27 research outputs found
Between Authenticity and Automation: Nonprofit-Organizations Navigating AI-driven Communication
No full textThis research examines the question: To what extent do Nonprofit-Organizations (NPOs) in Germany use artificial intelligence (AI) for content creation within their external communication strategies, and what positive and negative effects are associated with it? The diffusion theory serves as the theoretical framework to understand how AI, as an innovation, is adopted and institutionalized within organizations. Semi-structured interviews were conducted with 17 communication professionals from 16 NPOs that already have experience with AI in content creation. The data was analyzed using a qualitative content analysis. The results show that AI is primarily utilized for text generation and editing, with ChatGPT being the most frequently used software. The benefits include time savings, increased efficiency, and creative inspiration. However, challenges such as legal uncertainties, skill gaps, and concerns about authenticity and misinformation also exist. While AI is strategically embedded at the organizational level, its explicit integration into external communication strategies is still rare. Human oversight remains crucial to ensure the quality and credibility of AI-generated content. The study concludes that while NPOs utilize AI in various ways, they proceed to cautiously and critically evaluate potential advantages to maintain trust and uphold ethical standards. Implementing AI requires strategic planning, clear guidelines, and staff training. Future research should explore the long-term impacts on trust, credibility, and stakeholder engagement. This work contributes to closing a research gap regarding the application of AI for content creation within the external communication strategies of NPOs
Strategic Communication in Disruptive Times: How Sociopolitical Polarization, Virtual Media and AI Reshape Organizational Communication
No full textVirtual Influencers - Brand Ambassadors of the Future? A Qualitative Study on Communication Managers' Perceived Opportunities and Risks of Using Virtual Influencers in External Communication Measures
No full textVirtual Influencers (VI) are increasingly becoming important in corporate communications. Like human influencers, they act as brand ambassadors but offer several advantages in the context of strategic communication. This study examines the perspective of communication managers on the opportunities and risks of using VI, which are relevant for the decision to (not) use VI as a communication tool, based on qualitative expert interviews with eight experts from companies and agencies as well as with enablers. The study focuses on the benefits for communication measures, the handling, and the future potential of VI. In order to understand the strategic decision-making processes, the perspective of the Technology Acceptance Model and the Communication Controlling approach are used. The results show that although VI enable companies to achieve a high level of control, brand customization, and cost efficiency, they can only be used successfully if their use is strategically thought through and can be authentically integrated into brand communication. While the market for VI is growing, their long-term success depends on proper implementation and strategic adaptation
From Data to Donors: Can AI Reshape Fundraising Strategies
No full textNonprofit-Organizations (NPOs) must continuously optimize their fundraising strategies to efficiently generate and secure financial resources long-term. Artificial intelligence (AI) is increasingly important, as it could transform fundraising strategies. This research explores AI's potential for strategic fundraising planning in NPOs, based on Gahrmann's (2024) integrated objective setting and planning process. The Technology Acceptance Model (Davis, 1989) and the AI Acceptance Model (Scheuer, 2020) form the theoretical basis for analyzing AI acceptance and use. To gain practical implications for the use of AI in the strategy development of fundraising, communication managers in NPOs were surveyed. In order to derive practical implications for the use of AI in fundraising strategy development, a survey was conducted among communication managers in NPOs, guided by the following research leading question: What potential does artificial intelligence offer communication managers of nonprofit
organizations for the development of fundraising strategies? To answer this question, qualitative semi-structured interviews were conducted with two fundraising associations as well as communication and fundraising managers from 14 NPOs in the DACH region (Germany, Austria, Switzerland), and analyzed using qualitative content analysis. Results show that AI is currently a supportive resource, not a replacement for human thinking. Larger AI projects are still in testing, and not all NPOs have clear strategies. Benefits include time savings, increased efficiency, improved analyses, and automation of repetitive tasks, resulting in cost reductions. However, challenges such as ethical concerns, lack of human touch, and potential reputational risks remain. A thorough review is necessary, as AI can generate errors and biases. In the next five years, AI will transform strategy development. Beyond efficiency gains, analyses could be revolutionized, enabling continuous rather than periodic assessments. While the content of strategies will stay the same, increased automation may support individualized donation strategies. Human oversight remains essential for creativity, empathy, and error control. Data protection and transparency will be critical for AI's future use in NPOs
Right-Wing Populism in Germany: Growing Pressure on Corporate Communications to Take a Stand?
No full textIncreasing polarization and the success of right-wing populist parties present companies with the challenge of dealing with the rise of right-wing populism in a polarized, media-driven environment alongside responsible action and stakeholder expectations. Companies are increasingly joining forces in positioning initiatives in order to take a joint stance for a pluralistic, open and diverse democracy. Accordingly, this study examines how companies deal with this in terms of communication and what role (perceived) positioning pressure plays. It complements existing research with the perspective of companies by shedding light on motivations, motives, and internal decision-making processes. By means of 15 qualitative guided interviews with communication managers from German medium-sized and large companies in the B2C sector as well as with communication consultancies, the social phenomenon of corporate positioning towards right-wing populism is examined using qualitative content analysis. Companies perceive right-wing populism as a relevant social development. Corporate values, social responsibility, and economic risks such as a shortage of skilled workers are key drivers for positioning. At the same time, external risks such as customer losses, hate messages, or internal conflicts are carefully weighed up. Decision-making processes on positioning are usually initiated by the communications department and ultimately decided by the Management Board. Despite growing challenges and risks, corporate positioning is expected to inrease and remain a central topic of strategic communication
Out and Strategically Loud: Opportunities, Challenges, and Risks in LGBTQIA+-related Campaigns
No full textThis research study examines the use of LGBTQIA⁺-related campaigns in corporate strategic communication. Through 12 qualitative interviews with communications managers, the study analyzes the opportunities, challenges, and risks associated with such campaigns. It also provides an assessment and comparison of their relevance today and over the next five years. The project focuses first and foremost on the evaluation of LGBTQIA⁺-related campaigns and their impact on corporate perception, stakeholder relationships, and material resources. The conversations with communications managers from various companies also offer valuable insights into the evaluation of strategic communication in the context of increasing societal polarization and rising pressure for corporate positioning. Thus, the study not only demonstrates how the LGBTQIA⁺ community influences and shapes strategic communication, but also how strategic communication evolves in response to changes in the corporate environment. Accordingly, the research project delivers relevant findings for companies and communications managers to design effective campaigns focused on the LGBTQIA⁺ community and to maintain corporate legitimacy
Exploring Technology Acceptance: Potentials and Barriers of VR and AR in Corporate Brand Communication
No full textVirtual Reality (VR) and Augmented Reality (AR) have been considered pioneering technologies for years, but have yet to break through to the masses. Nevertheless, VR and AR are occasionally used specifically in external brand communication, particularly at trade fairs and events, on social media channels, or in specially designed apps. The study examines the potentials and limitations of VR and AR in external brand communication from the perspective of enablers, agencies, and companies. The aim is to develop a comprehensive understanding of the role of these technologies in the marketing context and to identify challenges and opportunities for long-term integration. Qualitative expert interviews (n = 11) with enablers, agencies, and companies from the real estate, tourism, entertainment, and retail industries were used to determine how VR and AR are already being integrated into communication strategies and what hurdles are associated with this. The theoretical framework is based on the
Technology Acceptance Model (TAM) to analyze the findings and classify the Perceived Usefulness and the Perceived Ease of Use from the perspective of the three actors. The results show that VR and AR offer versatile possibilities for interactive storytelling and immersive brand experiences and thus enable differentiation from the competition. However, high costs, technical limitations, and limited user acceptance make widespread implementation difficult. The sustainable establishment of the technologies in external brand communication therefore depends on future technological developments and broader social acceptance. The study contributes to the expansion of the research field by opening up new perspectives on the integration of VR and AR in external brand communication. In particular, long-term acceptance, cost-efficient integration - especially in companies with smaller budgets -, and industry-specific adaptations remain issues that should be further investigated for broad market penetration
Characterising anticipatory postural adjustments in turning a comparison between older adults and people with Parkinson’s disease
No full textData availability:
The data that support the findings of this study are available from the corresponding author upon reasonable request.Anticipatory postural adjustments (APAs) are crucial for maintaining postural stability during voluntary movements such as gait initiation. While APAs have been extensively studied in forward stepping, little is known about their characteristics during turning initiation. This study aimed to identify the characteristics of (i) APAs and subsequent first steps during turning in older adults (OA) and (ii) compare them to people with Parkinson’s disease (pwP). Twenty-two pwP (tested on medication) and 17 OA performed self-paced 360˚ turns which were embedded in a complex walking task. APAs and first step characteristics were recorded using motion capture and force plate data. For pwP, APAs in turning (unloading phase) were found to be primarily mediolateral, and of significantly reduced amplitude (median = 2.5, 95% CI[0.0053; 0.0089]) in comparison to OA (median = 5.0, 95% CI[0.0073; 0.0181]). Unlike OA there was no significant association between APAs and step characteristics. These findings suggest that APAs during turning are significantly impaired in pwP, even when tested ON medication, and that this impairment may contribute to the turning difficulties often experienced by this population. Overall, these results have potential implications for clinical assessments and rehabilitation interventions, emphasising the need to tailor strategies to address turning challenges pwP face in their daily life.This work was funded by Parkinson’s UK (G-2007) and was supported by the National Institute for Health and Care Research Exeter Biomedical Research Centre. The views expressed are those of the authors and not necessarily those of the NIHR or the Department of Health and Social Care
What does it take to graduate? A qualitative exploration of the perceptions of successful physiotherapy graduates from one university in the UK
No full textCopyright © 2018 The Author(s). Little is known about the complex factors that underpin persistence and success for preregistration physiotherapy students. This article presents findings from a qualitative study which explored the perceptions of eight recent graduates from one UK university about their experiences of their physiotherapy undergraduate degree program, and what they considered important in their success. Data were collected via one-to-one, semi-structured interviews. An in-depth thematic analysis was undertaken from which three overarching themes were inferred. First, successful learning was portrayed as a fundamentally social activity, embedded in tight learning communities of peers and tutors which conferred a firm sense of belonging. Second, participants recalled having a strong sense of commitment to their future identity as physiotherapists which may have helped them to resist some of the difficulties they encountered as students. Finally, a minority of these successful participants reported overcoming hardship on clinical placement by drawing on a range of personal and institutional resources. Crucially, these successful students’ sense of belonging, and their alignment with the norms and values of the program, may have been critical to accessing and using these formal and informal resources.This study was funded by a widening participation grant from within Brunel University London
