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Zusammenhänge zwischen Persönlichkeitsmerkmalen und Reputationskompetenzen

  • Christopher Schwinn
  • Eva Hammes
  • Daniel Brylla
  • Gianfranco WalshEmail author
Chapter

Zusammenfassung

Die Reputation eines Unternehmens stellt ein wichtiges immaterielles Gut dar, das erheblich zu seiner Wertschöpfung beiträgt. Auf unterschiedliche Weise kann auf die Unternehmensreputation eingezahlt werden, sie kann jedoch auch Gefahren ausgesetzt sein. Vor allem Kompetenzen von Mitarbeitenden im Umgang mit sozialen Medien können die Reputation positiv beeinflussen oder gefährden. Diese Reputationskompetenz umfasst laut Walsh, Schaarschmidt und von Kortzfleisch (2016) fünf verschiede Einzelkompetenzen hinsichtlich des Umgangs mit sozialen Medien. Die vorliegende Studie untersucht, inwieweit die Persönlichkeitsmerkmale der Dunklen Triade in Zusammenhang mit Reputationskompetenz in sozialen Medien stehen. Die Ergebnisse der empirischen Studie zeigen, dass Narzissmus einen positiven Einfluss auf Reputationskompetenz in Bezug auf soziale Medien hat, während Psychopathie und Machiavellismus die Reputationskompetenz in sozialen Medien jeweils negativ beeinflussen.

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Copyright information

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

Authors and Affiliations

  • Christopher Schwinn
    • 1
  • Eva Hammes
    • 1
  • Daniel Brylla
    • 1
  • Gianfranco Walsh
    • 2
    Email author
  1. 1.JenaDeutschland
  2. 2.General Business Administration & MarketingFriedrich-Schiller-Universität JenaJenaDeutschland

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