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Social Media im Wandel zu Commercial Media. Monetarisierungsstrategien von sozialen Netzwerken durch Nutzung neuer Absatzkanäle

Social Media im Wandel zu Commercial Media. Monetarisierungsstrategien von sozialen Netzwerken durch Nutzung neuer Absatzkanäle

          
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About the Book

Masterarbeit aus dem Jahr 2013 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,6, Technische Hochschule Wildau, ehem. Technische Fachhochschule Wildau, Sprache: Deutsch, Abstract: Das Ziel dieser wissenschaftlichen Arbeit ist das Herausarbeiten von Einsatzmöglichkeiten, Zukunftsperspektiven, Potenzialen und Tendenzen von Social Media als Vertriebskanal und Partner zum "klassischen" E-Commerce mit Hilfe einer theoretischen und empirischen Untersuchung. Es werden Erfolgsfaktoren, funktionierende Strategien und Kriterien herausgearbeitet für den erfolgreichen praktischen Einsatz kommerzieller Instrumente und Einkaufslösungen in Social Media, insbesondere auf dem größten sozialen Netzwerk Facebook. Um eine bessere Vernetzung und Trafficzuführung für das untersuchte Portal zu erreichen, soll zudem die Kommerzialisierung und die Zusammenführung von Kommunikation und Handel auf den Social Media Plattformen vorangetrieben werden. Handlungsempfehlungen zur konzeptionellen Grundausrichtung und ein strategischer Leitfaden dienen als theoretisches Fundament und Basis für den praktischen Einsatz. Eine empirische Untersuchung bringt zudem Erkenntnisse über Nutzungsverhalten, Einstellungen und Erwartungen der Nutzer in Bezug auf die Zusammenführung von Kommunikation und Handel auf Social Media Plattformen. Diese Master-Thesis setzt sich zusammen aus zwei Teilen. Zum einen aus einem theoretischen Teil, beginnend mit Grundlagen und der allgemeinen Entwicklung von Social Media. Darauf aufbauend schließt sich das Hauptaugenmerk dieser Arbeit an. Die Monetarisierung von Social Media. Im Fokus steht hier die Entwicklung dahin, Hintergründe des sogenannten Social Commerce, Einsatzmöglichkeiten und die besondere Rolle von Facebook. Das bisher publizierte Wissen aus aktuellen Büchern, Fachzeitschriften, Blogs und jüngsten Studien wird zusammengetragen, analysiert und darauf aufbauend wird versucht Kriterien, Hypothesen und Handlungsempfehlungen herauszubilden. Die


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Product Details
  • ISBN-13: 9783656382737
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 7 mm
  • Width: 148 mm
  • ISBN-10: 3656382735
  • Publisher Date: 06 Mar 2013
  • Height: 210 mm
  • No of Pages: 112
  • Series Title: German
  • Weight: 154 gr


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Social Media im Wandel zu Commercial Media. Monetarisierungsstrategien von sozialen Netzwerken durch Nutzung neuer Absatzkanäle
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