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Markt der sozialen Netzwerke: Wie Facebook, Twitter und Co. um User und Marktanteile ringen

Markt der sozialen Netzwerke: Wie Facebook, Twitter und Co. um User und Marktanteile ringen

          
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About the Book

Gegenstand dieses Buches ist die ökonomische Analyse der Wechselwirkungen einzelner Akteure in sozialen Netzwerken. Der Untersuchung liegen mikroökonomische Modelle der Netzwerkökonomie und Spieltheorie zugrunde. Das Buch ist schwerpunktmäßig in zwei Teile gegliedert. Der erste Teil des Buches befasst sich zunächst nur mit Usern und Plattformen. Es wird auf die Bildung der Nachfrage nach 'Social Media' eingegangen und zudem geklärt, warum sich User auf Plattformen (wie z.B. Facebook) anmelden und welche Voraussetzungen Plattformen erfüllen müssen, um Nutzer zu locken. Weiterhin wird in dem Abschnitt auf die Auswahlproblematik potentieller User eingegangen. Es werden Kriterien dargelegt, die die Auswahl der Nutzer beeinflussen, und es wird gezeigt, wie sich Größenvorteile der Plattformen und die Erwartungsbildung der User auf die Konzentration der sozialen Netzwerke auswirken. In diesem Abschnitt wird weiterhin auf die Effizienz des Marktes eingegangen. Es wird untersucht, ob es zu einer Ineffizienz des Marktes kommen kann, indem User an ineffiziente Plattformen gebunden und Markteintritte von neuen und effizienteren Plattformen erschwert werden. Im zweiten Teil des Buches wird die Betrachtung des Marktes erweitert. Es werden Unternehmen eingeführt, welche die Plattformen nutzen, um mit Usern zu interagieren. Der Markt der sozialen Medien wird also als ein "zweiseitiger Markt" betrachtet. Schwerpunkte dieses Abschnittes sind die verschiedenen Finanzierungsarten der sozialen Plattformen. Dieser Abschnitt verdeutlicht, wann sich Plattformen ausschließlich durch Werbung finanzieren werden und wann die Möglichkeit besteht Mitgliedsbeiträge zu erheben. Neben ausführlichen theoretischen Teilen bietet dieses Buch am Ende eines Abschnittes jeweils praktische Beispiele und Strategien, um sich im hart umkämpften Markt der sozialen Netzwerke zu etablieren.


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Product Details
  • ISBN-13: 9783863412388
  • Publisher: Bachelor + Master Publishing
  • Publisher Imprint: Bachelor + Master Publishing
  • Height: 210 mm
  • No of Pages: 48
  • Series Title: German
  • Sub Title: Wie Facebook, Twitter und Co. um User und Marktanteile ringen
  • Width: 148 mm
  • ISBN-10: 3863412389
  • Publisher Date: 12 Jul 2012
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 3 mm
  • Weight: 72 gr


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