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Auswirkungen von Persönlichkeitseigenschaften individueller Akteure auf deren Handeln und Erfahrungen in Nutzungsprozessen

Auswirkungen von Persönlichkeitseigenschaften individueller Akteure auf deren Handeln und Erfahrungen in Nutzungsprozessen

          
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About the Book

Studienarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1.3, Freie Universität Berlin (Marketing), Veranstaltung: Marketing Seminar, Sprache: Deutsch, Abstract: Manfred Bruhn stellt die Etablierung einer langfristigen Geschäftsbeziehung als eines der originären Ziele der Unternehmertätigkeit heraus. Um eine solche Beziehung erreichen zu können, ist die Kenntnis über den Kunden, zum anderen die Kenntnis über die Art und Weise, wie er die angebotene Leistung nutzt und welchen Nutzen sie für ihn hat, notwendig. Die Bedeutung der Kenntnis über den Kunden findet in Unternehmen wie Rapleaf ihren Niederschlag. Rapleaf durchforstet Foren und Community-Profile, verfolgt Nutzer im Internet via Cookies und kauft Informationen von Betreibern verschiedener Webseiten auf, um ein umfassendes Nutzerprofil erstellen zu können, das Rückschlüsse auf die Persönlichkeit des Nutzers zulässt. So bietet das Unternehmen Werbetreibenden Daten für rund 250 Zielgruppensegmente. Das Wissen über die Persönlichkeit und Nutzungsgewohnheiten der Kunden wird folglich primär zum Heranführen einer Transaktion genutzt. Erst allmählich und mit Fortschreiten technologischer Entwicklungen findet der eigentliche Nutzungsprozess Beachtung in Industrie und Forschung. Die Verknüpfung zwischen Nutzungsprozessen und Persönlichkeit der Nutzer blieb dabei bislang weitestgehend ausgeklammert. Zwar konnte gezeigt werden, dass Verhaltensunterschiede ähnlicher Personen zu großen Teil auf Unterschiede in ihren Persönlichkeitseigenschaften zurückzuführen sind. Ebenso wurde der Einfluss der Persönlichkeit auf eine Vielzahl von Aktivitäten untersucht. Generelle Aussagen zu den Unterschieden im Nutzungsprozess unterschiedlicher Persönlichkeiten blieben jedoch aus. Die vorliegende Arbeit soll sich dieser Forschungslücke annehmen und, ausgehend von den Unterschieden in Nutzungsprozessen verschiedener Persönlichkeiten in Sozialen Medien, auf generelle Gesetzmäßigkeiten in Nutzungs


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Product Details
  • ISBN-13: 9783668249530
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668249539
  • Publisher Date: 07 Jul 2016
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Weight: 59 gr


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Auswirkungen von Persönlichkeitseigenschaften individueller Akteure auf deren Handeln und Erfahrungen in Nutzungsprozessen
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Auswirkungen von Persönlichkeitseigenschaften individueller Akteure auf deren Handeln und Erfahrungen in Nutzungsprozessen
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