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2015 | OriginalPaper | Buchkapitel

Kommunikationsmanagement und Social Media: Motive und Nutzungsformen von Unternehmensprofilseiten auf Facebook, Twitter und YouTube

verfasst von : Christopher Rühl, Diana Ingenhoff

Erschienen in: Strategische Onlinekommunikation

Verlag: Springer Fachmedien Wiesbaden

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Zusammenfassung

Unternehmen kommunizieren mit ihren Anspruchsgruppen zunehmend über soziale Medienkanäle. Dabei kann PR im Web 2.0 nur erfolgreich umgesetzt werden, wenn die Nutzungsgründe der Profilseiten seitens der Anspruchsgruppen bekannt sind. Unsere qualitative Studie untersucht die Motive, die Politiker sowie Digital Natives in der Schweiz dazu bewegen, auf Facebook, Twitter und YouTube mit Unternehmen zu interagieren. Wir verorten die Untersuchung im neu aufkommenden Feld der internationalen Social Web PR Forschung und zeigen die Implikationen auf, die sich sowohl für die Praxis des Kommunikationsmanagements in Unternehmen, als auch für die zukünftige Theoriebildung ergeben.

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Titel: Kommunikationsmanagement und Social Media: Motive und Nutzungsformen von Unternehmensprofilseiten auf Facebook, Twitter und YouTube
verfasst von: Christopher Rühl
Diana Ingenhoff
Verlag: Springer Fachmedien Wiesbaden
Buch: Strategische Onlinekommunikation
Print ISBN: 978-3-658-03395-8

Electronic ISBN: 978-3-658-03396-5

Copyright-Jahr: 2015
DOI: https://doi.org/10.1007/978-3-658-03396-5_12