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Empowerment durch Social Media. Wie Unternehmen junge Frauen effektiv ansprechen können

Empowerment durch Social Media. Wie Unternehmen junge Frauen effektiv ansprechen können

          
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About the Book

Bachelorarbeit aus dem Jahr 2023 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Sprache: Deutsch, Abstract: Das Ziel der vorliegenden empirischen Bachelorarbeit ist es herauszufinden, wie Unternehmen, dem heutigen Zeitalter entsprechend, moderne Identifikationsmöglichkeiten für junge Frauen in ihrer Social Media Werbung schaffen können. Dabei gilt es besonders darauf einzugehen, welche Eigenschaften junge Frauen von sich selbst in Werbung auf Social Media sehen wollen, um sich somit in der eigenen Repräsentation bestärkt zu fühlen und welche Faktoren die Identifikation mit den in der Werbung gezeigten Frauenbildern verringern. Aus diesen Erkenntnissen entstehen Handlungsempfehlungen, die Unternehmen für ihre Werbung nutzen können, um moderne Identifikationsmöglichkeiten für junge Frauen zu schaffen. Um die Forschungsfragen dieser Arbeit zu beantworten, wurde neben einer Literaturrecherche auch eine qualitative Untersuchung in Form einer Fokusgruppe durchgeführt, bei der zehn Frauen im Alter von 21 bis 31 Jahren zum Thema befragt wurden. Die Ergebnisse der Untersuchung verdeutlichen, dass die Frauen sich von Eigenschaften, die sie als unabhängig, selbstbewusst und gleichgestellt zum Mann in der Werbung präsentieren, repräsentiert fühlen. Hingegen wird die Identifikation der jungen Frauen mit unnatürlichen und realitätsfernen, sowie stereotypen und sexualisierten Inhalten verringert. Unternehmen sollten sich diesen Bedürfnissen einer modernen Darstellung der Frau anpassen, um den Erfolg ihrer Werbung in den sozialen Medien auch in Zukunft zu gewährleisten und ihr Markenimage zu verbessern. Es ergeben sich drei Forschungsfragen, die im Laufe dieser Thesis zu beantworten sind: Welche Eigenschaften erwarten junge Frauen (zwischen 21 und 31) in der Social Media Werbung von Unternehmen bezüglich ihrer Repräsentation? Welche Faktoren verringern die Identifikation junger Frauen mit in Social Media Werbung ge


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Product Details
  • ISBN-13: 9783346952486
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 140
  • Spine Width: 8 mm
  • Width: 148 mm
  • ISBN-10: 3346952487
  • Publisher Date: 11 Aug 2023
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 190 gr


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