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Unternehmensreputation, organisatorische Verbundenheit und bürgerliches Verhalten: Eine Multi-Stakeholder-Perspektive mit Blick auf soziale Medien

  • Stefan Ivens
  • Bernd Schneider
Chapter

Zusammenfassung

Dieser Beitrag zeigt Modelle auf, die ManagerInnen anwenden können, um die von Mitarbeitenden und KundInnen wahrgenommene Unternehmensreputation, die organisatorische Verbundenheit und das bürgerliche Verhalten in Unternehmen zu bewerten und zu messen. Damit können ManagerInnen basierend auf der Veränderung der Unternehmensreputation – insbesondere in sozialen Medien – die Veränderung im bürgerlichen Verhalten vorhersagen. Die Modelle basieren auf etablierten Theorien wie beispielsweise der Theorie des überlegten Handelns. Zur Erläuterung des Zusammenhangs von Unternehmensreputation, organisatorischer Verbundenheit und bürgerlichem Verhalten bedienen sich die Autoren sowohl der Theorie der sozialen Identität als auch der Theorie des sozialen Austausches. Die Autoren diskutieren, wie ManagerInnen die entwickelten Modelle in ihren Unternehmen anwenden können und zeigen den Mehrwert auf.

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Copyright information

© Springer Fachmedien Wiesbaden GmbH, ein Teil von Springer Nature 2019

Authors and Affiliations

  • Stefan Ivens
    • 1
  • Bernd Schneider
    • 2
  1. 1.Universität Koblenz-LandauKoblenzDeutschland
  2. 2.KoblenzDeutschland

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