeutung von internen und externen Stakeholdern von Universitäten aufzuzeigen, sowie die daraus resultierenden Möglichkeiten der Kommunikation zu beschreiben und anhand konkreter Beispiele darzulegen.

Kontakt: gerlinde.spicko@wu.ac.at

Die Struktur von Universitäten ist komplex und setzt sich aus zahlreichen administrativen und wissenschaftlichen Einheiten zusammen. Nach einer ausführlichen Darlegung der Kommunikation der unterschiedlichen universitären Einheiten sollen in dieser Bachelorarbeit Empfehlungen im Sinne einer integrierten Kommunikation gegeben werden.

Kontakt: gerlinde.spicko@wu.ac.at

In dieser Bachelorarbeit sollen unter anderem folgende Fragen beantwortet werden: Was ist Wissenschaftskommunikation? Wie hat sich diese im Laufe der Zeit verändert und welchen Stellenwert hat diese heute? Warum ist Wissenschaftskommunikation wichtig und welche Möglichkeiten und Kanäle bieten sich für eine erfolgreiche Kommunikation an?

Kontakt: gerlinde.spicko@wu.ac.at

Students are also encouraged to apply with the thesis topics of their own interest. Preference will be given to projects with quantitative empirical approach. Possible research areas include but not limited to:

• innovation and new product development, 

• creative consumption (i.e. consumption of creative products and services),

• food consumption, 

• consumer wellbeing, 

• mental health, 

• marginalized consumer groups (e.g. minorities, elderly consumers)

Contact: tatiana.rittler@wu.ac.at