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Facebook als Kundenbindungsinstrument in der Unternehmenskommunikation: Chancen und Risiken des Kundenbindungsmanagements am Beispiel der Coca-Cola Fanpage

Facebook als Kundenbindungsinstrument in der Unternehmenskommunikation: Chancen und Risiken des Kundenbindungsmanagements am Beispiel der Coca-Cola Fanpage

          
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About the Book

Studienarbeit aus dem Jahr 2013 im Fachbereich Medien / Kommunikation - Multimedia, Internet, neue Technologien, Note: 1,3, Universität Hohenheim (540 Onlinekommunikation und neue Medien), Sprache: Deutsch, Abstract: Wäre Facebook ein Land, dann wäre es das drittgrößte der Welt - Das soziale Netzwerk hat heute weltweit über eine Milliarde Mitglieder. Klar, dass sich inzwischen vom Weltkonzern Coca-Cola bis zum schwäbischen Mittelständler auch Unternehmen auf Facebook die Klinke in die Hand geben. Wo soviele potentielle Kunden unterwegs sind, muss man schließlich präsent sein. Oder? Was bringt Firmen die fast schon obligatorisch gewordene Facebook-Präsenz wirklich? Wer die Begriffe "Kundenbindung" und "Facebook" googlet, wird überhäuft von euphorischen Texten zum unverzichtbaren unternehmerischen Nutzen, den diese Kombination bringen soll. Darunter sind viele Texte von Agenturen, die ihr eigenes Social Media Angebot verkaufen wollen, aber auch einige wissenschaftliche Arbeiten. Während zum Instrument der Kundenbindung an sich bereits sehr viel geforscht wurde, ist die Wirksamkeit dieses Konzepts in sozialen Netzwerken dennoch eine Forschungslücke. Inwieweit Facebook zur Kundenbindung taugt, soll in dieser Arbeit am Beispiel von Coca-Cola untersucht werden. Denn der weitgrößte Softdrinkhersteller ist mit seiner Fanpage momentan auch die erlolgreichste Marke auf Facebook, zumindest nach quantitativen Messzahlen. Welche Aktionen der Social Media Manager erlolgreich sind, welche weniger oder sogar schädlich, dass soll diese Arbeit untersuchen. Dabei wird zuerst auf das Konzept der Kundenbindung eingegangen, anschließend die Coca-Cola Fanpage beschrieben und schließlich verrucht, die potentielle Kundenbindung mittels der sogennanten Engagement Rate zu messen.


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Product Details
  • ISBN-13: 9783656412090
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 28
  • Series Title: German
  • Sub Title: Chancen und Risiken des Kundenbindungsmanagements am Beispiel der Coca-Cola Fanpage
  • Width: 148 mm
  • ISBN-10: 365641209X
  • Publisher Date: 20 Apr 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 50 gr


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Facebook als Kundenbindungsinstrument in der Unternehmenskommunikation: Chancen und Risiken des Kundenbindungsmanagements am Beispiel der Coca-Cola Fanpage
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