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Electronic Word-of-Mouth. Motive für das Schreiben und Lesen von Meinungen

Electronic Word-of-Mouth. Motive für das Schreiben und Lesen von Meinungen

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich BWL - Allgemeines, Note: 1,3, Universität Trier, Sprache: Deutsch, Abstract: Gegenstand der vorliegenden Arbeit ist es, Word-of-Mouth (WOM) zunächst in einem kurzen Forschungsüberblick zu analysieren und anschließend zu erläutern. Electronic Word-of-Mouth (eWOM) wird vom WOM abgegrenzt und die einzelnen Effekte näher erläutert. Die einzelnen Ausprägungsformen von WOM und eWOM werden zunächst veranschaulicht und anschließend mit Hilfe von aktuellen Studien analysiert. Die Partizipationsmotive im electronic Word-of-Mouth (eWOM) Prozess umfassen den Hauptteil dieser Arbeit und beschränken sich insbesondere auf das Schreiben und Lesen von Meinungsbeiträgen im Internet. Zudem werden mögliche Erfolgsfaktoren bezüglich der jeweiligen Partizipationsmotive zu Gunsten der Unternehmensseite aufgezeigt. Die einzelnen Motive werden anhand zahlreicher aktuellen Studien analysiert. Die anschließende Fallstudie über Twitter sollen die vorherigen Untersuchungsfelder und Erklärungsansätze verdeutlichen. In den nachfolgenden Ausführungen steht die Konsumentenseite überwiegend im Mittelpunkt der Betrachtung. Dem Leser werden die Auswirkungen von eWOM sowohl für die Unternehmensseite als auch für die Konsumentenseite aufgezeigt. Die Motivation kann dadurch begründet werden dass ein vertieftes Verständnis der jeweiligen Motive für das Schreiben und Lesen von Meinungen durchaus wichtige Erkenntnisse für die Unternehmensseite liefern kann. Zudem können wichtige Informationen darüber gesammelt werden, wie eWOM effektiv und effizient gesteuert werden kann. Infolgedessen ist die Umsetzung von eWOM in virtuellen Meinungsplattformen ein zentraler Aspekt der vorliegenden Arbeit. Darüber hinaus kann mit Hilfe einer detaillierten Analyse der jeweiligen Partizipationsmotive, die Kommunikation im C2C Bereich erheblich verbessert werden. Vor allem können anhand der einzelnen Motive, die Internetkanäle zu Gunsten der Konsumenten verfeinert werden und d


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Product Details
  • ISBN-13: 9783640714223
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Width: 148 mm
  • ISBN-10: 3640714229
  • Publisher Date: 01 Oct 2010
  • Height: 210 mm
  • No of Pages: 56
  • Series Title: German
  • Weight: 86 gr


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