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Vorstellung der Zielgruppe LOHAS sowie deren Kommunikationsverhalten im Social Media und dessen Bedeutung für nachhaltige Unternehmen

Vorstellung der Zielgruppe LOHAS sowie deren Kommunikationsverhalten im Social Media und dessen Bedeutung für nachhaltige Unternehmen

          
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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Marketing, Unternehmenskommunikation, CRM, Marktforschung, Social Media, Note: 1,0, AKAD-Fachhochschule Pinneberg (ehem. Rendsburg), Sprache: Deutsch, Abstract: Ein Schokoriegel einer bekannten Marke wird genussvoll geöffnet und vor dem Verzehr genüsslich in zwei Hälften gebrochen. Anstelle von Schokolade, Waffeln oder Nougat kommen Blut, Haare und Knochen eines Gorillas zum Vorschein. Ein solcher "Werbespot" machte 2009 im Internet die Runde und wurde millionenfach angeschaut. Bei Nestle kam es daraufhin zu einem PR Desaster. Hintergrund war eine virale Kampagne von Greenpeace gegen den Lebensmittelhersteller Nestle mit Mitteln von Social Media. Der Hersteller verwende, so Greenpeace, für das Produkt Palmöl für das bei der Herstellung Regenwald gerodet wird. Dadurch würden Goril-las sterben, da ihnen der Lebensraum fehlt. Trotz gerichtlichem Verbot konnte Nestle die Verbreitung des Videos und die Diskussion über die Herstellung seiner Produkte nicht mehr stoppen. Diese Situation verdeutlicht, dass Social Media nicht mit herkömmlichen Mitteln begegnet werden kann und dass sich viele Menschen für Fragen der Produktion und insbesondere des Umweltschutzes interessieren. Die Gruppe der "LOHAS" ist eine dieser Gruppen deren Fokus auf Umweltschutz und Nachhaltigkeit gerichtet ist. Dieses Beispiel verdeutlich, dass mit Social Media Themen wie Ökologie von einer breiten Öffentlichkeit diskutiert werden und die betroffenen Un-ternehmen nur bedingt Einfluss darauf haben. Das Ziel dieser Arbeit ist es die Gruppe der LOHAS und deren Nutzung von Social Media darzustellen und die Auswirkungen zu analysieren die diese Kommunikation für nachhaltige Unternehmen hat. Dazu werden nach der Begriffsdefinition zunächst die Nutzung von Social Media in nachhaltigen Unternehmen näher beleuchtet. Weiter wird analysiert wie die Gruppe der LOHAS mit Social Media umgeht. Danach wird untersucht welche Auswirkungen die Kommunikation zwischen na


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Product Details
  • ISBN-13: 9783656268031
  • Publisher: Grin Publishing
  • Publisher Imprint: Grin Publishing
  • Height: 229 mm
  • No of Pages: 28
  • Series Title: German
  • Weight: 91 gr
  • ISBN-10: 3656268037
  • Publisher Date: 21 Jun 2013
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Width: 152 mm


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Vorstellung der Zielgruppe LOHAS sowie deren Kommunikationsverhalten im Social Media und dessen Bedeutung für nachhaltige Unternehmen
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Vorstellung der Zielgruppe LOHAS sowie deren Kommunikationsverhalten im Social Media und dessen Bedeutung für nachhaltige Unternehmen
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