These proceedings focus on selected aspects of the current and upcoming trends in business communication. In detail the included scientific papers analyse and describe communication processes in the fields of sports, finance, culture, politics, brand management and corporate communications. The...

What's in a Name? - Digital Grocery Retailing -- Economic Relevance of Data Protection and Ethical Aspects in Affiliate Marketing -- Employer Attractiveness in Alpine Destinations -- Nothing ever happens, and I wonder -- On the Agenda: Maslow -- Tourism Enterprises and Their Positioning as...

The Power of Femvertising: Boosting Customers' Willingness to Pay -- Future Skills and Requirements for the Next Generation of Marketing Communication Experts -- A More Effective Kind of Influencer? The Podcaster-Listener Relationship and the Perceived Proximity of Hosts -- Influence of social...