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Entstehung und Wirkung von Glaubwürdigkeit in der Unternehmenskommunikation: Eine Faktoren-Analyse zur Quellenglaubwürdigkeit

Entstehung und Wirkung von Glaubwürdigkeit in der Unternehmenskommunikation: Eine Faktoren-Analyse zur Quellenglaubwürdigkeit

          
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About the Book

Bachelorarbeit aus dem Jahr 2020 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Hochschule Ludwigshafen am Rhein, Sprache: Deutsch, Abstract: In dieser Arbeit wird das Konzept der Glaubwürdigkeit theoretisch definiert und beschrieben. Darüber hinaus wird empirisch untersucht, welche Faktoren für ein Glaubwürdigkeitsurteil in Bezug auf eine Marke maßgeblich sind. Um ein möglichst genaues Bild des Themas zu bekommen sollen Erkenntnisse aus der Kommunikationswissenschaft, der Soziologie und der Psychologie zusammengeführt werden. Zunächst stellen sich die grundsätzlichen Fragen, wie Glaubwürdigkeit entsteht und wie die in der Kommunikation enthaltene, vom Konsumenten empfundene Glaubwürdigkeit auf die Einstellungen des Empfängers wirkt. Darauf aufbauend liegt der Fokus auf der Frage, welche Faktoren das Glaubwürdigkeitsurteil beeinflussen. Darüber hinaus wird getestet, ob und inwieweit die Faktoren direkt mit der Glaubwürdigkeit zusammenhängen. Ein besonderes Augenmerk liegt dabei darauf, inwiefern diese Faktoren aus Marketing-Sicht möglichst leicht zu beeinflussen sind. Abschließend sollen daraufhin eventuelle Handlungsmöglichkeiten für Unternehmen aufgezeigt werden. Um die genannten Ziele der Arbeit umzusetzen, folgt nun eine Erläuterung des Ablaufs. Nach einer kurzen Einführung in die Thematik wird im zweiten Kapitel die (persuasive) Kommunikation definiert. Darüber hinaus werden Unternehmensmarken für diese Arbeit als zu untersuchende Quellen der Marketingkommunikation festgelegt. In Kapitel drei folgt die Definition der Glaubwürdigkeit. Zum einfacheren Verständnis der Glaubwürdigkeitswirkung in der Kommunikation werden Dualprozesstheorien verwendet. Außerdem wird behandelt, wie Glaubwürdigkeit entsteht. Kapitel vier beinhaltet die Bearbeitung der im vorherigen Kapitel untersuchten Glaubwürdigkeitsfaktoren, wobei der Fokus hierbei auf der theoretischen Analyse jedes einzelnen Faktors liegt. Dadurch sollen


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Product Details
  • ISBN-13: 9783389079454
  • Publisher: Bod Third Party Titles
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 74
  • Spine Width: 5 mm
  • Weight: 109 gr
  • ISBN-10: 3389079459
  • Publisher Date: 13 Oct 2024
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Sub Title: Eine Faktoren-Analyse zur Quellenglaubwürdigkeit
  • Width: 148 mm


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Entstehung und Wirkung von Glaubwürdigkeit in der Unternehmenskommunikation: Eine Faktoren-Analyse zur Quellenglaubwürdigkeit
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Entstehung und Wirkung von Glaubwürdigkeit in der Unternehmenskommunikation: Eine Faktoren-Analyse zur Quellenglaubwürdigkeit
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