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Zwitschernde Chefs. Darstellung der CEO-Kommunikation auf Twitter

Zwitschernde Chefs. Darstellung der CEO-Kommunikation auf Twitter

          
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About the Book

Studienarbeit aus dem Jahr 2018 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Fachhochschule des Mittelstands, Sprache: Deutsch, Abstract: Die Forschungsfrage dieser Arbeit lautet: "Inwieweit nutzen CEOs von Unternehmen die im TecDAX oder Nasdaq 100 vertreten sind, die soziale Plattform Twitter?" Um diese zielorientiert zu beantworten, wurden sowohl theoretische als auch empirische Methoden genutzt. Aktuelle Literatur, wie die Veröffentlichung von Katja Nagel mit dem Titel "CEO-Kommunikation als machtvolles Instrument zur Unternehmensführung", diente als Grundlage der vorliegenden Arbeit. Die empirische Methode wurde anhand einer Twitter-Analyse durchgeführt. So konnte aufgezeigt werden, inwieweit nationale und internationale CEOs die soziale Plattform Twitter verwenden. Die Analyse gibt unter anderem Auskunft darüber, wie viele CEOs der im Nasdaq 100 und TecDAX vertretenen Unternehmen einen aktiven Twitter-Account betreiben, wie viele Abonnenten sie dort haben und wie viele Beiträge innerhalb eines Monats veröffentlicht wurden. Im weiteren Verlauf der Arbeit werden internationale und nationale CEOs in ihrer Twitter-Aktivität verglichen. Es wird die Hypothese angestellt, dass viele Unternehmen die Bedeutung der CEO-Kommunikation noch nicht erkannt haben oder noch an einer professionellen Kommunikationsstrategie gearbeitet wird. Das Bewusstsein nationaler sowie internationaler CEOs in Bezug auf ihre Rolle als Kommunikator ist nach wie vor gering ausgeprägt. Viele aktive Firmenspitzen mit einem Twitter-Account wird es daher voraussichtlich nicht geben. Das Thema CEO-Kommunikation wird in den nächsten Jahren immer bedeutender. Der CEO wird zum Vermittler von Zielen und wird stärker als bisher zum Gesicht eines Unternehmens. Er transportiert Image, Selbstverständnis und die Unternehmensidentität. In Zeiten von Social Media erwartet die Öffentlichkeit eine gewisse Präsenz und eine kommunikative Aktivität des


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Product Details
  • ISBN-13: 9783668712218
  • Publisher: Grin Verlag
  • Publisher Imprint: Grin Verlag
  • Height: 210 mm
  • No of Pages: 36
  • Spine Width: 2 mm
  • Width: 148 mm
  • ISBN-10: 3668712212
  • Publisher Date: 22 May 2018
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Weight: 59 gr


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