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Erlebnisorientierte Markenführung im Social Web

Forschungsmethoden und Forschungsthemen

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Erlebniskommunikation

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.

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Authors and Affiliations

  1. Universität Basel, Basel, Schweiz

    Manfred Bruhn

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  1. Manfred Bruhn
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  2. Daniela B. Schäfer
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Correspondence to Manfred Bruhn .

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Editors and Affiliations

  1. Universität Mannheim, L 5 1, Mannheim, 68131, Germany

    Hans H. Bauer

  2. Universität Mannheim, L 5 1, Mannheim, 69131, Germany

    Daniel Heinrich

  3. Saatchi & Saatchi, Uhlandstr. 2, Frankfurt, 60314, Germany

    Michael Samak

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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

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  • DOI: https://doi.org/10.1007/978-3-642-21133-1_3

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