The power of words - A text-based analysis of companies' social media posts

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Lehrstuhl für Marketing
Bachelor; Master


Online retailing is growing relentlessly: by 2025, global sales are expected to reach USD 7.39 billion (Statista, 2022). For years, the laptop was the preferred device for online shopping, but smartphones have now overtaken laptops: According to a Bitkom study, 60% of online shoppers made their online purchases via smartphones in 2021. As a result of the increasing prevalence of smartphones and tablets, consumers are interacting more with touchscreens, which opens up new design possibilities that can in turn impact consumers' product perceptions and are therefore also of interest to companies. In addition to various visual design options for product arrangement, there are also some haptic design factors that are relevant for end devices with touchscreens. A central influencing factor can be the direction of swiping (e.g., up, down, left, right).

From a scientific perspective, this raises exciting questions, such as whether the swiping direction has an influence on how consumers perceive products and whether there are differences in purchasing behavior. It is also questionable, for example, whether this effect exists across different product categories.

The aim of this thesis is to investigate the effects of the swiping direction on the perception and behavior of consumers in a laboratory experiment, in order to subsequently derive recommendations for action for companies. Since a website should be programmed as part of the work, basic programming skills are an advantage, but not a mandatory requirement.

Please attach a short motivation letter of your application to your request (

Keywords: Product presentation; App Design; Consumer Behavior; Online Retailing; Fluency