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8. Befragung: Dialogorientierung aus Sicht der Kommunikator*innen

  • 2020
  • OriginalPaper
  • Chapter
Published in:
Author
Michael Johann
Published in
Dialogorientierte Unternehmenskommunikation in den sozialen Medien
Publisher
Springer Fachmedien Wiesbaden

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Zusammenfassung

In diesem Kapitel wird die quantitative Befragung der Unternehmenskommunikator*innen vorgestellt. Damit wird die Meso-Mikro-Perspektive der dialogorientierten Unternehmenskommunikation in den sozialen Medien adressiert. Zunächst steht in diesem Kapitel das methodische Vorgehen im Vordergrund (Abschnitt 8.1). Dabei wird auf das Auswahlverfahren und den Prozess der Datenerhebung eingegangen. Im Anschluss daran wird die Operationalisierung der relevanten Konstrukte näher erläutert und der Aufbau des Online-Fragebogens vorgestellt. Ausführungen zur Güte der Studie schließen das Methodenkapitel ab. Es folgt die Darstellung der Ergebnisse entlang der Untersuchungshypothesen (Abschnitt 8.2). Auch in diesem Kapitel werden die Studienergebnisse zusammengefasst, eingeordnet und diskutiert (Abschnitt 8.3). Am Ende werden die zentralen Befunde der Befragung noch einmal im Überblick zusammengetragen (Abschnitt 8.4).

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Title
Befragung: Dialogorientierung aus Sicht der Kommunikator*innen
Author
Michael Johann
Copyright Year
2020
Book
Dialogorientierte Unternehmenskommunikation in den sozialen Medien

Print ISBN: 978-3-658-31207-7

Electronic ISBN: 978-3-658-31208-4

Copyright Year: 2020

DOI
https://doi.org/10.1007/978-3-658-31208-4_8
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