User Generated Content. Erfolgsfaktoren für Unternehmen bei der Kundenkommunikation im Internet
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Studienarbeit aus dem Jahr 2017 im Fachbereich BWL - Unternehmensführung, Management, Organisation, Note: 2,3, FH OÖ Standort Steyr, Sprache: Deutsch, Abstract: Das Internet hat einen neue Ära eingeläutet. Noch vor zwei Jahrzehnten diente das Web rein als Informationsplattform. Der Wandel des World Wide Web von einem statischen zu einem Interaktiven Medium, prägt die heutige Kommunikation weltweit. Internetuser haben dank der Evolution des Web 2.0 die Macht, sich aktiv im Netz einzubringen. Nutzergenerierte Inhalte, auch User Generated Content genannt, gewinnt immer mehr an Bedeutung. Diese Arbeit soll die Erfolgsfaktoren in der Kommunikation mit dem Kunden unter Einbeziehung von User Generated Content identifizieren und darstellen. Im ersten Abschnitt werden die Motivation, die Fragestellung und das Ziel noch genauer erörtert. Danach erfolgt eine Erläuterung der wichtigsten Begrifflichkeiten, die für die weitere Seminararbeit von Bedeutung sind. Anschlie end sehen wir uns die unterschiedlichen Social Media Anwendungen im Detail an und zeigen auf, in welcher Form User Generated Content auf den jeweiligen Plattformen angewendet wird. Anschlie end werden die Erfolgsfaktoren identifiziert und erläutert. Dabei werden die drei am häufigsten in der Literatur genannten Erfolgsfaktoren ausgewählt. Es wird sich zeigen, dass Interaktion, Authentizität und nachhaltige Glaubwürdigkeit ausschlaggebend für eine erfolgreiche Kommunikation mit dem Konsumenten sind. In der Schlussbemerkung wird auf die Bedeutsamkeit von User Generated Content für Unternehmen aufmerksam gemacht.
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