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Social Web Monitoring

Social Web Monitoring

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About the Book

Studienarbeit aus dem Jahr 2012 im Fachbereich BWL - Offline-Marketing und Online-Marketing, Note: 1,7, Technische Hochschule Köln, ehem. Fachhochschule Köln, Sprache: Deutsch, Abstract: Die Kommunikations- und Interaktionsmöglichkeiten haben sich im Internet in den letzten Jahren erheblich gewandelt. Die klassische One-Way-Kommunikation bei der Unternehmen ausschließlich über "offizielle" Kanäle wie (Unternehmens-)Webseiten oder Massenmedien, wie beispielsweise Fernsehen, Radio oder Print, ihren Kunden Informationen bereitstellten, ist abgelöst worden von einer interaktiven, multimedialen Kommunikation. Heutzutage sind die Nutzer im Informationsprozess nicht mehr nur passive Rezipienten, sondern gleichzeitig auch aktive Produzenten, die digitale Inhalte mitgestalten und erweitern. Dabei nimmt jeder Nutzer als aktiver, gestaltender Prosument mit eigenen Kommentaren, Bewertungen, Videos etc. am interaktiven Kommunikationsprozess im Social Web teil. Der sogenannte User Generated Content (kurz: UGC; dt.: nutzergenerierte Inhalte; auch als Consumer Generated Media oder User Created Content bezeichnet) enthält ungefilterte, authentische Aussagen und Meinungen zu Produkten, Dienstleistungen, Marken oder gesamten Märkten. Gleichzeitig ist das Social Web eine der wichtigsten Informationsquellen für Kaufentscheidungen. Laut einer Studie der BITKOM liest jeder zweite (48%) Internetnutzer in Deutschland vor einer Kaufentscheidung die Bewertung anderer Kunden. Zudem gibt jeder dritte (31%) Nutzer an, dass die Meinung anderer Verbraucher im Social Web die eigene Kaufentscheidung beeinflusst hat.


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Product Details
  • ISBN-13: 9783656503521
  • Publisher: Grin Publishing
  • Binding: Paperback
  • Language: German
  • Returnable: N
  • Spine Width: 2 mm
  • Weight: 109 gr
  • ISBN-10: 3656503524
  • Publisher Date: 26 Sep 2013
  • Height: 210 mm
  • No of Pages: 36
  • Series Title: German
  • Sub Title: Eine Einführung in die Beobachtung und Untersuchung unternehmensrelevanter Informationen im Social Web
  • Width: 148 mm


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