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Die Auswirkungen des Web 2.0 und Twitter auf das Imagemanagement von Nonprofit-Organisationen

Die Auswirkungen des Web 2.0 und Twitter auf das Imagemanagement von Nonprofit-Organisationen

          
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About the Book

Studienarbeit aus dem Jahr 2009 im Fachbereich Soziologie - Wirtschaft und Industrie, Note: 1,3, Universität Hohenheim (Lehrstuhl für Soziologie), Veranstaltung: Public Relations: Wertewandel und Unternehmensidentität, Sprache: Deutsch, Abstract: Die vorliegende Arbeit befasst sich mit den Auswirkungen des Web 2.0 auf das Imagemanagement von Nonprofit-Organisationen. Im Rahmen dieser Fragestellung soll aufgezeigt werden, welche Besonderheiten für das Image und Imagemanagement von Nonprofit-Organisationen gelten und wie diese durch das Internet beeinflusst werden. Am Beispiel des Internetdienstes Twitter sollen die Überlegungen konkret veranschaulicht werden. Zu Beginn der Arbeit steht eine inhaltliche Eingrenzung des Begriffs Image. Verschiedene Definitionen für Image, die in der wissenschaftlichen Literatur Verwendung finden, werden angegeben und wichtige Image-Funktionen erläutert. Anschließend wird allgemein dargestellt, warum Imagemanagement für Unternehmen und Organisationen in ihrer Kommunikation und als Wertschöpfungsfaktor von Bedeutung ist. Daraufhin wird die Bedeutung von Imagemanagement für Nonprofit-Organisationen dargelegt. Um zunächst ein Verständnis für diesen Organisationstyp und seinen Kontext zu erlangen, werden zentrale Charakteristika von Nonprofit-Organisationen und ihrer Stakeholder skizziert. Anschließend wird auf die Bedeutung und die Besonderheiten des Imagemanagements im Dritten Sektor eingegangen und dies anhand von Beispielen aus der Praxis veranschaulicht. Als eine wichtige Rahmenbedingung des Imagemanagements wird im darauf folgenden Schritt das Web 2.0 betrachtet. Dieser Begriff wird zunächst allgemein erläutert und die Anwendung Twitter als ein aktuelles Beispiel dargestellt. Anschließend werden beispielhaft Implikationen des Web 2.0 auf das Imagemanagement genannt und erklärt. Schließlich konzentrieren sich die Überlegungen sowohl auf den Internetdienst Twitter als auch auf Nonprofit-Organisationen und deren Imagemanagement. Mögli


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Product Details
  • ISBN-13: 9783640470310
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 178 mm
  • ISBN-10: 3640470311
  • Publisher Date: 12 Nov 2009
  • Height: 254 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 68 gr


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Die Auswirkungen des Web 2.0 und Twitter auf das Imagemanagement von Nonprofit-Organisationen
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