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Kommunikationspolitik von Kreuzfahrtreedereien über Social Media

Kommunikationspolitik von Kreuzfahrtreedereien über Social Media

          
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About the Book

Masterarbeit aus dem Jahr 2015 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 1,3, Universität Rostock (Wirtschafts- und Sozialwissenschaftliche Fakultät), Sprache: Deutsch, Abstract: Social Media hat heutzutage einen festen Bestandteil im Leben vieler Menschen und immer mehr Unternehmen haben die Bedeutung von Social Media für ihre Unternehmenskommunikation erkannt. In 2014 nutzen bereits 38 % der Unternehmen in Deutschland Social Media Aktivitäten für ihre Kommunikation nach außen und reagieren damit auf die starke Nachfrage der Nutzer. Weltweit nutzen ca. 2,9 Mrd. Menschen regelmäßig das Internet und ca. 1,7 Mrd. von ihnen sind in Social Networks, wie Facebook, Twitter oder YouTube, aktiv. Noch in 2004 waren es etwa 910 Mio. Nutzer. Die größten Erfolge erzielten diese Unternehmen hier bei der Kundenbetreuung, -bindung und für eigene Werbekampagnen. So hat sich innerhalb eines Jahrzehnts die Nutzeranzahl verdreifacht und genau so rasant sind im Social Media Bereich die technischen Entwicklungen auch die ständigen Änderungen der Definitionen zu beobachten. Interessant ist der Gebrauch von Social Media vor allem für die Tourismusbranche. Social Media verändert den Weg, wie Urlauber nach Informationen über ein Unternehmen oder eine Destination suchen, finden und verarbeiten. Sie können aktiv am Internet teilnehmen. Touristen digitalisieren und teilen über die sozialen Netzwerke eigene Informationen, Bilder, Emotionen und Erfahrungen mit anderen Nutzern oder können bestehende Inhalte bearbeiten - diese Inhalte werden vom Nutzer selbst erstellt und werden in der Fachliteratur auch User-Generated-Content genannt. Das geschieht zum einen bereits vor der Reise, wenn Informationen über ein Unternehmen oder eine Destination beschafft werden, während der Reise und zum anderen nach der Reise, wenn der Tourist eigene Erfahrungen gesammelt hat und diese mit anderen teilt. Aus den genannten Entwicklungen gab es Anlass, das Thema Kommunikationspolit


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Product Details
  • ISBN-13: 9783668841567
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 204
  • Spine Width: 12 mm
  • Width: 148 mm
  • ISBN-10: 366884156X
  • Publisher Date: 13 Dec 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 276 gr


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