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Word-of-Mouth: Von Mund-zu-Mund-Propaganda zu viralem Marketing

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Die Psychologie des Postfaktischen: Über Fake News, „Lügenpresse“, Clickbait & Co.

Zusammenfassung

Ein einsamer alter Herr, alleine am Weihnachtstisch, der seinen Tod inszeniert, um seine Familie am Weihnachtstag zu versammeln. Das ist die Geschichte des #heimkommen-YouTube-Clips, veröffentlicht von dem Handelsriesen EDEKA in der Vorweihnachtszeit 2015 (www.youtube.com/watch?v=V6-0kYhqoRo; Abb. 15.1). Der Kurzfilm bewegt, polarisiert und rückt zentrale Werte wie Familie, Zusammenhalt und Heimat in den Fokus des Betrachters.

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Authors and Affiliations

  1. Kaiserslautern, Deutschland

    Konstantin Ripperger

  2. Lehrstuhl für Kommunikationspsychologie und Neue Medien, Universität Würzburg, Würzburg, Deutschland

    Markus Appel

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  1. Konstantin Ripperger
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  2. Markus Appel
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Correspondence to Markus Appel .

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  1. Julius-Maximilians-Universität Würzburg, Würzburg, Germany

    Markus Appel

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Ripperger, K., Appel, M. (2020). Word-of-Mouth: Von Mund-zu-Mund-Propaganda zu viralem Marketing. In: Appel, M. (eds) Die Psychologie des Postfaktischen: Über Fake News, „Lügenpresse“, Clickbait & Co.. Springer, Berlin, Heidelberg. https://doi.org/10.1007/978-3-662-58695-2_15

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  • DOI: https://doi.org/10.1007/978-3-662-58695-2_15

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