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Virale Markenkommunikation

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Brand
Springer Nature
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N/A
Part Number
0
GTIN
9783834939012
Condition
New
Product Description

Markenmanager versuchen sich zunehmend die soziale Vernetzung der Konsumenten im Internet zu Nutze zu machen und greifen so verstrkt auf Formen Viraler Markenkommunikation zurck. Hierbei verbreiten Internetnutzer Markenbotschaften nach dem Prinzip der Mundpropaganda freiwillig untereinander. Bisher ist jedoch wenig ber die Wirkungsdeterminanten auf Einstellung und Verhalten der Konsumenten bekannt. Daniel Stenger untersucht die zentralen Wirkungsdeterminanten viraler Videos auf die Einstellung und das Verhalten von Konsumenten. Basierend auf einer experimentellen Studienreihe wird die Wirkung von Absender- und Empfngereigenschaften sowie der inhaltlichen Gestaltung auf Marke und Verhalten empirisch untersucht. Zudem gibt der Autor Empfehlungen zur erfolgreichen Gestaltung viraler Markenbotschaften.

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