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Der Kampf um die Aufmerksamkeit. Empirische Analyse der Kommunikation von deutschen B2C-Unternehmensmarken auf Facebook

Der Kampf um die Aufmerksamkeit. Empirische Analyse der Kommunikation von deutschen B2C-Unternehmensmarken auf Facebook

          
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About the Book

Masterarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,3, Fachhochschule Bonn-Rhein-Sieg in Sankt Augustin, Veranstaltung: Technik- und Innovationskommunikation, Sprache: Deutsch, Abstract: Aufmerksamkeit ist eine knappe und begrenzte Ressource. Mit der rasanten Etablierung des Internets ist die potenziell größte Informationsquelle hinzugekommen, die die Informationsflut immer stärker ansteigen lässt. Besonders soziale Netzwerke haben einen großen Teil dazu beigetragen, dass das Informationsangebot noch nie so hoch war wie heute. Doch die Kapazität unseres Gehirnes ist biologisch begrenzt. Wir können nicht unendlich viel Informationen aufnehmen, sodass es zwangsläufig zu einem Ungleichgewicht zwischen Informationsangebot und -nachfrage kommt. Um seine Zielgruppe zu erreichen, benötigt man ihre Aufmerksamkeit. Ohne Aufmerksamkeit, keine erfolgreiche Kommunikation. Es entsteht daher ein Kampf um die Aufmerksamkeit, um möglichst seine Inhalte, Botschaften oder Ziele an die Frau oder Mann zu bringen. Besonders in sozialen Netzwerken ist die "Konkurrenz" besonders groß. Social-Media Verantwortliche kämpfen jeden Tag in den Newsstreams um das kleine bisschen Aufmerksamkeit, zwischen den Beiträgen von Freunden, Familienangehörigen oder anderen Unternehmen. Die Frage die sich also stellt ist, wie erzeuge ich die Aufmerksamkeit bei meiner Zielgruppe in sozialen Netzwerken? Die vorliegende Masterthesis beschäftigt sich mit der Fragestellung und bietet einen umfassenden Einblick rund um das Thema Aufmerksamkeit in sozialen Medien. Im Theorieteil werden zunächst die Gründe und Auswirkungen der Informationsflut als Ursache für den Kampf um die Aufmerksamkeit beschrieben. In weiteren Kapiteln wird die Aufmerksamkeit aus biologischer und psychologischer Sicht erläutert und ihr Zusammenhang zur Wahrnehmung dargestellt. Nach den Grundlagen beschäftigt sich die Thesis mit den Möglichkeiten zur Erzeugung von Aufmerksamkeit auf visueller


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Product Details
  • ISBN-13: 9783668018297
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3668018294
  • Publisher Date: 23 Jul 2015
  • Height: 210 mm
  • No of Pages: 124
  • Series Title: German
  • Weight: 172 gr


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Der Kampf um die Aufmerksamkeit. Empirische Analyse der Kommunikation von deutschen B2C-Unternehmensmarken auf Facebook
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Der Kampf um die Aufmerksamkeit. Empirische Analyse der Kommunikation von deutschen B2C-Unternehmensmarken auf Facebook
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