Der Einfluss von Social Media Marketing auf das Konsumentenverhalten in Mexiko
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Masterarbeit aus dem Jahr 2017 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,0, Friedrich-Alexander-Universität Erlangen-Nürnberg, Sprache: Deutsch, Abstract: Wie genau sich das Social Media Marketing (SMM) in Mexiko auf das Konsumentenverhalten auswirken kann, wird anhand folgender Fragestellungen untersucht: Welche Präferenzen herrschen bei mexikanischen Konsumenten vor? Wie werden soziale Medien in Mexiko genutzt? Wie kann durch Social Media Marketing das mexikanische Konsumentenverhalten beeinflusst werden? Wie bei vielen sozialen Phänomenen, beinhaltet SMM eine Reihe von Möglichkeiten und Herausforderungen, die besonders hinsichtlich bestimmter Kulturcharakteristika näher betrachtet und kontextualisiert werden müssen. Da sich Konsumentenpräferenzen kulturspezifisch herausbilden und auch von gesellschaftlichen, politischen, wirtschaftlichen und technologischen Bedingungen abhängen, ist die Einflussnahme des SMM in Mexiko landestypischen Umweltfaktoren unterworfen. Um festzustellen, welchen Einfluss SMM in Mexiko erzeugen kann, müssen die Kaufentscheidung, die Präferenzen, sowie die Social Media-Nutzung in Mexiko untersucht werden. Mexiko gilt als Schwellenland, in welchem die Digitalisierung noch nicht so weit fortgeschritten ist, wie in anderen Ländern. In Mexiko ist das Gefälle zwischen Armut und Reichtum, Indigenen und Mestizen, Gebildet und Ungebildet, sowie Stadt und Land besonders gro und zeigt deshalb auch gro e Disparitäten in der Digitalisierung innerhalb des Landes. Die Regierung versucht allerdings die Internetdistribution in allen Teilen des Landes voranzutreiben und es lässt sich erkennen, dass die Nutzung des Internets und der sozialen Medien sukzessive wächst. Auch die durchschnittliche Zeit, die Mexikaner im World Wide Web verbringen, ist mit rund sieben Stunden täglich immens. Dies scheint gro es Potential für SMM-Ma nahmen in Mexiko zu bergen. Die sozialen Entwicklungen und tiefgreifend
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