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Social Media als Instrument der externen Unternehmenskommunikation: Potentialanalyse am Beispiel PORTOLAN Commerce Solutions GmbH

Social Media als Instrument der externen Unternehmenskommunikation: Potentialanalyse am Beispiel PORTOLAN Commerce Solutions GmbH

          
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About the Book

Bachelorarbeit aus dem Jahr 2012 im Fachbereich BWL - Unternehmenskommunikation, Note: 1,5, Duale Hochschule Baden-Württemberg, Stuttgart, früher: Berufsakademie Stuttgart (BWL Dienstleistungsmanagement), Sprache: Deutsch, Abstract: In der Mitte der neunziger Jahre kam es durch die Kommerzialisierung des World Wide Webs (WWW) bzw. des Internets zu einem revolutionären Wandel der zwischenmenschlichen Kommunikation. Waren vor 1995 gerade einmal 16 Millionen Menschen online, sind es heute bereits über 2 Milliarden Nutzer. Dies führte laut einer ARD/ZDF-Onlinestudie aus dem Jahr 2011 zu einer grundlegenden Veränderung von Wirtschaft und Gesellschaft. Die Auswirkungen jener rasanten Entwicklung sind dabei vor allem für Unternehmen äußerst tiefgreifend und gelten einerseits für das Marketing, jedoch noch viel mehr für deren Wissensaustausch und Kommunikationsprozess. Das WWW veranlasste, dass Empfänger mit Hilfe von Social Media Kanälen und sozialen Netzwerken auch gleichzeitig als Sender proaktiv agieren konnten. Jene digitalen Plattformen wurden zu dem neuen, dynamischen und interaktiven Internet, in welchem Nutzer mit anderen Nutzern Beziehungen aufbauen und uneingeschränkt kommunizieren können. Heutzutage hat sich Social Media in der Gesellschaft stark etabliert und erhält zunehmend Einfluss auf das unternehmerische Geschehen. Kaufinteressenten informieren sich über Produkte, Journalisten nutzen es für Recherchen, Informationsinteressierte beziehen darüber neueste Nachrichten und immer mehr holen sich von ihren Freunden nützliche Tipps und Ratschläge. Mit diesem Sachverhalt sieht sich die externe Unternehmenskommunikation konfrontiert. Ein Unternehmen kann sich folglich den sozialen Medien nicht entziehen, wie eines der Axiome von Watzlawick, Beavin und Jackson besagt: "Man kann nicht nicht kommunizieren" . Denn auch ohne eine aktive Teilnahme können Beiträge zu einem Unternehmen oder dessen Produkten in das WWW eingestellt werden. Die Glaubwürdigkeit als we


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Product Details
  • ISBN-13: 9783656327110
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 6 mm
  • Weight: 127 gr
  • ISBN-10: 3656327114
  • Publisher Date: 02 Dec 2012
  • Height: 210 mm
  • No of Pages: 90
  • Series Title: German
  • Sub Title: Potentialanalyse am Beispiel PORTOLAN Commerce Solutions GmbH
  • Width: 148 mm


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