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10. Fazit

  • 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

Es war das Ziel dieser Arbeit, die Unternehmenskommunikation in den sozialen Medien im Spannungsfeld des Dialog-Begriffes zu untersuchen. Mit der Dialogorientierung wurde hierfür ein deskriptiv-prozessorientierter Zugang erarbeitet, durch den Prozesse der reziproken Interaktion zwischen den Unternehmen und den Nutzer*innen in den sozialen Medien theoretisch und analytisch erfasst werden konnten. Die dialogorientierte Kommunikation wurde dabei in den übergeordneten Rahmen des organisationalen Beziehungsmanagements eingebettet und makrotheoretisch aus einer kombinierten systemtheoretischen und strukturationstheoretischen Perspektive betrachtet. Mit der pragmatischen Ausrichtung des Forschungsgegenstandes leistet die vorliegende einen Beitrag zum Theorie-Praxis-Transfer.

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previous chapter Schlussbetrachtung
Title
Fazit
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_10