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"Word of mouth" als vertrauensbildende Maßnahme im Internet. Eine konzeptionelle Arbeit am Beispiel des "Likes"

"Word of mouth" als vertrauensbildende Maßnahme im Internet. Eine konzeptionelle Arbeit am Beispiel des "Likes"

          
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About the Book

Essay aus dem Jahr 2012 im Fachbereich Medien / Kommunikation - Medienökonomie, -management, Note: 1,3, Zeppelin University Friedrichshafen, Sprache: Deutsch, Abstract: In den letzen Jahren haben die Bedeutung des Webs und seiner Möglichkeiten für Nutzer und Unternehmen rasant zugenommen. In Deutschland hat sich beispielsweise der E-Commerce-Umsatz von 2000 bis 2012 verzehnfacht. Neue Möglichkeiten wie "Social Networking Sites" haben bei der jüngeren Generation großes Interesse geweckt und die Kommunikation zwischen Unternehmen und Konsumenten deutlich verändert. Nutzer von "Social Networking Sites" haben die Möglichkeit, ihre Kritik, Erfahrungen und Meinungen über Unternehmen und Produkte sichtbar zu machen, sich mit Freunden zu vernetzen und Unternehmen zu "liken". Mit der Aussage: "The World Wide Web is still characterized by increasing complexity and uncertainty", wird deutlich, dass Unternehmen wie auch Konsumenten durch zunehmende Komplexität und Unsicherheit im Web permanent herausgefordert werden. Zunehmende Informationsüberflutung der Konsumenten hat zur Folge, dass es für Unternehmen immer schwieriger wird, die Aufmerksamkeit der Konsumenten auf sich zu ziehen. Um die Unsicherheit der Konsumenten zu reduzieren, sollte nach Meffert ein Unternehmen Maßnahmen ergreifen, um das Vertrauen der Konsumenten zu gewinnen. Daher spielt neben der Marke als vertrauensbildendes Signal in der Kundengewinnung und -bindung für Unternehmen "Word of mouth" (WOM) eine maßgebende Rolle. In der Literatur wird die Relevanz von "Word of mouth" im Marketing-Mix im Off- und Onlinebereich reichlich diskutiert. Signale wie die Unternehmensmarke und WOM können Informationsasymmetrien reduzieren. Das Internet bietet neue Möglichkeiten zur Nutzung von WOM als vertrauensbildende Maßnahme für Unternehmen. In vorliegender Arbeit soll die Wirkung des "Likes" von Facebook als WOM-Maßnahme evaluiert und insbesondere seine Wirkung auf Informationsasymmetrien im Prinzipal-Agenten-Konzep


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Product Details
  • ISBN-13: 9783656944782
  • Publisher: Grin Verlag Gmbh
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 1 mm
  • Width: 178 mm
  • ISBN-10: 3656944784
  • Publisher Date: 06 May 2015
  • Height: 254 mm
  • No of Pages: 24
  • Series Title: German
  • Weight: 45 gr


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"Word of mouth" als vertrauensbildende Maßnahme im Internet. Eine konzeptionelle Arbeit am Beispiel des "Likes"
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"Word of mouth" als vertrauensbildende Maßnahme im Internet. Eine konzeptionelle Arbeit am Beispiel des "Likes"
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