Bachelorarbeiten Vergabeverfahren und Themen - Sommersemester 2021 - Marketing
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Bachelorarbeiten
Vergabeverfahren und Themen
Lehrstuhl für Electronic Commerce
Prof. Dr. Bernd Skiera
Sommersemester 2021Informationen
Allgemeine Hinweise
Allgemeine Hinweise zu den Voraussetzungen zur Bearbeitung von Bachelorarbeiten
finden Sie unter:
http://www.wiwi.uni-
frankfurt.de/studium/studierende/pruefungsorganisation/allgemeine-
informationen/bachelorarbeit.html
Bitte beachten Sie: Es findet keine Vergabe von Abschlussarbeitsplätzen
außerhalb des zentralen QIS-Vergabeverfahrens statt!
Fristen
Aktuelle Fristen finden Sie unter:
http://www.wiwi.uni-
frankfurt.de/studium/studierende/pruefungsorganisation/pruefungen/fristen.html
Bearbeitungshinweise
Hinweise zum Bearbeiten von Bachelorarbeiten sowie eine Musterdatei des
Marketing Schwerpunkts finden Sie unter:
http://www.marketing.uni-frankfurt.de/studium/anleitung-zum-wissenschaftlichen-
arbeiten.html
Bewertungsvorlage
Ein erster Anhaltspunkt für die Benotung der Bachelorarbeiten ergibt sich aus
folgendem Bewertungsschlüssel:
https://www.marketing.uni-
frankfurt.de/fileadmin/user_upload/dateien_abteilungen/abt_marketing/Dokumente/B
achelorarbeiten/Gutachten-Bachelorarbeit_Lehrstuhl_Skiera.pdf
Kontakt bei Fragen zur Vergabe der Bachelorarbeiten
RuW 1.218
Orian Mahlow
mahlow@wiwi.uni-frankfurt.deBewerbung und Ablauf
1. Schritt: QIS Anmeldung
Melden Sie sich vom 08. April 2021 bis zum 21. April 2021 über das QIS-System
für einen Bachelorarbeitsplatz an. Wählen Sie hier als Betreuer Prof. Dr. Bernd
Skiera aus.
2. Schritt: Themenvergabe
Wenige Tage nach Anmeldeschluss (ab voraussichtlich dem 23. April 2021)
erhalten wir vom Prüfungsamt die Liste aller erfolgreichen Anmeldungen. Wir werden
Sie nun unter Ihrer Studenten-Email-Adresse (@stud.uni-frankfurt.de) kontaktieren
um die Vergabe der Themen zu koordinieren. Per E-Mail werden wir Ihnen das
genaue Vorgehen zur Vergabe der Themen detailliert erläutern. Die Details zur
Vergabe der Themen finden Sie auch auf der nächsten Folie.
3. Schritt: Termin mit Betreuer
Vereinbaren Sie, zügig nachdem Ihnen Ihr Bachelorarbeitsthema mitgeteilt wurde,
einen Termin mit Ihrem Betreuer..
Kontakt bei Fragen zur Vergabe der Bachelorarbeiten
RuW 1.218
Orian Mahlow
mahlow@wiwi.uni-frankfurt.deThemen für Ihre Bachelorarbeit
Es gibt zwei Möglichkeiten für die Findung eines Bachelorarbeitsthemas:
1. Sie wählen ein vom Lehrstuhl vorgeschlagenes Bachelorarbeitsthema
(„Normalfall“)
Bitte treffen Sie in jedem Fall (auch wenn Sie ein eigenes Thema für Ihre
Bachelorarbeit vorschlagen möchten) unter den nachfolgend ausgeschriebenen
Themen ein Ranking Ihrer 5 Wunschthemen. Sie bekommen von uns, sofern
möglich, ein Thema gemäß Ihrer Themenpräferenzen zugeteilt.
2. Sie schlagen ein eigenes Thema für Ihre Bachelorarbeit vor
Wenn Sie ein eigenes Thema bearbeiten möchten, schicken Sie uns eine Datei in
der Sie kurz Ihren Themenvorschlag vorstellen. Erklären Sie auf dort (1) welches
Problem Sie lösen möchten, (2) warum Ihr Problem interessant ist und (3) wie Sie
das Problem lösen möchten (z.B. welche Daten Sie verwenden wollen). Ein guter
Grund für die Verwendung eines eigenen Themas ist beispielsweise eine empirisch
ausgerichtete Arbeit, die auf Daten aufbaut, die Ihnen zur Verfügung stehen. Wir sind
grundsätzlich auch bereit Bachelorarbeiten zu betreuen, welche zum Ziel haben, die
im Rahmen von Datamining-Wettbewerben ausgeschriebenen Problemstellungen zu
lösen (Beispiel https://www.kaggle.com/c/avazu-ctr-prediction).
Ihren Themenvorschlag werden wir am Lehrstuhl diskutieren. Wenn wir Ihr
vorgeschlagenes Thema für geeignet halten, können Sie es bearbeiten. Sollten wir
Ihr vorgeschlagenes Thema für ungeeignet halten, bearbeiten Sie das Ihnen vom
Lehrstuhl zugeteilte Thema.
Kontakt bei Fragen zur Vergabe der Bachelorarbeiten
RuW 1.218
Orian Mahlow
mahlow@wiwi.uni-frankfurt.deToolkit / Voraussetzungen
In ihrem Studium haben Sie in einer ganzen Reihe an Veranstaltungen Kenntnisse
erhalten, die Ihnen das empirische Arbeiten ermöglichen.
Professor Skiera selbst unterrichtet seit vielen Jahren die Veranstaltung PMAR
(„Marketing Analytics“), die eine Pflichtveranstaltung für die Wahl des Schwerpunkts
Management ist. In dieser Veranstaltung haben Sie das Arbeiten mit der Software
R/RStudio sowie das Anwenden von Verfahren wie der linearen und der logistischen
Regressionsanalyse kennengelernt. Wir erwarten, dass Sie über derartige
Kenntnisse verfügen, wobei Sie auch gerne andere Software, z.B. Python oder
Stata, einsetzen können.
Ohne ein gewisses empirisches Toolkit, wird Ihnen die Bearbeitung der meisten
Themen schwer fallen.
Kontakt bei Fragen zur Vergabe der Bachelorarbeiten
RuW 1.218
Orian Mahlow
mahlow@wiwi.uni-frankfurt.deAusgeschriebene Themen
Bachelor Thesis
A Comparison of Cookie Consent Guidelines in the EU
Overview
The enforcement of the EU General Data Protection Regulation (GDPR) in May 2018 introduced
strict requirements for consent for websites. If a website wants to continue using tracking
technologies, they have to design a cookie banner that requests consent from the user. However,
the GDPR left room for interpretation on how to design cookie banners, and the EU countries are
forced to publish official guidelines on the matter. Although these guidelines aim to aid websites in
their cookie banner design choice, the guidelines differ substantially across the EU countries.
The aim of this bachelor thesis is to provide a suggestion about a „one-fits-all“-solution for a cookie
banner design that is compliant to all guidelines if such a solution is possible. A comparison of the
different guidelines of a self-selected pool of EU countries, including the differences and similarities
between the guidelines, should precede this suggested solution.
Prerequisites
• Basic understanding of and interest in privacy-related and legal topics
• Independent choice of EU countries and, if necessary, of the relevant aspects
• Willingness to dive deep into the legal and practical aspects of consent and cookie banners
Language
English / German
Literature
Curia (2019), “Judgement of the Court in Case C-673/17”,
http://curia.europa.eu/juris/document/document.jsf?docid=218462&text=&doclang=EN&pageIndex
=0&cid=975326.
GDPR Regulation (EU), 2016/679, “General Data Protection Regulation”, Official Journal of the
European Union.
ICO (2019): “Guidance on the Use of Cookies and Similar Technologies”, Privacy and Electronic
Communications Regulations, Information Commissioner’s Office, https://ico.org.uk/media/for-
organisations/guide-to-pecr/guidance-on-the-use-of-cookies-and-similar-technologies-1-0.pdf.
Santos, C.; Bielova, N.; Matte, C. (2020), “Are Cookie Banners Indeed Compliant with the Law?”,
Working Paper, https://arxiv.org/abs/1912.07144.
Contact
Supervisor: Ruw 1.202
Julia Schmitt / Prof. Dr. Bernd Skiera schmitt@wiwi.uni-frankfurt.deBachelor Thesis
Identifying User Reactions to Advertising- and Tracking-Free
Digital Newspaper Subscriptions
Overview
As a reaction to privacy regulation several online newspapers introduced a new subscription type
that offers users to access their news website without advertising and tracking in exchange for a
small subscription fee (often referred to as “PUR”-model). In contrast, all users which are not willing
to pay the fee, are being tracked and receive advertising. As such a revenue model represents a
relatively new way to deal with privacy regulation, little is known about user reactions and
acceptance.
The aim of the bachelor thesis is to investigate user reactions by identifying various topics including
purchase motives, positive perceptions or criticism of the model. One way to reach this aim
consists of scraping reviews and comments from related online newspaper articles as well as
structuring the collected data with an analytical approach such as topic modelling. The findings of
the thesis are relevant as they add to the knowledge and literature regarding the tradeoff between
privacy, advertising and tracking.
Requirements
• High interest in the topic
• Programming skills in R or Python
• Willingness to collect data via web scraping
Language
German and English
Literature
Acquisti, A., John, L. K., Loewenstein, G. (2013), “What Is Privacy Worth?”, Journal of Legal
Studies, 42(2), 249–274.
Schreiner, M., Hess, T. (2015), “Why Are Consumers Willing to Pay for Privacy? An Application of
the Privacy-freemium Model to Media Companies”, Proceedings of the 23rd European Conference
on Information Systems (ECIS 2015), Paper 164, Münster, Germany, May 27-29.
Spiegel (2020), “Werbung oder nicht? Sie haben die Wahl”,
https://www.spiegel.de/backstage/spiegel-de-ohne-werbung-oder-nicht-sie-haben-die-wahl-a-
81628063-a527-4c84-aa00-5ded37933bb4 (retrieved 15/02/2021).
Contact
RuW 1.202
Timo Müller-Tribbensee / Prof. Dr. Bernd Skiera
mueller-tribbensee@wiwi.uni-frankfurt.deBachelor Thesis
Crowd Beats Wallstreet Giants?
Overview
Recently, Gamestop's stock price has been rising rapidly. It is a company which offers video games
and merchandising through stores while people purchase more and more games via downloads
(Spiegel 2020). The reason for this rapid price increase lies in people from a subreddit called
"Wallstreetbets" who have agreed to buy Gamestop's shares (Reddit 2020). This led to big losses
for investment companies that speculated that Gamestop's stock price would go down.
This thesis should investigate how WallstreetBets organize themselves and under which
circumstances this GameStop stock price growth was possible by analyzing the forum posts on
Reddit.
Requirements
• High interest in the topic
• Interest in analytical tasks
• Programming skills in R or Python
Language
German / English
Literature
Bennett, W. L., Segerberg, A., & Walker, S. (2014), Organization in the Crowd: Peer Production in
Large-Scale Networked Protests, Information, Communication & Society, 17(2), 232-260.
Böhm, M. (2021), „Das Basislager der GameStop-Zocker“,
https://www.spiegel.de/netzwelt/web/reddit-phaenomene-das-basislager-der-gamestop-zocker-a-
f56744d0-f6fa-40ef-8738-711753c8403b, accessed 02.02.2021.
Ciborra, C. U. (1996), The Platform Organization: Recombining Strategies, Structures, and
Surprises, Organization Science, 7(2), 103-118.
Reddit (2021), „Wallstreetbets“, https://www.reddit.com/r/wallstreetbets/, accessed 02.02.2021.
Contact
RuW 1.218
Jennifer Jiang / Prof. Dr. Bernd Skiera
jiang@wiwi.uni-frankfurt.deBachelor Thesis
Can Trackers on European Banking Websites be Justified in a
Post-GDPR World?
Overview
Macbeth (2016, p.10) investigated the prevalence of online tracking on German banking websites
(e.g., Commerzbank, Deutsche Bank, ING DiBa) and concluded that “… over half of the surveyed
banks include tracking at some stage of the online banking process”. Such practices pose security
and privacy concerns for the users, as trackers have the potential to collect and pass users’ online
(transaction) data to third parties. On the other side, the use of trackers on banking websites could
be justified by an effort to increase the security and usability of a website; e.g., via user
authentication. However, it is unknown whether European banking websites still contain high
number of trackers, what trackers such websites use and whether their usage can be justified in a
post-GDPR world.
The aim of this thesis is to answer the question posed in the thesis’ title by tackling above research
question(s). The student can use WhoTracks.me dataset(s) for this purpose.
Requirements
• High interest in the topic
• Basic experience with statistical software (preferably R or Python, Excel, STATA)
Language
English
Literature
Karaj, A., Macbeth, S., Berson, R., & Pujol, J. M. (2018), “WhoTracks.Me: Shedding Light on the
Opaque World of Online Tracking”, ArXiv, 1–15. https://arxiv.org/abs/1804.08959.
Macbeth, S. (2016), “Tracking and Online Banking: A Survey”, https://cdn.cliqz.com/wp-
content/uploads/2016/07/Cliqz-study-tracking-in-online-banking.pdf. (retrieved 07/11/2020).
user598527 (2017), “Should I Be Worried of Tracking Domains on a Banking Website?”, #166340,
29.07.2017, Forum Post, https://security.stackexchange.com/questions/166340/should-i-be-
worried-of-tracking-domains-on-a-banking-website. (accessed 07/11/2020).
Contact
RuW 1.202
Karlo Lukic / Prof. Dr. Bernd Skiera
lukic@wiwi.uni-frankfurt.deBachelor Thesis
“Dark Patterns” on German Websites in the Post-GDPR Period
Overview
Dark patterns are “…tricks used in websites and apps that make you buy or sign up for things that
you didn’t mean to” (Brignull, 2021). They are implemented in cookie banner designs to lure
consumers into clicking “I Agree” to (un)necessary cookies used by the website and its partners.
According to GDPR, however, obtaining such consent is not compliant with the law. Yet ”dark
patterns” were prevalent on British websites in the post-GDPR period (Nouwens et al., 2020).
The goal of this thesis is to investigate whether this phenomenon translates to German websites
too. Some of the motivating questions are: How are “dark patterns” commonly implemented on
cookie banners? Which website categories (e.g., news, e-commerce, travel) are most likely to use
“dark patterns” in Germany? Why would German websites risk using ”dark patterns” on cookie
banners despite the high threat of GDPR fines?
Requirements
• High interest in the topic
• Willingness to collect and analyse necessary data
• Basic experience with statistical software (preferably R or Python, Excel, STATA)
Language
English
Literature
Brignull, H. (2021), “Dark Patterns”, What are Dark Patterns?, https://www.darkpatterns.org.
(accessed 15/02/2021).
Norwegian Consumer Council (2018), “Deceived by Design”, https://fil.forbrukerradet.no/wp-
content/uploads/2018/06/2018-06-27-deceived-by-design-final.pdf. (retrieved 15/02/2021).
Nouwens, M., Liccardi, I., Veale, M., Karger, D., & Kagal, L. (2020), “Dark Patterns After the
GDPR: Scraping Consent Pop-ups and Demonstrating their Influence”, Proceedings of the 2020
CHI Conference on Human Factors in Computing Systems, 1-13.
https://doi.org/10.1145/3313831.3376321.
Contact
RuW 1.202
Karlo Lukic / Prof. Dr. Bernd Skiera
lukic@wiwi.uni-frankfurt.deBachelor Thesis
Impact of Misinformation Intervention on User Attention
Overview
In reaction to the rising misinformation (e.g., false or misleading content), social media starts to
regulate misinformation in their platforms by interventions such as warning labels and warning
messages. The impact of these interventions on user attention (e.g., measured by social media
posts, comments, or shares) is ambiguous. On the one hand, these interventions make the
misinformation more salient and thus can increase user attention. On the other hand, these
interventions corrected user beliefs and thus could decrease user attention. Understanding which
of the impacts prevails helps designing better vaccines for the misinformation.
One potential way to empirically investigate the impact of misinformation intervention on user
attention in social media is to: (1) collect misinformation posts from fact checking websites such as
PolitiFact; (2) check how social media intervenes these misinformation posts; (3) analyze how user
attention changes before and after the intervention using Social Media Analysis Toolkit.
Requirements
• Basic econometric knowledge
• Programming skills such as R or Python
• High interest in the topic
Language
English
Literature
Carey, J.M., Chi, V., Flynn, D.J., Nyhan, B., Zeitzoff, T. (2020), “The Effects of Corrective
Information about Disease Epidemics and Outbreaks: Evidence from Zika and Yellow Fever in
Brazil ”, Science Advances, 6(5).
Pennycook, G., Bear, A., Collins, E.T., Rand, D.G. (2020), “The Implied Truth Effect: Attaching
Warnings to a Subset of Fake News Headlines Increases Perceived Accuracy of Headlines without
Warnings”, Management Science, forthcoming.
Pennycook, G., Cannon, T.D., Rand, D.G. (2018), “Prior Exposure Increases Perceived Accuracy
of Fake News”, Journal of Experimental Psychology: General, 147(12), 1865.
Contact
RuW 1.236
Shunyao Yan / Prof. Dr. Bernd Skiera
yan@wiwi.uni-frankfurt.deBachelor Thesis
Investigating Firms’ Marketing Focus – Consistency Between
Disclosure and Perception
Overview
It is very common for U.S. listed firms to hold a conference call every fiscal quarter to discuss the
financial results of the reporting period. In those calls, the firms’ executives talk about their strategy
and provide an outlook for the future. By analyzing such calls, researchers aim to find out how
much a firm focuses on marketing topics. However, it is unclear whether such disclosed marketing
focus from insiders (here managers) is also perceived by outsiders, such as newspapers.
The aim of this thesis is to empirically investigate the consistency between firms’ marketing focus
as disclosed by insiders and perceived by outsiders, and its impact on firm performance. You will
obtain transcripts of earnings calls. One potential way to proceed is to: (1) collect firm-related news
articles from a data source such as Nexis Uni; (2) use textual analysis to measure marketing focus;
(3) investigate the consistency of focus measured using different text sources; (4) use a simple firm
performance metric to investigate if higher consistency between the insiders and outsiders leads to
better firm performance.
Requirements
• High interest in the topic
• Programming skills in R or Python
Language
English / German
Literature
Berger, J., Humphreys, A., Ludwig, S., Moe, W.W., Netzer, O., Schweidel, D.A. (2020), “Uniting
the Tribes: Using Text for Marketing Insight”, Journal of Marketing, 84(1), 1–25.
Han, S., Reinartz, W., Skiera, B. (2021), “Capturing Retailers’ Brand and Customer Focus”,
Journal of Retailing. Advance online publication.
Hassan, T. A., Hollander, S., van Lent, L., Tahoun, A. (2019), “Firm-Level Political Risk:
Measurement and Effects”, Quarterly Journal of Economics, 134(4), 2135–2202.
Homburg, C., Theel, M., Hohenberg, S. (2020), “Marketing Excellence: Nature, Measurement,
and Investor Valuations”, Journal of Marketing, 84(4), 1–22.
Contact
RuW 1.236
Simeng Han / Prof. Dr. Bernd Skiera
han@wiwi.uni-frankfurt.deBachelor Thesis
Do Larger Websites Offer More Privacy?
Overview
With the implementation of privacy regulations (e.g., General Data Protection Regulation), websites
take action to enhance user privacy. It is ambiguous whether the policies vary across different sizes
of websites. On one hand, larger websites collect more data from users; therefore, they offer less
privacy. On the other hand, larger websites benefit from relatively lower cost of complying to privacy
laws; thus, they are more likely to better protect user privacy and that might include the collection of
fewer data. Empirical results reveal whether larger websites require more supervision or smaller
websites need more support to comply with privacy regulations.
This thesis should investigate the relationship between the size of a website and the degree to
which the website protects privacy. The thesis could capture the degree of privacy protection by the
number of third party trackers on each website, which could be collected from the
Whotracksme.com dataset. The size of the website could be captured by measures such as traffic
volume.
Requirements
• High interest in the topic
• Knowledge of econometrics
• Knowledge of programming skills (Python or R)
Language
English
Literature
Campbell, J., Goldfarb, A., Tucker, C. (2015), “Privacy Regulation and Market Structure”, Journal
of Economics & Management Strategy, 24(1), 47-73.
Sabatino, L., Sapi, G. (2019), “Online Privacy and Market Structure: Theory and Evidence”, DICE
Discussion Papers, 308.
Schindler, E. (2015), “A Deep Dive into Data Privacy: It’s Not Just Big Companies, Folks”,
https://www.druva.com/blog/a-deep-dive-into-data-privacy-its-not-just-big-companies-folks/
Contact
RuW 1.202
Yuxi Jin / Prof. Dr. Bernd Skiera
y.jin@wiwi.uni-frankfurt.deBachelor Thesis
Where do Competitive Threats Arise in Product Markets?
Overview
Identifying a firm’s competitors is fundamental to marketing strategy. As firms and their competitors
evolve over time, a challenge is to detect such changes – especially the rise of new competitive
threats – at an early stage. Such competitive threats can arise from many different directions, for
instance, from small firms within the same market or market entry of firms from different markets
(among others). While many approaches exist to guide managers in the identification of their
competitors, no empirical evidence exists about where new competitive threats tend to arise.
Therefore, the aim of this thesis is to provide such knowledge about “the origins of competitive
threats”.
One approach to do so could be to use the TNIC data by Hoberg and Philips, which provides yearly
measures of product market competition among a large panel of firms over more than 20 years.
Using this data, the student could identify changes in firms’ competitive environments (e.g., new
competitors) and then identify their origins.
Requirements
• High motivation and interest in the topic
• Mandatory: Experience with a statistical programming language (such as R or Python)
Language
English / German
Literature
DeSarbo, W.S., Grewal, R., Wind, J. (2006), “Who Competes with Whom? A Demand‐Based
Perspective for Identifying and Representing Asymmetric Competition.”, Strategic Management
Journal, 27(2), 101-129.
Hoberg, G., Phillips, G., Prabhala, N. (2014), “Product Market Threats, Payouts, and Financial
Flexibility.”, Journal of Finance, 69(1), 293-324.
Peteraf, M.A., Bergen, M.E. (2003), “Scanning Dynamic Competitive Landscapes: A
Market‐Based and Resource‐Based Framework.”, Strategic Management Journal, 24(10), 1027-
1041.
Contact
RuW 1.233
Maximilian Matthe / Prof. Dr. Bernd Skiera
matthe@wiwi.uni-frankfurt.deBachelor Thesis
Indexing Corporate Sociopolitical Activism (CSA)
Overview
In the past, brands refrained from publicly positioning themselves on sociopolitical topics. However,
an increasing number of brands have changed their stance and have embraced political
positioning. Increased focus on stakeholder capitalism and the emergence of screening criteria
such as the environmental, social, and governance index (ESG) are pointing towards a shift in
corporate purpose. However, as of today no transparency on the intensity and scope of CSA exists.
This research shall come up with a measure of a company’s sociopolitical activism and intensity
over time. Indexing CSA could serve as expansion to the ESG screening criteria and address the
growing scrutiny of asset managers (see. BlackRock’ Larry Fink). One way to accomplish the
research aim could be to categorize social media posts of a sample of companies. You could then
consider adjusting for the frequency of CSA for a given company over time. You are explicitly
encouraged to consider further methods and approaches to index CSA.
Requirements
• Interest in brand strategy topics
• Strong analytical toolkit (e.g. R/Python)
• Willingness to independently collect data
Language
German / English
Literature
Aggarwal, R. K., Meschke, F., Yue Wang, T. (2012), “Corporate Political Donations: Investment or
Agency?” SSRN Scholarly Paper. Rochester, NY: Social Science Research Network,
https://doi.org/10.2139/ssrn.972670.
Bhagwat, Y., Warren, N. L., Beck, J. T., Watson, G. F. (2020), “Corporate Sociopolitical Activism
and Firm Value.” Journal of Marketing 84 (5): 1–21. https://doi.org/10.1177/0022242920937000.
MSCI (2020), “MSCI ESG Ratings Methodology” https://bit.ly/3amtqDO (retrieved 13/02/2021).
Ries, T. (2019), “Edelman Trust Barometer 2019”, https://www.edelman.de/research/edelman-trust-
barometer-2019 (retrieved 14/09/2020).
Contact
RuW 1.218
Orian Mahlow / Prof. Dr. Bernd Skiera
mahlow@wiwi.uni-frankfurt.deBachelor Thesis
Measuring User Data Protection on Websites
Overview
Tools like https://webbkoll.dataskydd.net/de/ enable users to analyze websites with respect to their
data-protection policies, but the results from these tools are very technical and therefore hard to
understand for the majority of users. As a consequence, it is very difficult for users to understand
how well their data is protected on a website. Knowledge about the level of data protection on a
website is important for users, for instance, when users need to make the decision if they want to
share their data with a website or not by registering at the website.
Thus, there is a need for a simple and transparent way of reporting the level of user data protection
on a website. The aim of the thesis is to develop such a reporting standard and apply the reporting
standard to e.g. the German Top 50 websites. The vision of the thesis is to provide a better
understanding to users on well their data is protected on websites beyond legal requirements.
Requirements
• High interest in Topic
• High interest in Information Systems Research
Language
German / English
Literature
Beke, F.T., Eggers, F., Verhoef, P.C. (2018), “Consumer Informational Privacy: Current Knowledge
and Research Directions”, Foundations and Trends® in Marketing, 11 (1), 1-71.
Martin, K.D., Borah, A., Palmatier, R.W. (2016), “Data Privacy: Effects on Customer and Firm
Performance,” Journal of Marketing, 81 (1), 36-58.
Maass M., Wichmann P., Pridöhl H., Herrmann D. (2017) “PrivacyScore: Improving Privacy and
Security via Crowd-Sourced Benchmarks of Websites”. In: Schweighofer E., Leitold H., Mitrakas A.,
Rannenberg K. (eds) Privacy Technologies and Policy. Springer, Cham.
Wieringa, J., Kannan, P.K., Ma, X., Reutterer, T., Risselada, H., Skiera, B. (2021), “Data
Analytics in a Privacy-Concerned World“, Journal of Business Research, 122, 915-925.
Contact
RuW 1.202
Rene Laub / Prof. Dr. Bernd Skiera
rlaub@wiwi.uni-frankfurt.deSie können auch lesen
