Skip to main content
main-content
Top

Hint

Swipe to navigate through the articles of this issue

Published in: Marketing Review St. Gallen 5/2011

01-10-2011 | Anwendung

Facebook, Twitter, YouTube und Co. – Erwartun-gen der Nutzer an Social-Media-Plattformen

Authors: Prof. Dr. Manfred Bruhn, Dipl.-Kffr. Daniela B. Schäfer, Dipl.-Kfm. Jürgen Schwarz, Mareike Lauber

Published in: Marketing Review St. Gallen | Issue 5/2011

Login to get access
share
SHARE

Auszug

Neben allem Enthusiasmus über die neuen Marketingmöglichkeiten durch Social Media ist nicht zu verkennen, dass nur wenige Social-Media-Plattformen langfristig erfolgreich sind. Der Beitrag beschreibt beispielhaft die Entwicklung eines Analyseinstruments, das die wahrgenommene Qualität von Social-Media-Plattformen aus der Perspektive der Nutzer präzise misst. Es vermittelt sowohl Markeninhabern als auch Betreibern und Entwicklern von Social-Media-Plattformen Anhaltspunkte für ein erfolgreiches strategisches Handeln. …
Literature
go back to reference Agarwal, R./Venkatesh, V. (2002): Assessing a Firm‘s Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability, in: Information System Research, 13, 2, S. 168-186. Agarwal, R./Venkatesh, V. (2002): Assessing a Firm‘s Web Presence: A Heuristic Evaluation Procedure for the Measurement of Usability, in: Information System Research, 13, 2, S. 168-186.
go back to reference Busemann, K./Gscheidle, C. (2010): Web 2.0. Nutzung steigt – Interesse an aktiver Teilnahme sinkt. Ergebnisse der ARD/ZDF-Onlinestudie 2010, in: Media Perspektiven, 7-8, S. 359-368. Busemann, K./Gscheidle, C. (2010): Web 2.0. Nutzung steigt – Interesse an aktiver Teilnahme sinkt. Ergebnisse der ARD/ZDF-Onlinestudie 2010, in: Media Perspektiven, 7-8, S. 359-368.
go back to reference Davis, F. D. (1989): Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, in: Management Information System Quarterly, 13, 3, S. 319-340. Davis, F. D. (1989): Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology, in: Management Information System Quarterly, 13, 3, S. 319-340.
go back to reference Enders, A./Hungenberg, H./Denker, H.-D./Mauch, S. (2008): The Long Tail of Social Networking. Revenue Models of Social Networking Sites, in: European Management Journal, 26, 3, S. 199-211. Enders, A./Hungenberg, H./Denker, H.-D./Mauch, S. (2008): The Long Tail of Social Networking. Revenue Models of Social Networking Sites, in: European Management Journal, 26, 3, S. 199-211.
go back to reference Glaser, B. G./Strauss, A. L. (1967): The Discovery of Grounded Theory. Strategies for Qualitative Research, New York. Glaser, B. G./Strauss, A. L. (1967): The Discovery of Grounded Theory. Strategies for Qualitative Research, New York.
go back to reference Keller, K. L. (2009): Building Strong Brands in a Modern Marketing Communications Environment, in: Journal of Marketing Communications, 15, 2-3, S. 139-155. Keller, K. L. (2009): Building Strong Brands in a Modern Marketing Communications Environment, in: Journal of Marketing Communications, 15, 2-3, S. 139-155.
go back to reference Nair, M. (2011): Understanding and Measuring the Value of Social Media, in: Journal of Corporate Accounting & Finance, 22, 3, S. 45-51. Nair, M. (2011): Understanding and Measuring the Value of Social Media, in: Journal of Corporate Accounting & Finance, 22, 3, S. 45-51.
go back to reference Preece, J. (2001): Sociability and Usability in Online Communities. Determining and Measuring Success, in: Behaviour & Information Technology, 20, 5, S. 347-356. Preece, J. (2001): Sociability and Usability in Online Communities. Determining and Measuring Success, in: Behaviour & Information Technology, 20, 5, S. 347-356.
go back to reference Rheingold, H. (1994): Virtuelle Gemeinschaft. Soziale Beziehungen im Zeitalter des Computers, Bonn/Paris. Rheingold, H. (1994): Virtuelle Gemeinschaft. Soziale Beziehungen im Zeitalter des Computers, Bonn/Paris.
go back to reference Rossiter, J. R. (2002): The C-OAR-SE Procedure for Scale Development in Marketing, in: International Journal of Research in Marketing, 19, 4, S. 305-335. Rossiter, J. R. (2002): The C-OAR-SE Procedure for Scale Development in Marketing, in: International Journal of Research in Marketing, 19, 4, S. 305-335.
go back to reference Schaef, K. (2003): E-Space Inclusion: A Case for the Americans with Disabilities Act in Cyberspace, in: Journal of Public Policy & Marketing, 22, 2, S. 223-227. Schaef, K. (2003): E-Space Inclusion: A Case for the Americans with Disabilities Act in Cyberspace, in: Journal of Public Policy & Marketing, 22, 2, S. 223-227.
Metadata
Title
Facebook, Twitter, YouTube und Co. – Erwartun-gen der Nutzer an Social-Media-Plattformen
Authors
Prof. Dr. Manfred Bruhn
Dipl.-Kffr. Daniela B. Schäfer
Dipl.-Kfm. Jürgen Schwarz
Mareike Lauber
Publication date
01-10-2011
Publisher
Gabler Verlag
Published in
Marketing Review St. Gallen / Issue 5/2011
Print ISSN: 1865-6544
Electronic ISSN: 1865-7516
DOI
https://doi.org/10.1007/s11621-011-0061-x