Zusammenfassung
Im Social Web sind Millionen von Nutzern weltweit nicht nur passive Konsumenten der Markenkommunikation, sondern kreieren, erhalten und verbreiten eigene markenbezogene Informationen. Trotz der wachsenden Bedeutung des Social Web für die Markenführung sind die Auseinandersetzung mit den spezifischen Forschungsmethoden sowie die Anzahl an wissenschaftlichen Studien begrenzt. Aufgrund dessen widmet sich dieser Beitrag drei relevanten Bereichen zur aktuellen wissenschaftlichen Diskussion im Bereich der Markenpolitik im Zeitalter des Social Web. Erstens wird zunächst der State of the Art der Analyse nutzergenerierter Inhalte im Social Web dargelegt und kritisch gewürdigt. Zweitens werden die empirischen Studien zur Marke im Kontext des Social Web beleuchtet. Drittens wird die Qualität von Websites im Social Web aus Nutzerperspektive und deren Messung thematisiert. Aufbauend auf den Erkenntnissen dieser drei Bereiche wird ein zukünftiger Forschungsbedarf aufgezeigt.
This is a preview of subscription content, log in via an institution.
Buying options
Tax calculation will be finalised at checkout
Purchases are for personal use only
Learn about institutional subscriptionsLiteratur
Agarwal, R., & Venkatesh, V. (2002). Assessing a firm’s Web presence: A heuristic evaluation procedure for the measurement of usability. Information Systems Research, 13(2), 168–186.
Ahn, T., Ryu, S., & Han, I. (2007). The impact of Web quality and playfulness on user acceptance of online retailing. Information & Management, 44(3), 263–275.
Ajzen, I., & Fishbein, R. M. (1980). Understanding Attitudes and Predicting Social Behavior, Upper Saddle River, NJ.
Aladwani, A. M., & Palvia, P. C. (2002). Developing and validating an instrument for measuring user-perceived Web quality. Information & Management, 39(6), 467–476.
Brooks, C. H., & Montanez, N. (2006). Improved annotation of the blogosphere via autotagging and hierarchical clustering. In Proceedings of the 15th international conference on World Wide Web, Edinburgh, S. 625–632.
Coleman, J. S., Katz, E., & Menzel, H. (1966). Medical Innovation: A Diffusion Study, Indianapolis.
Davis, F. D. (1989). Perceived Usefulness, perceived ease of use, and user acceptance of information technology. Management Information System Quarterly, 13(3), 319–339.
de Wulf, K., Schillewaert, N., Muylle, S., & Rangarajan, D. (2006). The role of pleasure in Web site success. Information & Management, 43(4), 434–446.
Douglas, T., Lorenz, M.-L., & von Oheimb, C. (2009). Pre-Kommunikation im Internet – Der BMW X1 trifft Kunden im Social Web. Marketing Review, St. Gallen, 4, 11–15.
Ebersbach, A., Glaser, M., & Heigl, R. (2008). Social Web, Konstanz.
Esch, F.-R., Langner T., & Ullrich, S. (2009). Internetkommunikation. In: Bruhn, M., Esch, F.-R., & Langner, T. (Hrsg.), Handbuch Kommunikation: Grundlagen, innovative Ansätze, praktische Umsetzungen (S. 127–156). Wiesbaden.
Everard, A., & Galletta, D. F. (2005). How presentation flaws affect perceived site quality, trust, and intention to purchase from an online store. Journal of Management Information Systems, 22(3), 55–95.
Feinerer, I., Hornik, K., & Meyer, D. (2008). Text Mining Infrastructure in R. Journal of Statistical Software, 25(5), 1–54.
French, A. M. (2009). Social Success Model: Assessment and Validation of the Success Model in Social Contex, Mississippi State.
Galletta, D. F., Henry, R. M., McCoy, S., & Polak, P. (2006). When the wait isn’t so bad: The interacting effects of Web site delay, familiarity, and breadth. Information Systems Research, 17(1), 20–37.
Godes, D., & Mayzlin, D. (2004). Using Online Conversations to Study Word-of-Mouth Communication. Marketing Science, 23(4), 545–560.
Hotho, A., Nürnberger, A., & Paaß, G. (2005). A Brief Survey of Text Mining. LDV Forum – GLDV Journal for Computational Linguistics and Language Technology, 20(1), 19–62.
Huizingh, E. K. R. E. (2000). The content and design of Web sites: An empirical study, in: Information & Management, 37(3), 123–134.
Katz, E., & Lazarsfeld, P. F. (1955). Personal Influence: The Part Played by People in the Flow of Mass Communication, Glencoe, IL.
Keller, K. L., & Lehmann, D. R. (2006). Brands and Branding: Research Findings and Future Priorities. Marketing Science, 25(6), 740–759.
Kim, S.-E., & Stoel, L. (2004). Dimensional hierarchy of retail Web site quality. Information & Management, 41(5), 619–633.
Kim, S.-E., Shaw, T., & Schneider, H. (2003). Web site design benchmarking within industry groups. Internet Research: Electronic Networking Applications and Policy, 13(1), 17–26.
King, G., & Lowe, W. (2003). An Automated Information Extraction Tool for International Conflict Data with Performance as Good as Human Coders: A Rare Events Evaluation Design. International Organization, 57(3), 617–642.
Kumar, N., & Benbasat, I. (2006). The influence of recommendations and consumer reviews on evaluations of Web sites. Information Systems Research, 17(4), 425–439.
Laczniak, R. N., DeCarlo, T. E., & Ramaswami, S. N. (2001). Consumers’ Responses to Negative Word-of-Mouth Communication: An Attribution Theory Perspective. Journal of Consumer Psychology, 11(1), 57–73.
Landmann, J., & Züll, C. (2004). Computerunterstützte Inhaltsanalyse ohne Diktionär?. ZUMA Nachrichten, 54, 117–140.
Lin, H.-F. (2008). Determinants of Successful Virtual Communities: Contributions from System Characteristics and Social Factors. Information & Management, 45(8), 522–527.
Hsiu-Fen, L., & Lee, G.-G. (2006). Determinants of Success for online Communities: An Empirical Study. Behavior & Information Technology, 25(6), 479–488.
Liu, C., & Arnett, K. P. (2000). Exploring the factors associated with Web site success in the context of electronic commerce. Information & Management, 38(1), 23–33.
Loiacono, E., Watson, R., & Goodhue, D. (2002). WebQual: An Instrument for Consumer Evaluation of Web Sites. International Journal of Electronic Commerce, 11(3), 51–87.
Lowe, W. (2006). Yoshikoder: An open source multilingual content analysis tool for social scientists. 2006 APSA Conference, Philadelphia.
McKinney, V., Kanghyun Y., & Fatemeh M. Z. (2002). The measurement of Web-customer satisfaction: An expectation and disconfirmation approach. Information Systems Research, 13(3), 296–315.
Mithas, S., Ramasubbu, N., Krishnan, M.S., & Fornell, C. (2006). Designing Web sites for customer loyalty across business domains: A multilevel analysis. Journal of Management Information Systems, 23(3), 97–127.
Money, B. R., Gilly, M. C., & Graham, J. L. (1998). Explorations of National Culture and Word-of-Mouth Referral Behavior in the Purchase of Industrial Services in the United States and Japan. Journal of Marketing, 62(4), 76–87.
Palmer, J. W. (2002). Web site usability, design, and performance metrics. Information Systems Research, 13(2), 151–167.
Pennings, P., & Keman, H. (2002). Towards a New Methodology of Estimating Party Policy Positions. Quality and Quantity, 36(1), 55–79.
Pires, G. D., Stanton, J., & Rita, P. (2006). The internet, consumer empowerment and marketing strategies. European Journal of Marketing, 40(9–10), 936–949.
Salmen, S., Schober-Schmutz, B., & Huber, R. (2008). Wieviel Energie verträgt Web 2.0: Wie „Web 2.0 READY“ sind deutsche Unternehmen?, eCommerce Magazin, 4, S. 32–34.
Scharkow, M. (2010). Lesen und lesen lassen. Zum State of the Art automatischer Textanalyse. In: Welker, M. & Wünsch, C. (Hrsg.), Die Online-Inhaltsanalyse (S. 340–364). Köln.
Schiele, G., Hähner, J. & Becker C. (2009). Web 2.0– Technologien und Trends. In: Bauer, H. H., Groß-Leege, D., & Rösger, J. (Hrsg.), Interactive Marketing im Web 2.0 + – Konzepte und Anwendungen für ein erfolgreiches Marketingmanagement im Internet (S. 4–14). München: Vahlen.
Sebastiani, F. (2002). Machine learning in automated text categorization. ACM Computing Surveys, 34, 1–47.
Shapiro, L. P. (1997). Tutorial: An introduction to syntax. Journal of Speech, Language, and Hearing Research, 40, 254–272.
Smith, R. E., & Vogt, C. A. (1995). The Effects of Integrating Advertising and Negative Word-of-Mouth. Communications on Message Processing and Response. Journal of Consumer Psychology, 4(2), 133–151.
Song, J., & Zahedi, F. M. (2005). A theoretical approach to Web design in e-commerce: A belief reinforcement model. Management Science, 51(8), 1219–1235.
Tam, K. Y., & Ho, S. Y. (2006). Understanding the impact of Web personalization on user information processing and decision outcomes. Management Information System Quarterly, 30(4), 865–890.
Tarafdar, M., & Zhang, J. (2005). Analyzing the influence of Web site design parameters on Web site usability. Information Resources Management Journal, 18(4), 62–80.
Thomas, G. M., Jr. (2004). Building the Buzz in the Hive Mind. Journal of Consumer Behaviour, 4(1), 64–72.
Trusov, M., Bucklin, R. E., & Pauwels, K. (2009). Effects of Word-of-Mouth Versus Traditional Marketing: Findings from an Internet Social Networking Site. Journal of Marketing, 73, September, 90–102.
Tung, L. L., Xu, Y., & Tan, F. B. (2009). Attributes of Web Site Usability: A Study of Web Users with the Repertory Grid Technique. International Journal of Electronic Commerce, 13(4), 97–126.
Van den Bulte, C., & Lilien, G. (2001). Medical Innovation Revisited: Social Contagion Versus Marketing Effort. American Journal of Sociology, 106(5), 1409–1435.
Venkatesh, V., & Ramesh, V. (2006). Web and wireless site usability: Understanding differences and modeling use. Management Information System Quarterly, 30(1), 181–205.
Villanueva, J., Yoo, S., & Hanssens, D. M. (2008). The Impact of Marketing-Induced Versus Word-of-Mouth Customer Acquisition on Customer Equity Growth. Journal of Marketing Research, 45(1), 48–59.
Weinberg, T. (2009). The New Community Rules: Marketing on the Social Web, Sebastopol.
Hong, W. T., James Y. L., & Tam, K. Y. (2004). Does animation attract online users’ attention? The effects of flash on information search performance and perceptions. Information Systems Research, 15(1), S. 60–86.
Whitman, J. (2006). Lessons Learned: New Dot-Coms Seek Attention Cheaply. The Wall Street Journal, 13. Februar, B3 A.
Zhang, P., & von Dran, G. M. V. (2001). User expectations and rankings of quality factors in different Web site domains. International Journal of Electronic Commerce, 6(2), 9–23.
Zhang, P., & Dran, G. (2002). Satisfiers and dissatisfiers: A two-factor model for Web site design and evaluation. Journal of the American Society for Information Science, 51(14), 1253–1268.
Verzeichnis zitierter Internetquellen
Arrington, M. (2008). Modeling The Real Market Value of Social Networks, http://techcrunch.com/2008/06/23/modeling-the-real-market-value-of-social-networks/.
Füller, J., Pfeiffer, M., Zinnbauer, M., Honer, T., & Scholl, R. (2009). Social Brand Value. Markenwert durch sozialen Austausch – Deutschland-Ranking 2009, http://www.vivaldipartners.de.
Hofstetter, R., Shriver, S. K., & Nair, H. (2010). Social Ties and User Generated Content: Evidence from an Online Social Network (under review by ManagementScience), http://faculty-gsb.stanford.edu/nair/documents/UGC_v4.pdf.
Keeker, K. (1997). Improving Web-site usability and appeal, http://msdn.microsoft.com/en-us/library/cc889361(office.11).aspx.
Lowe, W. (2002). Software for content analysis: A review, http://people.iq.harvard.edu/~wlowe/Publications/rev.pdf.
Nail, J. (2005). What’s The Buzz On Word-of-Mouth Marketing? Social Computing and Consumer Control Put Momentum Into Viral Marketing, http://www.forrester.com/Research/Socument/Excerpt/0,7211,36916,00.html.
O’Reilly, T. (2005). What is Web 2.0: Design Patterns and Business Models for the Next Generation of Software, www.oreilly.com.
Roth, P. (2010). Facebook Infografik – 500 Mio Nutzer & Facebook Nutzung in Deutschland, http://facebookmarketing.de.
Züll, C., & Landmann, J. (2002). Computerunterstützte Inhaltsanalyse: Literaturbericht zu neueren Anwendungen. ZUMA Methodenbericht 2002/02, http://www.gesis.org/.
Author information
Authors and Affiliations
Corresponding author
Editor information
Editors and Affiliations
Rights and permissions
Copyright information
© 2012 Springer-Verlag Berlin Heidelberg
About this chapter
Cite this chapter
Bruhn, M., Schäfer, D.B. (2012). Erlebnisorientierte Markenführung im Social Web. In: Bauer, H., Heinrich, D., Samak, M. (eds) Erlebniskommunikation. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-642-21133-1_3
Download citation
DOI: https://doi.org/10.1007/978-3-642-21133-1_3
Published:
Publisher Name: Springer, Berlin, Heidelberg
Print ISBN: 978-3-642-21132-4
Online ISBN: 978-3-642-21133-1
eBook Packages: Business and Economics (German Language)