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Einsatz und Wirkung Virtueller Communities im Rahmen von Online-Shops

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Zusammenfassung

Das Aufkommen neuer Anwendungen und Technologien im Internet in den letzten Jahren, wie beispielsweise Blogs, Podcasts, Virtuelle Communities oder so genannte soziale Netzwerke, markierte einen wesentlichen Wendepunkt im Nutzungsverhalten des Internet durch die Konsumenten. Wenngleich die langfristigen ökonomischen und gesellschaftlichen Konsequenzen derzeit kaum absehbar sind, so bergen doch einige Instrumente und Anwendungsszenarien sicher das Potenzial für eine nachhaltige Transformation ganzer Branchen (Kilian/Hass/Walsh 2008, S. 4).

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Author information

Authors and Affiliations

  1. Institut für Handel & Internationales Marketing, Universität des Saarlandes, Campus Gebäude A5.4, Saarbrücken, 66123, Deutschland

    Dr. Peter Domma

  2. Chair for International Management, University of Fribourg/Switzerland, Boulevard de Pérolles 90, Office D-310, Fribourg, CH-1700, Switzerland

    Univ.-Professor Dr. Dirk Morschett

  3. Lehrstuhl für Marketing, Universität Siegen, Hölderlinstrasse 3, Siegen, D-57068, Switzerland

    Univ.-Professorin Dr. Hanna Schramm-Klein

Authors
  1. Dr. Peter Domma
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  2. Univ.-Professor Dr. Dirk Morschett
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  3. Univ.-Professorin Dr. Hanna Schramm-Klein
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Correspondence to Peter Domma .

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Editors and Affiliations

  1. Unternehmensführung, Univ. Basel, Basel, Switzerland

    Manfred Bruhn

  2. Universität Hohenheim (510P) Institut für Marketing & Management, Stuttgart, Germany

    Karsten Hadwich

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Domma, P., Morschett, D., Schramm-Klein, H. (2013). Einsatz und Wirkung Virtueller Communities im Rahmen von Online-Shops. In: Bruhn, M., Hadwich, K. (eds) Dienstleistungsmanagement und Social Media. Springer Gabler, Wiesbaden. https://doi.org/10.1007/978-3-658-01248-9_22

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  • DOI: https://doi.org/10.1007/978-3-658-01248-9_22

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