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Kundenmeinungen im Internet by Schimansky, Frank

Kundenmeinungen im Internet

by Frank Schimansky
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Book cover type: Paperback
  • ISBN13: 9783867468619
  • Binding: Paperback
  • Subject: N/A
  • Publisher: Examicus Verlag
  • Publisher Imprint: Examicus Verlag
  • Publication Date:
  • Pages: 136
  • Original Price: GBP 57.9
  • Language: German
  • Edition: N/A
  • Item Weight: 186 grams
  • BISAC Subject(s): Communication Studies

Diplomarbeit aus dem Jahr 2005 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1.3, Technische Universität Carolo-Wilhelmina zu Braunschweig, Sprache: Deutsch, Abstract: Mundwerbung als informelle Kommunikation bestimmt nahezu täglich unseren Konsumalltag. Dabei umfasst diese Begrifflichkeit einen komplexen Prozess, in dem subjektive Meinungen über Produkte, Anbieter und Marken entwickelt und kommuniziert werden, um sich anschlie end dynamisch zu verbreiten. Zentraler Ausdrucksgegenstand des "word-of-mouth" ist die Kundenmeinung (KM). Seit etwa 1999 findet dieser älteste Mechanismus der Marketing-Geschichte auch Eingang in das vergleichsweise neue Medium Internet. Das Internet eignet sich für Konsumenten im besonderen Ma e dazu, aus einer Fülle von Quellen einkaufsrelevante Informationen zu sammeln. "Kundenmeinungen im Internet" sind für viele Online-User unschätzbare Informationsquellen, die sie in den Vorkaufsphasen bzw. in der After-Sales-Phase in zunehmendem Ma e konsultieren. Kundenmeinungen werden dabei mitunter aus altruistischen Motiven abgegeben, um potentielle Kunden des Anbieters (über dessen Produkte Erfahrungswerte gesammelt wurden), für eine optimale Kaufentscheidung zu beraten. Die vorliegende Arbeit hat das Ziel einen Beitrag zur Erklärung des Nutzenpotentials, der Wirkungsweise, der Effektstärke und der Motive zum Lesen von Kundenmeinungen im Internet zu liefern.

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