Online Relations im Social Commerce: Theoretische und explorative Analyse von Erfolgsfaktoren zur Auswertung und Steuerung von Kunden-Kunden-Kommunika
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Masterarbeit aus dem Jahr 2010 im Fachbereich Medien / Kommunikation - Public Relations, Werbung, Marketing, Social Media, Note: 1,3, Fachhochschule Düsseldorf, Sprache: Deutsch, Abstract: Unternehmen, insbesondere Konsumgüterhersteller, stehen heute vor einer Vielzahl von Herausforderungen: Die hohe Markt-transparenz, die sich nicht zuletzt durch kommerzielle Verbreitung des Internets und das Abdanken des Gatekeeper-Modells der klassischen Medien ergeben hat, zwingt Unternehmen zu einer Veränderung ihrer Kundenansprache hin zu einer bidirektionalen Kommunikation. Die Kommunikation von Kunden untereinander vor allem mittels Instrumenten des Web 2.0 führt dazu, dass die Meinung anderer Kunden wichtiger geworden ist, als die von Experten. Zunehmend durchschauen Kunden die Werbebotschaften, der Unternehmen, wodurch deren Glaubwürdigkeit sinkt. Als Folge davon verlieren Unternehmen die Kontrolle über die Verbreitung von Informationen über sich selbst. Um Unternehmen einen besseren Umgang mit Kunden-Kunden-Kom-munikation zu ermöglichen, werden in dieser Arbeit die Erfolgsfaktoren hierfür analysiert und evaluiert. Dazu wird zunächst erarbeitet, was die Kunden motiviert, im Internet zu agieren. Anschlie end werden die psychologischen und soziologischen Hintergründe für die Interaktion näher beleuchtet. Darauf wird das Handlungsspektrum von Unternehmen im Umgang mit der Kunden-Kunden-Kommunikation aufgezeigt. Abschlie end werden die Faktoren für den erfolgreichen Umgang mit der Kunden-Kunden-Kommunikation abgeleitet und mittels einer Experten-befragung sowie einer Best Practice-Analyse evaluiert. Das Resultat sind sechs Erfolgsfaktoren der Kunden-Kunden-Kommunikation im Internet.
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