The paper is a study focusing on exploring which factors and examining the impact of those factors influencing the entrepreneurial intention among students in the Construction industry, specifically among students of Hanoi Construction University and Hanoi Architecture University. The study also mentions some solution of this findings for entrepreneurship in the Construction field in Vietnam that the author might think of based on this research work for future study. The Theory of planned behavior is used as the theoritical framework for this study. Both qualitative and quantitative methods are employed. The questionaire will be conducted among students of the two universities mentioned above. Then, an exploratory factor analysis (EFA) will performed to test the validity of the constructs. The research findings provide factors and their impact factors influencing the entrepreneurial intention and propose some solutions to improve the entrepreneurship in the Construction field in Vietnam.

This thesis deals with the question of which success factors apply to social media marketing. German start-up companies are examined for this purpose. The investigation is based on ten semi-structured expert interviews, which are evaluated using a qualitative content analysis. The results show that there are many success factors and that companies proceed differently in many areas when implementing social media marketing measures. Important success factors are a tailor-made, company-specific social media strategy with a clear formulation of goals, integration of social media marketing into the corporate strategy, openness to new social media trends, credibility and reputation, compliance with data protection, the correct handling of criticism, use of social media as a market research tool and a long-term social media strategy. However, the significance of the results should not be overestimated, since this is a qualitative study with a limited range and only examines individual cases. Further research on the success factors could be based on quantitative studies or group discussions in which experts or users or customers are interviewed. Another possibility is the qualitative examination of the user-generated content.

Social Media is a world-wide phenomenon which has drastically changed the way humans communicate, the availability of information, as well as a crucial tool for various businesses. This has also heavily influenced the sporting community which presents the focus of this study. The work aims to examine the self-presentation, on the media platform Instagram, of footballers from FC Bayern Munich, to gain an understanding of how athletes use this medium as a communication and marketing tool to build their brand. Instagram was chosen due to it being a platform on which users post visual images as their primary communication mechanism. There are many social media uses for professional athletes. From the sharing of personal lives, professional highlights, and opinion, to product placement and endorsements, athletes are closer to fans and consumers than ever before. Social media also puts the athlete in charge of the message, image, and content regarding their careers and their lives Ten footballers were selected against specified criteria and examined against Goffman’s theory of self-presentation (1959) to formulate the research question: “Which forms of presentation of football players of FC Bayern Munich ́s Instagram posts achieve the highest user engagement?” Empirical research analysed the effect of different visual and contextual forms on user engagement rates. Through the works literature review, individual hypotheses were derived and tested in a quantitative standardized media content analysis. The first 50 Instagram posts of each of the ten FC Bayern Munich football players with the most followers were analyzed using IBM SPSS Statistics software. From the visual aspect seven photo categories were developed which were examined in relation to their engagement rate with the posts. Within the contextual framework, the importance and effect of the number of tags and hashtags used were analyzed. Findings revealed differences to previous research on an athlete ́s use of written social media outlets such as Facebook and Twitter, as the majority of visual images posted by athletes were in sporty settings, thus reflecting frontpage-performance strategies according to the self-presentation theory. Further results showed that a greater utilization of hashtags and tags do not correlate with a higher impact on the engagement rates. Personal brand management implications for athletes are examined in greater detail in the discussion.

Artificial intelligence (AI) is of rising importance in these days. AI is increasingly used in various company fields. Nonetheless, no high-quality scientific sources could be found stating the use of AI in the field of leadership. This research gap is addressed with this elaboration by performing expert interviews with leaders. In total seventeen companies could be questioned. The results indicate that AI is not widely used in leadership yet since only one company uses it currently and just about 10% of the participants plan the implementation in the closer feature. While the following items ex- plain why companies want to use AI in leadership: Chances for automation, time and cost savings, many important disadvantages and issues prevent companies from actively using it now: No areas of application are known, no need justifies the use, human interactions as a key aspect of leadership is reduced and it is hard to collect all necessary data. Beyond that, it was aimed to identify changes in the field of leadership through the use of AI. This objective could not be addressed due to the limited number of participants using AI in leadership. Keywords: Leadership, artificial intelligence, transformation, state-of-use

Interest in crowdfunding has been increasing in recent years, both from the economy and the scientific community. Besides artists and entrepreneurs, researchers are now also funding their projects through many small contributions from the crowd. However, the perceived use in Germany does not reflect the benefits of a crowdfunding campaign, especially in international comparison. This study investigates this issue by identifying the motives and barriers for crowdfunding in order to formulate recommendations for research institutions to encourage the use of crowdfunding. By means of a literature review, first insights are gained which are then used to conduct qualitative interviews with eleven researchers who successfully completed a crowdfunding campaign. The results indicate that researchers in Germany use crowdfunding primarily to raise awareness for the subject and the scientific community in general. The initial assumption of the speed of crowdfunding as a motive was contradicted by the experts. The major barriers are the immense effort involved in a campaign and the lack of reputation for the concept of crowdfunding by German scientists. In addition, only subjects and projects with a high public relevance and funding volume of up to five digits are recommended for crowdfunding. Furthermore, the public exposure of the experts during the campaign was identified as an additional barrier. These findings lead to three recommendations for research institutions to increase the use of crowdfunding: Firstly, universities should raise awareness for the subject of crowdfunding as an additional form of research funding and highlight the benefits of a crowdfunding campaign. Secondly, universities should cooperate with crowdfunding partners and utilize the networking capacities of a university. Lastly, universities should provide support to distribute the workload among interdisciplinary teams in order to enhance the effortreturn ratio of a crowdfunding campaign. The chosen methodology and the scope of the thesis enable further research that might examine the perspective of the universities and the conditions in other countries. In addition, a largescale quantitative survey is required to validate the identified concepts statistically.