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Social Media Marketing im Fußball. Analyse der SMM-Strategie von Borussia Mönchengladbach

Social Media Marketing im Fußball. Analyse der SMM-Strategie von Borussia Mönchengladbach

          
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About the Book

Bachelorarbeit aus dem Jahr 2015 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Sprache: Deutsch, Abstract: In dieser Arbeit wird der Social-Media-Auftritt von Borussia Mönchengladbach analysiert. Der Verein blickt auf eine lange Tradition zurück und hat sich zu einem wichtigen Standort- und Wirtschaftsfaktor für den Niederrhein und die Stadt Mönchengladbach entwickelt. Der sportliche Erfolg in den vergangenen drei Jahren hat nicht nur das allgemeine, sondern auch das persönliche Interesse noch mal gesteigert. Dies ist ein weiterer Beweggrund für die Wahl dieses Vereins. Social Media ist ein noch sehr junges Thema. Vor allem aber im Bereich Profifußball ist das Thema in der wissenschaftlichen Forschung bislang wenig berücksichtigt. Die Arbeit versucht somit, die theoretischen Grundlagen von Social Media für Wirtschaftsunternehmen auf das Beispiel Fußballverein zu übertragen, Besonderheiten herauszuarbeiten sowie Empfehlungen zu entwickeln. Zu Beginn werden zunächst eine Begriffserklärung und ein Überblick über die Social-Media-Welt geliefert. Anschließend zeigt die Arbeit, wie sich die Kommunikationsbeziehungen durch Social Media gewandelt haben, und stellt die für diese Arbeit relevanten Erscheinungsformen vor. Darauf aufbauend wird die Social-Media-Nutzung in Unternehmen analysiert. In der Arbeit wird zunächst die gesellschaftliche Bedeutung des Profifußballs untersucht und die Bundesliga als Wirtschaftsfaktor sowie die Fußballvereine als Unternehmen dargestellt. Darauffolgend untersucht die Bachelorarbeit anhand der im Theorieteil herausgearbeiteten Anforderungen sowie der im Experteninterview genannten Ziele den Social-Media-Auftritt von Borussia Mönchengladbach. Das Experteninterview wurde in Form einer persönlichen Befragung mit Herrn Andreas Cüppers, Bereichsleiter Online / Homepage / Social Media / Medien geführt. Nach der Untersuchung der durch die Social-Media-Instrumente angesprochenen Zielgruppen werden am Ende der Arbeit Empfehlunge


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Product Details
  • ISBN-13: 9783668491892
  • Publisher: Grin Verlag
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 113 gr
  • ISBN-10: 3668491895
  • Publisher Date: 26 Jul 2017
  • Height: 210 mm
  • No of Pages: 78
  • Spine Width: 5 mm
  • Width: 148 mm


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Social Media Marketing im Fußball. Analyse der SMM-Strategie von Borussia Mönchengladbach
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