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Viralmarketing im Kontext von Social Media Anwendungen: Eine qualitativ empirische Analyse anhand einer Kampagne aus der Sportartikelbranche

Viralmarketing im Kontext von Social Media Anwendungen: Eine qualitativ empirische Analyse anhand einer Kampagne aus der Sportartikelbranche

          
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About the Book

Bachelorarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Universität Stuttgart, Sprache: Deutsch, Abstract: Mithilfe einer qualitativ empirischen Analyse wird in dieser Bachelorarbeit das Viralmarketing (VM) vor dem Hintergrund der aktuellen Trends in der Mediennutzung unter die Lupe genommen und dessen Potentiale zur Beantwortung der aktuellen Herausforderungen des Marketing sowie der Sportartikelbranche dargestellt. In zwei Grundlagenteilen werden dazu zunächst die theoretischen Begriffe und Prinzipien vorgestellt, die für das VM von Bedeutung sind. Der erste Teil handelt die Veränderungen in der Medien- und Kommunikationspolitik ab, indem die Begriffe Web 2.0 und Social Media definiert, YouTube und Facebook als konkrete Beispiele der Social Media Anwendungen (SMA) herausgegriffen und schließlich aktuelle Entwicklungen im Mediennutzungsverhalten aufgezeigt werden, die sich insbesondere mit dem Aufkommen des Internets ergeben haben. Im zweiten Grundlagenteil wird die Thematik des Marketing aufgegriffen, grundlegende Begriffe definiert und das VM im allgemeinen Marketingverständnis eingeordnet. Zusätzlich werden Herausforderungen für das Marketing allgemein, und für das Marketing in der Sportartikelbranche vorgestellt, die es mit Hilfe viraler Kampagnen zu beantworten gilt. Im vierten Kapitel wird das VM als Marketingmethode eingeführt. Nach der Begriffsdefinition werden die Kernelemente des VM dargestellt und die Bedeutung der SMA für das Streuen und Verbreiten von Inhalten hervorgehoben. Danach werden Motive und Beweggründe für den Weiterempfehlungsprozess sowie Ziele und Zielgruppen verdeutlicht, bevor auf virale Kampagnen und Möglichkeiten einer Erfolgskontrolle bzw. -auswertung eingegangen wird und schließlich auch deren Gefahren und Risiken thematisiert werden. Im letzten Teil wird die "Write the Future" Kampagne von Nike zur Fußball-WM 2010 in Südafrika als Fallstudie herangezogen, um die v


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Product Details
  • ISBN-13: 9783656160960
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 4 mm
  • Width: 148 mm
  • ISBN-10: 3656160961
  • Publisher Date: 29 Mar 2012
  • Height: 210 mm
  • No of Pages: 60
  • Series Title: German
  • Weight: 91 gr


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