A look into the future – TIBCOM 2024
- 30.01.2025
- Event Review
At TIBCOM 2024, innovative communication strategies and digital trends were discussed.
On December 6, 2024, the 10th international academic conference Trends in Business Communication (TIBCOM) took place. The event focused on the latest developments in marketing and communication.
The virtual international TIBCOM conference took place in December 2024 as part of its two-year cycle. As in previous years, a wide range of topics were covered.
MEMES AND NEW DIGITAL FORMATS
The diversity of perspectives on modern communication strategies was particularly evident in the topic of political communication in the war in Ukraine. Here, the use of memes was examined – an example of how digital formats can complement traditional communication channels.
DIGITAL COMMUNICATION STRATEGIES IN POLITICS
Another example of innovative communication approaches was provided by a study that compared the digital communication activities of the Austrian state parliaments. The results illustrate the wide range of changes in political communication and where there is still room for improvement.
PODCASTS AS A CONNECTION
A particularly interesting insight was provided by a comparison between the participants' own experience of podcasts and a research paper. The study showed that podcasters develop a deeper and more authentic connection with their audience than traditional social media influencers.
FEMVERTISING IN MARKETING
Another study examined the effects of femvertising on female customers' willingness to pay. The results suggest that gender-specific advertising has great potential in marketing.
EYETRACKING, PROFESSIONS OF THE FUTURE AND CO.
A total of sixteen new degree programs in the fields of marketing and communication were presented at TIBCOM 2024. Other topics included an eye-tracking analysis of the user-friendliness of web shops, the effects of eWOM (electronic Word of Mouth) on consumer attitudes, and a study of future occpuational profiles in marketing and communication.
RESONANCE FROM SCIENCE AND PRACTICE
It was not only the participants and students who prepared and moderated TIBCOM as a practical project who were enthusiastic. The project manager, Prof. (FH) Dr. Peter Schneckenleitner, was also pleased: “It's great to see that our TIBCOM is being well received throughout Europe. This time, scientists from England to Albania were represented. Our publication opportunity at Springer Gabler is an additional asset.”
The conference proceedings for TIBCOM 2024 will be published by Springer Gabler in spring 2025.
Link:
- TIBCOM | event series